Shopper Preferences Complicate Seafood Sales

Retailers aiming to increase seafood sales encounter a challenge: shoppers from different generations prefer distinct types of fish and purchase them in different ways.

Analysts explain that what attracts baby boomers often fails to resonate with younger customers. The difference extends beyond taste, covering cooking methods and food values.

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“Balancing the diverse expectations of multiple generations within a single seafood department is one of the greatest retailer challenges,” said Iris Yim, principal and chief strategist at Sparkle Insights, a research firm in Chapel Hill, North Carolina. Older shoppers grew up when seafood was linked to health advice, local traditions, and family meals. Their habits formed around limited options and familiar cooking routines.

Millennials and Gen Z, however, have experienced a wider range of global cuisines, digital food content, and sustainability discussions. This exposure broadened their tastes but didn’t necessarily improve their comfort in the kitchen. Many younger shoppers lack experience with seafood preparation, making convenience and low-risk options more attractive than raw fillets or whole fish.

Retailers adapting their approach to each generation tend to perform better. For boomers and Gen X, freshness, quality, and knowledgeable staff build trust and encourage repeat purchases. Millennials prefer convenience and transparency. Ready-to-cook products, recipe ideas, and clear sourcing details make seafood feel less daunting and more aligned with their values.

Gen Z has its own demands. Many prioritize speed and simplicity, prompting some retailers to expand meal kits, pre-seasoned seafood, and even subscription services. QR codes linking to cooking guides have become popular among younger shoppers who rely on digital tools.

Expanding product variety can strain supply chains and increase waste if demand shifts. Some stores rotate seasonal assortments to keep inventory fresh, but this requires careful planning and flexibility when trends change.

Yim advised that retailers don’t need to favor one generation over another. Instead, they can use signage, product placement, and digital tools to help shoppers find suitable options. “It’s not about replacing one approach with another,” she said. “It’s about creating a department that works for everyone.”

Achieving this requires investment in staff training, updated signage, and sometimes separate sections. Smaller retailers may find the logistics overwhelming, but those who succeed can gain higher sales and more loyal customers.

The seafood case mirrors broader retail challenges. As shopping habits evolve, stores must keep adjusting what they sell and how they sell it.