Table of Contents
Issues in the Market
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- Key themes
- Terminology
Insights and Opportunities
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- Clarity by consolidation
- Distilling motivation
Fast Forward Trends
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- Trend 1: Rethinking Business, Capitalism and Consumerism
- What's it about?
- What we've seen
- What next?
- Trend 2: Food and Beauty
- What's it about?
- What we've seen
- Specifics
- Implications
- What next?
Market in Brief
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- Value outstrips volume
- Sustainability becomes more complex
- Convincing consumers
- The future
Internal Market Environment
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- Key points
- The health boom
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- Figure 1: Agreement with selected lifestyle statements, 2003-07
- Capitalise on Omega-3 Communication
- Controversy of the 2-a-week message
- The return of the home cook
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- Figure 2: Agreement with selected lifestyle statements, 2003-07
- Ready to cook, like never before
- Sustainability
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- Figure 3: Sustainable policies in the food retailers, 2008
- Quota requirements
- Responsibility
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- Figure 4: Existing sustainable policies in the fish industry, 2008
- Price increases
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- Figure 5: Consumer price index on selected food catgeories, 2006-08*
- Welfare
Broader Market Environment
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- Key points
- Economic impact
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- Figure 6: Price comparison on selected lines between chilled and frozen sector, 2008
- Population dynamics
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- Figure 7: Implications of changing demographics of the UK population for the fish and seafood market, 2008
- UK fish consumption
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- Figure 8: Annual consumption of fish, by country
Competitive Context
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- Key points
- Competing with other protein markets
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- Figure 9: UK retail sales of competitive markets, 2003-08
- Ethical purchasing is simpler in the poultry market.
- Consumers rediscover the benefits of frozen food
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
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- Figure 10: Number of NPD launches in fish products category, by quarter; July 2006-June 2008
- Upmarket own-label
- Ethical developments
- Naturally good
- Luxury lunch
- Functional fish
- Ultra indulgent
- The future
Market Value and Forecast
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- Key points
- A great haul
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- Figure 11: UK retail sales fish and shellfish, by value and volume, 2003-08
- Figure 12: UK retail price/kg, 2003-08
- A wider net
- Sustainability does not mean higher price
- Future trends
- Forecast
- Healthy but slower growth
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- Figure 13: Forecast of UK retail sales of fish and shellfish, by volume and value, 2003-13
- Demographic changes to promote growth
- Slower growth predicted
Market Size – The Fish and Shellfish Balance
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- Key points
- Perfectly balanced
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- Figure 14: UK retail sales of fish and seafood, by type, volume and value, 2003-07
- The shellfish effect
- A farmed future
Market Segmentation
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- Key points
- Total fish and shellfish sales
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- Figure 15: UK retail sales of fish and shellfish, by type, value and volume, 2003-07
- The gap is closing
- Canned – A new age
- Frozen resurgence
- Top species
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- Figure 16: UK retail sales of chilled natural fish and shellfish, by species and value, 2003-07
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- Figure 17: UK retail sales of frozen, chilled and canned shellfish, by value and volume, 2003-07
- Shellfish appeal
Market Share
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- Key points
- Imports vs exports – the balance of trade
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- Figure 18: Imports and exports for the UK fishing industry fish and seafood, 1999-2006
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- Figure 19: Estimated brand shares of frozen fish and fish-based ready meals, 2006 and 2007
- Young’s stays ahead of the pack
- Birds Eye is stable
- Own-label continues to grow
- Brands vs own-label
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- Figure 20: Estimated brand shares of frozen seafood, 2007
Companies and Products
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- Key points
- Branded suppliers
- Birds Eye
- Young’s Seafood
- Others
- Lyons Seafood
- The Big Prawn Company
- Own-label suppliers
- Coldwater UK
- Cumbrian Seafoods
- The Seafood Company
- Simpson’s Seafood
- Trade bodies
- Marine Conservation Society
- Marine Stewardship Council
- Seafish
Brand Elements
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- Brand Map
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- Figure 21: Attitudes and usage of fish and seafood brands, August 2008
- Birds Eye
- What the brand is trying to achieve.
- What the consumer thinks
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- Figure 22: Attitudes towards the BIRDS EYE brand, August 2008
- Young’s
- What the brand is trying to achieve.
- What the consumer thinks
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- Figure 23: Attitudes towards the YOUNG’s brand, August 2008
- Findus
- What the brand is trying to achieve.
- What the consumer thinks
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- Figure 24: Attitudes towards the FINDUS brand, August 2008
- Brand Qualities of fish and seafood brands
- Traditional Birds Eye; healthy John West; authentic Youngs and unfamiliar Lyons.
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- Figure 25: Personalities of various fish and seafood brands, August 2008
- Experience of Fish and Seafood brands
- Birds Eye most frequently used brand
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- Figure 26: Consumer usage of various fish and seafood brands, August 2008
- Brand intentions for fish and seafood brands
- Birds Eye has highest retention; Lyons struggles with awareness.
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- Figure 27: Consideration of various fish and seafood brands, August 2008
- Brand momentum for fish and seafood brands
- Young’s is gaining most ground.
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- Figure 28: Momentum of various fish and seafood brands, August 2008
- Brand satisfaction for fish and seafood brands
- John West matches Birds Eye for excellent satisfaction
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- Figure 29: Satisfaction with various fish and seafood brands, August 2008
- Brand commitment to fish and seafood brands
- Birds Eye leads on commitment, Youngs follows.
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- Figure 30: Commitment to various fish and seafood brands, August 2008
- Round up
Brand Communication and Promotion
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- Key points
- Big spender
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- Figure 31: Main monitored advertising, by fresh, frozen and canned fish, 2004-08*
- Morrisons supports fish
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- Figure 32: Main advertisers on fresh and frozen fish, 2004-08*
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- Figure 33: Main advertisers on canned fish, 2004-08*
- Canned is a TV game
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- Figure 34: Main monitored advertising on canned fish, by media type, 2004-08*
- Fresh and Frozen, TV wins again
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- Figure 35: Main monitored advertising on fresh and frozen fish, by media type, 2004-08*
- Below the line
Channels to Market
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- Key points
- Multiples dominate
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- Figure 36: UK retail value sales of fish, by type of outlet, 2003-07
- The retailer mix
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- Figure 37: Estimated retail value shares of fish and shellfish, 2008
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- Figure 38: Estimated retail value shares of fish and shellfish, by type of storage, 2008
- Frozen vs Chilled
- Fishmongers hold
- Discounters find their niche
The Consumer – Fish Consumption Habits
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- Key points
- Fishmongers still appeal
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- Figure 39: How often adults shop in fishmongers, 2008
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- Figure 40: People who ever use fishmongers, by age group and socio-economic group, 2007
- A regular wealthy and retired clientele
- How to appeal younger?
- Processed fish usage
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- Figure 41: Usage of frozen fish fingers and other frozen fish products in the last 12 months, 2005-07
- Fish fingers forever
- A frozen revolution
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- Figure 42: Non-users of other frozen fish products in the last 12 months, 2008
The Consumer – Frequency of Consumption
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- Key points
- Twice a week
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- Figure 43: Frequency of fish bought and consumed at home in the last three months, April 2008
- A wealth divide
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- Figure 44: Frequency of fish bought and consumed at home in the last three months, by age group and socio-economic group, April 2008
- The problem zone
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- Figure 45: Frequency of fish bought and consumed at home in the last three months, by age group and socio-economic group, April 2008
- The protein debate
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- Figure 46: Average number of days between eating red meat, poultry and fish/seafood at home, april 2008
The Consumer – Attitudes towards Seafood
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- Key points
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- Figure 47: Attitudes towards seafood, April 2008
- Shellfish splits
- Still confident
- Special shellfish
The Consumer – Attitudes towards Canned Fish
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- Key points
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- Figure 48: Attitudes towards canned fish, April 2008
- Canned for everybody
- Healthy values for young
- Canned the inroad
The Consumer – Attitudes towards Fish
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- Key points
- Target groups
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- Figure 49: Target groups, 2008
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- Figure 50: Target groups by attitudes towards fish, 2008 (column %)
- Frozen advocates (11% of respondents)
- Experimenters (21% of respondents)
- Apathetic (45% of respondents)
- Unadventurous (22% of respondents)
Appendix
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- Abbreviations
Appendix: Broader Market Environment
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- Figure 51: PDI and consumer expenditure, at current and constant prices, 2003-13
- Figure 52: Trends and projections in UK household size, 2003-13
- Figure 53: Trends and projections in UK population, by age group, 2003-13
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- Figure 54: Trends and projections in UK population, by socio-economic group, 2003-13
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Appendix: Who’s Innovating?
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- Figure 55: Analysis of new product introductions in fish products category, by storage type, July 2006-June 08
- Figure 56: Analysis of new product introductions in fish products category, by food and drink claims, July 2006-June 2008
- Figure 57: Analysis of new product introductions, by brand and company, July 2006-June 2008
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Appendix: Segment Performance
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- Figure 58: UK retail sales of frozen fish by type, by value, 2003-07
- Figure 59: UK retail sales of chilled smoked fish, by species and value, 2003-07
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Appendix: The Consumer – Fish Habits
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- Figure 60: How often adults shop at fishmongers, by demographics, 2007
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- Figure 61: Usage of frozen fish fingers in the last 12 months by demographics, 2008
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- Figure 62: Usage of other frozen fish products in the last 12 months by demographics, 2008
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Appendix: The Consumer – Frequency of Consumption
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- Figure 63: Frequency of fish bought and consumed at home in the last 3 months, April 2008
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- Figure 64: Average number of days between eating red meat, poultry and fish/seafood at home, by demographics, 2008
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Appendix: The Consumer – Attitudes towards Seafood
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- Figure 65: Attitudes towards seafood, by detailed demographics, April 2008
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- Figure 66: Attitudes towards seafood, by detailed demographics, April 2008
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Appendix: The Consumer – Attitudes towards Canned Fish
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- Figure 67: Attitudes towards canned fish, by detailed demographics, April 2008
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- Figure 68: Attitudes towards canned fish, by detailed demographics, April 2008
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Appendix: The Consumer – Attitudes towards Fish
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- Figure 69: Attitudes towards fish purchasing, April 2008
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- Figure 70: Attitudes towards fish purchasing, by detailed demographics, April 2008
- Target groups
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- Figure 71: Target groups by demographics, 2008 (row %)
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- Figure 72: Target groups by agreement with attitude statements on seafood, 2008 (column %)
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- Figure 73: Target groups by frequency of eating fish and seafood at home, 2008 (column %)
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