The study was carried out in Anyigba metropolis in central Nigeria to analyse the distribution, marketing
and consumption of frozen fish. Twenty (20) retailers and 60 consumers were randomly selected for
questionnaire administration. Descriptive statistics, marketing margin analysis, the gross margin approach
to profitability analysis and regression analysis were used. Findings revealed that frozen fish trade was
largely in the hands of young uneducated women and was profitable. It was also revealed that most
consumers preferred Ethmalosa fimbriata (bonga fish) on account of its low price. The Market margin
analyses show a good motivation for continuity in the business although there is need for caution in
pricing as consumption of frozen food in the area was price elastic in the fashion of normal goods.
Regression results revealed that increase in factors like amount spent on meat, price, income and
transportation cost reduced the level of fish consumption while increase in years of schooling, family size
and age were positively related to fish consumption. Patronage of Fish in the area appears to be high
judging from the profitability level of the trade. Some of the problems militating against the trade include
poor power supply, high storage cost and poor road network. Recommendations made include among
others, improvement in power supply, encouragement of adult education so as to increase effectiveness of
the trade and encourage consumption by consumers, and introduction of other species of frozen fish in
order to increase consumers’ choices.