Consumer Preference and Market Potential for Alaska Salmon in China: Preliminary Analysis

Consumer Preference and Market Potential for Alaska Salmon in China: Preliminary Analysis

Qiujie “Angie” Zheng, H. Holly Wang, Quentin Fong, and Yonggang Lu

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Researchers at the University of Alaska Anchorage and Purdue University see China markets as a promising opportunity for sales of Alaska salmon. They interviewed consumers in major cities in China and found that buying seafood from pristine Alaska waters in a sustainable fishery is appealing to residents there, who are gaining disposable income.

The authors advise that if Alaskans want to sell salmon directly to consumers, they should focus on boneless fillets, steaks and heads. Educating Chinese purchasers about preparation methods, the different salmon species and meat colors, and the sustainable nature of the harvest is recommended. In addition, highlighting the advantage of wild-caught salmon and getting a "green" label certificate may be helpful.

Read a blog and news release about the marketing study.

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