Patterns, barriers, and drivers to the consumption of under-loved seafood species and parts in the United Kingdom.

Diversifying seafood consumption can improve human nutrition and support marine ecosystem health. However, UK consumers primarily consume a narrow range of seafood species, favoring fillets and other familiar cuts. This study explores patterns, barriers, and drivers influencing the consumption of underutilized seafood species and parts in the UK. An online survey (n = 303), consisting a convenience sample using social media recruitment, conducted over 60 days assessed consumer behaviour, motivations, and potential interventions. Results indicate that while quality is a key purchasing factor, uncertainties in preparation, lack of familiarity, and concerns about taste and texture hinder the consumption of lesser-known seafood parts. Most seafood is consumed at home. The internet serves as the primary information source, with the caveat that the online nature of the survey may bias responses. Respondents identified access to recipes, cooking instructions, and knowledge of health benefits as critical motivators for trying unfamiliar seafood. Findings suggest that targeted education and marketing efforts could increase dietary diversification, benefiting public health and sustainability. By addressing key barriers and promoting the nutritional and environmental advantages of underutilized seafood, the UK could enhance its seafood consumption practices.