Recent Trend of Seafood Consumption in South Korea: Generational Insights and Strategies for Revitalization

Abstract

Drawing on consumer survey data and long-term statistics (1962-2020), we examine recent trends in South Korea's seafood consumption and consider policy options to revitalize demand in a mature market. Our study identifies a clear gap between stated seafood preferences and actual consumption behavior, particularly among Millennials and Generation Z (the MZ generation). Ordered-probit estimates from a nationally stratified survey of 1,000 adults show that, although Generation MZ expresses relatively positive preferences for seafood, they consume it less frequently relative to meat than do Baby Boomers and Generation X. This gap is linked primarily to perceived inconvenience and price, whereas older cohorts place greater emphasis on health benefits and value of seafood. Revitalizing seafood consumption therefore requires policies that lower consumer-side barriers related to price and convenience. Priorities may be put on developing easy-to-prepare seafood products, fostering innovation in processing and distribution, and strengthening efficient e-commerce platforms to engage younger consumers. These demand-side innovations depend on stable, standardized supply systems that can be institutionally supported through sustainability certification such as Marine Stewardship Council (MSC) and Aquaculture Stewardship Council (ASC). Aligning generation-targeted demand strategies with sustainable coastal production systems may therefore contribute to long-term demand recovery in the seafood sector.