A recent study by the ICAR Central Institute of Fisheries Technology (CIFT) has revealed that Keralites consume nearly four times more fish than the national average, reaffirming the state's unique fish-eating culture. The study, titled 'Determinants of Fish Consumption in Kerala: Insights from High Frequency Consumers', was conducted by Dr M V Sajeev and Dr C G Joshy and published in ICAR's Fishery Technology journal.
Key Findings on Fish Consumption
Based on a household survey across coastal and inland districts of Kerala, the study estimated an average per capita fish consumption of 2.94 kg per month among high-frequency consumers. This is substantially higher than the all-India monthly average of around 0.75 kg and also above the overall average consumption for Kerala, which is around 1.8 kg per month.
District-wise Consumption Patterns
The study was conducted in Ernakulam, Kozhikode, Palakkad, and Kottayam. It shows that people in Kozhikode consume more fish daily (64%), followed by Ernakulam at 40%. The least daily consumption is in Palakkad with 9%, reflecting availability as a factor. In Kozhikode, men were found to consume most of the fish purchased in the household, while in other districts, consumption was generally equal among all members.
Preferred Preparation and Purchase Timing
Fish curry and fish fry emerged as the most preferred modes of preparation in all districts. Most people prefer to buy fish in the morning, but working-group people buy it in the evening, as noted by Dr Sajeev.
Factors Influencing Fish Consumption
The study identified rising fish prices as the most influential factor affecting consumption behavior. Quality concerns, along with sensory perception of fish—especially freshness and feel while handling—emerged as the second most important determinant. Other major factors included the source of fish (marine or freshwater), availability of preferred species, and safety perceptions. Sardine and mackerel were the most favored fish species.
Shift Towards Quality and Convenience
The study, conducted among 399 households, indicates a gradual shift among consumers towards quality, safety, and convenience-related factors in purchase decisions. Younger consumers, working groups, nuclear families, and urban dwellers prefer dressed fish and buy on online platforms due to time constraints and aversion to cleaning.
