Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer data
- Advertising clips
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Category continues growth trajectory
- BP Gulf Coast oil spill clouds consumers’ perception of fish and seafood
- Americans’ interest in eating better may create bigger appetite for fish and seafood
- Fresh fish and seafood lands biggest share of the category
- Convenience and variety make frozen fish and seafood a good catch
- Grocery and specialty food stores still consumers’ preferred fish and seafood spot
- Market share well distributed among category leaders
- Frozen fish and seafood hot for innovation during 2005-10
- Fish and seafood websites using similar bait to engage consumers
- Who is the fish and seafood consumer?
Insights and Opportunities
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- Delivery of fresh seafood direct to consumers
- Making branded products available in cafeterias
- Merchandising fish and seafood as part of a better-for-you section
- Promote sustainability on product packaging
- Co-branding with other brands
- Quick-prepared frozen seafood
- Offer seafood counter kiosks
Inspire Insights
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- Trend: Carnivore, Herbivore... Locavore
Market Size and Forecast
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- Key points
- Category continues growth trajectory despite Gulf Coast oil spill
- Sales and forecast of fish and seafood
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- Figure 1: Total U.S. retail sales of fish and seafood, at current prices, 2005-15
- Figure 2: Total U.S. retail sales of fish and seafood, at inflation-adjusted prices, 2005-15
- Fan-chart forecast
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- Figure 3: Total U.S. retail sales of fish and seafood, with fan-chart forecast, 2005-15
- Walmart sales
Market Drivers
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- Key points
- BP Gulf Coast oil spill muddies pricing environment
- Asians biggest fish and seafood consumers and have the income to pay for it
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- Figure 4: household income distribution for all households and Asian households, February 2009
- Americans’ interest in changing their diet may create bigger appetite for fish and seafood
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- Figure 5: Importance of eating healthy, by age, February 2009
- Economy’s choppy waters has consumers carefully navigating their food budgets
Competitive Context
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- Key points
- Red meat and poultry consumption surpasses fish and seafood by wide margin
- Lack of branded products in largest segment hampers category development
- Growth of omega-3 products extends beyond fish and seafood category
- Traditional supermarkets can showcase fish and seafood
Segment Performance
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- Key points
- Fresh fish and seafood lands biggest share of the category
- Recessionary environment has consumers casting for lower-cost fish and seafood
- Sales of fish and seafood in total U.S.
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- Figure 6: total U.S. sales of fish and seafood, by segment, 2008-10
Segment Performance—Fresh Fish and Seafood
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- Key points
- Segment rides wave of consumers’ interest in freshness
- Sustainability issues may bolster market for genetically altered seafood
- Sales and forecast of fresh fish and seafood
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- Figure 7: total U.S. sales of fresh fish and seafood, 2005-15
Segment Performance—Frozen Fish and Seafood
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- Key points
- Convenience and variety make frozen fish and seafood a good catch
- Importance of innovation seen in 2006
- Sales and forecast of frozen fish and seafood
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- Figure 8: total U.S. sales and forecast of frozen fish and seafood, at current prices, 2005-15
Segment Performance—Shelf-stable Fish and Seafood
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- Key points
- Shelf-stable seafood’s lower price point casts a wider net
- Canned tuna makes the biggest splash
- Sales and forecast of shelf-stable fish and seafood
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- Figure 9: total U.S. sales and forecast of shelf-stable fish and seafood, at current prices, 2005-15
Retail Channels
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- Key points
- Sales of fish and seafood, by channel
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- Figure 10: Total U.S. sales of fish and seafood, by channel, 2008 and 2010
- Supermarket/food stores’ sales of fish and seafood
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- Figure 11: Supermarket/food stores’ sales of fish and seafood, at current prices, 2005-10
- Supercenters and warehouse clubs’ sales of fish and seafood
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- Figure 12: Supercenters and warehouse clubs’ sales of fish and seafood, at current prices, 2005-10
- Other retailers’ sales of fish and seafood
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- Figure 13: Other retailers’ sales of fish and seafood, at current prices, 2005-10
Retail Channels—Natural Supermarkets
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- Key points
- Insights
- Sales of fish and seafood in the natural channel
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- Figure 14: Natural supermarket sales of fish and seafood, at current prices, 2008-10
- Figure 15: Natural supermarket sales of fish and seafood, at inflation-adjusted prices, 2008-10
- Natural channel sales by organic content
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- Figure 16: Natural supermarket sales of fish and seafood, by organic content, 2008 and 2010
Leading Companies
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- Key points
- Shelf-stable fish seafood offers greatest branding opportunity
- Market share well distributed among leaders
- Store brands making name for themselves in fish and seafood
- FDMx sales of fish and seafood by manufacturer
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- Figure 17: Manufacturer FDMx sales of fish and seafood in the U.S., 2009 and 2010
Brand Share—Frozen Fish and Seafood
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- Key points
- Private label posts largest sales and share growth
- Pinnacle Foods’ brands slowly gaining on Nippon Suisan Kaisha Ltd.’s offerings
- Manufacturer and brand sales of frozen fish and seafood
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- Figure 18: Selected FDMx brand sales of frozen fish and seafood, 2009 and 2010
Brand Share—Shelf-stable Fish and Seafood
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- Key points
- Flagship products landing in more grocery carts
- Ready-to-eat line extensions not hooking many consumers
- Manufacturer and brand sales of shelf-stable fish and seafood
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- Figure 19: Selected FDMx brand sales of shelf-stable fish and seafood, 2009 and 2010
Brand Share—Refrigerated Fish and Seafood
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- Key points
- Major brands growing but still small fry
- No single name brand dominates the segment
- Manufacturer and brand sales of refrigerated fish and seafood
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- Figure 20: Selected FDMx brand sales of refrigerated fish and seafood, 2009 and 2010
Innovations and Innovators
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- Key points
- Frozen fish and seafood hot for innovation during 2005-10
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- Figure 21: Fish and seafood product launches, by storage type, 2005-10
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- Figure 22: Top 10 claims on fish and seafood product launches, 2005-10
- Figure 23: Top companies and brands with product launches across fish and seafood, 2005-10
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- Figure 24: Private label versus name brand fish and seafood product launches, 2005-10
- Product innovations
- Private label
- Premium
- Convenient preparation
Marketing Strategies
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- Key points
- Major shelf-stable fish and seafood brands’ website profiles
- Major frozen fish and seafood brands’ website profiles
- Facebook not a reservoir of activity for fish and seafood manufacturers
- Television commercials
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- Figure 25: StarKist, “Pucker Up,” February 2010
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- Figure 26: Gorton’s, “Trust the Gorton’s Fisherman,” January 2010
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- Figure 27: Beacon Light steam series, “From frozen to Fantastic,” March 2010
Fish and Seafood Trends in Restaurants
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- Key points
- Sushi sinking while salmon goes with the flow
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- Figure 28: Top 10 fish and seafood entrées on menus, 2007-10
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- Figure 29: Top 10 fish and seafood types on menus, 2007-10
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- Figure 30: Top 10 fish and seafood flavors on menus, 2007-10
Fish and Seafood Consumption
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- Key points
- Seafood trails poultry and red meat for household usage
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- Figure 31: Household usage of fish and seafood, meat, and poultry, April 2009-June 2010
- Figure 32: Household usage of fish and seafood, by age, April 2009-June 2010
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- Figure 33: Household usage of fish and seafood, by household income, April 2009-June 2010
- Figure 34: Personal fish and seafood consumption frequency, August/September 2010
- Heavy, medium, and light users by key demographics
- Heavy
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- Figure 35: Personal fish and seafood consumption frequency among heavy users, by top demographics, August/September 2010
- Medium
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- Figure 36: Personal fish and seafood consumption frequency among medium users, by top demographics, August/September 2010
- Light
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- Figure 37: Personal fish and seafood consumption frequency among light users, by lowest demographics, August/September 2010
Fish and Seafood Varieties Eaten
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- Key points
- Fish and seafood consumption, by type and storage
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- Figure 38: Fish and seafood consumption, by type and storage, August/September 2010
- Fish and seafood consumption—fresh
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- Figure 39: Fish and seafood consumption—fresh, by age, August/September 2010
- Figure 40: Fish and seafood consumption—fresh, by household income, August/September 2010
- Fish and seafood consumption—frozen or canned
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- Figure 41: Fish and seafood consumption—frozen or canned, by age, August/September 2010
- Figure 42: Fish and seafood consumption—frozen or canned, by household income, August/September 2010
- Attitudes toward fish types and cooking/preparation
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- Figure 43: Attitudes toward fish types and cooking/preparation, August/September 2010
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- Figure 44: Attitudes toward fish types and cooking/preparation, by age, August/September 2010
- Figure 45: Attitudes toward fish types and cooking/preparation, by household income, August/September 2010
Shifts in Usage in the Last Year
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- Key points
- Shifts in consumption of fish and seafood in the last year
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- Figure 46: Shifts in consumption of fish and seafood in the last year, by age, August/September 2010
- Figure 47: Shifts in consumption of fish and seafood in the last year, by household income, August/September 2010
- Impact of the Gulf Coast oil spill on usage and attitudes
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- Figure 48: Impact of the Gulf Coast oil spill on usage of and attitudes towards fish and seafood, by gender, August/September 2010
- Figure 49: Impact of the Gulf Coast oil spill on usage of and attitudes towards fish and seafood, by household income, August/September 2010
Fish and Seafood Consumption Outside the Home
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- Key points
- Fish and seafood consumption outside the home
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- Figure 50: Fish and seafood consumption outside the home, by age, August/September 2010
- Figure 51: Fish and seafood consumption outside the home, by household income, August/September 2010
- Barriers to ordering fish and seafood at restaurants
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- Figure 52: Barriers to ordering fish and seafood at restaurants, August/September 2010
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- Figure 53: Barriers to ordering fish and seafood at restaurants, by gender, August/September 2010
- Figure 54: Barriers to ordering fish and seafood at restaurants, by age, August/September 2010
Drivers That Matter in the Purchase Decision
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- Key points
- Looks (along with price and freshness) are important when it comes to fish/shellfish
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- Figure 55: Drivers that matter in the purchase decision of fish and seafood, August/September 2010
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- Figure 56: Drivers that matter in the purchase decision, by household income, August/September 2010
Who is the Sustainable Fish and Seafood Consumer?
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- Key points
- Sustainability issue baits fish/shellfish consumers
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- Figure 57: Sustainability drivers that matter in the purchase decision of fish and seafood, August/September 2010
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- Figure 58: Sustainability drivers that matter in the purchase decision of fish and seafood, by gender, August/September 2010
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- Figure 59: Sustainability drivers that matter in the purchase decision of fish and seafood, by age, August/September 2010
Impact of Race and Hispanic Origin
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- Key points
- Asians reel in fish and seafood on a regular basis
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- Figure 60: Household usage of fish and seafood, by race/Hispanic origin, April 2009-June 2010
- Figure 61: Attitudes towards fish types and cooking/preparation, by race/Hispanic origin, August/September 2010
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- Figure 62: Impact of the Gulf Coast oil spill on usage of and attitudes toward fish and seafood, by race/Hispanic origin, August/September 2010
- Figure 63: Fish and seafood consumption outside the home, by race/Hispanic origin, August/September 2010
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- Figure 64: Sustainability drivers that matter in the purchase decision, by race/Hispanic origin, August/September 2010
Cluster Analysis
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- Hooks
- Demographics
- Characteristics
- Opportunity
- Lines
- Demographics
- Characteristics
- Opportunity
- Sinkers
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 65: Fish and seafood clusters, September 2010
- Figure 66: Barriers to ordering fish and seafood at restaurants, by fish and seafood clusters, September 2010
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- Figure 67: Attitudes towards fish types and cooking/preparation, by fish and seafood clusters, September 2010
- Figure 68: Drivers that matter in the purchase decision, by fish and seafood clusters, September 2010
- Cluster demographics
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- Figure 69: Fish and seafood clusters, by gender, September 2010
- Figure 70: Fish and seafood clusters, by age group, September 2010
- Figure 71: Fish and seafood clusters, by household income, September 2010
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- Figure 72: Fish and seafood clusters, by race, September 2010
- Figure 73: Fish and seafood clusters, by Hispanic origin, September 2010
- Cluster methodology
Custom Consumer Groups
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- Key points
- Fish and seafood consumption, by type and storage
- Fish and seafood consumption—fresh
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- Figure 74: Fish and seafood consumption—fresh, by gender and age, August/September 2010
- Fish and seafood consumption—frozen or canned
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- Figure 75: Fish and seafood consumption—frozen or canned, by gender and age, August/September 2010
- Shifts in consumption of fish and seafood in the last year
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- Figure 76: Shifts in consumption of fish and seafood in the last year, by gender and household income, August/September 2010
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- Figure 77: Shifts in consumption of fish and seafood in the last year, by race/Hispanic origin and age, August/September 2010
- Impact of the Gulf Coast oil spill on usage and attitudes
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- Figure 78: Impact of the Gulf Coast oil spill on usage of and attitudes towards fish and seafood, by gender and age, August/September 2010
- Drivers that matter in the purchase decision
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- Figure 79: Drivers that matter in the purchase decision, by gender and household income, August/September 2010
- Sustainability drivers that matter in the purchase decision
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- Figure 80: Sustainability drivers that matter in the purchase decision of fish and seafood, by gender and age, August/September 2010
IRI/Builders—Key Household Purchase Measures
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- Overview of frozen seafood
- Frozen fish and seafood
- Consumer insights on key purchase measures
- Brand map
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- Figure 81: Brand map, selected brands of frozen fish and seafood buying rate, by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 82: Key purchase measures for the top brands of frozen fish and seafood, by household penetration, 2010*
- Frozen cooked shrimp
- Consumer insights on key purchase measures
- Brand map
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- Figure 83: Brand map, selected brands of frozen cooked shrimp buying rate, by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 84: Key purchase measures for the top brands of frozen cooked shrimp, by household penetration, 2010*
- Shelf-stable seafood
- Canned tuna
- Consumer insights on key purchase measures
- Brand map
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- Figure 85: Brand map, selected brands of canned tuna buying rate, by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 86: Key purchase measures for the top brands of canned tuna, by household penetration, 2010*
- Refrigerated seafood
- Consumer insights on key purchase measures
- Brand map
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- Figure 87: Brand map, selected brands of refrigerated seafood buying rate, by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 88: Key purchase measures for the top brands of refrigerated seafood, by household penetration, 2010*
Appendix: Other Useful Consumer Tables
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- Figure 89: Fish and seafood consumption, by key demographics, August/September 2010
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- Figure 90: Impact of the Gulf Coast oil spill on usage and attitudes, by age, August/September 2010
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- Figure 91: Fish and seafood consumption outside the home, by gender, August/September 2010
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- Figure 92: Drivers that matter in the purchase decision of fish and seafood, by gender, August/September 2010
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- Figure 93: Sustainability drivers that matter in the purchase decision of fish and seafood, by household income, August/September 2010
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Appendix: Trade Associations
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