Salmon eaters in Australia are defined by Roy Morgan survey

Posted by AFN Staff Writers on 21st July 2014
Salmon is popular with the over 50s in Australia
Salmon is popular with the over 50s in Australia

High in omega-3 fatty acids and protein, and low in fat, salmon is often described as a superfood. Almost a quarter of Australians aged 14 and over ate it in an average seven-day period, and it was particularly popular with Australians over 50 years old, according to new findings from market research organisation Roy Morgan Research.

In the 12 months to March 2014, 24 per cent of Australians ate salmon in any given seven days: almost half the amount who ate fish of any kind  (53 per cent).

Over 50s are salmon fans

However, Roy Morgan Research said it seemed that, much like avocadoes and mushrooms, salmon is an acquired taste. Only 11 per cent of Australians aged 14-17 said they ate it in an average seven days, with its popularity rising among the older age groups, especially those past the half-century mark. For example, 30 per cent of Aussies aged 50-64 and 32 per cent of those over 65 said they ate salmon.

The 50 plus market is also well ahead of the younger age groups when it comes to overall fish consumption.

“Salmon is especially popular with older age groups. This could be because the unusual texture of salmon takes some time to get used to, or it could be that older Aussies are just more health-conscious generally,” said Angela Smith, Group Account Director Consumer Products, Roy Morgan Research.

Type of salmon consumed

The type of salmon a person eats also seems to vary with age. While fresh salmon was preferred across all age groups, smoked salmon was second on the list for those under 65, while those over 65 were also keen canned salmon consumers.

Healthy is as healthy eats

Salmon’s health-giving properties are well documented. Roy Morgan Researcher suggested that salmon’s diet-friendly nature was a strong drawcard, with Australians who ate salmon in an average seven days were 25 per cent more likely than the average Australian to agree with the statement ‘I restrict how much I eat of fattening foods’.

Similarly, salmon-eaters were significantly more likely than the average Australian to agree with the statements ‘I’m constantly watching my weight’ and ‘I’m eating less red meat these days.’

Different lifestyle groups more likely to eat salmon

Roy Morgan Research said consumers who led different types of lifestyles were more or less likely to eat salmon regularly.

For example, Roy Morgan Research found that only 12 per cent of the group it called ‘Making the Rent’ consumed salmon. Typically young (many are still in their teens), often from non-Anglo backgrounds, Roy Morgan Research said people in the Making the Rent group often struggle to make ends meet.

“Like so many meats and fish, fresh salmon is not cheap, so may not make it onto their grocery list for that reason,” Ms Smith said.

On the other hand, 41 per cent of a group Roy Morgan Research called ‘Bluechip’ individuals said they ate salmon in an average seven days — well above the national average. Ms Smith said people in the Bluechip group tended to be highly educated and highly paid, with “a strong leaning towards the finer things in life”.

“They’re also very health conscious, but unwilling to sacrifice taste for the sake of dietary virtue,” Ms Smith said. “Salmon fits that bill perfectly,” she said.