How much fish is really in your fish stick? And does the consumer notice?

15 August 2025

The label says 58% fish. But is that accurate with what's in your fish stick? We conducted a comparative study on the quality of A-brand and private label fish sticks. In this sample we saw differences between the brands in technical characteristics as well as in consumer experience, where both angles complemented each other and together gave a complete picture. This research shows what the new Full Product Scan gives you: insight into both technical product quality and consumer experience, with concrete leads for improvement.

Measure and experience: two perspectives, one overall picture

Our Full Product Scan combines laboratory measurements (such as fish percentage, weight and breadcrumb quality) with consumer research (such as taste, mouth feel and satisfaction). The combination of these two perspectives makes visible where measurable product characteristics and perceived experience reinforce each other.

In the case of fish sticks, one of the things that stood out was:

With the A-brand, 58% fish was claimed, measured was 51%. For the private label, the difference was smaller: 65% claimed and 63% measured.
30% of consumers found the amount of fish in the A-brand insufficient, compared to 20% in the private label.
The crispiness of the A-brand received an average of 3.6 (of which 66% gave a 4 or 5), despite visible damage to the crust. The private label scored an average of 3.3 (53% a 4 or 5)

Looking at our market data from previous surveys, fish sticks score an average of 6.5. The scores in this survey are close to the average of 6.5 we saw for fish sticks in previous surveys. Within this measurement, the difference was not significant (private label 6.5 and A-brand 6).

Also want to know where your product stands?

The Full Product Scan gives you insight into quality, perception and opportunities for improvement within 1 to 2 weeks. Ideal for quality control, product development or substantiation of marketing claims within the food industry.

The comparison of A-brand and private label fish sticks led to concrete recommendations on three levels. These recommendations are based on the measured values and assessment by a consumer panel of 75 people.

From insight to action: three recommendations from the scan

1.

Marketing

For the A-brand, 58% fish was communicated when in reality it contained 51%. This kind of discrepancy can affect consumer confidence Advice: be transparent about fish content and revise claims if they are incorrect. Do use distinguishing characteristics - such as crispiness - provided they are substantiated. Think about your positioning: premium experience or more value?
2.

Product development

For both brands, part of the panelists found the amount of fish insufficient. With the A-brand, 30% found this insufficient. The breadcrumb coating scored well in terms of crispness, but was technically less consistent. Advice: consider increasing the fish percentage if that fits within the product specifications and market positioning. In addition, work on a more stable breadcrumb coating and ensure even weight distribution per stick. This can not only improve the experience, but also reproducibility.
3.

Quality Management

The difference between claimed and measured percentage of fish may indicate variation in production or specifications. We also saw variation in composition and finish between different brands. Recommendation: conduct regular checks on product specifications. Consider mapping the process to reduce possible losses, and conduct regular comparisons with competing products to identify areas for improvement.

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