The State of São Paulo accounts for 30% of the economy (R$3.5 trillion) and 22% of the Brazilian population (46 million people). However, according to the IBGE Household Budget Survey, it ranks only 18th in the Brazilian ranking for household fish acquisition and consumption, with 1.45 kg per capita per year. This figure represents 52% of the total estimated for the country in the same survey. It is also estimated that 60% of retail fish sales are carried out in supermarkets, hypermarkets, and volume-focused establishments.
Thus, this study presents partial results on fish consumption behavior and preferences in the State of São Paulo, with an emphasis on the supply of fish farming products and the potential replacement of fish from industrial fishing and imports by aquaculture. The research is descriptive in nature with an exploratory approach.
The survey was conducted in person between January and March 2025, totaling 2,483 people. The following variables, among others, were investigated: place of purchase, preferred cut of fish; preparation of fish at home; reasons for not increasing fish consumption; current and potential consumption. Convenience sampling was stratified by the number of households and the resident population in the 10 main mesoregions of the State of São Paulo and their relevant cities, with a margin of error of 2%.
The results showed that the main household income brackets sampled were between R$3,000 and R$9,000 (approximately 64%), achieving the initial objective of determining the consumption preferences of households with lower income levels. Respondents’ ages ranged from 25 to 45 years (50%) and 45 to 65 years (30%). Regarding education, 45% had completed or incomplete high school and 47% had higher education. Approximately 52% of the respondents were responsible for purchasing fish in their households.
Among the families surveyed, 37% purchased fish from supermarkets; another 29% from fishmongers; and 22% from open-air markets. Regarding preferences for different cuts, 69% of people preferred to have their fish cut or portioned at the point of purchase, which clearly demonstrates a desire for chilled products. Another aspect is that 24% of people did not prepare fish at home.
Current and potential fish consumption differ significantly. Almost 70% of people would like to eat fish at least once a week, but currently, only 34% of respondents consume this amount. Apparently, those who currently consume fish at least once a month are interested in eating more fish.
Sale price was the main reason 72% of families found it difficult to increase their household fish consumption; 17% responded that the product is very complicated to prepare and only 10% do not actually prepare it.