Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Overview
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- Figure 1: Total US sales and fan chart forecast of fish and shellfish, at current prices, 2013-23
- The issues
- Consumers limit fish and shellfish strengths to health
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- Figure 2: Protein perceptions, September 2018
- Consumption frequency falls short of other proteins
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- Figure 3: Protein consumption frequency, September 2018
- Seafood lags behind other proteins in variety of consumption
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- Figure 4: Protein occasions, September 2018
- Good participation, yet few species rise to the top
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- Figure 5: Fish and shellfish purchase, September 2018
- The opportunities
- Frozen and shelf-stable seafood shrug off the processed stigma
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- Figure 6: Storage type perceptions, September 2018
- Getting direct with health can inspire frequency
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- Figure 7: Fish and shellfish attributes, September 2018
- What it means
The Market – What You Need to Know
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- Gains across segments result in modest category growth
- Other animal proteins continue to hold price advantage
- Trade war, overfishing threatens to intensify price hikes
Market Size and Forecast
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- Category continues to grow
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- Figure 8: Total US sales and fan chart forecast of fish and shellfish, at current prices, 2013-23
- Figure 9: Total US retail sales and forecast of fish and shellfish, at current prices, 2013-23
Market Breakdown
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- Sales increase across segments
- Fresh
- Frozen
- Shelf-stable
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- Figure 10: Total US retail sales and forecast of fish and shellfish, by segment, at current prices, 2013-23
Market Perspective
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- Expensive reputation compounded by rising costs
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- Figure 11: Correspondence analysis – Symmetrical map – Protein perceptions, September 2018
- Figure 12: Changes in food price indices, August 2017-18
- Meat alternatives
- Foodservice a source of competition, inspiration
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- Figure 13: Menu incidence change of select fish and shellfish ingredients, Q3 2016-18
- Figure 14: Menu incidence change of select seafood flavors, Q3 2016-18
Market Factors
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- Escalating trade war threatens increased prices
- Despite newfound focus on sustainability, overfishing still rampant
- Labeling skepticism still causing confusion
Key Players – What You Need to Know
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- Private label dominates the category
- StarKist innovation keeps Dongwon Industries on top
- Sustainability, provenance claims gain traction
- Faux fish has potential
Company and Brand Sales of Fish and Shellfish
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- Store brands hold commanding market share lead
- Dongwon leads fragmented school of fish and shellfish companies
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- Figure 15: Multi-outlet sales of fish and shellfish, by leading companies, rolling 52 weeks 2017 and 2018
What’s Working?
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- StarKist’s diverse portfolio of products
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- Figure 16: Multi-outlet sales of shelf-stable fish, by StarKist total brand and products, rolling 52 weeks 2017 and 2018
- Figure 17: StarKist TV Advertisement – “Tuna Creations BOLD”
- Private label options
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- Figure 18: Purchase intent of fish and shellfish brands, select store brands, January 2017-September 2018
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- Figure 19: Purchase intent of fish and shellfish brands, select store brands with transparency claims, January 2017-September 2018
- Figure 20: Multi-outlet sales of total, frozen, shelf-stable, and fresh fish and shellfish, by private label, rolling 52 weeks 2017 and 2018
- Sourcing, sustainability claims to offset mislabelling issues
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- Figure 21: Launches of fish and shellfish, by select transparency claims, 2015-18*
- Figure 22: Multi-outlet sales of fish and shellfish, by select brands with transparency claims, rolling 52 weeks 2017 and 2018
What’s Struggling?
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- Premium pricing stalls small frozen brands
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- Figure 23: Multi-outlet sales of frozen fish and shellfish, by other brands, rolling 52 weeks 2017 and 2018
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- Figure 24: Multi-outlet sales of fish and shellfish, by select smaller frozen fish and shellfish brands, rolling 52 weeks 2017 and 2018
What’s Next?
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- Faux fish
- Simple solutions
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- Figure 25: Launches of fish and shellfish, by select convenience claims, 2015-18*
- Meal kits and prepared meals
- Breaking into snacking
The Consumer – What You Need to Know
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- Widespread purchase, yet shallow extension of species
- Seafood consumption falls short of other proteins
- Fish and shellfish occasions are limited
- Fresh associated with nutrition, frozen with convenience
Fish and Shellfish Purchase
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- Salmon, tuna, and tilapia outpace most species
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- Figure 26: Fish purchase, September 2018
- Shrimp drives shellfish purchase
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- Figure 27: Shellfish purchase, September 2018
- Frozen just as popular as fresh in category
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- Figure 28: Fish and shellfish type purchased, September 2018
- Younger men, fathers most likely to buy fish and shellfish
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- Figure 29: Fish and shellfish purchase, by gender and age and parental status by gender, September 2018
Fish and Shellfish Consumption and Frequency
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- Fish and shellfish trail other proteins in consumption, frequency
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- Figure 30: Protein consumption frequency, September 2018
- Younger men, fathers eat fish and shellfish most often
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- Figure 31: Protein consumption frequency – any fish or shellfish, by gender and age and parental status by gender, September 2018
- Taste and health drive frequent consumption
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- Figure 32: Reasons for frequent consumption, September 2018
- Affordability is a key barrier
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- Figure 33: Reasons for infrequent consumption, September 2018
- Dislike for taste, smell lead reasons for non-consumption
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- Figure 34: Reasons for non-consumption, September 2018
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- Figure 35: Reasons for non-consumption, September 2018
Storage Type Perceptions
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- Fresh wins on nutrition; frozen, shelf-stable deliver on convenience
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- Figure 36: Correspondence analysis – Symmetrical map – Storage type perceptions, September 2018
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- Figure 37: Storage type perceptions, September 2018
- Younger consumers still getting sea legs in seafood prep
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- Figure 38: Storage type perceptions – Easy to prepare, by age, September 2018
Protein Perceptions
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- Seafood strengths tied to health; brands should double down
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- Figure 39: Correspondence analysis – Symmetrical map – Protein perceptions, September 2018
- Figure 40: Protein perceptions, September 2018
- Fish more associated with health, shellfish with taste
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- Figure 41: Protein perceptions – Fish and shellfish, by age, September 2018
Protein Occasions
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- Disrupt limited fish and shellfish occasions to boost frequency
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- Figure 42: Correspondence analysis – Symmetrical map – Protein occasions, September 2018
- Figure 43: Protein occasions, September 2018
Fish and Shellfish Attitudes and Behaviors
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- Seafood has inherent healthy reputation, perhaps even without clean labeling
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- Figure 44: Fish and shellfish attitudes and behaviors, September 2018
- Cleaner label will resonate with consumers 35+
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- Figure 45: Fish and shellfish attitudes and behaviors – Additives/preservatives, by age, September 2018
- Younger consumers, parents turn to category for special occasions
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- Figure 46: Fish and shellfish attitudes and behaviors – Special occasions, by age and parental status, September 2018
Fish and Shellfish Attributes
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- Health, value are prioritized
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- Figure 47: Fish and shellfish attributes, September 2018
- Range of health, natural, and value attributes reach bulk of consumers
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- Figure 48: TURF analysis – Fish and shellfish attributes, September 2018
- Older consumers focused on claims, younger consumers on easy prep
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- Figure 49: Fish and shellfish attributes – Wild caught, no additives/preservatives, flavored, and pre-cooked, by gender and age, September 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- TURF Methodology
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 50: Total US retail sales and forecast of fish and shellfish, at inflation-adjusted prices, 2013-23
- Figure 51: Total US retail sales and forecast of fish and shellfish, by segment, at current prices, 2013-23
- Figure 52: Total US retail sales of fish and shellfish, by segment, at current prices, 2016 and 2018
- Figure 53: Total US retail sales and forecast of fresh fish and shellfish, at current prices, 2013-23
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- Figure 54: Total US retail sales and forecast of fresh fish and shellfish, at inflation-adjusted prices, 2013-23
- Figure 55: Total US retail sales and forecast of frozen fish and shellfish, at current prices, 2013-23
- Figure 56: Total US retail sales and forecast of frozen fish and shellfish, at inflation-adjusted prices, 2013-23
- Figure 57: Total US retail sales and forecast of shelf-stable fish and shellfish, at current prices, 2013-23
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- Figure 58: Total US retail sales and forecast of shelf-stable fish and shellfish, at inflation-adjusted prices, 2013-23
- Figure 59: Total US retail sales of fish and shellfish, by channel, at current prices, 2013-18
- Figure 60: Total US retail sales of fish and shellfish, by channel, at current prices, 2016 and 2018
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- Figure 61: US supermarket sales of fish and shellfish, at current prices, 2013-18
- Figure 62: US sales of fish and shellfish through other retail channels, at current prices, 2013-18
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Appendix – Key Players
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- Figure 63: Multi-outlet sales of fresh fish and shellfish, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Figure 64: Multi-outlet sales of frozen fish and shellfish, by leading companies and brands, rolling 52 weeks 2017 and 2018
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- Figure 65: Multi-outlet sales of shelf-stable fish and shellfish, by leading companies and brands, rolling 52 weeks 2017 and 2018
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