Marketing potential of improved dried sardine (Sardinella gibossa) and capelin (Mallotus villosus) in the Southern Kenyan coast

Abstract

Traditional dried small fish are an important source of protein for low income people in many developing countries. The aim of this study was to determine marketing potential of improved dried sardine and capelin as new products in markets accustomed to traditional dried small fish. One hundred and twenty participants were recruited among shoppers at supermarkets and open-air markets in Kenya. Each participant received 500 g of each product to be prepared and consumed at home, before evaluating acceptability and willingness to buy. The products obtained high acceptability ratings. Middle income classes were willing to pay up to USD 6 for 500 g of capelin but USD 4 for sardine, while low income classes were willing to pay up to USD 4 the reference price for both products. There is market potential for new dried small fish products that are of improved quality among consumers accustomed to traditionally dried fish.   Key words: Marketing, capelin, sardine, acceptability, willingness to buy.