The overall objective was to identify innovative seafood products with potential for different national markets. “Innovative products” refer to new products as well as popular products in specific countries with low demand in other countries. With this in mind the Icelandic Arctic char is of interest as a niche product in the European market which could be sold at a higher price than other salmonids species. The wild Arctic char is known as traditional fish product in Iceland, which has been available especially in the countryside as a seasonal product. Since 1987, farming of the species in land based flow through systems, has gradually increased. The annual production volume of Arctic char is currently about 3.500 tons, which is mainly exported to US and Europe, while less than 4% of the total volume is sold in the domestic market. Although the farmed Arctic char is a popular menu item in catering and restaurants as well as being available in fish stores in Iceland, the local market is small and has not received attention as a profitable market for the main producing companies in Iceland. However, with increasing amount of tourists in Iceland there are initiatives and efforts among local chefs to promote Arctic char as part of Icelandic culinary menu.

The overall aim of the SUCCESS project is to explore factors that have an impact on the competitiveness and economic sustainability of the European seafood sector (http://www.success-h2020.eu/). The results reported in this working paper are from consumer studies associated with the project´s work package 2 (WP2) entitled "Consumer preferences, market acceptance and social awareness towards seafood" with a focus on the Salmonids case study on Icelandic Arctic char (Salvelinus alpinus).