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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- The market
- Growth stalls
- Better education and health factors expected to help slow future growth
- Market drivers
- Fish offers diversity for home meal preparation
- Health and sustainability info floods consumers
- Increasing prices and supply chain restriction
- Segment performance
- Fresh fish and seafood shows strongest performance
- Frozen grows, but is the slowest sector
- Shelf stable: low price, low share, some growth
- Retail channels
- Supercenters and warehouse clubs see largest growth, sales through “other retailers” fall
- Natural channel risks challenges from mainstream supermarkets
- Company and brand activity
- Little change among major players, private label grows
- Brands make slight gain, private label has 45% of frozen sales
- Product innovations and innovators
- Marketing Strategies
- Fish and seafood trends in restaurants
- A place to experiment
- Restaurants offer early indicators
- The fish and seafood consumer
- Most eat fish or seafood at home, potential for higher frequency
- Cans/pouches most often purchased
- Lower purchase in lower-income households and by men
- Price and taste discourage use
- Factors influencing purchase
- Impact of race and Hispanic origin
Insights and Opportunities
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- Enhanced industry-wide product promotion and education
- Retailers as fish and seafood ambassadors
- Teaching kids to eat fish
Inspire Insights
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- Inspire Trend—Prove it
- Inspire Trend—Experience is all
Market Size and Forecast
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- Key points
- Industry stagnates due to continued economic uncertainty
- 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, 2006-16
- Figure 2: Total U.S. retail sales of fish and seafood, at inflation-adjusted prices, 2006-16
- Fan-chart forecast
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- Figure 3: Total U.S. retail sales of fish and seafood, with fan-chart forecast, 2006-16
- Walmart sales
Market Drivers
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- Key points
- The strained economy encourages home cooking
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- Figure 4: Change in restaurant usage in past year, by gender, May 2011
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- Figure 5: Expenditures on food at home and away from home, at current prices, 2005-10
- Health and wellness campaigns should be a boon to the category
- Sustainability initiatives can lead to growth in category
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- Figure 6: Marine Stewardship Council logo
- Fish and seafood price inflation outpaces other food costs
- Environmental disasters shake confidence and supply
- Lack of oversight a concern to fish and seafood safety
Competitive Context
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- Protein sources challenged across the board
Segment Performance
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- Key points
- Product pricing appears to be a major driver of segment rankings
- U.S. sales of fish and seafood
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- Figure 7: Total U.S. sales of fish and seafood, by segment, 2009-11
Segment Performance—Fresh Fish and Seafood
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- Key points
- Fresh fish and seafood continues to represent the largest market gains
- Sales and forecast of fresh fish and seafood
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- Figure 8: Total U.S. sales of fresh fish and seafood, 2006-16
Segment Performance—Frozen Fish and Seafood
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- Key points
- Dominance of private label may explain stunted segment growth
- Sales and forecast of frozen fish and seafood
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- Figure 9: Total U.S. sales and forecast of frozen fish and seafood, at current prices, 2006-16
Segment Performance—Shelf-stable Fish and Seafood
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- Key points
- Consumer favorite struggles to make gains
- Sales and forecast of shelf-stable fish and seafood
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- Figure 10: Total U.S. sales and forecast of shelf-stable fish and seafood, at current prices, 2006-16
Retail Channels
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- Key points
- Sales of fish and seafood, by channel
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- Figure 11: Total U.S. sales of fish and seafood, by channel, 2009 and 2011
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- Figure 12: Shopping frequency at various food outlets, January 2011
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- Figure 13: Expenditures for food at home, share by type of retail channel, 2000-10
- Supermarket/food stores’ sales of fish and seafood
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- Figure 14: Supermarket/food stores’ sales of fish and seafood, at current prices, 2006-11
- Supercenters and warehouse clubs’ sales of fish and seafood
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- Figure 15: Supercenters and warehouse clubs’ sales of fish and seafood, at current prices, 2006-11
- Other retailers’ sales of fish and seafood
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- Figure 16: Other retailers’ sales of fish and seafood, at current prices, 2006-11
Retail Channels—Natural Supermarkets
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- Key points
- Sales of fish and seafood in the natural channel
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- Figure 17: Natural supermarket sales of fish and seafood, at current prices, 2009-11*
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- Figure 18: Natural supermarket sales of fish and seafood, at inflation-adjusted prices, 2009-11*
Leading Companies
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- Key points
- Shelf-stable leaders taking the top spots in fish and seafood overall
- FDMx sales of fish and seafood by manufacturer
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- Figure 19: Manufacturer FDMx sales of fish and seafood in the U.S., 2010 and 2011
Brand Share—Frozen Fish and Seafood
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- Key points
- Frozen segment sees largest gains of categories measured here
- Manufacturer and brand sales of frozen fish and seafood
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- Figure 20: Selected FDMx manufacturers and brand sales of frozen fish and seafood, 2010 and 2011
Brand Share—Shelf-stable Fish and Seafood
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- Key points
- Innovation keeps StarKist moving ahead
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- Figure 21: StarKist Autentico sweet & spicy chunk light tuna in oil with peppers, November 2011
- Figure 22: StarKist seasations fillets—teriyaki orange & ginger, November 2011
- Manufacturer and brand sales of shelf-stable fish and seafood
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- Figure 23: Selected FDMx brand sales of shelf-stable fish and seafood, 2010 and 2011
Brand Share—Refrigerated Fish and Seafood
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- Key points
- Refrigerated segment highly fragmented
- Manufacturer and brand sales of refrigerated fish and seafood
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- Figure 24: Selected FDMx brand sales of refrigerated fish and seafood, 2010 and 2011
Innovations and Innovators
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- Key points
- Fish and seafood product introductions down in 2011
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- Figure 25: Fish and seafood product launches, by storage type, 2007-11
- After climbing in 2010, product claims down in 2011
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- Figure 26: Top 10 claims on fish and seafood product launches, 2007-11
- Private label recovers from 2010 declines
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- Figure 27: Private label versus name brand fish and seafood product launches, 2007-11
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- Figure 28: Top companies and brands with product launches across fish and seafood, 2007-11
- Promoting the Gulf
- Restaurant tie-ins
- Product availability drives product innovation
Marketing Strategies
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- Overview of brand landscape
- Brand analysis: Gorton’s
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- Figure 29: Brand analysis of Gorton’s, 2011
- Online initiatives
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- Figure 30: Gorton’s website, October 2011
- TV presence
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- Figure 31: Gorton’s, “Fish Fiesta,” TV ad, January 2011
- Figure 32: Gorton’s, “Movie Night,” TV ad, January 2011
- Brand analysis: The Tuna Council
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- Figure 33: Brand analysis of The Tuna Council, 2011
- Online initiatives
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- Figure 34: The Tuna Council, “Tuna The Wonderfish,” October 2011
- TV presence
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- Figure 35: The Tuna Council, “Weightless Tuna,” TV ad, January 2011
- Brand analysis: Fisher Boy
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- Figure 36: Brand analysis of Fisher Boy, 2011
- Online initiatives
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- Figure 37: Fisher Boy website, October 2011
- TV presence
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- Figure 38: Fisher Boy, “I See Fish,” TV ad, February 2011
- Brand analysis: SeaPak
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- Figure 39: Brand analysis of SeaPak, 2011
- Online initiatives
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- Figure 40: SeaPak website, October 2011
- Figure 41: SeaPak Facebook page, November 2011
- TV presence
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- Figure 42: SeaPak, “Fresh Coastal Taste,” TV ad, February 2011
Fish and Seafood Trends in Restaurants
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- Prevalence of shellfish on menus outweighs consumer tendency to prepare at home
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- Figure 43: Top 10 seafood types on menus, 2007-11
- Tilapia entrees see big gains, while sushi suffers
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- Figure 44: Top 10 seafood entrées on menus, 2007-11
- Spicy leads favorite flavors, but tomato and smoked make gains
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- Figure 45: Top 10 seafood flavors on menus, 2007-11
- Fried preparations still top the charts, but raw grows
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- Figure 46: Top 10 preparations of seafood on menus, 2007-11
Frequency of Eating Fish at Home
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- Key points
- Encouraging more frequent consumption key to boosting sales
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- Figure 47: Frequency of eating fish at home, August-September, 2011
Types of Fish Bought
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- Key points
- Fresh and frozen exhibit a similar draw
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- Figure 48: Types of fish/seafood used, February 2010-March 2011
- Women 35-54 most open to most products, but men and older respondents might be targeted using health and wellness messaging
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- Figure 49: Types of fish bought by gender and age, August-September, 2011
- Younger respondents slightly more adventurous
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- Figure 50: Trying new fish by gender and age, August-September, 2011
- Higher-income households more likely to eat more kinds of fish
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- Figure 51: Types of fish bought by household income, August-September, 2011
- Most respondents fairly conservative in fish purchases
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- Figure 52: Trying new fish by household income, August-September, 2011
- Room for growth in the Midwest
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- Figure 53: Types of fish bought by region, August-September, 2011
- Fish sticks popular in households with children
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- Figure 54: Types of fish/seafood used, by presence of children, February 2010-March 2011
- Teens and children less likely to eat canned tuna than adults
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- Figure 55: Teen consumption of canned tuna, by gender and age, February 2010-March 2011
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- Figure 56: Kids’ consumption of canned tuna, by gender and age, February 2010-March 2011
- Figure 57: Amount of canned tuna consumed by teens, by gender and age, February 2010-March 2011
Reasons for Not Eating Fish
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- Key points
- Fish, grown up
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- Figure 58: Reasons for not eating fish by age, August-September, 2011
- Gaining more female consumers
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- Figure 59: Reasons for not eating fish by gender and age, August-September, 2011
- Price a leading factor in fish consumption
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- Figure 60: Reasons for not eating fish by household income, August-September, 2011
- Preparation concerns factor in for households with children
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- Figure 61: Reasons for not eating fish by presence of children in household, August-September, 2011
Attitudes Toward Fish Sourcing and Labeling
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- Key points
- Seafood industry should focus on educating consumers and gaining their trust
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- Figure 62: Attitudes toward fish sourcing and labeling by gender and age, August-September, 2011
- Higher income earners exhibit slightly greater knowledge of product, but still low
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- Figure 63: Attitudes toward fish sourcing and labeling by household income, August-September, 2011
Factors Influencing Fish and Shellfish Purchase
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- Key points
- Price and freshness lead factors influencing fish/shellfish purchase
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- Figure 64: Factors influencing fish and shellfish purchase, August-September, 2011
- Women rate more factors important than do men
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- Figure 65: Factors influencing fish and shellfish purchase by gender and age, August-September, 2011
- Higher income earners rate more factors important than lower income earners
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- Figure 66: Factors influencing fish and shellfish purchase by household income, August-September, 2011
Changes in Fish Consumption in Past Year
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- Key points
- Income appears as a driver for reduced consumption
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- Figure 67: Changes in fish consumption in past year by household income, August-September, 2011
- Younger respondents are more flexible consumers
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- Figure 68: Changes in fish consumption in past year by gender and age, August-September, 2011
Impact of Race and Hispanic Origin
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- Key points
- Fish and seafood find favor among Asian and black respondents
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- Figure 69: Type of fish/seafood used by race and Hispanic origin, February 2010-March 2011
- Figure 70: Frequency of eating fish at home by race/Hispanic origin, August-September, 2011
- Shelf-stable seafood has room for growth among Asian consumers
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- Figure 71: Use of shelf-stable fish/seafood by race and Hispanic origin, February 2010-March 2011
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- Figure 72: Kinds of tuna eaten (regular vs. low sodium) by race/Hispanic origin, February 2010-March 2011
- Asian consumers seek help with shelf-stable products
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- Figure 73: Tuna meal extender brands eaten by race/Hispanic origin, February 2010-March 2011
- Asian consumers prioritize quality
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- Figure 74: Factors influencing fish and shellfish purchase by race/Hispanic origin, August-September, 2011
- Asian consumer losses
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- Figure 75: Changes in fish consumption in past year by race/Hispanic origin, August-September, 2011
Cluster Analysis
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- Frozen Private Labelers
- Demographics
- Characteristics
- Opportunity
- Greenies
- Demographics
- Characteristics
- Opportunity
- Demographics
- Characteristics
- Opportunity
- Tepids
- Demographics
- Characteristics
- Opportunity
- Characteristic tables
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- Figure 76: Fish and shellfish consumer clusters, August 2011
- Figure 77: Frequency of fish consumption by fish and shellfish consumer clusters, August 2011
- Figure 78: Types of fish purchased by fish and shellfish consumer clusters, August 2011
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- Figure 79: Attitudes toward fish/shellfish by fish and shellfish consumer clusters, August 2011
- Figure 80: Attribute importance for fish/shellfish purchase by fish and shellfish consumer clusters, August 2011
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- Figure 81: Fish/shellfish consumption in last year, by fish and shellfish consumer clusters, August 2011
- Demographic tables
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- Figure 82: Fish and shellfish consumer clusters, by gender, August 2011
- Figure 83: Fish and shellfish consumer clusters, by age, August 2011
- Figure 84: Fish and shellfish consumer clusters, by education, August 2011
- Figure 85: Fish and shellfish consumer clusters, by household income, August 2011
- Figure 86: Fish and shellfish consumer clusters, by employment, August 2011
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- Figure 87: Fish and shellfish consumer clusters, by race, August 2011
- Figure 88: Fish and shellfish consumer clusters by Hispanic origin, August 2011
- Cluster methodology:
SymphonyIRI/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 89: Brand map, selected brands of refrigerated seafood buying rate, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 90: Key purchase measures for the top brands of refrigerated seafood, by household penetration, 2011*
- Frozen fish/seafood
- Consumer insights on key purchase measures—frozen fish/seafood
- Brand map
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- Figure 91: Brand map, selected brands of frozen fish/seafood buying rate, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 92: Key purchase measures for the top brands of frozen fish/seafood, by household penetration, 2011*
- Frozen cooked shrimp
- Consumer insights on key purchase measures
- Brand map
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- Figure 93: Brand map, selected brands of frozen cooked shrimp buying rate, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 94: Key purchase measures for the top brands of frozen cooked shrimp, by household penetration, 2011*
- Frozen raw shrimp
- Consumer insights on key purchase measures
- Brand map
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- Figure 95: Brand map, selected brands of frozen raw shrimp buying rate, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 96: Key purchase measures for the top brands of frozen raw shrimp, by household penetration, 2011*
- Shelf-stable seafood overview
- Canned tuna
- Consumer insights on key purchase measures
- Brand map
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- Figure 97: Brand map, selected brands of canned tuna buying rate, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 98: Key purchase measures for the top brands of canned tuna, by household penetration, 2011*
- Canned salmon
- Consumer insights on key purchase measures
- Brand map
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- Figure 99: Brand map, selected brands of canned salmon buying rate, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 100: Key purchase measures for the top brands of canned salmon, by household penetration, 2011*
Appendix—Other Useful Consumer Tables
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- Figure 101: Types of fish bought, by age, August-September, 2011
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- Figure 102: Types of fish bought by marital/relationship status, August-September, 2011
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- Figure 103: Frequency of eating fish at home by region, August-September, 2011
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- Figure 104: Brands eaten by presence of children in household, February 2010-March 2011
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Appendix—Trade Associations
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