How much fish is really in your fish stick? And do consumers notice?
The label says 58% fish. But does that match what’s actually in your fish stick? We conducted a comparative study into the quality of fish sticks from a leading brand and a private label. In this sample, we saw differences between the brands in technical characteristics and in consumer perception, with both perspectives complementing each other to create a complete picture. This research shows what the new Full Product Scan can deliver: insight into technical product quality and consumer perception, with concrete starting points for improvement.
Measuring and experiencing: two perspectives, one complete picture
Our Full Product Scan combines laboratory measurements (such as fish percentage, weight and coating quality) with consumer research (such as taste, mouthfeel and satisfaction). The combination of these two perspectives reveals where measurable product characteristics and perceived experience reinforce each other.
In the case of the fish sticks, we noticed among other things:
For the leading brand, 58% fish was claimed, while measurements showed 51%. For the private label, the difference was smaller: 65% claimed and 63% measured.
30% of consumers thought the amount of fish in the leading brand was insufficient, compared to 20% for the private label.
The crispiness of the leading brand was rated an average of 3.6 (66% gave it a 4 or 5), despite visible damage to the coating. The private label scored an average of 3.3 (53% a 4 or 5).
Looking at our market data from previous studies, fish sticks score an average of 6.5. The scores in this study are close to that average: 6.5 for the private label and 6.0 for the leading brand, with no significant difference in this measurement.
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From insight to action: three recommendations from the scan
The comparison between branded and private label fish sticks led to concrete recommendations at three levels. These are based on measured values and the evaluations of a consumer panel of 75 people.
Marketing For the branded product, 58% fish was communicated, while in reality it contained 51%. Such discrepancies can affect consumer trust.
Recommendation: Be transparent about the fish content and revise claims if they are incorrect. Highlight distinctive features—such as crispiness—if they can be substantiated. Consider your positioning: premium experience or better value?
Product development For both brands, part of the panel found the amount of fish insufficient. For the branded product, this was 30%. The coating scored well on crispiness, but was technically less consistent.
Recommendation: Consider increasing the fish percentage if it fits within product specifications and market positioning. Also work on a more stable coating and ensure even weight distribution per stick. This can improve both the consumer experience and product reproducibility.
Quality management The difference between claimed and measured fish percentage may indicate variation in production or specifications. We also saw differences in composition and finish between the brands.
Recommendation: Conduct regular checks on product specifications. Consider mapping the process to reduce potential losses, and regularly compare your product with competing products to identify improvement opportunities.