AGE PROFILE of prawn consumers

Children

0-104%

11-165%

Male

17-3411%

35-6421%

65+8%

Female

17-3412%

35-6427%

65+12%

Info: Usage overview of prawns. Year ending August 2007. In-home/lunchbox consumption

The number of meals featuring prawns rose 1% to 196 million last year

Enjoyment is the main reason behind consumption, but health is becoming more important as a motivation

Evening meals account for 58% of consumption

Prawns are more likely to be prepared from frozen (57%) than from fresh/chilled (43%)



Prawns prove popular as a healthy treat



People are eating more prawns for health reasons but also buy them for sheer enjoyment. Prawns are seen as having high nutritional value, being a good source of protein and low in saturated fat, and 17% of people now claim health is the main reason for eating them.

Enjoyment, however, accounts for 44% of all prawn meal occasions, especially towards the end of the week when meals become more indulgent. A third of the week's consumption takes place on Friday and Saturday.

More than 51% are eaten by adult females but young adults aged 17 to 34 also eat more than the average.

Sales of prawns are also driven by the major long-term trend towards lighter meals, with more prawns now being eaten as light meals (38%). As part of such meals, prawns are likely to be eaten with salad (40%), sweet snacks (36%) and bread (26%)

Prawns may come under increasing scrutiny in terms of their carbon footprint, particularly with the overseas shelling of homegrown shellfish having proved controversial.

Teresa Fisher

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