Marvellous mussels
It’s unfortunate but true, writes Kelly Wright, that in today’s society we have become disconnected from the food we consume, and also from the time and effort involved in producing consistent, affordable food that can now be ordered and delivered on the click of a mouse.
Much of our food is now pre-packaged, prepared, and designed for convenience, catering to our fast-paced lifestyles. Seafood is certainly no exception to this trend. According to data from Nielsen Scantrack, pre Covid-19, the volume share of prepack seafood was already over 90%.
With subsequent seafood counter closures, this grew to 96% in 2020 and stood at 97% in 2021!
It’s no wonder that farmed salmon emerged as the stand-out success of the 20th century in the seafood industry. It perfectly aligns with our desire for convenience, boasts an appealing appearance, and has become a valuable protein source that is incredibly easy to prepare and versatile for a variety of dishes.
Sales of mussels have also benefited from the rise of convenience, but in a slightly different way. Innovative packaging and processing have allowed industry to sell a cooked product with an extended shelf life and add value with sauces, making mussels more accessible to people intimidated by the preparation and cooking of shellfish still in its shell.
Richard Watson, Market Insight Analyst (Seafish), said: “Prepack is an important format for mussels (currently at 96% up from 87% in 2008) as mussels in sauce, which made up 50% of mussel sales in 2008, now make up 72% of all mussel retail sales, an increase of +44%”.
Modern aquaculture practices have significantly contributed to the growth of this market, allowing Scottish mussel farmers to provide a steady supply throughout the year. This advancement is made possible by enhancements in biotoxin testing and supply chain management. Gone are the days of avoiding mussels during months with an “R”!
Additionally, Shell-volution, a technical initiative aimed at improving farming methods within the marine environment, is expected to double production by 2037.
However, we are witnessing a concerning drop in seafood sales overall, as consumers are increasingly opting for more affordable protein alternatives. While there are signs of recovery in certain sectors of the industry, an overdependence on the older, more affluent demographic may be hindering growth opportunities.
It has been assumed that Scottish mussels attract a similar demographic profile. While there is a noticeable inclination towards older customers, it appears that there is also a younger and less affluent audience as well.
An appeal across age ranges
So, who is buying mussels? Research commissioned by Scottish Shellfish Marketing Group reveals that 38% of shoppers are over the age of 55, while 46% fall within the 26-45 age range, representing “millennials”. There is also a significant proportion of lower-income households purchasing mussels. In an era of tight household budgets, a plate of mussels offers a delicious, nutritious, and cost-effective meal option. Tasty, affordable, healthy and sustainable – what’s not to love?
In the same research, 42% of customers reported that they had not purchased mussels at all in the past year. The primary reasons were “dislike” and uncertainty regarding “preparation and cooking.” Additionally, 24% of those who hadn’t bought mussels were lapsed shoppers; they had made purchases in the past but had not done so in the last year. Their main reasons for this included price concerns and a lack of knowledge about cooking.
These barriers are not insurmountable and can, and should, be addressed through a thoughtful marketing strategy. That’s why, as the Ambassador for Scottish Farmed Shellfish, I have initiated the Eat Scottish Mussels campaign (www.eatscottishmussels.co.uk). This campaign focuses on social media marketing, events and partnerships, all aimed at dispelling myths and restoring consumer confidence.
This offers a valuable chance for the industry to tackle the obstacles that hinder shoppers from adding a pack of mussels to their weekly grocery list. We have a fantastic food source right here in Scotland, yet many people remain unaware of how easily accessible it is.
In addition to millennials being a key target market, there’s a new generation eager to explore fresh options – Generation Z (those born between the late 1990s and early 2010s). This group is increasingly focused on environmental concerns and respecting the planet’s resources. They are rejecting ultra-processed foods and are prioritising their overall well-being, taking steps to reconnect with the food they consume.
Scottish mussels are packed full of nutrients that many people are commonly deficient in, like vitamin B12 and iron, providing us with the nutrients that we need for a healthy mind and body. Mussels have one of the lowest carbon footprints of any farmed protein source. They require no feed and simply grow through filtering microscopic plant life from the clear coastal waters. Their presence in turn helps to support and sustain a healthy marine environment.
If that isn’t enough to encourage you to eat more mussels, consider that they are also the most nutrient-dense farmed proteins available. And as the global population continues to rise, sustainable farming practices like mussel cultivation will play a crucial role in providing vital nutrition for future generations.
Kelly Wright is Ambassador for Scottish Farmed Shellfish, an industry support role sponsored by Crown Estate Scotland and supported by Association of Scottish Shellfish Growers and Scottish Shellfish Marketing Group.
You May Also Like
A brand new model
A turnaround in salmon survival?
An answer to WFS
Sign up to our daily Newsletters
Permission Statement
Yes! I would like to be sent emails from Fish Farmer Magazine
I understand that my personal information will not be shared with any third parties, and will only be used to provide me with useful targeted articles as indicated.
I'm also aware that I can un-subscribe at any point either from each email notification or on My Account screen.
© 2025 Fish Farmer.