Officials with the Alaska Seafood Marketing Institute (ASMI) say new consumer data affirms the importance of the Alaska brand with Japanese consumers of seafood.
The recent online survey found that some 80% of 1,000 Japanese consumers surveyed said they would be more motivated to buy products marked as from Alaska. More specifically, if the ASMI logo is present, 79.6% of those surveyed said they would purchase the product and 77.1% of consumers said they would be more likely to purchase if “Alaska” or “Alaskan” is written on the packaging to denote product origin.
ASMI conducts targeted consumer and trade marketing programs in Japan, in addition to the U.S. and 40 other countries worldwide, to raise awareness of the Alaska brand and the key differentiating qualities of Alaska seafood. ASMI officials said they plan to use this latest consumer research to increase usage of the ASMI logo and Alaska origin on packaging and in marketing and displays to boost the visibility and value of the Alaska brand in the highly mature Japanese market.
The retail study, conducted with Datassential Research, found that 73% of survey seafood shoppers are more likely to purchase seafood when the words “Alaska Seafood” are included on the package and 73 % said they would pay more for a product when the Alaska Seafood logo is displayed.
ASMI is a partnership between the state of Alaska and the Alaska seafood industry to promote benefits of wild and sustainable Alaska seafood and offer seafood industry education.