In Australia, unpackaged prawns sold in retail outlets are offered mostly as commodity items with little qualitative differentiation. In a 2008 survey of consumer preferences for prawns, results indicated region of origin and price were the most important choice drivers. To a much lesser degree, the traits of “low in fat” and “rich in omega-3” were also valued. Only a small market segment would pay a premium for prawns with health and environmental claims.
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