Stop & Shop seafood survey spots shopper favorites

Retailer told Store Brands a Taste of Inspiration Breaded and Battered Cod, Haddock and Flounder are en route for the fall.
Dan Ochwat
Executive Editor
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Stop & Shop has reeled in summertime consumer insights to support the chain’s seafood category. 

The Quincy, Mass.-based retailer with more than 400 stores throughout its home state, Connecticut, Rhode Island, New York and New Jersey, studied shoppers to learn more about their seafood preferences, helping to support its exclusive store offerings.

For instance, 95% of respondents said they enjoy eating seafood, and of that group nearly 70% want to know where the seafood comes from. Transparency and sustainability is a growing issue within seafood. Early in the year Stop & Shop took steps to increase the transparency of its seafood sourcing, partnering with the Ocean Disclosure Project to voluntarily report its seafood sources. The retailer said it adds another layer of transparency to what it had already been doing to ensure its seafood was sourced from sustainable and traceable fisheries and farms.

fish in a store

Beth Grant, seafood category manager at Stop & Shop, told Store Brands in an interview that the company also recently installed new clings for the fish cases that call out the company’s sustainability efforts. “Shop Local signs identify fish that is locally sourced, along with chalkboard ‘catch of the day’ signs, which highlight local fresh catches,” she said.

The company has introduced some new store brand seafood products including Taste of Inspiration Smoked Salmon and in the frozen department there’s Taste of Inspiration Breaded, Coconut or Tempura shrimp, Grant said. 

“In fall 2021, we will be introducing Taste of Inspiration Breaded and Battered Cod, Haddock and Flounder,” she added for a preview of what’s to come. “Taste of Inspiration is Stop & Shop’s private label line dedicated to making everyday products more delicious.”

The survey results found that in the summer, 61% of respondents prefer to indulge in fried shellfish as opposed to having them raw, and tht 48% want a lobster roll hot with butter compared with 35% preferring it cold with mayonnaise.

The survey also learned that consumers that like lobster meat are fans of the tail with 58% reporting that meat to be their favorite, followed by 30% who prefer the claw.

New England Clam Chowder won when it came to the most popular way to enjoy the soup, with nearly 57% of respondents reportedly reaching for it over the Manhattan and Rhode Island-style.

Gant said with Stop & Shop being an East Coast supermarket, understanding seafood preferences are important. “Seafood is a staple and we’re glad to know that just like us, respondents want to know where their seafood comes from,” she said.