Understanding Consumer Preferences for Fish in Ghana: A New Research Breakthrough

Research conducted at the University of Cape Coast highlights the importance of the fishing industry in Ghana's socio-economic development. The study reveals crucial insights into consumer preferences and willingness to pay for fish attributes, with significant implications for production and poverty alleviation. By employing advanced discrete choice experiment methods, the study examines the factors influencing marketability of fish, including production method, product form, origin, and price. The results suggest a preference for farm-raised and frozen fish over wild-caught and locally produced options, with consumers being price-sensitive and willing to pay premiums for certain attributes.

Key Takeaways:

• Consumers in Ghana prefer farm-raised and frozen fish over wild-caught and locally produced options.
• The willingness to pay is higher for farm-raised, frozen, and imported fish compared to fresh, fried, and smoked fish.
• Consumers are price-sensitive, favoring low-priced fish and willing to pay premiums for certain attributes.
• The research emphasizes the need for interventions to improve cold chain infrastructure, adjust pricing strategies, and embark on consumer education about the benefits of locally produced fish.
• Policymakers should introduce demand-driven strategies to enhance competitiveness and promote sustainable livelihoods among actors along the fish value chain.
• Rebecca Owusu, a researcher at the University of Cape Coast, highlights the importance of understanding consumer preferences to improve production and address poverty, malnutrition, and economic growth.

Statistics:

• 100 consumers from the Cape Coast Metropolis of the Central Region were selected through a multi-stage sampling technique.
• Consumers were willing to pay a premium of GHS 6.2 more for farm-raised fish than wild-caught fish.
• The price of frozen fish was GHS 24 extra compared to fresh fish.
• Consumers were willing to pay GHS 8.7 more for imported fish than locally produced fish.

Sources:

• Trends in food and beverage sciences (2025) Consumer preferences for fish 2025 5(1): 1-16. Discover Food Springer.
• NewsRx (2025) Research Study Findings from University of Cape Coast Update Understanding of Food Research (Consumption behavior, preferences, and willingness to pay for fish attributes in Ghana). Food Weekly News, June 12, 2025; p 317.