As consumers cut back on meat consumption, seafood has emerged as a strong protein source that also offers additional health benefits.

In addition to being high in protein, many seafood items are also rich in other important nutrients, such as omega-3 fatty acids and Vitamin D. Seafood is also low in saturated fats and sodium.

In fact, the health benefits of seafood are the top reason that consumers say they are increasing their seafood consumption, as cited by 60% of consumers, according to research from Circana. In addition, the top three reasons that consumers choose seafood as their preferred protein choice are that seafood is healthier overall, that they prefer the taste and that it has more protein, the research found.

The research also found that 62% of consumers said they would like to eat more seafood. That is more than any other category and double the percentage of consumers who said they wanted to increase their consumption of plant-based proteins.

Retailers can capitalize on these trends by working closely with their in-house dietitians on their marketing campaigns and by focusing on recipes and the ease of preparation of seafood dishes. For example, the Alaska Seafood Marketing Institute recently released six new air fryer recipes for seafood from Alaska to address consumer demand for seafood recipes that are both easy to prepare and healthy.

Touting the health benefits of seafood

When promoting the healthy attributes that seafood brings to the table, consider highlighting some of the lesser-known benefits, such as its ability to help battle Vitamin D deficiency.

“Vitamin D deficiency is more prevalent than ever, leading to poor bone health, fatigue, joint and muscle pain, reduced immunity and anxiety and depression,” said Megan Rider, domestic marketing director at ASMI, noting that wild Alaska seafood is one of the few food resources that include this critical nutrient.

A three-ounce portion of Alaska seafood contains approximately 71% of the recommended daily value of Vitamin D, she said.

In addition, wild Alaska seafood is one of the world’s most significant sources of EPA and DHA omega-3 fatty acids, said Rider. Omega-3 fatty acids have been shown to have a positive impact on the brain, and to improve mood, she said, citing reduced rates of depression among people who consume seafood.

For example,

• Depression appears less in countries that have a high consumption of seafood;

• Reduced rates of depression, including postpartum depression, have been linked with the consumption of seafood; and

• A nutrient-dense diet that is high in fatty fish reduces symptoms of depression.

In addition, consuming wild Alaska seafood rich in omega-3 fatty acids boosts serotonin in the brain, helping prevent many mood imbalances and disorders.

Although it’s not clear exactly why seafood consumption has a positive impact on depression rates, it is likely due to its anti-inflammatory properties, Rider said.

Eating foods high in omega-3s like wild Alaska seafood is among the best dietary countermeasures to inflammation, Rider said. Studies have shown that omega-3s have anti-inflammatory effects, and the best dietary sources of omega-3s include fatty fish, such as wild Alaska salmon, halibut, herring and sablefish.

Marketing seafood from Alaska

Working with registered dietitians at either the corporate or store level presents a prime opportunity to promote the health benefits of seafood, said Rider. Opportunities for content include social media campaigns, recipe development and in-store cooking and product demonstrations.

“The key element is to talk about how easy and delicious it is to eat healthy seafood,” said Rider. “Yes, talk about the benefits for the brain, the heart, mental health and more, but always tie it into how it’s incredibly tasty and not difficult to cook.”

Another key attribute of seafood from Alaska — and one that’s very easy to communicate — is where it comes from, she said.

“Let your shoppers know that the icy waters along Alaska’s 34,000 miles of coastline are among the most abundant and pristine fishing grounds in the world,” said Rider. “In natural surroundings, eating only what nature provides, wild Alaska seafood develops its superior flavor, texture and dense nutrient makeup.”

Driving sales of frozen seafood

Frozen seafood provides multiple benefits for consumers seeking to eat a healthy diet. Consumers see frozen seafood as delicious, convenient and just as good as never-frozen seafood, Rider said, citing research from Circana showing that 79% of consumers said they were either very or somewhat likely to purchase frozen seafood.

More than a third of consumers (36%) cite convenience as a reason for buying frozen seafood, while others say it is less expensive and just as good as fresh seafood, according to the Circana research.

“Freshness can be frozen in time,” said Rider. “Proteins, lipids and moisture are the three vital components of seafood, and they are all preserved with flash-freezing.”

Alaska’s industry experts ensure that Alaska seafood is what Rider described as “frozen fresh” – meaning its just-caught freshness is locked in. In addition, Alaska harvesters take a lot of pride in their catch and are committed to making sure that consumers receive high-quality products, she said.

“Alaska seafood is frozen at the source to lock in the fresh-caught flavor and quality and is delivered frozen to the consumer at the peak of quality,” she said. “When shoppers source Alaska seafood, they can feel confident that the quality of the fish is high with that fresh-caught flavor, delicate texture and amazing nutrient content that they are paying for.”

Frozen seafood also minimizes food waste, as consumers can either thaw only the amount that they want to cook, or they can simply cook it frozen. In addition, frozen seafood can be transported by container ship, rail or truck.

“Frozen seafood delivers the same experience as fresh seafood,” said Rider. “For consumers, frozen seafood offers flexibility in when and how they cook it.”

In addition, frozen seafood offers consumers the convenience of always having a healthy option in their freezer, she said.

To support retailers seeking to drive sales of frozen seafood, ASMI offers a Cook It Frozen program that includes point-of-sale materials, in-store chef demos, how-to videos and recipes.

“The videos and recipes show how consumers can grab fillets straight from the freezer, brush them with oil, season and stick them in the oven,” said Rider. “No defrosting, no planning. Just a simple, delicious dinner at their fingertips.”

Flash-frozen seafood is also a more economically responsible solution for fishing communities, as it addresses seasonal swings in volume, distribution cost and more accurately matched supply and demand, helping minimize waste.

Consumers overwhelmingly prefer wild-caught seafood over farmed (by a ratio of 4:1, according to Circana). Frozen wild Alaska seafood is available year-round, and it provides a tremendous opportunity for retailers.

For more information, nutritional data, recipes and inspiration, visit https://www.alaskaseafood.org/retail.