“Give me a quarter and a half of clams and that horse mackerel that has such bright eyes.”
This phrase, once common in kitchens, now feels alien to many millennials. In the modern age, fishmongering seems outdated as younger generations often struggle with the concept of ordering fish, lacking both terminology and familiarity.
The Shift at Mercadona
Mercadona, a major Spanish supermarket chain, recognizes this trend and has adapted its fishmongering system. This year, they have shifted from traditional fresh fish displays to increased availability of packaged seafood products. The goal is to simplify the shopping experience by making it quicker and more comfortable.
Statistics show a concerning trend: fish consumption has dropped by at least 20%. The supermarket seeks to address this decline by minimizing wait times and streamlining operations. This also entails a reduction in staff, simplifying logistics, and consequently, increasing prices for individual fish items. After all, it’s cheaper to buy packaged sea bream fillets than to choose a whole fish.
Adapting to Consumer Habits
This transition mirrors earlier changes in butcher shops, indicating a broader tendency among consumers to favor ready-made products over traditional market displays. Mercadona’s adjustments target a demographic that increasingly chooses convenience without understanding the variety and nuances of different fish species.
Generational Illiteracy in Fish and Meat
Today’s younger generations are, to some degree, illiterate in the realms of fish and meat. We’ve moved from specific terms like “hake” or “flank” to more generic phrases like “fillets for the oven.” This shift reflects a preference for convenience; many of us feel uncomfortable handling an entire animal, as seen in viral videos showcasing the horror of cleaning a chicken.
In contrast to meat, where the whole carcass can be utilized, fish often felt like it fell apart. Preparing a fish for cooking historically involved utilizing every part, but the trend is moving toward packaged products that appear cleaner and less daunting for the consumer.
The Increasing Fear of Ordering Fish
Shopping for fish can be intimidating. Many millennials have shared their experiences of purchasing fish, illustrating a common anxiety around how much to order. One TikToker humorously reported spending 25 euros on hake, simply because they were unsure of the quantity to request. Following along those lines, another user expressed anxiety about navigating the butcher shop, likening their confusion to that of a frightened animal.
In comments, others recount similar experiences, such as being shocked to discover that salmon could be ordered by the piece, or unwittingly leaving a deli with an embarrassingly small amount of cheese. Such instances highlight the discomfort that many millennials feel when confronting traditional shopping environments.
The Future of Fishmongering
As personalized service in fish markets declines, so does access to knowledgeable professionals who can guide customers through their options. This shift spells trouble for the art of fishmongering as the older generation gives way to a less informed youth. Mercadona’s marketing strategy anticipates this trend, suggesting that major changes are on the horizon.
As more young consumers seek ready-to-eat options, the era of bulk personalized service may soon vanish from our markets, replaced by packaged goods and simpler shopping experiences. The implications for fish consumption are profound, signaling a need for greater education and engagement as we navigate these changes.