Understanding the modern consumer is crucial for success in today’s dynamic seafood market. Spheric Research recently contributed to this critical conversation at Seafood Expo Global/Seafood Processing Global, held from May 6-8, 2025, in Barcelona. Partner Matt Craze joined a panel of experts for a session titled “Seafood Marketing for Modern Consumers.”
The panel brought together a diverse group of stakeholders, from digital influencers to chefs and brand executives, to provide a comprehensive view of the evolving consumer landscape. The discussion centered on how marketing strategies must adapt to meet new demands driven by sustainability concerns, health and wellness trends, and unprecedented digital engagement.
Key topics explored during the session included:
- Shifting Consumer Values: The increasing importance of transparency, ethical sourcing, and sustainability in purchasing decisions.
- The Digital Revolution: How social media trends, from TikTok’s “Tinned Fish Date Night” to influencer marketing, are reshaping consumer perceptions and creating new opportunities.
- Engaging Younger Generations: A deep dive into the priorities of Millennials and Gen Z, focusing on convenience, experience, and value alignment.
As the designated Consumer Behavior Researcher on the panel, Matt Craze offered data-driven insights into how younger generations approach food consumption, emphasizing the growing importance of transparency and environmental impact in their choices. His analysis drew upon Spheric Research’s extensive work in this area, including key findings from the firm’s latest US Seafood Consumer Sentiment Report.
This multi-faceted discussion underscored the need for data-backed strategies to navigate a competitive and rapidly changing marketplace.
