Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Executive Summary
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- Moderate growth expected between 2014 and 2019
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- Figure 1: Total US sales and fan chart forecast of fish and shellfish, at current prices, 2009-19
- Fresh fish/shellfish comprises a majority of total sales
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- Figure 2: Total US retail sales of fish and shellfish, by segment, at current prices, 2014
- Competitive category among key players
- The consumer
- Respondents very likely to buy canned/packaged, fresh fish once a month or more
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- Figure 3: Fish and shellfish purchase frequency (once a month or more), July 2014
- Respondents equally likely to buy wild-caught and farm-raised fish/shellfish
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- Figure 4: Types of fish/shellfish purchased in last 3 months (any purchase), July 2014
- Taste, nutrition should be focus of fish/shellfish marketing
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- Figure 5: Reasons for eating fish and/or shellfish, July 2014
- Consumers want to see more different types of packaging
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- Figure 6: Product attributes consumers would like to see more of, July 2014
- What we think
Issues and Insights
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- How can brands increase consumption frequency?
- Insight: Focus on flavor
- How can fish/shellfish brands compete with other meats?
- Insight: Compare the health attributes of fish/shellfish with other meats
- How can fresh brands leverage consumer demand for fresh foods?
- Insight: Equate freshness with nutrition, provide recipe ideas
Trend Application
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- Trend: The Power of One
- Trend: Life Hacking
- Trend: Patriot Games
Market Size and Forecast
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- Key points
- Sales and forecast of fish and shellfish
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- Figure 7: Total US sales and forecast of fish and shellfish, at current prices, 2009-19
- Figure 8: Total US sales and forecast of fish and shellfish, at inflation-adjusted prices, 2009-19
- Fan chart forecast
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- Figure 9: Total US sales and fan chart forecast of fish and shellfish, at current prices, 2009-19
- Fan chart methodology
Market Drivers
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- Key points
- Consumers perceive fish a healthy protein alternative
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- Figure 10: Reasons for eating fish and/or shellfish, July 2014
- Fish/shellfish health benefits help combat obesity
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- Figure 11: Percentage of men aged 20 or older who are obese, 2001-04, 2005-08, 2009-12
- Figure 12: Percentage of women aged 20 or older who are obese, 2001-04, 2005-08, 2009-12
- Household income a key driver
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- Figure 13: Fish and shellfish purchase frequency (once a month or more), by household income, July 2014
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- Figure 14: Household consumption frequency of fish and shellfish, by household income, July 2014
- Consumer confidence, unemployment level crucial to sales
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- Figure 15: University of Michigan’s index of consumer sentiment (ICS), 2004-14
- Figure 16: US unemployment rate, 2004-14
- Blacks, Asians, Hispanics most likely to buy fish/shellfish
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- Figure 17: Fish and shellfish purchase frequency (once a month or more), by race/Hispanic origin, July 2014
- Figure 18: Household consumption frequency of fish and shellfish, by race/Hispanic origin, July 2014
- Hispanic, Asian populations set to grow most quickly from 2014-19
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- Figure 19: US population by race and Hispanic origin, 2009, 2014, and 2019
Competitive Context
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- Respondents more likely to eat poultry, beef, and pork than fish/shellfish
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- Figure 20: Household usage of meat, fish, and poultry, last six months, January 2013-March 2014
- Fresh fish holds an edge over frozen among frequent users
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- Figure 21: Household consumption frequency of fish and shellfish, July 2014
- Restaurants infringe on retail fish sales for those who can afford it
Segment Performance
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- Key points
- Fresh fish/shellfish leads total category
- Sales of fish and shellfish, by segment
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- Figure 22: Total US retail sales of fish and shellfish, by segment, at current prices, 2012 and 2014
- Fresh fish/shellfish forecast to grow modestly into 2019
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- Figure 23: Total US sales and forecast of fresh fish and shellfish, at current prices, 2009-19
- Future sales of frozen fish/shellfish to slightly outpace sales of fresh
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- Figure 24: Total US retail sales and forecast of frozen fish and shellfish, at current prices, 2009-19
- Shelf-stable growth lags behind fresh and frozen
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- Figure 25: Total US retail sales and forecast of shelf-stable fish and shellfish, at current prices, 2009-19
Retail Channels
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- Key points
- Supermarkets comprise 25.9% of sales; other channels dominate
- Sales of fish and shellfish, by channel
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- Figure 26: Total US retail sales of fish and shellfish, by channel, 2012 and 2014
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- Figure 27: US supermarket* sales of fish and shellfish, at current prices, 2009-14
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- Figure 28: US other channel sales of fish and shellfish, at current prices, 2009-14
Leading Companies
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- Key points
- Lion Capital LLC, Dongwon lead MULO sales
- Manufacturer sales of fish and shellfish
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- Figure 29: MULO* sales of fish and shellfish, 2013 and 2014
Brand Share – Frozen Fish and Shellfish
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- Key points
- Private label far outsells national brands
- Gorton’s leads among national brands but its sales are flat
- Most other leading national brands decline
- Manufacturer sales of frozen fish and shellfish
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- Figure 30: MULO* sales of frozen fish and shellfish, 2013 and 2014
Brand Share – Shelf-Stable Fish and Shellfish
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- Key points
- StarKist and Bumble Bee vie for lead through MULO channels
- Manufacturer sales of shelf-stable fish and shellfish
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- Figure 31: MULO* sales of shelf-stable fish and shellfish, 2013 and 2014
Brand Share – Refrigerated Fish and Shellfish
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- Key points
- Trans Ocean leads among national brands
- Ocean Beauty Seafoods experiences growth with Echo Falls and Lascco
- Paramount Reserve increases sales for Red Chamber Co.
- Private label experiences higher sales than individual national brands
- MULO sales of refrigerated fish and shellfish
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- Figure 32: MULO* sales of refrigerated fish and shellfish, 2013 and 2014
Innovations and Innovators
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- Ease of use, premium lead all claims in 2013
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- Figure 33: Top 10 fish and shellfish product claims, by percentage of total claims, 2009-13
- Convenience aids busy consumers and unskilled cooks
- Premium quality attracts three in 10 fish/shellfish consumers
- Sustainability will be increasingly important to buyers
Marketing Strategies
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- Overview of the brand landscape
- Theme: Tuna brands focus on convenience
- Brand example: StarKist Tuna Creations
- StarKist TV spot
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- Figure 34: StarKist television ad, 2014
- Brand example: Chicken of the Sea
- Chicken of the Sea TV spot
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- Figure 35: Chicken of the Sea television ad, 2014
- Theme: Quality, authenticity
- Brand example: Gorton’s
- Gorton’s TV spot
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- Figure 36: Gorton’s television ad, 2014
- Brand example: SeaPak
- SeaPak TV spot
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- Figure 37: SeaPak television ad, 2014
Fish and Shellfish Purchase Frequency
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- Key points
- Respondents most apt to buy canned/packaged products monthly or more
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- Figure 38: Fish and shellfish purchase frequency, July 2014
- 18-34s most apt to buy a range of prepared fish/shellfish products
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- Figure 39: Fish and shellfish purchase frequency (once a month or more), by age, July 2014
- Presence of children means more frequent fish/shellfish purchases
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- Figure 40: Fish and shellfish purchase frequency (once a month or more), by presence of children in household, July 2014
Fish and Shellfish Household Consumption Frequency
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- Key points
- Brands can encourage more frequent consumption
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- Figure 41: Household consumption frequency of fish and shellfish, July 2014
- 25-34s report most frequent consumption
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- Figure 42: Household consumption frequency of fish and shellfish (once a month or more), by age, July 2014
- Frequent consumption increases with household income
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- Figure 43: Household consumption frequency of fish and shellfish (once a month or more), by household income, July 2014
- Households with children much more likely to eat fish/shellfish frequently
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- Figure 44: Household consumption frequency of fish and shellfish (once a month or more), by presence of children in household, July 2014
- Fish/shellfish consumption frequency can depend on a range of factors
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- Figure 45: Household consumption frequency of fish and shellfish (eaten monthly), by reasons for eating fish and/or shellfish, July 2014
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- Figure 46: Household consumption frequency of fish and shellfish (eaten monthly), by reasons for eating fish and/or shellfish, July 2014
- Specific desired product attributes can increase consumption frequency
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- Figure 47: Household consumption frequency of fish and shellfish (eaten monthly), by product attributes consumers would like to see more of, July 2014
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- Figure 48: Household consumption frequency of fish and shellfish (eaten monthly), by product attributes consumers would like to see more of, July 2014
Types of Fish/Shellfish Purchased in Last Three Months
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- Key points
- Slightly more preference for wild-caught over farm-raised
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- Figure 49: Types of fish/shellfish purchased last 3 months, July 2014
- 25-34s most apt to buy premium quality, sustainably caught, organic
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- Figure 50: Types of fish/shellfish purchased last 3 months, by age, July 2014
Where Fish/Shellfish is Purchased to Eat at Home
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- Key points
- Respondents most apt to buy fish/shellfish from supermarkets
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- Figure 51: Where fish/shellfish is purchased to eat at home, by age, July 2014
- Households with kids most likely to buy at mass and club stores
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- Figure 52: Where fish/shellfish is purchased to eat at home, by presence of children in household, July 2014
Reasons for Eating Fish and/or Shellfish
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- Key points
- Most eat fish/shellfish for the flavor; nearly half eat it as a healthy option
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- Figure 53: Reasons for eating fish and/or shellfish, by gender, July 2014
- 45+s most apt to cite taste, health as reasons for eating
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- Figure 54: Reasons for eating fish and/or shellfish, by age, July 2014
Reasons for Not Eating/Less Frequent Consumption of Fish and/or Shellfish
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- Key points
- More than a third cite cost as a barrier to consumption
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- Figure 55: Reasons for not eating/less frequent consumption of fish and/or shellfish, by household income, July 2014
Product Attributes Consumers Would Like to See More Of
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- Key points
- Nearly three in 10 want more resealable packaging
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- Figure 56: Product attributes consumers would like to see more of, by age, July 2014
- Households with kids want more family-size packages
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- Figure 57: Product attributes consumers would like to see more of, by presence of children in household, July 2014
Race and Hispanic Origin
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- Key points
- Blacks, Hispanics, Asians most likely to be frequent fish consumers
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- Figure 58: Household consumption frequency of fish and shellfish (once a month or more), by race/Hispanic origin, July 2014
- Blacks, Hispanics most likely to buy at mass merchandisers
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- Figure 59: Where fish/shellfish is purchased to eat at home, by race/Hispanic origin, July 2014
- Blacks most likely to eat fish/shellfish to increase omega-3 consumption
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- Figure 60: Reasons for eating fish and/or shellfish, by race/Hispanic origin, July 2014
Appendix – Other Useful Consumer Tables
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- Fish and shellfish purchase frequency
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- Figure 61: Fish and shellfish purchase frequency (once a month or more), by gender, July 2014
- Fish and shellfish household consumption frequency
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- Figure 62: Household consumption frequency of fish and shellfish (once a month or more), by gender, July 2014
- Types of fish/shellfish purchased last three months
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- Figure 63: Types of fish/shellfish purchased last 3 months, by household income, July 2014
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- Figure 64: Types of fish/shellfish purchased last 3 months, by presence of children in household, July 2014
- Where shellfish is purchased to eat at home
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- Figure 65: Where fish/shellfish is purchased to eat at home, by gender, July 2014
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- Figure 66: Where fish/shellfish is purchased to eat at home, by household income, July 2014
- Reasons for eating fish and/or shellfish
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- Figure 67: Reasons for eating fish and/or shellfish, by household income, July 2014
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- Figure 68: Reasons for eating fish and/or shellfish, by presence of children in household, July 2014
- Reasons for not eating/less frequent consumption of fish and/or shellfish
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- Figure 69: Reasons for not eating/less frequent consumption of fish and/or shellfish, by gender, July 2014
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- Figure 70: Reasons for not eating/less frequent consumption of fish and/or shellfish, by age, July 2014
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- Figure 71: Reasons for not eating/less frequent consumption of fish and/or shellfish, by presence of children in household, July 2014
- Product attributes consumers would like to see more of
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- Figure 72: Product attributes consumers would like to see more of, by household income, July 2014
- Race and Hispanic origin
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- Figure 73: Types of fish/shellfish purchased last 3 months, by race/Hispanic origin, July 2014
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- Figure 74: Reasons for not eating/less frequent consumption of fish and/or shellfish, by race/Hispanic origin, July 2014
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- Figure 75: Product attributes consumers would like to see more of, by race/Hispanic origin, July 2014
Appendix – Trade Associations
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