Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Healthy sales growth – but for a myriad of reasons
- Fish and seafood consumption lags behind other protein sources
- Segments face diverse struggles and “wins”
- Drug and mass sales outperform supermarket sales
- Small manufacturers and private label dominate
- Brand spotlight: StarKist represents industry struggles
- Diverse innovation throughout category
- Advertising efforts leave something to be desired
- Tuna and salmon lead in usage
- Restaurant versus at-home consumption
- Fresh, frozen, and canned fish and seafood use
- Fish and seafood preparation methods
- Fish and seafood spending trends and rationales
- Attitudes toward freshness, source, and cost
Insights and Opportunities
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- Key points
- Sustainable and “eco” fish must meet growing need; has growing appeal
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- Figure 1: Attitudes toward fish/seafood source, September 2008
- Alternative species can help fill the gap
- Use packaging real estate to tout functional attributes
- The health benefits of eating fish deserve more hype
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- Figure 2: Attitudes toward diet, by age, July-August 2008
- Convenience a key attraction
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- Figure 3: Top claims for fish and seafood, 2003-08
- Decline in restaurant spending to boost appeal of at-home meals
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- Figure 4: Changes in restaurant spending, January 2008
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- Figure 5: Changes in spending at casual dining restaurants, July-August 2008
Fast Forward Trends
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- The fresh factor: it’s a state of mind
- What's it about?
- Have we fallen too far from the meaning of fresh?
- Implications
- Takeaways
- Authenticity
- What's it about?
- What we've seen
- Application to fresh
- Implications
Market Size and Forecast
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- Key points
- Beyond fish sticks—new paradigm for the fish and seafood market
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- Figure 6: Total U.S. retail sales of fish and seafood, at current prices, 2003-13
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- Figure 7: Total U.S. retail sales of fish and seafood, at inflation-adjusted prices, 2003-13
Competitive Context
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- Key points
- Fish and seafood lags behind as protein of choice
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- Figure 8: Frequency of protein consumption, by type, September 2008
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- Figure 9: Poultry consumption, 2006-08
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- Figure 10: Attitudes towards protein choices, by type, September 2008
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- Figure 11: Food price changes, by food category, July 2007-July 2008
- Competing sources for omega-3
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- Figure 12: Leading food sources for omega-3, 2002-08
Overall Segment Performance
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- Key points
- Environmental factors impact the bottom line
- Sales and forecast—fish and seafood by category
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- Figure 13: Sales of fish and seafood, segmented by type, 2006 and 2008
Segment Performance—Fresh Fish and Shellfish
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- Key points
- Higher price points and freshness perception could cause consumers to balk
- Sales and forecast—fresh fish and shellfish
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- Figure 14: Sales of fresh fish and shellfish, at current and inflation-adjusted prices, 2003-13
Segment Performance—Frozen Fish and Shellfish
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- Key points
- Niche products have potential
- Sales and forecast—frozen fish and shellfish
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- Figure 15: Sales of frozen fish and shellfish, at current and inflation-adjusted prices, 2003-13
Segment Performance—Canned Fish and Shellfish
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- Key points
- Supply concerns threaten a number of canned varieties
- Sales and forecast—canned fish and shellfish
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- Figure 16: Sales of canned fish and seafood, at current and inflation-adjusted prices, 2003-13
Retail Channels
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- Key points
- Mass merchandisers stand to reap the rewards of convenience
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- Figure 17: Retail sales of packaged fish sold through FDMx, 2006 and 2008
Retail Channels—Food Stores
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- Key points
- Whole Foods Market sets an example
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- Figure 18: Food store sales of fish and seafood, 2003-13
Retail Channels—Drug and Mass
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- Key points
- Industry innovations lead to growth
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- Figure 19: Drug and mass sales of fish and seafood, 2003-08
Market Drivers
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- The economy affects fish and seafood pricing
- Economic challenges lead to more meals at home
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- Figure 20: Average price of meal for a family of four at selected restaurant types, 2005-07
- Figure 21: Annual food sales at home and away from home, 2005-07
- The impact of weather
- HH income will determine near-term future
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- Figure 22: Seafood consumption compared to a year ago, by HH income, September 2008
- Frequency of eating fish at home
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- Figure 23: Frequency of fish eating at home, by HH income, September 2008
Leading Companies
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- Key points
- Private label the clear category winner
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- Figure 24: FDMx sales of fish and seafood, by manufacturer, 2007 and 2008
Brand Share—Frozen Fish and Shellfish
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- Key points
- Private label and small manufacturers dominate
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- Figure 25: FDMx sales of frozen fish and seafood, by manufacturer, 2007 and 2008
Brand Share—Shelf Stable Fish and Shellfish
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- Key points
- Beyond canned tuna
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- Figure 26: FDMx sales of shelf stable fish and seafood, by manufacturer, 2007 and 2008
Brand Share—Refrigerated Fish and Shellfish
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- Key points
- A smattering of small niche brands
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- Figure 27: FDMx sales of fish and seafood, by manufacturer, 2007 and 2008
Brand Qualities
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- Charlie the Tuna has “Seoul”
Innovation and Innovators
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- “Green” fish
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- Figure 28: Eco-friendly fish and seafood new product introduction claims, 2003-08
- Emulating restaurant style menus
- Promoting healthy attributes
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- Figure 29: Health related new fish and seafood product claims, 2003-08
- Freshness guaranteed
- Private label a shining star
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- Figure 30: New private label seafood product introductions, by company, 2003 - 2008
Advertising and Promotion
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- Overview
- Gorton’s
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- Figure 31: Gorton’s Potato Crunch Filets, 2008
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- Figure 32: Gorton’s Shrimp Temptations, 2008
- SeaPak
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- Figure 33: Sea Pak Shrimp, 2008
- Wild American Shrimp
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- Figure 34: Wild American Shrimp, 2005
Personal Consumption of Fish and Seafood
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- Key points
- Tuna and salmon rule the usage roost
- Types of fish and shellfish consumed
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- Figure 35: Types of fish and seafood consumed, by type, by gender, September 2008
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- Figure 36: Types of fish and seafood consumed, by type, by race/ethnicity, September 2008
Fish and Seafood Usage and Usage Frequency by Location
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- Key points
- Overview
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- Figure 37: Frequency of fish and seafood consumption, by location, September 2008
- Frequency of eating fish at home
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- Figure 38: Frequency of fish consumption at home, by age, September 2008
- Frequency of eating fish at a restaurant
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- Figure 39: Frequency of fish consumption at a restaurant, by gender, September 2008
- Frequency of eating shellfish at home
- Frequency of eating shellfish at a restaurant
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- Figure 40: Frequency of shellfish consumption at a restaurant, by age, September 2008
Fresh, Frozen, and Canned Fish and Seafood Use
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- Key points
- Frozen varieties the leading consumer preference
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- Figure 41: Personal fresh, frozen, and canned fish purchases, by gender, September 2008
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- Figure 42: Personal fresh, frozen, and canned fish purchases, by region, September 2008
Fish and Seafood Preparation Methods
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- Key points
- Cooking methods largely dictated by format
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- Figure 43: Fish and seafood consumed, by type and preparation method, September 2008
- Baking
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- Figure 44: Fish and seafood eaten baked, by gender, September 2008
- Broiling
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- Figure 45: Fish and seafood eaten broiled, by, September 2008
- Frying
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- Figure 46: Fish and seafood eaten fried, by region, September 2008
- Sautéing
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- Figure 47: Fish and seafood eaten sautéed, by region, September 2008
- Grilling
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- Figure 48: Fish and seafood eaten grilled, by HH income, September 2008
- Steaming
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- Figure 49: Fish and seafood eaten steamed, by race/ethnicity, September 2008
Fish and Seafood Spending Trends and Rationales
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- Key points
- Year-over-year spending trends
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- Figure 50: Seafood consumption year-over-year trends, by age, September 2008
- Rationales for eating more
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- Figure 51: Rationales for eating more fish and seafood, by gender, September 2008
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- Figure 52: Rationales for eating more fish and seafood, by age, September 2008
- Rationales for eating less
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- Figure 53: Rationales for eating less fish and seafood, by gender, September 2008
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- Figure 54: Rationales for eating less fish and seafood, by age, September 2008
Attitudes Toward Freshness, Source, and Cost
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- Key points
- Overview
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- Figure 55: Attitudes toward freshness, source, and cost, by gender, September 2008
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- Figure 56: Attitudes toward freshness, source, and cost, by HH income, September 2008
Cluster Analysis
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- Dippers
- Who they are
- Opportunity
- Waders
- Who they are
- Opportunity
- Divers
- Who they are
- Opportunity
- Cluster characteristics
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- Figure 57: Fish/Seafood Clusters, October 2008
- Figure 58: Frequency of fish and seafood consumption, by location, by fish/seafood clusters, October 2008
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- Figure 59: Home preparation method, by fish/seafood clusters, October 2008
- Figure 60: Fish and seafood attributes, by fish/seafood clusters, October 2008
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- Figure 61: Frequency of fish and seafood consumption, by fish/seafood clusters, October 2008
- Figure 62: Seafood consumption year-over-year trends, by fish/seafood clusters, October 2008
- Cluster demographics
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- Figure 63: Fish/seafood clusters, by gender, October 2008
- Figure 64: Fish/seafood clusters, by age, October 2008
- Figure 65: Fish/seafood clusters, by HH income, October 2008
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- Figure 66: Fish/seafood clusters, by race/Hispanic origin, October 2008
- Cluster methodology
IRI/Builders—Key Household Purchase Measures
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- Refrigerated seafood
- Consumer insights on key purchase measures—refrigerated seafood
- Brand map
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- Figure 67: Brand map, selected brands of refrigerated seafood, by household penetration, 2007*
- Brand leader characteristics
- Key purchase measures
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- Figure 68: Key purchase measures for the top brands of refrigerated seafood, by household penetration, 2007*
- Frozen fish/seafood purchases
- Consumer insights on key purchase measures—frozen fish/seafood
- Brand map
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- Figure 69: Brand map, selected brands of frozen fish/seafood, by household penetration, 2007*
- Brand leader characteristics
- Key purchase measures
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- Figure 70: Key purchase measures for the top brands of frozen fish/seafood, by household penetration, 2007*
- Frozen cooked shrimp
- Consumer insights on key purchase measures—frozen cooked shrimp
- Brand map
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- Figure 71: Brand map, selected brands of frozen cooked shrimp, by household penetration, 2007*
- Brand leader characteristics
- Key purchase measures
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- Figure 72: Key purchase measures for the top brands of frozen cooked shrimp, by household penetration, 2007*
- Frozen raw shrimp
- Consumer insights on key purchase measures—frozen raw shrimp
- Brand map
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- Figure 73: Brand map, selected brands of frozen raw shrimp, by household penetration, 2007*
- Brand leader characteristics
- Key purchase measures
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- Figure 74: Key purchase measures for the top brands of frozen raw shrimp, by household penetration, 2007*
- Shelf-stable/canned seafood purchases
- Consumer insights on key purchase measures—canned tuna
- Brand map
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- Figure 75: Brand map, selected brands of canned tuna, by household penetration, 2007*
- Brand leader characteristics
- Key purchase measures
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- Figure 76: Key purchase measures for the top brands of canned tuna, by household penetration, 2007*
- Canned salmon
- Consumer insights on key purchase measures—canned salmon
- Brand map
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- Figure 77: Brand map, selected brands of canned salmon, by household penetration, 2007*
- Brand leader characteristics
- Key purchase measures
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- Figure 78: Key purchase measures for the top brands of canned salmon, by household penetration, 2007*
Appendix: Additional Consumer Tables
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- Frequency of eating fish at a restaurant
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- Figure 79: Frequency of fish eating at a restaurant, by HH income, September 2008
- Frequency of eating shellfish at home
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- Figure 80: Frequency of shellfish eating at home, by HH income, September 2008
- Frequency of eating shellfish at a restaurant
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- Figure 81: Frequency of shellfish eating at a restaurant, by HH income, September 2008
Appendix: IRI/Builders Panel Data Definitions
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- IRI Consumer Network Metrics
Appendix: Trade Associations
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