Market Insights for Expanding Sales of Popular Aquaculture Species in the Southeastern United States

Abstract

The United States imports over 90% of its seafood despite having the capacity to expand domestic aquaculture production. A critical yet underexplored barrier is producers' lack of market intelligence, particularly regarding the roles of intermediary buyers, retailers, and food service establishments, which largely determine which products reach consumers. This study examines the preferences and procurement decision-making of seafood buyers across the southeastern United States, focusing on three species: red drum, oysters, and crawfish. Using data from an online survey distributed to retailers and food service establishments, we find that purchasing behavior is shaped not only by product attributes but also by structural characteristics of the buying establishment, including location, classification, and level of autonomy. Notable cross-channel differences were identified: grocery stores rated production and locational factors significantly more important than restaurants, likely reflecting the federal country-of-origin labeling requirements. These findings help producers guide the expansion of domestic market share through channel-specific product positioning and species-tailored market-entry strategies.