Australians hooked on salmon

The proportion of the population eating salmon in an average seven days has inched up to 25 per cent from 24 per cent in 2014, translating to an additional 300,000 people enjoying the fish per week.

This growth in consumption occurred in most states, with the greatest uptake being in Victoria (where 26 per cent of residents now eat salmon in an average seven days, up from 23 per cent two years earlier) and Queensland (24 per cent, up from 22 per cent). NSW remains the country’s most avid salmon-eating state at 28 per cent (up marginally from 27 per cent in 2014).

However, two states saw their salmon consumption decline: South Australia (down to 18 per cent from 21 per cent in 2014), and Tasmania (down to 23 per cent from 27 per cent).

Consumers aged 50 or older are still far more likely than people younger than that to eat it – indeed, consumption has risen among both the 50-64 and 65-plus age groups, even as it has lost popularity among 14-17 year olds and 35-49 year olds.

Roy Morgan Research Industry Communications Director Norman Morris says salmon brands would be interested to learn that, as well as being more inclined than most to eat salmon, more than half of all trendsettersare aged between 25 and 49, an age bracket not usually as enthusiastic about the fish as the 50-plus brigade.

By gaining a deeper understanding of what makes trendsetters tick, savvy salmon brands can then tailor their marketing to appeal to this potentially lucrative consumer group,he said.

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