It is generally accepted that the color of salmon products is one of the most important quality parameters.
Therefore, color plays a decisive role when evaluating the quality of the product at point-of-sale. The colors resulting from
the deposition of carotenoids are considered to be of significant behavioral importance to animals. However, in addition to
their coloration properties, the carotenoids have major biological functions. The species-specific pink flesh color provided
only by astaxanthin has always been associated with salmonids and has differentiated the salmonids from other fish species.
Studies have shown that when it comes to making purchasing decisions about salmon, consumers have stated that color is
very important. Consumers perceive that redder salmon is equated to these characteristics: fresher, better flavor, higher
quality and higher price.
Anderson, S. Salmon Color and the Consumer. Microbehavior and Macroresults:Proceedings of the Tenth Biennial Conference of the International Institute ofFisheries Economics and Trade, July 10-14, 2000, Corvallis, Oregon, USA.Compiled by Richard S. Johnston and Ann L. Shriver. InternationalInstitute of Fisheries Economics and Trade (IIFET), Corvallis, 2001.