Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Resources used for The Consumer sections
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The bottom line
- Black consumers eat more fish/seafood; Asians cutting back
- Product innovation flourishes
- Demographic factors favor growth, but safety must be addressed
Fast Forward Trends
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- Edutainment
- Teaching people about your product
- Where is our health authority?
- Focus on the joy of cooking
- Making it easy for people: learning from wine
- Making fish easy
Market Drivers
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- Emphasis on healthier eating supports market growth
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- Figure 1: Attitudes regarding healthy eating, 2002-06
- Fish/seafood consumption increases with age
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- Figure 2: Household consumption of fish and seafood, by age, October 2007
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- Figure 3: U.S. population projections, by age, 2002 and 2007
- Safety concerns cause some consumers to cut back
- Competition from fish oil supplements
- Economic concerns affect the market
- Ethical, green concerns, positioning on the rise
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- Figure 4: Number of new fish and seafood products using ethical positioning claims, 2006 and 2007
- Seafood rarely prepared at home, say nearly half of Mintel’s respondents
- Claims of convenience appear to be lost on consumers
Market Size and Trends
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- Market size
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- Figure 5: Total U.S. sales of fish and seafood, at current and constant prices, 2002-07
- Market trends
- Product innovation flourishes
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- Figure 6: Fish and seafood new product introductions, 2002-07
- Top product positioning claims
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- Figure 7: Top positioning claims for new fish and seafood, 2006 and 2007
- Convenience
- Premium
- Bolder, more sophisticated flavors
- Trans-fat-free a top claim
Market Segmentation
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- Overview
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- Figure 8: U.S. sales of fish and seafood, by type, 2005 and 2007
- Fresh fish and seafood
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- Figure 9: Sales of fresh fish and seafood, at current and constant prices, 2002-07
- Frozen fish and seafood
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- Figure 10: Sales of frozen fish and seafood, at current and constant prices, 2002-07
- Shelf-stable fish and seafood
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- Figure 11: Sales of shelf-stable fish and seafood, at current and constant prices, 2002-07
Supply Structure
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- Introduction
- Companies and brands
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- Figure 12: FDM sales of frozen and shelf-stable fish and seafood, by manufacturer and brand, 2005 and 2007
- Frozen fish and seafood
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- Figure 13: FDM sales of frozen fish and seafood, by manufacturer and brand, 2005 and 2007*
- Gorton’s
- Pinnacle Foods
- Rich-SeaPak
- Chicken of the Sea
- Shelf-stable fish and seafood
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- Figure 14: FDM sales of shelf-stable fish and seafood, by manufacturer and brand, 2005 and 2007*
- Bumble Bee Foods
- Del Monte Foods
- Chicken of the Sea
Advertising and Promotion
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- U.S. Tuna Foundation
- StarKist
- Chicken of the Sea
- Bumble Bee
- SeaPak
- Advertisers position seafood as a treat
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- Figure 15: Contessa Frozen Shrimp television ad, 2007
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- Figure 16: Gorton’s Shrimp Temptations television ad, 2007
- Convenient is a common theme
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- Figure 17: Gorton’s Potato Crunch television ad, 2007
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- Figure 18: Mrs. Paul’s Frozen Fish Sticks television ad, 2007
Retail Distribution
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- Introduction
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- Figure 19: Retail sales of fish and seafood, by channel, 2005 and 2007
- Mass merchandisers and other channels
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- Figure 20: U.S. mass merchandiser and other channel sales of fish and seafood, at current and constant prices, 2002-07
- Supermarkets
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- Figure 21: U.S. supermarket sales of fish and seafood, at current and constant prices, 2002-07
The Consumer: Household Consumption of Fish and Seafood
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- Summary
- Household consumption of fresh and frozen fish/seafood
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- Figure 22: Trends in household consumption of fresh and frozen fish/seafood, 2003-07
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- Figure 23: Household consumption of fresh or frozen fish/seafood, by race/ethnicity, May 2006-June 2007
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- Figure 24: Household consumption of fresh or frozen fish/seafood, by household income, May 2006-June 2007
- Household consumption of frozen prepared fish/seafood
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- Figure 25: Household consumption of frozen prepared fish/seafood, by race/ethnicity, May 2006-June 2007
- Types eaten
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- Figure 26: Trends in types of frozen prepared fish/seafood consumed, 2003-07
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- Figure 27: Types of frozen prepared fish/seafood consumed, by race/ethnicity, May 2006-June 2007
- Brands eaten
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- Figure 28: Brands of frozen prepared fish/seafood eaten, May 2006-June 2007
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- Figure 29: Brands of frozen prepared fish/seafood eaten, by race/ethnicity, May 2006-June 2007
- Household consumption of can/pouch tuna
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- Figure 30: Household consumption of can/pouch tuna, by race/ethnicity, May 2006-June 2007
- Types eaten
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- Figure 31: Trends in household consumption of can/pouch tuna, by type, 2003-07
- Brands eaten
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- Figure 32: Trends in brands of can/pouch tuna eaten, 2003-07
- Volume eaten in last 30 days
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- Figure 33: Number of cans/pouches of tuna eaten by household in last 30 days, May 2006-June 2007
- Types of fish consumed
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- Figure 34: Types of fish consumed, by type, October 2007
- Gender
- Age
- Household income
- Race/ethnicity
- Types of seafood consumed
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- Figure 35: Types of seafood consumed, by type, October 2007
- Gender
- Age
- Household income
- Race/ethnicity
- Region
- Teens’ and kids’ consumption of fish and seafood
- Teens’ consumption of canned tuna
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- Figure 36: Trends in teens’ consumption of canned tuna, by gender and race/ethnicity, 2003-07
- Gender
- Race/ethnicity
- Number of times canned tuna is eaten
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- Figure 37: Number of times canned tuna is eaten by teens in a month, May 2006-June 2007
- Teens’ influence on brands bought
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- Figure 38: Teens’ influence on brands of canned tuna bought, May 2006-June 2007
- Kids’ consumption of frozen fish sticks
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- Figure 39: Trends in children’s consumption of frozen fish sticks, by race/ethnicity, 2003-07
The Consumer: Consumption Behaviors
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- Summary
- How often fish and seafood are eaten
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- Figure 40: How often fish and seafood are eaten, October 2007
- How often fish is eaten
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- Figure 41: How often fish is eaten, by household income, October 2007
- How often seafood is eaten
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- Figure 42: How often seafood is eaten, by household income, October 2007
- Sources of ideas on seafood preparation
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- Figure 43: Sources of preparation ideas for seafood, October 2007
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- Figure 44: Sources of preparation ideas for seafood, by gender, October 2007
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- Figure 45: Sources of preparation ideas for seafood, by age, October 2007
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- Figure 46: Sources of preparation ideas for seafood, by household income, October 2007
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- Figure 47: Sources of preparation ideas for seafood, by race/ethnicity, October 2007
- Attitudes and behaviors in regards to purchase and consumption of fish and seafood
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- Figure 48: Attitudes/behaviors in regards to purchase and consumption of fish and seafood, mean summary, October 2007
- Cost is a barrier
- Capitalize on cooking confidence
- Address competition from restaurants
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- Figure 49: Attitudes/behaviors in regards to purchase and consumption of fish and seafood, summary of somewhat/strongly agree, by age, October 2007
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- Figure 50: Attitudes/behaviors in regards to purchase and consumption of fish and seafood, summary of somewhat/strongly agree, by race/ethnicity, October 2007
Future and Forecast
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- Demographic factors favor growth
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- Figure 51: Population, by race and Hispanic origin, 2007 and 2012
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- Figure 52: Population by age, 2007 and 2012
- Product development is key
- Safety issues must be addressed
- Market forecast
- Fish and seafood
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- Figure 53: Forecast of total U.S. sales of fish and seafood, at current and constant prices, 2007-12
- Fresh fish and seafood
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- Figure 54: Forecast of U.S. sales of fresh fish and seafood, at current and constant prices, 2007-12
- Frozen fish and seafood
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- Figure 55: Forecast of U.S. sales of frozen fish and seafood, at current and constant prices, 2007-12
- Shelf-stable fish and seafood
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- Figure 56: Forecast of U.S. sales of shelf-stable fish and seafood, at current and constant prices, 2007-12
- Forecast factors
Appendix: Trade Associations
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