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. The research reaffirms the state's unique fish-eating culture and underscores the growing importance of quality and safety in consumer choices.
Study Details
The study, titled 'Determinants of Fish Consumption in Kerala: Insights from High Frequency Consumers', was conducted by M V Sajeev (principal scientist) and C G Joshy of ICAR-CIFT. It was published in ICAR's Fishery Technology journal.
Based on a household survey of fish-consuming families 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. It is also considerably above the overall average consumption for the entire state of Kerala, which is around 1.8 kg per month.
Regional Variations
The study focused specifically on households where fish is consumed regularly, helping to better understand the behavior and preferences of high-frequency fish consumers. The survey was conducted in four districts: Ernakulam, Kozhikode, Palakkad, and Kottayam.
Results showed that people in Kozhikode consume fish daily at a rate of 64%, followed by Ernakulam at 40%. The lowest daily consumption was in Palakkad at 8%, reflecting the influence of availability. 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 Preparations and Purchase Timing
Fish curry and fish fry emerged as the most preferred modes of fish preparation across all districts. Most people prefer to buy fish in the morning, as they are free at that time. However, working individuals tend to purchase fish in the evening, according to Dr. Sajeev.
Key Determinants of Consumption
The study identified rising fish prices as the most influential factor affecting fish consumption behavior. Quality concerns, along with sensory perception—especially freshness and feel while handling—emerged as the second most important determinant.
The survey was conducted among 399 households in the four districts, providing robust insights into the fish-eating habits of Keralites.
