Freshwater compared to marine fish - A quantitative study on consumer perspectives

Although the health benefits of fish consumption are widely acknowledged, annual fish consumption in Hungary remains just a quarter of the EU-27 average. Despite the country's relatively developed freshwater aquaculture, freshwater fish is still a tertiary choice compared to poultry, pork, and, in many cases, marine fish. This study investigates the underlying reasons for the dispreference of freshwater fish relative to marine fish across various consumer groups and identifies the key barriers that aquaculture stakeholders must address to significantly boost consumption. This research is based on a representative survey ( n = 1001) conducted between May and June 2021, reflecting Hungary's demographic diversity in age, residence, and gender. A combination of descriptive statistics, Fisher's exac t -test, paired t-test, and One-Way ANOVA F-test with Tukey post hoc analysis was applied to assess consumer motives and consumption barriers. The results show that marine fish is consumed more frequently than locally produced freshwater fish. While Hungarian consumers view freshwater fish as cheaper, safer, and more environmentally sustainable, the perceived health benefits and superior presentation of marine fish products, especially in canned and ready-to-cook formats, make marine fish a more popular choice. Additionally, the presence of fishbones and inconsistent quality were noted as key disadvantages of freshwater fish. Demographic differences revealed that younger consumers prefer ready-to-eat options, while older generations favour traditional recipes. In summary, although freshwater fish are perceived positively, significant promotional efforts and strategic advertising tailored to age-specific preferences are needed to bridge the fish consumption marketing gap in Hungary. • Marine fish is more frequently consumed than freshwater fish in Hungary. • Freshwater fish is cheaper, safer but less appealing than marine fish. • Poor quality and fishbones deter freshwater fish consumption. • Younger consumers prefer ready-made fish; older ones prefer traditional dishes. • Freshwater fish links to locality and is seen as a sustainable food option. • Targeted promotions could boost freshwater fish sales and close marketing gaps.