Changing life style with the advent of preservation and packaging technologies alters the food consumption pattern which is taking place in major cities of India. The study was taken up with the objective of changing scenario in the fish and fishery products among the consumers of different economic strata in Thoothukudi. The study compared the perception and sentiments of urban consumers on fish and fishery products. A group of 250 respondents were interviewed who were frequent to fish markets, restaurants and shopping malls. Further segmentation was done based on economic class and age. The change was prominent in receiving information source and flow on price, availability and quality. Further analysis revealed that the fish use pattern in preparation of different recipe at home, consumption at restaurants and purchase at malls showed remarkable transformation in the study area.