Maine Seaweed Consumer preferences

Lead PI: Christian Brayden

PI Email: christian@maineaqua.org

Co-PI: Sebastian Belle

Abstract: The Maine Aquaculture Association (MAA) will conduct a consumer preferences survey pertaining to seaweed processing and product development. The work is a direct response to the roadmap action item “Increase funding for market research on aquaculture products, including processing, distribution, product development, and customer acquisition, particularly for seaweed.” Maine’s aquaculture seaweed farmers have significantly increased production levels over the last seven years from 14,582 pounds in 2015 to almost 1 million pounds in 2021. While production of raw material has dramatically increased and processing capacity continues to expand, the development of seaweed-based products that US consumers will purchase remains a challenge to the sector. Many of the startup seaweed producers do not have internal resources to conduct quantitative consumer preference studies to guide their product development efforts. MAA will develop a survey that uses panel data to target a nationally representative sample to assess consumer preferences for specific seaweed products. The survey plans to target different product categories (e.g. frozen, fermented, pickled, milled, etc.) and products within each category to explore which categories and specific products have the largest market potential nationally. Further, demographic data will be collected on those most likely to consume seaweed, and for each of the top products selected. This will help seaweed companies and processors to focus their R&D efforts on the most promising products, and facilitate their marketing by targeting specific regions and demographics.

Project Dates: September 2022 – August 2023

Project Funding: Aquaculture Hub re-budget, Maine Aquaculture Association match