Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- After strong growth, stagnant growth should begin to rebound
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- Figure 1: Total US sales and fan chart forecast of fish and shellfish, at current prices, 2011-21
- Shelf-stable suffers
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- Figure 2: Total US retail sales and forecast of shelf-stable fish and shellfish, at current prices, 2011-21
- Allergy concern impact, but may be overblown
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- Figure 3: Reasons for avoidance, August 2016
- The opportunities
- Fresh resonates strongest with consumers
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- Figure 4: Total US retail sales of fish and shellfish, by segment, at current prices, 2014 and 2016
- Family pack appeal
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- Figure 5: Factors to increase purchase, by parental status (presence of children under 18) by gender, August 2016
- Online venues may reach wider scope of consumers
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- Figure 6: Purchase location – Online food store, by repertoire of purchase of types of fish/shellfish, August 2016
- What it means
The Market - What You Need to Know
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- Healthy attributes could provide a boost
- Strong fresh sales, room to grow for frozen
- Inspiration from menus
Market Size and Forecast
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- Historic and projected sales performance
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- Figure 7: Total US sales and fan chart forecast of fish and shellfish, at current prices, 2011-21
- Figure 8: Total US sales and forecast of fish and shellfish, at current prices, 2011-21
Market Breakdown
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- Fresher options fare better
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- Figure 9: Total US retail sales of fish and shellfish, by segment, 2014 and 2016
- Fresher options capitalizing on healthier perception
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- Figure 10: Total US retail sales and forecast of fresh fish and shellfish, at current prices, 2011-21
- Flash freezing could boost frozen
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- Figure 11: Total US retail sales and forecast of frozen fish and shellfish, at current prices, 2011-21
- Suffering shelf-stable sales
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- Figure 12: Total US retail sales and forecast of shelf-stable fish and shellfish, at current prices, 2011-21
- Frozen, shelf-stable sales decline in all retail channels
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- Figure 13: Total US retail sales of frozen/shelf-stable fish and shellfish, by channel, at current prices, 2011-16
Market Perspective
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- Restaurant trends as inspiration
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- Figure 14: Consumption of fish/shellfish, August 2016
- Health concerns could lead to fish consumption
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- Figure 15: Reasons for consumption, August 2016
Key Players – What You Need to Know
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- Leading brands see sizable sales declines
- Responding to sustainable interest
- The impact of processed
- Minimizing modification
Brand Sales of Fish and Shellfish
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- Brands largely post sizable sales declines
- Brand sales of fish and shellfish
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- Figure 16: MULO sales of fish and shellfish, by leading companies, 52-weeks ending Aug. 7, 2016
- Figure 17: Brand sales of fish and shellfish, 2015 and 2016
What’s Working?
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- Sustainable options abound
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- Figure 18: Top fish and shellfish claims, by percentage of total claims, 2011-16
- Figure 19: High Liner Foods
- Figure 20: Sustainable fish/shellfish launches
What’s Struggling?
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- Struggles among brands with a processed perception
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- Figure 21: StarKist
- Figure 22: Bumble Bee Seafood
- Figure 23: Chicken of the Sea
- Frozen’s benefits should outweigh its challenges
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- Figure 24: High Liner Foods’ Fisher Boy Pretzel Fish Sticks
- Figure 25: Gorton’s
What’s Next?
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- Free-from takes form
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- Figure 26: Fish/shellfish launches bearing a free-from claim
The Consumer – What You Need to Know
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- Fresh factors strongly in fish consumption
- Shellfish consumption trails fish, consumers seek fresh
- Healthy traits could spark added consumer interest
- Fish purchase among higher-income households
- Online resources could encourage experimentation
- Source issues appear lost on fish consumers
- Millennials quicker to consider hormone-free claims in frozen shellfish products
- Straight to the source
Usage of Fish
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- Most category consumers opt for fresh fish from supermarkets, specialty shops
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- Figure 27: Consumption of fish, August 2016
- Men consuming more fish and shellfish
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- Figure 28: Consumption of fish, by gender, August 2016
- Millennials notably more likely to consume a variety of fish
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- Figure 29: Consumption of fish, by generation, August 2016
- Fish consumption almost universal among fathers
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- Figure 30: Consumption of fish, by parental status (presence of children under 18) by gender, August 2016
- Fresh consumption related to region
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- Figure 31: Consumption of fish, by region, August 2016
- Healthy attributes largely associated with fresh options
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- Figure 32: Consumption of fish and shellfish, by important attributes, August 2016
- Hormone-free claims factor prominently
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- Figure 33: Consumption of fish and shellfish, by important attributes, August 2016
- Origin’s role in fresh selection
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- Figure 34: Consumption of fish and shellfish, by important attributes, August 2016
- Frequent users most likely to consume multiple types
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- Figure 35: Repertoire of purchase of fish, August 2016
- Fish consumption notably higher among Hispanics
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- Figure 36: Consumption of fish, by Hispanic origin, August 2016
Usage of Shellfish
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- Shellfish consumption trails fish
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- Figure 37: Consumption of shellfish, August 2016
- Opportunity for restaurant brands in shellfish space
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- Figure 38: Any consumption of shellfish, by generation, August 2016
- Men, fathers more likely to consume shellfish
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- Figure 39: Consumption of shellfish, by parental status (presence of children under 18) by gender, August 2016
- Possible opportunity for restaurant brands to Hispanics
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- Figure 40: Consumption of shellfish, by Hispanic origin, August 2016
Reasons for Consumption
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- Health factors strongly, but taste compels most consumption
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- Figure 41: Reasons for consumption, August 2016
- Health benefits appear relatively lost on older consumers
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- Figure 42: Reasons for consumption, by generations, August 2016
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- Figure 43: Reasons for consumption, by parental status (presence of children under 18) by gender, August 2016
- Taste, health factor prominently across the country’s regions
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- Figure 44: Reasons for consumption, by region, August 2016
- Potential opportunity in increasing frequency
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- Figure 45: Reasons for consumption, by repertoire of purchase of fish/shellfish, August 2016
- Healthy benefits lead to multiple consumption types
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- Figure 46: Reasons for consumption, by repertoire of purchase of fish/shellfish, August 2016
- Brands could leverage health attributes to Hispanics
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- Figure 47: Reasons for consumption, by Hispanic origin, August 2016
- Allergy levels appear lower than consumers believe
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- Figure 48: Reasons for avoidance, August 2016
Purchase of Fish/Shellfish
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- Perception impacting processed purchase
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- Figure 49: Purchase of fish/shellfish, August 2016
- Parents purchasing notably more fish and shellfish
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- Figure 50: Purchase of fish/shellfish, by gender, August 2016
- Figure 51: Purchase of fish/shellfish, by parental status (presence of children under 18) by gender, August 2016
- Packaged options resonate more with non-Millennials
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- Figure 52: Purchase of fish/shellfish, by generation, August 2016
- Price appears a significant factor in purchase decision
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- Figure 53: Purchase of fish/shellfish, by household income, August 2016
- Growing Hispanic base could boost category
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- Figure 54: Purchase of fish/shellfish, by Hispanic origin, August 2016
Purchase Location for Fish and Shellfish
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- Supermarkets face growing threat from mass, club
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- Figure 55: Purchase location, August 2016
- Supermarkets lead purchase locations, while men more likely to frequent specialty shops
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- Figure 56: Purchase location, by gender, August 2016
- Specialty store appeal to Millennials
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- Figure 57: Purchase location, by generation, August 2016
- Rapid delivery could expose more consumers to greater varieties
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- Figure 58: Purchase location, by repertoire of purchase of fish/shellfish, August 2016
- Fresh resonates with Hispanics in choosing purchase location
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- Figure 59: Purchase location, by Hispanic origin, August 2016
Important Fish Attributes
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- Possible consumer confusion over fish sources
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- Figure 60: Important fish attributes, August 2016
- Millennials motivated by health factors in fish
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- Figure 61: Important fish attributes, by generation, August 2016
- Hispanics seeking health in all fish types
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- Figure 62: Important fish attributes, by Hispanic origin, August 2016
Important Shellfish Attributes
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- Factors consistent for frozen and fresh shellfish purchase
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- Figure 63: Important shellfish attributes, August 2016
- Vitamin/mineral content compels men slightly more
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- Figure 64: Important shellfish attributes, by gender, August 2016
- Generational concerns shift somewhat between fresh and frozen shellfish
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- Figure 65: Important shellfish attributes, by generation, August 2016
- Free-from claims may well inspire Hispanic shellfish consumers
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- Figure 66: Important shellfish attributes, by Hispanic origin, August 2016
Increasing Purchase
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- Source information could boost purchase
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- Figure 67: Factors to increase purchase, August 2016
- Family packs appeal to Millennials
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- Figure 68: Factors to increase purchase, by generation, August 2016
- Figure 69: Factors to increase purchase, by parental status (presence of children under 18) by gender, August 2016
- For frozen, free-from claims may convey a degree of fresh
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- Figure 70: Factors to increase purchase, by repertoire of purchase of fish/shellfish, August 2016
- Multipack development could appeal to category loyalists
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- Figure 71: Factors to increase purchase, by repertoire of purchase of fish/shellfish, August 2016
- Artificial-free options resonate with Hispanics
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- Figure 72: Factors to increase purchase, by Hispanic origin, August 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – Market
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- Figure 73: Total US sales and forecast of fish and shellfish, at inflation-adjusted prices, 2011-21
- Figure 74: Total US retail sales and forecast of fish and shellfish, by segment, at current prices, 2011-21
- Figure 75: Total US retail sales and forecast of fresh fish and shellfish, at inflation-adjusted prices, 2011-21
- Figure 76: Total US retail sales and forecast of frozen fish and shellfish, at inflation-adjusted prices, 2011-21
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- Figure 77: Total US retail sales and forecast of shelf-stable fish and shellfish, at inflation-adjusted prices, 2011-21
- Figure 78: Total US retail sales of frozen/shelf-stable fish and shellfish, by channel, at current prices, 2011-16
- Figure 79: US supermarket sales of frozen/shelf-stable fish and shellfish, at current prices, 2011-16
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- Figure 80: US sales of frozen/shelf-stable fish and shellfish through other retail channels, at current prices, 2011-16
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Appendix – Key Players
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- Figure 81: MULO sales of fresh fish and shellfish, by leading companies and brands, rolling 52 weeks 2015 and 2016
- Figure 82: MULO sales of frozen fish and shellfish, by leading companies and brands, rolling 52 weeks 2015 and 2016
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- Figure 83: MULO sales of shelf-stable fish and shellfish, by leading companies and brands, rolling 52 weeks 2015 and 2016
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