AGE PROFILE of haddock consumers Children 0-106% 11-165% Male 17-349% 35-6420% 65+15% Female 17-345% 35-6422% 65+18% Info: Usage overview of haddock. In-home There were 169 million meals featuring haddock in the past 12 months, a 2% increase on the previous year Nearly two thirds is consumed by the 45+, but more children are eating it A quarter is consumed for health reasons Frozen and chilled are consumed equally Haddock seen as healthy choice for kids Haddock benefits from being a traditional favourite that is also healthy. The rate of haddock consumption outgrew the total fish market by 4.5% this year, with frozen selling particularly well. This rise in its popularity may be a result of consumers and retailers sourcing sustainable alternatives to cod, which continues to suffer with depleted stock in the North Sea and Atlantic Ocean. Haddock gained significant share from cod over the past year, with the latter declining 6%. The 45+ age group eat the most and have contributed to growth, but children aged 11-16 are also eating significantly more as parents see it as a healthy choice. More than a quarter is consumed for health reasons but the category is also attracting consumers looking for a change. Nearly two thirds of haddock is eaten at the evening meal, up 7%. Haddock is even more popular as the traditional fish on a Friday, accounting for nearly a third of consumption. Chips and peas remain beside haddock at more than 40% of occasions. Mike Vahid

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