SALMON CONSUMPTION OF HOUSEHOLDS WITH CHILDREN AND PRODUCT INNOVATION

In this paper we study the relationships between salmon consumptions of households in Norway during the years 2000-2011, a period with several seafood product innovations. Among the most important innovations were pre-packed frozen and fresh fillet products of salmon which have increased their share of households' seafood budgets. We depart from previous studies (e.g. Pieniak et al, 2008) by focusing particularly on households with children and characteristics of the mother.

Food consumption choices in households are in often determined by both parents and their kids, and the social interaction between them.  Children may influence households' seafood consumption through parents' nutritional concerns and childrens' own preferences on taste etc. Furthermore, parents' and in particular mothers' may differ in their preferences and choices due to age cohort effects, education, income, work participation and other socioeconomic and demographic characteristics.

We estimate AIDS models with separate equations for different salmon products, including fresh and frozen fillet products. Using a rich household data set we examine the effects of different combinations of age of mother and age of children - younger and older mothers and younger and older children - on consumption of different seafood products. We also control for demographic and socioeconomic characteristics of the mother and household.

Seafood is beneficial for human health in general, and childrens' health in particular, as it is an important source of a number of nutrients including the essential long-chain polyunsaturated fatty acids (Pieniak et al, 2008). Dietary guidelines from national governments give recommendations on minimum intakes of seafood, e.g. Dietary Guidelines for Americans (2010). It is also useful for the seafood industry to understand the determinants of salmon product consumption, including responses to new product innovations.