Premium consumers will pay 10% extra
Image from Nofima
4. NOVEMBER 2018 ODDNY JOHNSEN UPDATED: 2. MAY 2019
One in three households in Norway are classed as being in the premium segment. They are willing to pay at least 10% more for super- fresh cod – that is, cod sold less than 48 hours after slaughtering.
In a research project called “Catch”, a number of researchers from Nofima and the University of Tromsø – The Arctic University of Norway studied consumer evaluation of products based on live-stored cod. The surveys were mainly conducted in Norway, but studies were also carried out in the Spanish market. The aim of this work was to improve our knowledge about what makes cod products exclusive and attractive.
Discerning consumers “Older, more quality-conscious Norwegian consumers focus less on packaging and convenience when they choose fresh cod. They trust their ability to judge and their visual impression. In Spain, consumers prefer to buy fresh cod over the counter without packaging,” says Professor Svein Ottar Olsen of the University’s School of Business and Economics.
The studies show that pre-packed cod is accepted, but not by all cod lovers. In Spain especially, it is important to see the whole fish in the fresh produce counter. The customer picks out the fish he or she wants and asks for it to be cut up or filleted before they take it home.
