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Co-creation is a process that directly involves different stakeholders in the idea generation phase of a new product development process. A pool of 112 new aquaculture fish product ideas was obtained by applying a combination of creative and projective techniques to the co-creation process with consumers in six focus groups conducted in three European countries (Germany, France, and Spain). The subjectivity of qualitative data analysis (e.g., focus groups) is one of its recognised disadvantages. To overcome this drawback, a combination of specialised software (i.e., Alceste), along with word frequency, co-occurrence, and context checking, was applied to provide a different approach to data analyses in qualitative studies. The method identified the most salient dimensions behind the participants’ discourse (naturalness, quality, ethics, price, and health) and inferred the importance those dimensions had for them, thus proving the existence of a correlation of 0.7 between what the participants said (frequency of mention) and what they liked the most (importance). Overall, the exploratory approach proposed is deemed useful for drawing key conclusions from qualitative research, thus offering an alternative to traditional content analysis. In future, the results obtained may be useful for selecting the co-created ideas with the greatest potential to be well received in the market., Postprint (published version)

Food lifestyles are changing; people have less time to spend on food purchase and preparation, therefore leading to increasing demand for new food products. However, around 76% of new food products launched in the market fail within the first year (Nielsen, 2014). One of the most effective ways to enhance new products’ success in the market is by incorporating consumers’ opinions and needs during the New Product Development (NPD) process (Moon et al., 2018). This study aimed to explore the usefulness of a qualitative technique, focus groups, to generate new aquaculture fish product ideas as well as to identify the most relevant product dimensions affecting consumers’ potential acceptance., Peer Reviewed, Postprint (published version)

Deliverable 5.5, Deliverable 5.5 “Market validation, technical and socioeconomic analysis of fish products”, covers the results from several studies involving consumer activities performed in Task 5.4 “Market validation”; the profiling of key EU consumer segments for new product adoption (through large-scale quantitative and qualitative surveys), the identification of the optimal product configuration (through choice experiments), the identification of the optimal combination of packaging attributes (validated through neuroscience), the assessment of sustainability dimensions (choice experiment) and finally the validation tests (Home Use Tests and online questionnaires) of the new products in three European countries (Spain, France and Germany). It also includes the results of Task 5.5 “Technical and economic feasibility analysis of products” performing case studies for producing the four new food products (grilled seabass with lemon, sea and mountain burger, seabream breaded bites and organic seabream with couscous) developed in the framework of MedAID. The information provided could facilitate the implementation of these developments by industry., Postprint (published version)

For farmers of new fish species, market adoption is needed in order to grow a viable business. Farmers may try to sell the new species in their firms’ domestic markets, but they might also look at other markets. However, as markets are becoming more global and competitors more international, considering internationalization may be a necessity rather than a choice. Using diffusion modelling, and based on results of an online supermarket experiment, the innovation and imitation parameters are estimated and diffusion curves for five countries predicted in an attempt to determine the best lead market for introducing fillets of farmed greater amberjack (Seriola dumerili). The production capacity consequences of implementing different internationalization strategies (i.e. “sprinkler” and “waterfall”) were also explored. A waterfall strategy refers to the sequential introduction of a product in different markets, whereas the sprinkler strategy concerns the simultaneous introduction of a product in multiple international markets. Since a sprinkler approach requires many resources and the ability to quickly ramp up production capacity, a waterfall approach appears more suitable for farmers of greater amberjack. Italy and Spain appear to be the best lead markets for greater amberjack farmers to enter first.

Este trabajo se centra en la identificación de los motivos de compra y de consumo del pescado de acuicultura y de los productos derivados en tres países europeos diferentes: Alemania, España y Francia. Para ello se realizó un estudio online con 1500 consumidores de los citados países. El cuestionario incluía distintos constructos potencialmente relacionados con el consumo de pescado. En general no se detectaron grandes diferencias entre países, aunque sí se observaron tendencias en las respuestas respecto a la importancia otorgada al sabor o a la salud a la hora de compra pescado y productos derivados. En todos los países se observó una buena predisposición a aceptar los nuevos productos de pescado de acuicultura presentados., Peer Reviewed, Postprint (published version)