Table of Contents
Issues in the Market
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- Key themes
- Definition
- Abbreviations
Future Opportunities
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- Trend: Consumer as Detective
- Trend: Rules of Thumb
Market in Brief
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- Fish and shellfish market to grow by 23% by 2015
- Fish dominates seafood spend
- Nine in ten eat fish; freshness and quality drive choice
- Consumers look to outsource sustainability
- Seafood enjoys strong health credentials
- 'No nasties' top, green and ethical gaining in NPD
Internal Market Environment
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- Key points
- Healthy fish message needs momentum
- Highlighting omega-3
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- Figure 1: Share of fish products among all new food product launches featuring an omega-3 claim, 2005-09
- Sustainability still a source of confusion
- Sustainability labelling
- Most brands and retailers operate sustainability policies
- High inflation dampens demand for fish
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- Figure 2: Retail Price Index of fish and competing food items, 2005-09
- Interest in cooking supports chilled fish
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- Figure 3: Attitudes towards cooking at home, 2005-09
- Perceptions of frozen food improving
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- Figure 4: Attitudes towards frozen food, 2005-09
Broader Market Environment
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- Key points
- Rising spending to support seafood demand
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- Figure 5: Consumer expenditure, at constant 2010 prices, 2005-15
- Ageing population is good news for seafood
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- Figure 6: Changes in the age structure of the UK population, 2010-15
- Growing ABs are keen seafood eaters
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- Figure 7: Changes in UK adult population, by socio-economic group, 2010-15
Competitive Context
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- Key points
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- Figure 8: UK retail sales of selected markets competing with fish, 2005-10
- Poultry
- Red meat
- Fish and chip shops
- Ready meals
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Private label dominates, brands gaining
- Range extensions still rule
- ‘No nasties’ holds top spot, convenience remains popular
- Green and ethical claims gaining
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- Figure 9: Most common claims in new products launched in the UK fish and shellfish market, 2009
- Figure 10: Percentage point change in the share of claims in new products launched in the UK fish and shellfish market, 2007-09
- Themes in new product launches
- World flavours in seafood
- Bags of convenience
- Fish from further afield...
- ...and from closer to home
Market Size and Forecast
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- Key points
- Rising prices drive strong value growth in seafood
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- Figure 11: UK retail value sales of fish and shellfish, and index of growth, 2005-15
- Growth to £3.9 billion forecast by 2015
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- Figure 12: UK retail sales of fish and shellfish, by value and volume, 2005-15
- Factors used in the forecast
Market Segmentation
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- Key points
- Fish continues to dominate seafood
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- Figure 13: UK retail sales of fish and shellfish, by type, by volume and value, 2005-09
- Chilled captures 56p per £1 in seafood
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- Figure 14: UK retail sales of fish and shellfish, by type, by value and volume, 2005-09
- Chilled still dominates seafood
- Frozen benefits in the recession
- High inflation drives value growth in canned
- Salmon is top fish
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- Figure 15: Share of top ten species in UK retail sales of chilled and frozen seafood, 2009
- Salmon and cod remain top species
- Alternative white fish gaining
- Prawns the only shellfish of size
Market Share
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- Key points
- Own-label dominates chilled
- Young’s holds the lead in frozen
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- Figure 16: Leading brands in UK retail value sales of frozen seafood, 2005-09
- Princes catching up with John West
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- Figure 17: Leading brands in UK retail value sales of ambient seafood, 2005-09
Companies and Products
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- Birds Eye
- Coldwater UK
- Cumbrian Seafoods
- Findus Group
- John West
- Lyons Seafood
- Princes
- Simpson’s Seafood
- The Big Prawn Co
Brand Elements
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- Key points
- Brand map
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- Figure 18: Attitudes towards and purchase of fish and shellfish brands, April 2010
- Brand qualities of fish and shellfish brands
- Supermarket seafood lacks authenticity
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- Figure 19: Personalities of various fish and shellfish brands, April 2010
- Experience of fish and shellfish brands
- Branded fish has biggest penetration
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- Figure 20: Consumer purchase of various fish and shellfish brands, April 2010
- Brand consideration for fish and shellfish brands
- Young’s most considered
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- Figure 21: Consideration of various fish and shellfish brands, April 2010
- Brand satisfaction for fish and shellfish brands
- Fish buyers prefer brands
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- Figure 22: Satisfaction with various fish and shellfish brands, April 2010
- Brand commitment to fish and shellfish brands
- Supermarkets lack loyalty
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- Figure 23: Commitment to various fish and shellfish brands, April 2010
- Brand intentions for fish and shellfish brands
- John West and Birds Eye have highest retention
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- Figure 24: Future usage intentions for various fish and shellfish brands, April 2010
- Brand recommendation for fish and shellfish brands
- Supermarket names lack affection
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- Figure 25: Recommendation of various fish and shellfish brands, April 2010
- John West
- What the consumer thinks
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- Figure 26: Attitudes towards the John West brand, April 2010
- Sainsbury’s
- What the consumer thinks
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- Figure 27: Attitudes towards the Sainsbury’s brand, April 2010
- Birds Eye
- What the consumer thinks
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- Figure 28: Attitudes towards the Birds Eye brand, April 2010
Brand Communication and Promotion
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- Key points
- Low adspend reflects small number of brands
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- Figure 29: Topline adspend on fish, 2005-09
- TV still rules fish ads
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- Figure 30: Adspend on fish, by media type, 2007-09
- Top brands and grocers drive adspend
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- Figure 31: Adspend – top ten advertisers, 2007-09
- Highlighting the two-a-week recommendation
Channels to Market
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- Key points
- Multiples dominate spending on fish
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- Figure 32: UK retail value sales of fish, by type of outlet, 2005-09
- Asda shoppers keenest on ease of preparation
Consumer – Usage of Seafood
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- Key points
- Half the population eat fish weekly
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- Figure 33: Frequency of eating fish and shellfish at home, June 2010
- Older consumers eat fish most often
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- Figure 34: Frequency of eating fish at home, by age, June 2010
Consumer – Factors in Seafood Choice
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- Key points
- Freshness drives seafood choice
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- Figure 35: Factors influencing choice of fish and shellfish, June 2010
- Price matters, but there’s room for added value
- Health and sustainability rank low
- The chilled v. frozen debate
- Less frequent eaters want ease of preparation
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- Figure 36: Share of population seeing selected choice factors as very important, by frequency of eating fish at home, June 2010
Consumer – Sustainability Issues in Seafood Choice
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- Key points
- Tangible issues rank ahead of sustainability
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- Figure 37: Environmental and ethical factors influencing choice of fish and shellfish, June 2010
- State of species is top concern
- Women, over-55s and OPHs most concerned
Consumer – Attitudes towards Sustainability
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- Key points
- Sustainability seen as a given...
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- Figure 38: Attitudes towards fish and shellfish, June 2010
- …or as confusing
- Two a week chimes with one in two
- One in four have cut back on seafood
Consumer – Attitudes towards Types of Seafood and Cooking
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- Key points
- Canned fish is a cupboard staple for three in four
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- Figure 39: Attitudes towards canned and frozen fish and shellfish, and cooking seafood, June 2010
- Two in three are confident fish cooks
- Two in five see chilled as tastier
- One in three prefer convenient solutions
Consumer – Target Groups
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- Key points
- Four target groups for seafood
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- Figure 40: Target groups for seafood, June 2010
- Seafood-committed
- Seafood gourmets
- Convenience-led
- Uninterested
Appendix – Internal and Broader Market Environment
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- Figure 41: Agreement with selected lifestyle statements, by demographics, 2009
- Figure 42: Consumer expenditure, at constant 2010 prices, 2005-15
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- Figure 43: Trends and projections in the UK population (000s), by age group, 2005-15
- Figure 44: Forecast adult population trends, by socio-economic group, 2005-15
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Appendix – Who’s Innovating?
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- Figure 45: Share of private label in new product development in the UK fish and shellfish market, 2007-09
- Figure 46: Leading brands, by number of new product launches in the UK fish and shellfish market, 2007-09
- Figure 47: New innovations in fish products, by storage, 2007-09
- Figure 48: New innovations in fish products, by launch type, 2007-09
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Appendix – Market Segmentation
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- Figure 49: UK retail sales of frozen, chilled and canned fish, by value and volume, 2005-09
- Figure 50: UK retail sales of frozen, chilled and canned shellfish, by value and volume, 2005-09
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Appendix – Consumer – Usage of Seafood
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- Figure 51: Frequency of eating fish and shellfish at home, June 2010
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- Figure 52: Frequency of eating fish at home, by demographics, June 2010
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- Figure 53: Frequency of eating shellfish at home, by demographics, June 2010
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Appendix – Consumer – Choice Factors
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- Figure 54: Factors influencing choice of fish and shellfish, June 2010
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- Figure 55: Factors influencing choice of fish and shellfish seen as very important, by demographics, June 2010
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- Figure 56: Factors influencing choice of fish and shellfish seen as very important, by demographics, June 2010
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- Figure 57: Factors influencing choice of fish and shellfish, by demographics, June 2010
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- Figure 58: Factors influencing choice of fish and shellfish, by demographics, June 2010
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- Figure 59: Factors influencing choice of fish and shellfish, by fish purchasing frequency, June 2010
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- Figure 60: Factors influencing choice of fish and shellfish, by shellfish purchasing frequency, June 2010
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Appendix – Consumer – Sustainability Issues in Seafood Choice
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- Figure 61: Environmental and ethical factors influencing choice of fish and shellfish, June 2010
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- Figure 62: Environmental and ethical factors influencing choice of fish and shellfish, by demographics, June 2010
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- Figure 63: Environmental and ethical factors influencing choice of fish and shellfish, by demographics, June 2010
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Appendix – Consumer – Attitudes towards Sustainability
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- Figure 64: Attitudes towards buying fish and shellfish, June 2010
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- Figure 65: Attitudes towards buying fish and shellfish, by demographics, June 2010
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- Figure 66: Attitudes towards buying fish and shellfish, by demographics, June 2010
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- Figure 67: Attitudes towards buying fish and shellfish, by demographics, June 2010
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- Figure 68: Attitudes towards buying fish and shellfish, by demographics, June 2010
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- Figure 69: Attitudes towards buying fish and shellfish, by demographics, June 2010
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- Figure 70: Attitudes towards buying fish and shellfish, by demographics, June 2010
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Appendix – Consumer – Attitudes towards Types of Seafood and Cooking
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- Figure 71: Attitudes towards canned and frozen fish and shellfish, and cooking seafood, June 2010
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- Figure 72: Attitudes towards canned and frozen fish and shellfish, and cooking seafood, by purchasing frequency of fish, June 2010
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- Figure 73: Attitudes towards canned and frozen fish and shellfish, and cooking seafood, by purchasing frequency of shellfish, June 2010
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- Figure 74: Attitudes towards canned and frozen fish and shellfish, and cooking seafood, by demographics, June 2010
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- Figure 75: Attitudes towards canned and frozen fish and shellfish, and cooking seafood, by demographics, June 2010
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- Figure 76: Attitudes towards canned and frozen fish and shellfish, and cooking seafood, by demographics, June 2010
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- Figure 77: Attitudes towards canned and frozen fish and shellfish, and cooking seafood, by demographics, June 2010
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- Figure 78: Attitudes towards canned and frozen fish and shellfish, and cooking seafood, by demographics, June 2010
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Appendix – Consumer – Target Groups
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- Figure 79: Target groups, by demographics, June 2010
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- Figure 80: Eating habits, by target groups, June 2010
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- Figure 81: Attitudes towards cooking, by target groups, June 2010
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- Figure 82: Frequency of eating fish and shellfish, by target groups, June 2010
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- Figure 83: Factors influencing choice of fish and shellfish, by target groups, June 2010
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- Figure 84: Attitudes towards sustainability, by target groups, June 2010
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- Figure 85: Attitudes towards types of seafood and cooking, by target groups, June 2010
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