Exploring UK consumer preferences: Google search insights on household salmon consumption patterns

Purpose This study assessed preference shifts for salmon products with different processing levels during the recent pandemic in the UK. For home consumption, the degree of processing is related to the time required for preparation, an indicator of convenience and one of the most important determinants of food acquisition and consumption practices. Design/methodology/approach This study hypothesized that consumers preferred less processed salmon over more processed salmon during the pandemic, as indicated by the significant increase in Google search results for salmon-related queries. Descriptive analysis was conducted, and then hedonic price models were estimated to investigate how Google search results affected price premiums of salmon product attributes during the pandemic. Findings The descriptive analysis shows that consumers bought more natural salmon than prepared salmon during the pandemic, which aligns with the internet search results. The empirical results indicate that, during the pandemic, consumers strongly preferred less processed salmon, which was reflected in their willingness to pay for product attributes. Google Trends variables were negatively associated with natural salmon prices and positively associated with prepared salmon prices prior to the pandemic but showed no effect during the pandemic. Originality/value This study contributes to the existing research on the impact of COVID-19 on food demand by examining shifts in consumer preferences across products with different processing levels. It is also likely the first study to use Google Trends to explore such changes. The findings further support marketing strategies that emphasize product differentiation either under normal conditions or during external shocks.