The 45-64 age group is 9% more likely to consume prawns than it is all other fish. Females aged 17-44 account for 22% of prawn consumption occasions, and are 30% more likely to eat prawns than other fish. Overall, females account for 53% of prawn consumption.
In the home, prawns are almost twice as likely to be eaten as snacks than all other fish. Only 4% of prawns are eaten as a snack, but consumption at this occasion has grown by more than two thirds year-on-year.
Just over half of all prawns are eaten at the evening meal, an occasion in growth by 16%. Some 43% are consumed as a light meal. Prawns are 8% more likely to be eaten at this type of occasion than all other fish. This puts the sector in an advantageous position in terms of the growing trend towards light meals.
Consumers still think the prawn cocktail is a sophisticated starter, since prawns are much more likely than other fish to be used for entertaining. Prawns are most likely to be eaten with salad vegetables, while 6% are eaten with mayonnaise.
Consumption with mayonnaise is down year-on-year, perhaps because it is perceived to be be unhealthy.
Gary Shaw, TNS
Produced for The Grocer by TNS. Year to November 2005.
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