Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market and forecast
- Category shows steady growth during recession; trend forecast to continue
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- Figure 1: Total U.S. sales and fan chart forecast of fish and seafood, at current prices, 2007-17
- Fresh fish and seafood segment shapes the category
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- Figure 2: Rate of change in current dollar sales, fish and seafood, by segment, 2012-17
- Market factors
- Fish consumption could benefit an unhealthy U.S. population
- Household size is shrinking; larger households could be multigenerational
- Multicultural groups are forecast to grow at a faster rate than whites, total population
- Companies, brands, and innovations
- Market very fragmented; private label and smaller brands control half the market
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- Figure 3: Selected manufacturer FDMx share of fish and seafood, 2012*
- “Ease of use” remains top claim; most claims decline from 2008-11
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- Figure 4: Percent change of top 10 claims on fish and seafood product launches, 2008-12
- The consumer
- Consumption is low for some fish and seafood types
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- Figure 5: Consumption of fish and seafood, June 2012
- Frequency of consumption of fish and seafood continues to be low
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- Figure 6: Frequency of consumption of top six types of fish and seafood, June 2012
- Freshness is the most important purchase driver when selecting fish
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- Figure 7: Top six important purchase drivers for fish and seafood, by gender and age, June 2012
- Price remains important; but consumers are willing to pay more at times
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- Figure 8: Attitudes toward value/price of fish and seafood, June 2012
- Ease of preparation remains important; brand loyalty low
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- Figure 9: Attitudes toward fish and seafood shopping behavior, June 2012
- Consumers shop at multiple channels for fish and seafood
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- Figure 10: Purchase locations for fish and seafood, June 2012
- Sustainability is important, but many consumers are confused
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- Figure 11: Attitudes toward health and sustainability of fish and seafood, June 2012
- What we think
Issues in the Market
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- How can fish and seafood manufacturers increase frequency of consumption?
- How can manufacturers, retailers better compete with restaurant offerings?
Insights and Opportunities
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- Extend and increase usage of different types of fish and seafood
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- Figure 12: Attitudes toward fish and seafood shopping behavior, June 2012
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- Figure 13: Consumption of fish and seafood, by household size, June 2012
- Private label has an opportunity to innovate around premium offerings
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- Figure 14: Attitudes toward fish and seafood, June 2012
- Leverage growing interest in ethnic foods
Trend Applications
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- Trend: Accentuate the Negative
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- Figure 15: Attitudes toward value/price, June 2012
- Trend: Guiding Choice
- 2015 Trend: Brand Intervention
Market Size and Forecast
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- Key points
- Category shows steady growth during recession; trend forecast to continue
- Sales and forecast of fish and seafood
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- Figure 16: Total U.S. retail sales and forecast of fish and seafood, at current prices, 2007-17
- Figure 17: Total U.S. retail sales and forecast of fish and seafood, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 18: Total U.S. sales and fan chart forecast of fish and seafood, at current prices, 2007-17
- Walmart sales
Market Drivers
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- Key points
- Shaky economy continues to foster consumer frugality
- Consumer confidence rises, but still below healthy level
- Food prices increases are forecast for 2013; drought and gas prices to blame
- Fish consumption could benefit an unhealthy America
- Demographic changes important for the fish and seafood market
- Household size is contracting; larger households could be multigenerational
- Multicultural groups are crucial for future category growth
- Old and young remain important for the fish and seafood category
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- Figure 19: Consumption of fish and seafood, by age, June 2012
Competitive Context
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- Proteins fighting for the center of plate
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- Figure 20: Reasons for eating fish, June 2012
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- Figure 21: Eating habits changes in the last year, June 2012
- Fish at restaurants: operators innovating to attract customers
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- Figure 22: Reasons for not eating fish, August/September 2011-June 2012
- Figure 23: Purchase drivers for fish and seafood, by gender, June 2012
Segment Performance
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- Key points
- Fresh fish and seafood segment shapes the category
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- Figure 24: Purchase drivers for fish and seafood, by gender and age, June 2012
- U.S. sales of fish and seafood
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- Figure 25: Total U.S. sales of fish and seafood, segmented by type, 2010 and 2012
Segment Performance—Fresh Fish and Seafood
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- Key points
- Consumer interest in freshness translates into segment growth
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- Figure 26: Purchase drivers for fish and seafood, by gender and age, June 2012
- Sales and forecast of fresh fish and seafood
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- Figure 27: Total U.S. sales and forecast of fresh fish and seafood at current prices, 2007-17
Segment Performance—Frozen Fish and Seafood
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- Key points
- Frozen segment benefits from healthful and easy-to-prepare focus
- Sales and forecast of frozen fish and seafood
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- Figure 28: Total U.S. sales and forecast of frozen fish and seafood, at current prices, 2007-17
Segment Performance—Shelf-Stable Fish and Seafood
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- Key points
- A desire for less-processed foods negatively influences the segment
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- Figure 29: Attitudes toward health and sustainability of fish and seafood, by presence of children, June 2012
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- Figure 30: Attitudes toward fish and seafood, by gender and age, June 2012
- Sales and forecast of shelf-stable fish and seafood
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- Figure 31: Total U.S. sales and forecast of shelf-stable fish and seafood, at current prices, 2007-17
Retail Channels
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- Key points
- Supermarkets still own most market share; clubs and supercenters grow
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- Figure 32: Purchase locations for fish and seafood, by gender and age, June 2012
- Sales of fish and seafood, by channel
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- Figure 33: Total U.S. retail sales of fish and seafood, by channel, at current prices, 2010-12
Retail Channels—Supermarkets
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- Key points
- Emphasis remains on sustainability
- Supermarkets stock added-value seafood
- More options at the fish counter
- Putting on a show to highlight benefits and promote fish and seafood
- Specialty pricing and loyalty programs boost sales
- Supermarkets sales of fish and seafood
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- Figure 34: Total U.S. supermarkets sales of fish and seafood, at current prices, 2007-12
Retail Channels—Warehouse Clubs, Supercenters
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- Key points
- A wide selection at a low price
- Sustainability at the forefront
- Warehouse clubs and supercenters sales of fish and seafood
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- Figure 35: Total U.S. warehouse clubs and supercenters sales of fish and seafood, at current prices, 2007-12
Retail Channels—Other Channels
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- Key points
- Tepid waters for other channels
- Whole Foods goes for gold
- Dollar stores serve up small seafood portions
- Upscale seafood at a convenient location
- Point-of-sale (POS) materials help tell the story
- Other channels sales of fish and seafood
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- Figure 36: Total U.S. other channels sales of fish and seafood, at current prices, 2007-12
Retail Channels—Natural Supermarkets
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- Key points
- Insights
- Sales of seafood in the natural channel
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- Figure 37: Natural supermarket sales of fish/seafood, at current prices, 2010-12*
- Figure 38: Natural supermarket sales of seafood, at inflation-adjusted prices, 2010-12*
- Natural channel sales of fish/seafood by segment
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- Figure 39: Natural supermarket sales of seafood, by segment, 2009-11*
- Brands of note
Leading Companies
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- Key points
- Most companies show flat performance; private label strong presence
- Selected manufacturer FDMx sales of fish and seafood
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- Figure 40: Selected manufacturer FDMx sales of fish and seafood, 2011* and 2012*
Brand Share—Frozen Fish and Seafood
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- Key points
- Focus on health and convenience pays off
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- Figure 41: Household consumption of frozen prepared seafood, by brand, by age, January 2011-March 2012
- Manufacturer and brand sales of frozen fish and seafood
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- Figure 42: Selected FDMx manufacturer and brand sales of frozen fish and seafood, 2011* and 2012*
Brand Share—Shelf-Stable Fish and Seafood
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- Key points
- Packaging, flavor innovations help drive sales
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- Figure 43: Household consumption of canned or pouched tuna, by brands and by gender, January 2011-March 2012
- Manufacturer and brand sales of shelf-stable fish and seafood
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- Figure 44: Selected FDMx manufacturer and brand sales of shelf-stable fish and seafood, 2011* and 2012*
Brand Share—Refrigerated Fish and Seafood
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- Key points
- Refrigerated segment sees mixed performance
- Manufacturer and brand sales of refrigerated fish and seafood
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- Figure 45: Selected FDMx manufacturer and brand sales of shelf refrigerated fish and seafood, 2011* and 2012*
Innovations and Innovators
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- Fish and seafood product introductions continue down trend in 2012
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- Figure 46: Attitudes toward fish and seafood, by gender and age, June 2012
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- Figure 47: Fish and seafood product launches, by storage type, 2008-12*
- Most product claims are still below prerecession levels
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- Figure 48: Top 10 claims on fish and seafood product launches, 2008-12
- Private label bounces back after dip; brands slower to recover in 2012
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- Figure 49: Private label and name brand fish and seafood product launches, 2008-12*
- More healthful alternatives a focus—more room to growth
- Private label diversifies; further innovation needed
- Restaurant-like style/premium— still room to grow, but strides made
- Convenience remains key for fish and seafood
Marketing Strategies
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- Overview of the brand landscape
- Gorton’s relies on brand’s history to convey trust
- Gorton’s TV ads tout brand heritage, emphasizing taste and convenience
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- Figure 50: Gorton’s, “Sizzling Love,” TV AD, 2012
- Figure 51: Brand analysis for Gorton’s, 2012
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- Figure 52: GORTON’s, “Simply Perfect,” TV AD, 2012
- Figure 53: Brand analysis for Gorton’s, 2012
- Gorton’s keeps consumers plugged-in
- Honey Smoked Fish Company
- Honey Smoked answers what, where, and why in TV ads
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- Figure 54: Honey Smoked Fish Company, “Smoke Out,” TV AD, 2012
- Figure 55: Brand Analysis for Honey Smoked Fish Company, 2012
- Honey Smoked builds awareness from a grassroots level
- Starkist
- StarKist says “thanks” to Charlie
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- Figure 56: StarKist, “Flavor Fresh,” TV AD, 2012
- Figure 57: Brand analysis of StarKist, 2012
- Charlie the Tuna shines in social media
Fish and Seafood Trends in Restaurants
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- Key points
- Salmon still on top of restaurant menus offerings; oysters catch up
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- Figure 58: Top 10 fish and seafood entrées on menus, 2008-12
- Lemon and garlic flavorings experiencing largest growth
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- Figure 59: Top 10 fish and seafood flavors on menus, 2008-12
- Grilled fish dishes on menus significantly increasing from 2008-12
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- Figure 60: Top 10 preparations of fish and seafood on menus, 2008-12
Usage, Frequency of Eating Fish/Seafood at Home
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- Key points
- Category close to saturation; opportunities exist for shellfish
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- Figure 61: Consumption of fish and seafood, by household income, June 2012
- Lower-income households also desire a fresher alternatives
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- Figure 62: Attitudes toward fish and seafood, by household income, June 2012
- Figure 63: Health, trust, and food selection, by household income, March 2012
- Frequency of consumption continues to be low
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- Figure 64: Reasons for eating fish, by household income, June 2012
- Figure 65: Consumption and frequency of fish consumption by types, June 2012
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- Figure 66: Reasons for not eating fish, by gender and age, June 2012
Sustainability-Related Factors Influencing Fish, Seafood Purchase
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- Key points
- Sustainability an important issue; labeling confusion exists
- Clearer on-pack sustainability information needed
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- Figure 67: Attitudes toward sustainability of fish and seafood, June 2012
- Species from healthy stock most important sustainability attribute
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- Figure 68: Sustainability-related factors influencing fish and seafood purchase, June 2012
- More women consider important most sustainability-related attributes
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- Figure 69: Sustainability-related factors influencing fish and seafood purchase, by gender, June 2012
Impact of Race/Hispanic Origin
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- Key points
- Asians over index in usage on almost all types of fish, except canned
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- Figure 70: Consumption of fish and seafood, by race/Hispanic origin, June 2012
- More blacks and Asians eat fresh loose fish from deli counter
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- Figure 71: Consumption and frequency of fish consumption by types, by race/Hispanic origin, June 2012
- More Asians buy fish from warehouse clubs, natural and gourmet stores
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- Figure 72: Purchase locations for fish and seafood, by race/Hispanic origin, June 2012
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- Figure 73: Attitudes toward health and sustainability of fish and seafood, by race/Hispanic origin, June 2012
Correspondence Analysis
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- Methodology
- Health resonates most with fish; economical with poultry
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- Figure 74: Red meat, poultry, pork, fish, and seafood correspondence analysis, June 2012
Custom Consumer Groups
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- Fewer Millennials eat canned fish
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- Figure 75: Consumption of fish and seafood, by generation, June 2012
- Millennials look for freshness, convenience, and affordable fish
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- Figure 76: Attitudes toward fish and seafood, by generation, June 2012
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- Figure 77: Attitudes toward health and sustainability of fish and seafood, by generation, June 2012
SymphonyIRI Builders—Key Household Purchase Measures
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- Overview of frozen fish/seafood
- Consumer insights on key purchase measures
- Brand map
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- Figure 78: 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 79: 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 80: 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 81: 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 82: 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 83: Key purchase measures for the top brands of frozen raw shrimp, by household penetration, 2011*
- Refrigerated fish/seafood
- Consumer insights on key purchase measures
- Brand map
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- Figure 84: Brand map, selected brands of refrigerated seafood buying rate, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 85: Key purchase measures for the top brands of refrigerated seafood, by household penetration, 2011*
- Overview of shelf-stable fish/seafood
- Canned tuna
- Consumer insights on key purchase measures
- Brand map
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- Figure 86: Brand map, selected brands of canned tuna buying rate, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 87: 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 88: Brand map, selected brands of canned salmon buying rate, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 89: Key purchase measures for the top brands of canned salmon, by household penetration, 2011*
Appendix—Other Useful Consumer Tables
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- Figure 90: Purchase locations for fish and seafood, by generation, June 2012
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- Figure 91: Consumption of fish and seafood, by gender, June 2012
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- Figure 92: Consumption of fish and seafood, by age, June 2012
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- Figure 93: Consumption of fish and seafood, by gender and age, June 2012
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- Figure 94: Attitudes toward health and sustainability of fish and seafood, by gender and age, June 2012
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- Figure 95: Attitudes toward sustainability of fish and seafood, by household income, June 2012
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- Figure 96: Sustainability-related factors influencing fish and seafood purchase, by household income, June 2012
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- Figure 97: Sustainability-related factors influencing fish and seafood purchase, by generation, June 2012
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- Figure 98: Reasons for not eating fish, by race/Hispanic origin, June 2012
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- Figure 99: Attitudes toward fish and seafood, by race/Hispanic origin, June 2012
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- Figure 100: Attitudes toward health and sustainability of fish and seafood, by race/Hispanic origin, June 2012
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- Figure 101: Purchase drivers for fish and seafood, by race/Hispanic origin, June 2012
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- Figure 102: Sustainability-related factors influencing fish and seafood purchase, by race/Hispanic origin, June 2012
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- Figure 103: Eating habits change in the last year, by race/Hispanic origin, June 2012
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- Figure 104: Sustainability-related factors influencing fish and seafood purchase, by gender and age, June 2012
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- Figure 105: Purchase locations for fish and seafood, by generation, June 2012
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- Figure 106: Population, by age, 2006-16
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- Figure 107: Age-adjusted prevalence of being overweight, obese, or extremely obese, among adults aged 20 or older, 1988-2008
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- Figure 108: Prevalence of obesity among children/teens aged 2-19, 1976-2008
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- Figure 109: Households, by presence of children younger than 18, 2001-11
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- Figure 110: Population, by race and Hispanic origin, 2006-16
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- Figure 111: Average number of children in household, by race/Hispanic origin of householder, 2011
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Appendix—SymphonyIRI Builders Panel Data Definitions
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- SymphonyIRI Consumer Network Metrics
Appendix—Trade Associations
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