New Consumer Research Helps Shape Pan-European Alaska Surimi Campaign
Alaska Seafood Marketing Institute (ASMI) is taking a closer look at how European consumers understand and experience surimi as part of a new Pan-European Genuine Alaska Pollock Surimi project designed to strengthen the position of Alaska surimi in the European market.
Europe is already an important market for Alaska surimi, importing approximately 40,000 metric tons valued at $87.5 million in 2024. The new initiative aims to build on that foundation by addressing outdated perceptions of surimi and highlighting its quality, versatility, affordability, nutrition, and connection to wild Alaska pollock.
To help guide the campaign, ASMI conducted consumer research across key European markets to better understand awareness, perceptions, consumption habits, and barriers to trying surimi. The study surveyed more than 5,700 consumers and found that while awareness of surimi is relatively strong, significant knowledge gaps remain.
Consumers Know the Name, But Not Always the Product
Overall, 76% of respondents had at least some awareness of surimi. However, only 59% correctly identified surimi as a seafood product made from processed fish protein, while others associated it with plant-based or tofu-based seafood alternatives or were unsure what it was.
The findings point to a clear opportunity: education can change perceptions.
After respondents were given a clear definition of surimi, 48% said they were likely to try it in the future. Familiar foods also provided an important pathway to trial, with 37% saying they would definitely try surimi if it were included in a familiar dish and another 41% saying they might try it.
Changing Perceptions Through Education
The research also identified some of the perceptions that the campaign will need to address. While 61% of respondents viewed surimi as nutritious, perceptions were mixed around how natural the product is: 44% considered surimi natural, while 48% considered it artificial. At the same time, more than half of respondents said they would be likely to recommend surimi to others.
For consumers who knew what surimi was but did not eat it, the most common barriers included concerns about taste or texture, availability, and simply not having had an opportunity to try it.
The findings reinforce the importance of showing consumers what surimi actually is, how it can be used, and why Alaska pollock surimi is a high-quality seafood option.
Research Shapes New Consumer Campaign
Those research insights are now coming to life through ASMI’s new consumer-facing Alaska surimi website—a one-stop destination designed to educate, inspire and encourage trial.
Visitors can learn what surimi is, discover easy and modern recipes, and test their knowledge with an interactive myth-busting quiz that tackles some of the most common misconceptions about surimi.
With strong awareness already established and research showing that education can increase interest in trying surimi, the campaign will focus on helping European consumers see Alaska surimi in a new way—from something unfamiliar or misunderstood to a versatile, convenient and high-quality seafood option made from wild Alaska pollock.
Stay tuned for more when the website is live.
