Household Affordability and the Price of Fish; New Ad Campaigns Entice Customers

South Africa’s household affordability index does not list fish as a core food. Fish processors must therefore be careful that price increases in fish products do not make them unaffordable to the ordinary consumer. To entice customers two companies have this month introduced new advertising campaigns.

The consumer price index of fish products has risen 7% in the past year according to StatsSA, but most packaged fish products are perceived as expensive especially when trying to feed a family.