Table of Contents
Executive Summary
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- The market
- Inflation boosts seafood to £3.4 billion in 2014
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- Figure 1: UK retail value sales of fish and shellfish, 2009-19
- Chilled seafood represents the biggest area of the market by value
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- Figure 2: UK value sales of seafood, by type, 2012-14
- Frozen
- Ambient
- Market factors
- Responsible sourcing garners high interest from consumers and operators
- Brits are failing to eat the recommended two portions of fish a week
- Companies, brands and innovation
- Ambient and frozen each dominated by two leading players
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- Figure 3: Leading manufacturers’ shares in the UK ambient seafood market, by value, 2013/14*
- Figure 4: Leading manufacturers’ shares in the UK frozen seafood market, by value, 2013/14*
- Adspend rockets by over 50% in 2013
- Shelf-stable grows to a third of new launches in 2013
- The consumer
- Frozen fish most popular type of seafood
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- Figure 5: Frequency of usage of fish/shellfish, by type, September 2014
- Foodservice trends can help add value to retail seafood
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- Figure 6: Interest in fish/shellfish product concepts, September 2014
- Over two thirds of fish/shellfish eaters agree that a healthy diet should include at least two portions of fish a week
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- Figure 7: Attitudes towards fish/shellfish – by users, September 2014
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- Figure 8: Attitudes towards fish/shellfish – by buyers, September 2014
- What we think
Issues and Insights
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- ‘Two-a-week’ message is failing to translate into usage
- The facts
- The implications
- Ambient seafood sales are in long-term decline
- The facts
- The implications
- Need for operators to explore ‘sustainable plus’ seafood
- The facts
- The implications
Trend Application
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- Mintel Trend: Sense of the Intense
- Mintel Trend: Guiding Choice
- Mintel Trend: Extend My Brand
Market Drivers
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- Key points
- Environmentally friendly products gain traction
- Discards ban comes into force in January 2015
- Most Brits fail to get the recommended two portions of seafood a week
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- Figure 9: Average consumption of fish and shellfish per person per week (household purchases and eating our purchases), 2001/02-2012
- Russian sanctions could impact mackerel market
- Fish remains more expensive than other proteins
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- Figure 10: Inflation in the red meat, fish and poultry sectors, Q1 2009-Q3 2014
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Shelf-stable sees long-term growth in share of new launches
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- Figure 11: New product launches in the UK processed fish market, by storage type, 2010-14
- John West focuses on health and convenience with raft of new launches
- New ranges add flavourings to tuna and salmon
- John West moves into meals with Steam Pots
- Brands achieve highest share of new launches in three years
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- Figure 12: New product development in the UK retail processed fish market, branded vs own-label, 2010-14
- Birds Eye powers up the ‘innovation machine’
- Cod burgers target big appetites
- Melt-in-middle format injects flavour to fishcakes
- Packaging revamp hopes to build standout
- Own-label interest in mackerel in spicy tomato sauce
- Squid sees support from mainstream operators
- Operators ramp up their claims around responsible sourcing
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- Figure 13: New product launches in the UK processed fish market, by top 10 claims, 2010-14
- Premium products’ share of new launches in strong growth
- Cans remain most popular packaging type in NPD
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- Figure 14: New launches in the UK processed fish market, by packaging type, 2010-14
Segment Performance, Market Size and Forecast
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- Key points
- Inflation boosts seafood to £3.4 billion in 2014
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- Figure 15: UK retail value and volume sales of fish and shellfish, 2009-19
- Chilled fish/shellfish outperforms the market
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- Figure 16: UK retail value sales of fish and shellfish, by segment, 2009-19
- Figure 17: UK retail volume sales of fish and shellfish, by segment, 2009-19
- Ambient seafood volumes take a hit after prices soar
- Frozen loses out to chilled
- Forecast
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- Figure 18: Forecast of UK retail sales of fish and shellfish, by value, 2009-19
- Figure 19: Forecast of UK retail sales of fish and shellfish, by volume, 2009-19
- Ambient fish and shellfish
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- Figure 20: Forecast of UK retail value sales of ambient fish and shellfish, 2009-19
- Figure 21: Forecast of UK retail volume sales of ambient fish and shellfish, 2009-19
- Chilled fish and shellfish
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- Figure 22: Forecast of UK retail value sales of chilled fish and shellfish, 2009-19
- Figure 23: Forecast of UK retail volume sales of chilled fish and shellfish, 2009-19
- Frozen fish and shellfish
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- Figure 24: Forecast of UK retail value sales of frozen fish and shellfish, 2009-19
- Figure 25: Forecast of UK retail volume sales of frozen fish and shellfish, 2009-19
- Forecast methodology
Market Share
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- Key points
- Own-brand continues to dominate chilled seafood
- Young’s and Birds Eye account for half of the frozen seafood market
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- Figure 26: Leading brands’ sales and shares in the UK frozen seafood market, by value and volume, 2012/13 and 2013/14
- Young’s Seafood outperforms the market in frozen
- Birds Eye invests in added-value offerings
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- Figure 27: Leading manufacturers’ sales and shares in the UK frozen seafood market, by value and volume, 2012/13 and 2013/14
- John West and Princes dominate ambient seafood market
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- Figure 28: Leading brands’ sales and shares in the UK ambient seafood market, by value and volume, 2012/13 and 2013/14
- John West bucks a declining segment
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- Figure 29: Leading manufacturers’ sales and shares in the UK ambient seafood market, by value and volume, 2012/13 and 2013/14
Companies and Products
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- Findus Group/Young’s Seafood Limited
- Company overview
- Recent activity
- Product range
- Product innovation, brand communication and promotion
- Icelandic Seachill
- The Saucy Fish Company
- Product innovation, brand communication and promotion
- Iglo Group/Birds Eye
- Company overview
- Product range
- Product innovation
- Brand communication and promotion
- John West
- Company overview
- Recent activity
- Product range
- Product innovation
- Brand communication and promotion
- Princes Group
- Company overview
- Recent activity
- Product range
- Product innovation
- Brand communication and promotion
Brand Communication and Promotion
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- Key points
- Adspend rockets by over 50% in 2013
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- Figure 30: Total advertising expenditure in the UK fish market, 2010-14
- Birds Eye accounts for a fifth of adspend in fish in 2013
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- Figure 31: Advertising expenditure in the UK fish market, by top five advertisers, 2010-14
- Digital media to be a growing focus for Birds Eye
- Young’s Seafood ups spend by over 50% in 2013
- Asda spends less on advertising fish in 2013
- ‘Cool’ Saucy Fish Co relaunches website with tablet and mobile devices in mind
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- Figure 32: Advertising expenditure in the UK fish market, by top five brands, 2010-14
- John West spends big on TV
- Alaska Seafood and Norwegian Seafood Council ramp up activity in the UK
The Consumer – Frequency of Usage
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- Key points
- Frozen fish enjoys highest penetration
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- Figure 33: Frequency of usage of fish/shellfish, by type, September 2014
- Significant barriers to increasing frozen seafood consumption
- Usage of all types of fish/shellfish rises in line with household income
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- Figure 34: Usage of any fish/shellfish, by type, by household income, September 2014
The Consumer – Usage by Type
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- Key points
- Plain fish portions / fillets are most popular type of chilled fish
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- Figure 35: Usage of chilled fish and shellfish, by type, September 2014
- Saucy Fish Co and Funky Fish Kitchen should boost pre-cooked fish
- Over-45s more likely to eat plain raw or cooked shellfish
- Fish fingers are the favourite amongst frozen fish eaters
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- Figure 36: Usage of frozen fish and shellfish, by type, September 2014
- Plain tuna eaten by three in four eaters of ambient fish
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- Figure 37: Usage of non-chilled and non-frozen fish and shellfish, September 2014
- Sliced bread cross-promotions could boost flavoured tuna use amongst over-55s
The Consumer – Attitudes towards Product Concepts in Fish and Shellfish
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- Key points
- Marketing a larger chunk size could add value to canned tuna
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- Figure 38: Interest in fish/shellfish product concepts, September 2014
- Scope for frozen fish pieces
- Different coatings appeal to one in four
- One in five fish/shellfish buyers interested in chargrilled fish
- One in three 16-24s interested in combined meat and fish products
The Consumer – Attitudes towards Fish and Shellfish
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- Key points
- 16-24s least likely to think a healthy diet includes two portions of fish a week
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- Figure 39: Attitudes towards fish/shellfish – by users, September 2014
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- Figure 40: Attitudes towards fish/shellfish – by buyers, September 2014
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- Figure 41: Agreement with the statement ‘A healthy diet should include at least two portions of fish a week’, by age, September 2014
- Two in five buyers would not buy thawed, chilled fish
- Half of buyers prefer to buy fish that has been responsibly sourced
Appendix – Market Drivers
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- Population gender trends
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- Figure 42: Trends in the age structure of the UK population, by gender, 2002009-19
Appendix – Who’s Innovating?
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- Figure 43: Agreement with the statement “I find I am eating more homemade sandwiches than I did a year ago”, March 2012-September 2014
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Appendix – Market Size and Forecast
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- Total fish and shellfish
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- Figure 44: Forecast of UK retail sales of fish and shellfish, best and worst case forecast, by value, 2014-19
- Figure 45: Forecast of UK retail sales of fish and shellfish, best and worst case forecast, by volume, 2014-19
- Ambient fish and shellfish
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- Figure 46: Forecast of UK retail sales of ambient fish and shellfish, best and worst case forecast, by value, 2014-19
- Figure 47: Forecast of UK retail sales of ambient fish and shellfish, best and worst case forecast, by volume, 2014-19
- Chilled fish and shellfish
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- Figure 48: Forecast of UK retail sales of chilled fish and shellfish, best and worst case forecast, by value, 2014-19
- Figure 49: Forecast of UK retail sales of chilled fish and shellfish, best and worst case forecast, by volume, 2014-19
- Frozen fish and shellfish
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- Figure 50: Forecast of UK retail sales of frozen fish and shellfish, best and worst case forecast, by value, 2014-19
- Figure 51: Forecast of UK retail sales of frozen fish and shellfish, best and worst case forecast, by volume, 2014-19
Appendix – The Consumer – Frequency of Usage
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- Population age trends
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- Figure 52: Trends in the age structure of the UK population, by age, 2009-19
- Figure 53: Trends in the age structure of the UK population, by age, netted by 15-44 and 45+, 2009-19
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