Keralites eat 4 times more fish than rest of India

Kochi: Keralites consume nearly four times more fish than the national average. The revelation was made in a recent study by ICAR Central Institute of Fisheries Technology (CIFT) which reaffirmed the state's unique fish-eating culture and the growing importance of quality and safety in consumer choice. 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 of ICAR-CIFT. The study, based on a household survey of fish-consuming families across coastal and inland districts of Kerala, estimated an average per capita fish consumption of 2.94kg per month among high-frequency consumers, making it substantially higher than the all-India monthly average of around 0.75kg. It is also considerably above the overall average consumption for the entire Kerala, which is around 1.8kg per month. The study was published in ICAR's Fishery Technology journal. According to the researchers, the study focused specifically on households where fish is consumed regularly, helping to better understand the behaviour and preferences of high-frequency fish consumers in Kerala. The study was conducted in Ernakulam, Kozhikode, Palakkad and Kottayam. It shows that people in Kozhikode consume more fish (64%) daily, followed by Ernakulam at 40%. The least is in Palakkad with 9%, reflecting availability as a factor. While in Kozhikode men were found to consume most of the fish purchased in the household, it was generally equal among all members in all other districts. "We also noticed fish curry and fish fry emerged as the most preferred modes of fish preparation in all districts. As most people are free in the mornings, people prefer to buy fish in the morning. However, working-group people buy it in the evening," says Dr Sajeev. The study identified the rising fish price as the most influential factor affecting fish consumption behaviour. Quality concerns, along with sensory perception of fish, especially freshness and feel while handling, emerged as the second most important determinant. Other major factors influencing fish consumption included source of fish (marine or freshwater), availability of preferred fish species and safety perceptions, with sardine and mackerel the most favoured ones. The study was conducted among 399 households in the four districts. The findings also indicate a gradual shift among consumers towards quality, safety and convenience-related factors in fish purchase decisions, as consumers in younger age, working group, nuclear family and urban dwellers prefer dressed fish and buy on online platforms due to time constraints and aversion to cleaning.