Genuine Alaska Pollock Producers: Sleighing the holidays with Surimi Seafood

Seafood association Genuine Alaska Pollock Producers (GAPP) ran a data-driven, influencer-led campaign to increase awareness, consideration and purchase of surimi seafood.

Background Research/Insights & Objective

Through consumer research, GAPP determined that consumers are not knowledgeable about how surimi seafood is made or its ingredients. Consumers often associate imitation crab with being unnatural, processed or artificial and consumers perceive surimi seafood as having limited usage occasions.

Findings from this study include:

  • While most consumers are aware of imitation crab, only about one third have ever purchased it.
  • The top reasons consumers do not eat surimi seafood include the product not being top of mind (44%), they only buy it for specific recipes (29%)and they don't like imitation foods...

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