The growing variety of imported seafood has undoubtedly given Chinese consumers with more choices, but consumers prefer to eat at ease and without worries. "Clean food" has been a topic for a long time in the food industry, and its concept has been known to many people --natural, organic, free of artificial ingredients and chemicals, and the simpler the process, the better. The Mintel analysis report indicates that the high consumer acceptance of clean foods may be linked to changes in dietary needs among millennials, and consumers also have benefited from the high standards of clean foods. The seafood industry is no exception, and consumers’ interest in "clean seafood" continues to grow. The “clean” seafood needs to be grown in a natural, pollution-free environment, or grown without any chemical additives, and is doing no harm to the environment during the period of produced, farmed, processed and sold, and is traceable throughout the supply chain. This is undoubtedly a challenge for China's imported seafood industry, as it is difficult to trace back most imported seafood from their growing environment. 

In addition to quality, Chinese consumers’ recognition of brand is also growing. The branding process of aquatic products has been accelerated, and branding may become the next hot topic and opportunity. In the past, a large number of aquatic and marine products have been sold without brands. Now, more and more enterprises find that branded seafood can improve the loyalty of consumers. Based of brand, they can also implement overall marketing measures, and quickly response to the market demand. For example, Ocean Beauty, an American seafood company updated its product packaging in early March this year to make its brand clearer with more transparent product information.

Source：www.food2china.com