U.S. public interest in catfish: Evidence from internet search data

Traditional marketing research tools such as surveys and retail scanner data are costly, time-consuming, and subject to significant reporting lags, limiting the ability of producers to respond quickly to shifting consumer demand. This study utilized Google Trends data, a recent data source that provides a modern and cost-effective approach to measuring public interest in real time, to assess public interest in catfish by state, product form (fresh vs. frozen), preparation method (e.g., fried, air-fried, blackened), and market channel (home consumption vs restaurant dining). Results indicate that interest in catfish is highly concentrated in the southeastern region of the United States, particularly in Mississippi and Louisiana. Comparisons with tilapia suggest that catfish popularity has yet to spread nationally. Analysis of product forms shows that searches for fresh catfish exceeded those of frozen catfish, especially in summer months, highlighting the opportunity to expand catfish sales during this time. Relative search volume of preparation methods shows a strong preference for fried catfish, with air-fried catfish becoming increasingly popular, reflecting the trend toward health-conscious and convenient options. Additionally, the shift in search trends during the COVID-19 pandemic suggests an increase in at-home consumption, which has continued post-pandemic. These findings provide timely insights for marketing strategies to expand the consumer base for U.S. farm-raised catfish beyond the southeastern region.