IL PESCE AZZURRO NELLA MENTE DEL CONSUMATOREANALISI QUALI-QUANTITATIVA DEL PRODOTTO

Operators and policy makers are concerned about Italian fisheries sector’s economic trend. This research is focused on the market of a broad group of fish species called “blue fish”. The term identifies little pelagic fishes traditionally captured in Mediterranean Sea dorsally blue and ventrally silver coloured. Indeed, data show that anchovies (Engraulis encrasicolus), sardines (Sardina pilchardus) and mackerels (Scomber scombrus), which are the most important species of the group, result relevant in volumes captured, but sold at low price. The analysis shows the strengths of blue fish, perceived as tasty, traditional, natural, inexpensive and healthy. However, some of these attributes show a weak counterface. The taste may represents a constraint for consumption, low cost is often related to the idea of a "poor" food and, finally, we should consider that fish is generally a health food, so that analysis highlights that some species are perceived healthier than blue fish itself. Furthermore, blue fish is difficult to be innovated in term of service or sale channels and denomination resulted little known. Considering the first problem as a weakness of the product, operators should take advantage form the second one. “Blue fish” definition is still unofficial, but culturally widespread, which could be the basis for a new quality labeling strategy. Indeed analysis revealed a positive correlation between knowledge and level of consumption of blue fish and the presence of a wide range of consumers which loves seafood, but is unfamiliar with the name, highlights a potentially lucrative market segment.