Perceived barriers to consumption of fish among Norwegian women

This study aimed to characterize constraints on consumption of fish perceived by consumers in Norway. A random sample of Norwegian women aged 45-69 years answered a self-administered mail questionnaire in 1996 about eating habits, perceived barriers to fish consumption, socioeconomic status, and questions related to health. Altogether, 9407 women answered the questionnaire (response rate: 52.5%). Data were analyzed by means of logistic regression. Limited supply of fish products that satisfy children's wishes reduce at-home fish consumption. People with health problems and those who wish to lose weight are dissatisfied with the range of products offered in the marketplace. Satisfaction with quality and availability of wild lean codfish, especially in inland regions, is lower than for aqua-cultured fat salmon. Neither income nor education or health factors were significantly associated with consumption levels among those who would like to eat more fish. Higher education and income were associated with increased dissatisfaction about fish consumption, but also with reduced perception of most barriers. It is concluded that improvements in the supply of high-quality fresh and processed fish products that satisfy (a) children's wishes, (b) health-oriented family members, and (c) convenience-oriented consumers, will significantly increase at-home consumption of fish.