As a staple protein base for hot dishes, tuna has not attained any- 

 great volume as yet. It is in the capture of a portion of this field 

 that some further gains in per capita consumption may be made for the ex- 

 tent of use in salads and sandwiches is probably near its maximum unless 

 eating habits shift further toward utilizing more of these forms of food. 



It has also been pointed out that niral areas such as the southern 

 and north central sections of the camtrj'- consume much smaller amounts of 

 canned tuna than urban areas. In spite of the difficulties involved in 

 attanpting to expand this market, the potentialities of its expansion are 

 significant o With some effort on the part of the various segnents of the 

 industry concerned it is likely that more canned tuna could be sold in 

 those areas in the fliture. 



In a previous section it was indicated that there was little consump- 

 tion of canned tuna in the very low income brackets, the hi^est use being 

 in the middle and upper income households. Apparently an expansion of 

 volume could be accomplished if it were possible to lower the price of the 

 product. This has already occurred to some extent (see retail prices in chap- 

 ter Vn) , Even if prices could be lowered fUrther it is probably true 

 that a considerable portion of the low-income groups would be difficult 

 to reach by most major types of promotion so that the development of this 

 market might be difficult and costly. However, the fact that low -income 

 households use relatively small amounts of canned tuna points toward a 

 means of disposal of the supply of canned tuna, should it become much 

 greater than it has been. Probably there are better prospects of doing 

 this through national efforts to raise the level of income of low- in come 

 households rather than through further sizable reductions in the prices 

 of canned tuna, 



A large number of variable factors will affect the future consumption 

 of canned tuna. Some of these are mentioned below. However, other un- 

 suspected influences may be at work or may come into operation later, as 

 is often found in studies of economic activities. 



In general, it may be said that canned tuna is a popular food in the 

 United States and its popularity appears to be increasing, Althou^ canned 

 tunalike products, bonito and yellowtail, are not as popular with household 

 consumers their use is increasing. Institutional users are purchasing 

 these items more and more. The recent increases in per capita consumption 

 point to the possibility of some flirther increases in consumption, if any 

 appreciable effort is exerted to attain it. As to the immediate future, the 

 year 1953, the probabilities point to an increase over 1952. This forecast 



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