Table of Contents
Introduction and Abbreviations
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- Definition
- Advertising data
- Consumer research
- ACORN
- Abbreviations
Premier Insight
Executive Summary
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- Securing the future
- Sustainable sources
- Frozen appeal
- Experienced opt for fresh
- Other fish options
- Brands for the freezer
- Multiples lead
- Young and lacking in confidence
- Wealthy and healthy
- Fish in the future
Market Drivers
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- The generation gap
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- Figure 1: Trends and projections in UK population, by age group, 1999-2008
- The convenience generation
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- Figure 2: UK workforce in employment, by gender, 1999-2008
- Fresh fish pay the price of convenience
- Developing the younger market
- Better off buyers
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- Figure 3: PDI and consumer expenditure, at constant 1999 prices, 1999-2008
- Wider wallet – wider palate
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- Figure 4: Trends and projections in the UK population, by socio-economic group, 1999-2008
- Solo eaters
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- Figure 5: UK households and one-person households, 1999-2008
- The health shift
- Atkins again
- Recent studies suggest…
Market Background
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- On the safe side
- Quotas and sustainability
- EC legislation
- Recommended bans
- Supplier responsibility
- UK developments
- Labelling law
- MSC
- MSC in action
- Already at a supermarket near you
Market Size and Trends
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- Securing a future base
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- Figure 6: Amount of fish consumed per week, 1950-2000
- Visible growth
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- Figure 7: UK retail sales of fish, by value and volume, 1999-2004
- Price premium
- More than just fish and chips
- Domination of the deep freeze
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- Figure 8: UK retail sales of fish, by type, value and volume, 2002 and 2004
- Canned decline
- Ready meals – ready to go
- Children’s market lacks innovation
- Processed backlash
Market Segmentation
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- Frozen fish
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- Figure 9: GB retail sales of frozen fish, by value and volume, 1999-2004
- Frozen innovation
- Broadening the species
- Coated dominance
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- Figure 10: GB retail sales of frozen fish by type, by value, 2003 and 2004
- A flagging favourite
- Fast fish
- Selective species
- Chilled natural fish
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- Figure 11: GB retail sales of chilled fish, by value and volume, 1999-2004
- The pull of the chilled cabinet
- Regional concepts
- Pre-packs for the younger generation
- Salmon supremacy
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- Figure 12: GB retail sales of chilled natural fish, by species and value, 2003 and 2004
- A premium fish for the masses
- Price fears
- Cod
- The omega-3 boost
- Canned fish
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- Figure 13: UK retail sales of canned fish, by value and volume, 1999-2004
- Limiting volume promotions
- Youth appeal
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- Figure 14: GB retail sales of canned fish, by species and value, 2003 and 2004
- Fine tuning tuna
- Steady rise for salmon
- Fish based ready meals
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- Figure 15: GB retail sales of fish based ready meals*, by value, 1999-2004
- Innovation in convenience
- At luxury level
- Chilled control
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- Figure 16: GB retail sales of chilled fish based ready meals, by value, 1999-2004
- The freeze on ready meals
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- Figure 17: GB retail sales of frozen fish based ready meals, by value, 1999-2004
The Supply Structure
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- The UK sea fish industry
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- Figure 18: Imports and exports for the UK fishing industry
- Fish trade
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- Figure 19: Quantity of demersal and pelagic fish and fish preparations imported into the UK, 2003
- Frozen fish
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- Figure 20: Brand shares of frozen fish and fish based ready meals, 2002 and 2004
- Young’s Bluecrest
- Acquisition and expansion
- Local produce
- Revamps and NPD
- Unilever Ice Cream and Frozen Foods
- Ethical policies
- New look Birds Eye
- Steaming ahead
- Other fresh and frozen fish suppliers
- Simpson Seafish
- Dawnfresh Seafoods
- Scot Trout & Salmon
- Coldwater Seafood
- Loch Duart
- Smoked fish suppliers
- Canned fish
- Own-label dominates
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- Figure 21: Brand shares of canned fish, 2002 and 2004
- John West
- A healthy stance
- Princes
- Competing on health
- Glenryck
- Ready meals suppliers
- Findus
- Frozen promotion
- Bighams
New Product Development
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- Frozen trends
- Fresh innovation
- New product briefs
- September 2004
- August
- July
- June
- May
Advertising and Promotion
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- Above-the-line
- Frozen dominates above-the line spend
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- Figure 22: Main monitored media advertising expenditure on fish (fresh and frozen), 1999-2004
- Canned dips below the line
- Brand spend boosts market
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- Figure 23: Main monitored media advertising by select suppliers (fresh and frozen), 2001-03
- A brand message
- Young’s approach
- Canned brands
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- Figure 24: Main monitored media advertising by select canned fish, 2001-03
- Below the line
- Pride in Seafood
- Building confidence
- Point of sale
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- Figure 25: Initiatives in below-the-line promotion of fish, June 2004
- Brands below-the-line
Distribution
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- Multiples monopolise frozen fish
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- Figure 26: UK retail sales of frozen fish, by type of outlet and value, 2002 and 2004
- The fresh outlet
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- Figure 27: UK retail sales of fresh fish, by type of outlet and value, 2002 and 2004
- Multiple strategies
- Counter claims
- Instilling confidence
- New concepts
- Getting local
- A question of quality
- Independent offering
- Canned distribution
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- Figure 28: UK retail sales of canned fish, by type of outlet and value, 2002 and 2004
The Consumer
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- Brits lag behind on fresh fish consumption
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- Figure 29: Expenditure on fresh fish in last week, by country, 2003
- Cultural differences
- Increased higher spend
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- Figure 30: Trends in weekly expenditure on fresh fish in GB, 2002 and 2003
- Fresh fish demographics
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- Figure 31: Expenditure on fresh fish in last week, by gender and age, 2003
- The future for fresh fish
- More money – more fish
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- Figure 32: Expenditure on fresh fish in last week, by income and working status, 2003
- The working barrier
- A North/South divide
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- Figure 33: Expenditure on fresh fish in last week, by region, 2003
- Children weaned off of fresh fish
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- Figure 34: Expenditure on fresh fish in last week, by presence of children and household size, 2003
- The fresh and frozen divide
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- Figure 35: Expenditure on fresh fish in last week, by consumption of frozen fish products, 2003
- Fish enthusiasts
- Penetration and frequency of use
- High use, low frequency
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- Figure 36: Consumption and frequency of using frozen fish products, by country, 2003
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- Figure 37: Trends in consumption of frozen fish products, GB, 2002 and 2003
- Frozen fish demographics
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- Figure 38: Consumption and frequency of using frozen fish products, by gender and age, 2003
- Low income and the frozen enthusiasts
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- Figure 39: Consumption and frequency of using frozen fish products, by income and working status, 2003
- Regional divide
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- Figure 40: Consumption and frequency of using frozen fish products, by region, 2003
- Small households – the true fish consumers
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- Figure 41: Consumption and frequency of using frozen fish products, by presence of children and household size, 2003
- Attitudes towards sit-down meals
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- Figure 42: Expenditure on fresh fish in last week, by attitudes towards sit-down family meals, 2003
- Fresh fish for the family
- Attitudes towards convenience foods
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- Figure 43: Expenditure on fresh fish in last week, by level of receptiveness to convenience foods, 2003
- Fish shunned by convenience culture
- Attitudes towards food content and food scares
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- Figure 44: Expenditure on fresh fish in last week, by attitudes towards food content and diet, 2003
- Attitudes towards NPD
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- Figure 45: Expenditure on fresh fish in last week, by level of receptiveness to new recipes or food product ideas, 2003
- Attitudes towards frozen food
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- Figure 46: Agreement with the statement ‘frozen foods are as good for you as fresh foods’, 1997-2003
- Fish fingers
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- Figure 47: Penetration and weight of usage of frozen fish fingers, 2002 and 2003
- Fish finger demographics
- Other frozen fish
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- Figure 48: Penetration and weight of usage of other frozen fish products, 2002 and 2003
- Heavy user increase
- Other frozen fish demographics
- Detailed Demographics
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- Figure 49: Penetration and weight of usage of frozen fish fingers, by demographic sub-group, 2003
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- Figure 50: Penetration and weight of usage of other frozen fish products, by demographic sub-group, 2003
The Consumer – Assessing Attitudes and Enthusiasm
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- Promoting a routine
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- Figure 51: Frequency of in-home fish consumption, July 2004
- An overlooked option
- Frequency profile
- Preparation of fish
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- Figure 52: Preparation trends for in-home fish consumption, July 2004
- Minimal handling
- Preparation demographics
- Establishing versatility with preparation
- Restricted preparation
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- Figure 53: Number of ways used to prepare fish, 2004
- Repertoire demographics
- Assimilating fish into the repertoire
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- Figure 54: Repertoire by method of preparation
- Attitudes towards fish
- Positive outlook
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- Figure 55: Attitudes towards in-home fish consumption, July 2004
- The negatives
- Minimal concerns
- Attitude profile
- Assessing the impact of attitudes on preparation methods used
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- Figure 56: Attitudes towards in-home fish consumption, by preparation method, July 2004
- Assessing key targets – consumer typology groups
- Convenience catch (21% of sample)
- Fish-o-philes (28% of sample)
- Fish-phobes (52% of sample)
- Typology demographics
- Establishing enthusiasm typology groups
- Typology by preparation
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- Figure 57: Consumer typology groups, by preparation/cooking method, July 2004
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- Figure 58: Repertoire, by consumer typology group, July 2004
- Targeting the typologies
- Detailed Demographics
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- Figure 59: Frequency of in-home fish consumption, by gender, age, socio-economic status, region and ACORN categories, July 2004
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- Figure 60: Frequency of in-home fish consumption, by lifestage, presence of children, Mintel's Special Groups, marital status, working status and household size, July 2004
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- Figure 61: Frequency of in-home fish consumption, by media usage, commercial TV viewing and supermarkets used, July 2004
- Preparation of fish
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- Figure 62: Most popular methods of preparation for in-home fish consumption, by gender, age, socio-economic status, region and ACORN categories, July 2004
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- Figure 63: Most popular methods of preparation for in-home fish consumption, by lifestage, presence of children, Mintel’s Special Groups, marital status, working status and household size, July 2004
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- Figure 64: Most popular methods of preparation for in-home fish consumption, by media usage, commercial TV viewing and supermarkets used, July 2004
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- Figure 65: Other popular methods of preparation for in-home fish consumption, by gender, age, socio-economic status, region and ACORN categories, July 2004
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- Figure 66: Other popular methods of preparation for in-home fish consumption, by lifestage, presence of children, Mintel’s Special Groups, marital status, working status and household size, July 2004
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- Figure 67: Other popular methods of preparation for in-home fish consumption, by media usage, commercial TV viewing and supermarkets used, July 2004
- Repertoire
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- Figure 68: Repertoire analysis of in-home fish preparation, by gender, age, socio-economic status, region and ACORN categories, July 2004
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- Figure 69: Repertoire analysis of in-home fish preparation, by lifestage, presence of children and Mintel’s Special Groups, July 2004
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- Figure 70: Repertoire analysis of in-home fish preparation, by media usage, commercial TV viewing and supermarkets used, July 2004
- Attitudes
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- Figure 71: Attitudes towards in-home fish consumption, by gender, age, socio-economic status, region and ACORN categories, July 2004
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- Figure 72: Attitudes towards in-home fish consumption, by lifestage, presence of children, Mintel’s Special Groups, marital status, working status and household size, July 2004
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- Figure 73: Attitudes towards in-home fish consumption, by media usage, commercial TV viewing and supermarkets used, July 2004
- Assessing target markets – Consumer typologies
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- Figure 74: Consumer typology groups, by gender, age, socio-economic status and region, July 2004
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- Figure 75: Consumer typology groups, by lifestage, presence of children and Mintel’s Special Groups, July 2004
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- Figure 76: Consumer typology groups, by media usage, commercial TV viewing and supermarkets used, July 2004
The Future
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- Safety in labelling
- Labelling for health
- All about breeding
- Innovation, innovation, innovation
- Promotion possibilities
- For the convenience generation…
- Frozen positioned for youth appeal
Forecast
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- A steady outcome from a complex market
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- Figure 77: Forecast of UK retail sales of fish at current sterling prices, 2004-09
- Convenience particularly important to fish
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- Figure 78: Forecast of UK retail sales of fish at constant sterling prices, 2004-09
- Supply side considerations come into play
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- Figure 79: Forecast of UK retail sales of fish at current Euro prices, 2004-09
- Canned sales lose out
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- Figure 80: Forecast of UK retail sales of fish at constant Euro prices, 2004-09
- Tackling the older profile
- Factors used
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