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Fish and Shellfish - US - October 2014

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
EXECUTIVE SUMMARY
Moderate growth expected between 2014 and 2019
Figure 1: Total US sales and fan chart forecast of fish and shellfish, at current prices, 2009-19
Fresh fish/shellfish comprises a majority of total sales
Figure 2: Total US retail sales of fish and shellfish, by segment, at current prices, 2014
Competitive category among key players
The consumer
Respondents very likely to buy canned/packaged, fresh fish once a month or more
Figure 3: Fish and shellfish purchase frequency (once a month or more), July 2014
Respondents equally likely to buy wild-caught and farm-raised fish/shellfish
Figure 4: Types of fish/shellfish purchased in last 3 months (any purchase), July 2014
Taste, nutrition should be focus of fish/shellfish marketing
Figure 5: Reasons for eating fish and/or shellfish, July 2014
Consumers want to see more different types of packaging
Figure 6: Product attributes consumers would like to see more of, July 2014
What we think
ISSUES AND INSIGHTS
How can brands increase consumption frequency?
Insight: Focus on flavor
How can fish/shellfish brands compete with other meats?
Insight: Compare the health attributes of fish/shellfish with other meats
How can fresh brands leverage consumer demand for fresh foods?
Insight: Equate freshness with nutrition, provide recipe ideas
TREND APPLICATION
Trend: The Power of One
Trend: Life Hacking
Trend: Patriot Games
MARKET SIZE AND FORECAST
Key points
Sales and forecast of fish and shellfish
Figure 7: Total US sales and forecast of fish and shellfish, at current prices, 2009-19
Figure 8: Total US sales and forecast of fish and shellfish, at inflation-adjusted prices, 2009-19
Fan chart forecast
Figure 9: Total US sales and fan chart forecast of fish and shellfish, at current prices, 2009-19
Fan chart methodology
MARKET DRIVERS
Key points
Consumers perceive fish a healthy protein alternative
Figure 10: Reasons for eating fish and/or shellfish, July 2014
Fish/shellfish health benefits help combat obesity
Figure 11: Percentage of men aged 20 or older who are obese, 2001-04, 2005-08, 2009-12
Figure 12: Percentage of women aged 20 or older who are obese, 2001-04, 2005-08, 2009-12
Household income a key driver
Figure 13: Fish and shellfish purchase frequency (once a month or more), by household income, July 2014
Figure 14: Household consumption frequency of fish and shellfish, by household income, July 2014
Consumer confidence, unemployment level crucial to sales
Figure 15: University of Michigan’s index of consumer sentiment (ICS), 2004-14
Figure 16: US unemployment rate, 2004-14
Blacks, Asians, Hispanics most likely to buy fish/shellfish
Figure 17: Fish and shellfish purchase frequency (once a month or more), by race/Hispanic origin, July 2014
Figure 18: Household consumption frequency of fish and shellfish, by race/Hispanic origin, July 2014
Hispanic, Asian populations set to grow most quickly from 2014-19
Figure 19: US population by race and Hispanic origin, 2009, 2014, and 2019
COMPETITIVE CONTEXT
Respondents more likely to eat poultry, beef, and pork than fish/shellfish
Figure 20: Household usage of meat, fish, and poultry, last six months, January 2013-March 2014
Fresh fish holds an edge over frozen among frequent users
Figure 21: Household consumption frequency of fish and shellfish, July 2014
Restaurants infringe on retail fish sales for those who can afford it
SEGMENT PERFORMANCE
Key points
Fresh fish/shellfish leads total category
Sales of fish and shellfish, by segment
Figure 22: Total US retail sales of fish and shellfish, by segment, at current prices, 2012 and 2014
Fresh fish/shellfish forecast to grow modestly into 2019
Figure 23: Total US sales and forecast of fresh fish and shellfish, at current prices, 2009-19
Future sales of frozen fish/shellfish to slightly outpace sales of fresh
Figure 24: Total US retail sales and forecast of frozen fish and shellfish, at current prices, 2009-19
Shelf-stable growth lags behind fresh and frozen
Figure 25: Total US retail sales and forecast of shelf-stable fish and shellfish, at current prices, 2009-19
RETAIL CHANNELS
Key points
Supermarkets comprise 25.9% of sales; other channels dominate
Sales of fish and shellfish, by channel
Figure 26: Total US retail sales of fish and shellfish, by channel, 2012 and 2014
Figure 27: US supermarket* sales of fish and shellfish, at current prices, 2009-14
Figure 28: US other channel sales of fish and shellfish, at current prices, 2009-14
LEADING COMPANIES
Key points
Lion Capital LLC, Dongwon lead MULO sales
Manufacturer sales of fish and shellfish
Figure 29: MULO* sales of fish and shellfish, 2013 and 2014
BRAND SHARE – FROZEN FISH AND SHELLFISH
Key points
Private label far outsells national brands
Gorton’s leads among national brands but its sales are flat
Most other leading national brands decline
Manufacturer sales of frozen fish and shellfish
Figure 30: MULO* sales of frozen fish and shellfish, 2013 and 2014
BRAND SHARE – SHELF-STABLE FISH AND SHELLFISH
Key points
StarKist and Bumble Bee vie for lead through MULO channels
Manufacturer sales of shelf-stable fish and shellfish
Figure 31: MULO* sales of shelf-stable fish and shellfish, 2013 and 2014
BRAND SHARE – REFRIGERATED FISH AND SHELLFISH
Key points
Trans Ocean leads among national brands
Ocean Beauty Seafoods experiences growth with Echo Falls and Lascco
Paramount Reserve increases sales for Red Chamber Co.
Private label experiences higher sales than individual national brands
MULO sales of refrigerated fish and shellfish
Figure 32: MULO* sales of refrigerated fish and shellfish, 2013 and 2014
INNOVATIONS AND INNOVATORS
Ease of use, premium lead all claims in 2013
Figure 33: Top 10 fish and shellfish product claims, by percentage of total claims, 2009-13
Convenience aids busy consumers and unskilled cooks
Premium quality attracts three in 10 fish/shellfish consumers
Sustainability will be increasingly important to buyers
MARKETING STRATEGIES
Overview of the brand landscape
Theme: Tuna brands focus on convenience
Brand example: StarKist Tuna Creations
StarKist TV spot
Figure 34: StarKist television ad, 2014
Brand example: Chicken of the Sea
Chicken of the Sea TV spot
Figure 35: Chicken of the Sea television ad, 2014
Theme: Quality, authenticity
Brand example: Gorton’s
Gorton’s TV spot
Figure 36: Gorton’s television ad, 2014
Brand example: SeaPak
SeaPak TV spot
Figure 37: SeaPak television ad, 2014
FISH AND SHELLFISH PURCHASE FREQUENCY
Key points
Respondents most apt to buy canned/packaged products monthly or more
Figure 38: Fish and shellfish purchase frequency, July 2014
18-34s most apt to buy a range of prepared fish/shellfish products
Figure 39: Fish and shellfish purchase frequency (once a month or more), by age, July 2014
Presence of children means more frequent fish/shellfish purchases
Figure 40: Fish and shellfish purchase frequency (once a month or more), by presence of children in household, July 2014
FISH AND SHELLFISH HOUSEHOLD CONSUMPTION FREQUENCY
Key points
Brands can encourage more frequent consumption
Figure 41: Household consumption frequency of fish and shellfish, July 2014
25-34s report most frequent consumption
Figure 42: Household consumption frequency of fish and shellfish (once a month or more), by age, July 2014
Frequent consumption increases with household income
Figure 43: Household consumption frequency of fish and shellfish (once a month or more), by household income, July 2014
Households with children much more likely to eat fish/shellfish frequently
Figure 44: Household consumption frequency of fish and shellfish (once a month or more), by presence of children in household, July 2014
Fish/shellfish consumption frequency can depend on a range of factors
Figure 45: Household consumption frequency of fish and shellfish (eaten monthly), by reasons for eating fish and/or shellfish, July 2014
Figure 46: Household consumption frequency of fish and shellfish (eaten monthly), by reasons for eating fish and/or shellfish, July 2014
Specific desired product attributes can increase consumption frequency
Figure 47: Household consumption frequency of fish and shellfish (eaten monthly), by product attributes consumers would like to see more of, July 2014
Figure 48: Household consumption frequency of fish and shellfish (eaten monthly), by product attributes consumers would like to see more of, July 2014
TYPES OF FISH/SHELLFISH PURCHASED IN LAST THREE MONTHS
Key points
Slightly more preference for wild-caught over farm-raised
Figure 49: Types of fish/shellfish purchased last 3 months, July 2014
25-34s most apt to buy premium quality, sustainably caught, organic
Figure 50: Types of fish/shellfish purchased last 3 months, by age, July 2014
WHERE FISH/SHELLFISH IS PURCHASED TO EAT AT HOME
Key points
Respondents most apt to buy fish/shellfish from supermarkets
Figure 51: Where fish/shellfish is purchased to eat at home, by age, July 2014
Households with kids most likely to buy at mass and club stores
Figure 52: Where fish/shellfish is purchased to eat at home, by presence of children in household, July 2014
REASONS FOR EATING FISH AND/OR SHELLFISH
Key points
Most eat fish/shellfish for the flavor; nearly half eat it as a healthy option
Figure 53: Reasons for eating fish and/or shellfish, by gender, July 2014
45+s most apt to cite taste, health as reasons for eating
Figure 54: Reasons for eating fish and/or shellfish, by age, July 2014
REASONS FOR NOT EATING/LESS FREQUENT CONSUMPTION OF FISH AND/OR SHELLFISH
Key points
More than a third cite cost as a barrier to consumption
Figure 55: Reasons for not eating/less frequent consumption of fish and/or shellfish, by household income, July 2014
PRODUCT ATTRIBUTES CONSUMERS WOULD LIKE TO SEE MORE OF
Key points
Nearly three in 10 want more resealable packaging
Figure 56: Product attributes consumers would like to see more of, by age, July 2014
Households with kids want more family-size packages
Figure 57: Product attributes consumers would like to see more of, by presence of children in household, July 2014
RACE AND HISPANIC ORIGIN
Key points
Blacks, Hispanics, Asians most likely to be frequent fish consumers
Figure 58: Household consumption frequency of fish and shellfish (once a month or more), by race/Hispanic origin, July 2014
Blacks, Hispanics most likely to buy at mass merchandisers
Figure 59: Where fish/shellfish is purchased to eat at home, by race/Hispanic origin, July 2014
Blacks most likely to eat fish/shellfish to increase omega-3 consumption
Figure 60: Reasons for eating fish and/or shellfish, by race/Hispanic origin, July 2014
APPENDIX – OTHER USEFUL CONSUMER TABLES
Fish and shellfish purchase frequency
Figure 61: Fish and shellfish purchase frequency (once a month or more), by gender, July 2014
Fish and shellfish household consumption frequency
Figure 62: Household consumption frequency of fish and shellfish (once a month or more), by gender, July 2014
Types of fish/shellfish purchased last three months
Figure 63: Types of fish/shellfish purchased last 3 months, by household income, July 2014
Figure 64: Types of fish/shellfish purchased last 3 months, by presence of children in household, July 2014
Where shellfish is purchased to eat at home
Figure 65: Where fish/shellfish is purchased to eat at home, by gender, July 2014
Figure 66: Where fish/shellfish is purchased to eat at home, by household income, July 2014
Reasons for eating fish and/or shellfish
Figure 67: Reasons for eating fish and/or shellfish, by household income, July 2014
Figure 68: Reasons for eating fish and/or shellfish, by presence of children in household, July 2014
Reasons for not eating/less frequent consumption of fish and/or shellfish
Figure 69: Reasons for not eating/less frequent consumption of fish and/or shellfish, by gender, July 2014
Figure 70: Reasons for not eating/less frequent consumption of fish and/or shellfish, by age, July 2014
Figure 71: Reasons for not eating/less frequent consumption of fish and/or shellfish, by presence of children in household, July 2014
Product attributes consumers would like to see more of
Figure 72: Product attributes consumers would like to see more of, by household income, July 2014
Race and Hispanic origin
Figure 73: Types of fish/shellfish purchased last 3 months, by race/Hispanic origin, July 2014
Figure 74: Reasons for not eating/less frequent consumption of fish and/or shellfish, by race/Hispanic origin, July 2014
Figure 75: Product attributes consumers would like to see more of, by race/Hispanic origin, July 2014
APPENDIX – TRADE ASSOCIATIONS

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