In order to analyse consumer’s needs for seafood information and to develop an effective seafood communication, cluster analysis has been performed using the statistical software package SPSS 12. Three distinct clusters were identified. The clusters differ in level of knowledge, behaviour towards fish consumption, use of potential and existing information, and last but not least, their socio-demographic profile.
Sceptic (24.0%) -> Sceptics are passive towards trusting and using any information regarding fish. This segment includes older male consumers who displayed the lowest fish consumption level; therefore they could be a very relevant communication target, especially from a public health point of view. However, this is also the most difficult group to reach by communicators and marketers because of what may be called a genuine disinterest in any information about fish. Additional analysis showed that people from this group hardly use information sources.
Enthusiast (41.4%) -> This is the biggest consumer group who use and trust all information sources about fish. In general, they are very interested in information about fish and they use different information cues on the labels to obtain this information. Importantly, this segment consists of relatively more women than men. We could speculate that they are the most fish-information involved group of consumers who are still open to receiving and using more information related to fish.
Confident (34.6%) -> This group of fish consumers consist of relatively young people who do not really use any information sources but have high trust in authorities, such as government, scientists and consumer organisations. They simply “trust the system”. This consumer group, together with the Sceptics, reported a low fish consumption level. However, this is the easiest group to reach by communicators and marketers because of their high trust.