Within the out-of-home market, fish is the number one protein. In home, however, it is only the third-favourite, beaten by beef and chicken.
It is, however, in a strong position for growth, since over 23% of fish is consumed for health reasons - much more than for other proteins, and higher than total foods, which is 20%. Over one third of cod is eaten for this reason.
It is no surprise that fish is eaten most on Fridays, as this has long been the traditional day of the week. But cod is even more reliant on Friday than other fish. Some 28% of cod is eaten on a Friday.
The tradition of fish on a Friday is adhered to most by females aged 45+, but also by the 17-24 age group, both male and female.
These age groups are also more likely to eat cod on a Friday than on any other day of the week.
However, overall, cod seems to have a bias towards the older consumer.
Some 64% is eaten by the over-45s, compared with 53% of total fish and 46% of total foods.
Shaking off this image as a food for the older consumer, while maintaining the health connotations associated with it, could result in cod driving fish closer to the number one position in home proteins.
Matthew Ferguson, TNS
Cod keeps its traditional association with Fridays
Produced for The Grocer by TNS.
Year to November 2004. For more information call 01372 825770. Next week: dried fruit
No comments yet