This study was initiated in response to industry requests for information on the retail sales levels and consumption of fish and seafood in Sydney (the major market for Australia's fishing and aquaculture produce) because of widespread concerns about declining sales levels.

The study was designed to provide recommendations on how to increase retail sales profitably and to repeat much of the 1991 National Seafood Consumption Study (NSCS); that is, to examine changes in fish/seafood consumption and retailers and consumers attitudes to fish and seafood since 1991. A similar study on consumption and consumer attitudes was initiated in Perth shortly after the Sydney study started.

This volume has the detailed findings of a survey of the sales and attitudes of 140 fishmongers, supermarket and fish and chips outlet operators and the discussion, recommendations and conclusions arising from all the consumer and trade studies. Volume two of the report has the findings from five focus group discussions with consumers, a total of 1142 interviews covering out of home consumption and 740 interviews on in home consumption and consumers attitudes.

Out of home fish and seafood consumption has grown appreciably in Sydney and Perth since the corresponding period in 1991 (19% and 37% per capita respectively) because of the increased frequency of eating out and the strong innovation in the various types of eateries and the foods and meals on offer.

In home per capita consumption however grew only by 8% in Sydney and fell by 27% in Perth. Total in and out of home consumption in Sydney increased by 13% while in Perth it did not change significantly since 1991. This study suggests that the main factors responsible for this outcome were the decreasing household size, growing competition from an increasing variety of convenience foods and meals and the strong growth in casual out of home eating.

The average Sydney retail sales per store has increased substantially in value since the 1991 NSCS but mostly because of inflation in fish prices. Most fishmongers and fish and chips outlets attempted to curb the rising fish prices and maintain sales volumes by cutting their profit margin and many did not recognise the drift of customers to other more convenient foods and out of home eating.

The supermarket chains recorded the strongest sales growth in fresh and frozen fish and seafood - and real growth in average weekly sales value - mostly because of the development of dedicated fresh fish counters in their stores since 1991; some of this growth came at the expense of the traditional fish retailers.

A notable finding from the out of home consumption study was that restaurants have lost market share to more casual midmarket eateries such as cafes, clubs and the better fish and chips outlets since 1991.