Australians hooked on salmon

Since we last reported on Australia’s salmon consumption two years ago, the proportion of the population eating it in an average seven days has inched up from 24% to 25%. While this doesn’t sound like much, it translates to an additional 300,000 people enjoying the pink fish – and benefitting from its famously healthy qualities -- per week.

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

However, two states saw their salmon consumption decline: South Australia (down to 18% from 21% in 2014), and – ironically, given its flourishing salmon-farming industry – Tasmania. Whereas 27% of Apple Islanders ate salmon in any given seven days back in 2014, this figure now sits at 23%.

Source: Roy Morgan Single Source (Australia), April 2013-March 2014 (n=17,773) and April 2015-March 2016 (n=15,074). Base: Australians 14+

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

The fish fancied by foodies

Applying Roy Morgan’s culinary profiling system, Food Segments, to the country’s salmon-eaters reveals how someone’s overall attitude to food and cooking can influence whether or not they are likely to consume salmon.

The fact that almost a third of Australians from the ‘Trendsetter’ segment and an almost identical proportion of ‘Entertainers’ eat salmon in an average week indicates that the fish is rated highly by those who take their food seriously. Trendsetters are culinary adventurers, constantly in search of new flavours and gourmet ingredients, while Entertainers love the social aspect of enjoying fine food with friends and family.

Source: Roy Morgan Single Source (Australia), April 2015-March 2016, n=15,074. Base: Australians 14+

At the other end of the spectrum, people from the decidedly anti-gourmet ‘Zappit’ and ‘Take-it-away’ segments are well below average for salmon consumption. As their names suggest, these folks prefer to spend as little time in the kitchen as possible, and are not remotely interested in the finer points of their food.

Norman Morris, Industry Communications Director, Roy Morgan Research, says:

“Salmon consumption in Australia is tracking well, with a quarter of us eating it at least once a week. Celebrated for its nutritional benefits, such as omega 3 and protein, as well as for being low in fat, salmon is especially popular with people who restrict how much fattening food they eat, those who prefer to eat healthy snacks, and those who are eating less red meat these days.

“The decline of salmon consumption in Tasmania is puzzling, given the state’s thriving aquaculture industry (not to mention the widespread – if gradual – upward trend elsewhere). More research is required to identify the reason for this.

“Meanwhile, Roy Morgan’s Food Segments provide a different perspective on Australia’s salmon-eaters. Salmon brands would be interested to learn that, as well as being more inclined than most to eat salmon, more than half of all ‘Trendsetters’ are aged between 25 and 49: an age bracket not usually as enthusiastic about the pink 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.”