Fish and Seafood - UK - September 2006

ISSUES IN THE MARKET
Definition
Terminology
 ABBREVIATIONS
INSIGHTS AND OPPORTUNITIES
Sustainability
Natural products and the home cook
Widening health appeal
MARKET IN BRIEF
The healthy option
Sustainability grows in importance
The future is farmed?
Chilled excels while frozen stagnates
Balancing consumption
Supermarkets dominate but fishmongers still matter
Fish grows in popularity
Future trends
FAST FORWARD TRENDS
Authenticity
World of Plastic/Hybridity
INTERNAL MARKET ENVIRONMENT
The health boom
Fish goes head-to-head with red meat
Figure 1: Types of food consumed, 2006
The Omega 3 phenomenon
Figure 2: Types of food worth paying a higher price for, May 2006
The return of the home cook
Sustainability the new battle ground
Quota restrictions
BROADER MARKET ENVIRONMENT
Economic environment
Population dynamics
Health is a national concern
Food miles prove topical
How does UK fish consumption compare to other countries?
Figure 3: Annual consumption of fish, by country
COMPETITIVE CONTEXT
Fish substitutes
Figure 4: UK retail sales of competitive markets, 2001-06
Frozen survivors
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
Price increases
Figure 5: Average price per kilo of fish, by type, 2002-06
WHO’S INNOVATING?
The diversification of own-label
Own-label fish ready meals come of age
Provenance in brands and own-label
Simple added-value
Health-conscious
Getting children to eat fish
MARKET VALUE AND FORECAST
Value growth gains momentum
Figure 6: Forecast of UK retail sales fish* and seafood, by value and volume, 2006-11
Expanded presence
Convenience still important
Future trends and forecast
Sustainability
Who will take the lead in driving this?
The return of frozen
The benefit of farmed
Brand British
MARKET SIZE – THE FISH AND SEAFOOD BALANCE
Figure 7: UK retail sales of fish and seafood, by type, volume and value, 2002-06
A fishy story
Fish farming and the organic option
SEGMENT PERFORMANCE
Total fish sales
Figure 8: UK retail sales of fish, by type, value and volume, 2002-06
Brilliant diversification
The rise of chilled
Innovation in canned
Stagnation of frozen
Trends in frozen
Coated takes a battering
Natural bucks the trend
Trends in chilled
The Omega 3 effect
Evidence of ethical purchase
Figure 9: UK retail sales of chilled natural fish, by species and value, 2003-06
Smoked fish is enjoying strong growth
Variations find a new market
Trends in seafood
Chilled seafood promises to exceed frozen for the first time
Figure 10: UK retail sales of frozen and chilled seafood, by value and volume, 2002-06
Scampi rallies frozen
Figure 11: UK retail sales of frozen and chilled seafood, by type and value, 2003-05
Exceptional prawns
MARKET SHARE
Imports vs exports – the balance of trade
Figure 12: Imports and exports for the UK fishing industry fish & seafood, 1999-2005
Own-label vs brands
Young’s dominates frozen seafood
Figure 13: 2006 estimated brand shares of frozen fish and fish-based ready meals, 2006
Figure 14: 2006 estimated brand shares of frozen seafood, 2006
COMPANIES AND PRODUCTS
Birds Eye
Young’s Bluecrest
Others
No Catch Just Cod from Johnson’s Seafarms
Lyons Seafood
The Big Prawn Company
Own-label
Coldwater UK
Cumbrian Seafoods
The Seafood Company
Simpson’s Seafood
BRAND COMMUNICATION AND PROMOTION
Figure 15: Main monitored advertising, by fresh, frozen and canned fish, 2001-06*
CHANNELS TO MARKET
Figure 16: UK retail sales of fish and seafood, by type of outlet and volume, 2006
THE CONSUMER – FISH HABITS
More money being spent on fresh fish
Figure 17: Expenditure on fresh fish in the last week, 2002-05
Supermarkets improve their offer
Figure 18: Where fresh fish is usually bought, 2002-05
Processed fish loses favour
Figure 19: Usage of frozen fish fingers in the last 12 months, 2002-05
Health is taken to heart
Targeting kids
The ethical stance
Figure 20: Understanding the term ethical foods, by demographic sub-group, March 2006
THE CONSUMER – WHO’S BUYING WHAT?
Fish is a firm favourite but traditional choices still dominate
Figure 21: Types of fish bought and consumed at home in the last 3 months, May 2006
Young and adventurous
Figure 22: Typical fish bought/eaten at home by age group, according to above-/below-average responses, May 2006
ABC1s aged 35+ are fuelling fish
Figure 23: Repertoire of four or more different types of fish, by age group, socio-economic group and Mintel’s Special Groups, May 2006
Fish and chips is where it all starts
Figure 24: Repertoire of different types of fish, by product types, May 2006
THE CONSUMER – ATTITUDES AND BEHAVIOUR
Summary of changing attitudes towards fish
Figure 25: Summary of attitudes towards fish and seafood, May 2006
The majority of consumers still play safe
Figure 26: Attitudes towards eating fish, May 2006
Signs of growing confidence
Figure 27: Attitudes towards buying and cooking fish, May 2006
Functional fish features
Figure 28: Attitudes towards buying and cooking fish, May 2006
Open to new ideas
Figure 29: Attitudes towards variety and choice of fish, May 2006
APPENDIX
 INTRODUCTION
Consumer research
ACORN
 ADVERTISING DATA
Broader market environment
Figure 30: PDI and consumer expenditure, at current and constant prices, 2001-11
Figure 31: Trends in UK household size, 2001-11
Figure 32: Trends and projections in UK population, by age group, 2000-10
Figure 33: Agreement with selected attitudinal statements, 11-14-year-olds, 2001-05
Who’s innovating?
Figure 34: Analysis of new product introductions, by storage type, June 2005-06
Figure 35: Analysis of new product introductions, by food and drink claims, June 2005-06
Figure 36: Analysis of new product introductions, by brand and company, June 2005-06
Market size and forecast
Factors used in the forecast
Segment performance
Figure 37: UK retail sales of frozen fish by type, by value, 2003-06
Figure 38: UK retail sales of chilled smoked fish, by species and value, 2003-06
Figure 39: UK retail sales of canned fish, by species and value, 2002-06
Consumer 1 – Detailed demographics
Figure 40: Expenditure on fresh fish in the last week, by gender, age-group, socio-economic group, lifestage, Mintel’s Special Groups, presence of children, marital status, working status, household size and region, 2005
Figure 41: Usage of frozen fish fingers in the last 12 months, by gender, age-group, socio-economic group, lifestage, Mintel’s Special Groups, working status, presence of children and region, 2005
Figure 42: Usage of other frozen fish products in the last 12 months, 2002-05
Figure 43: Usage of other frozen fish products in the last 12 months, by gender, age-group, socio-economic group, lifestage, Mintel’s Special Groups, presence of children, marital status, working status, and region, 2005
Figure 44: Agreement with selected attitudinal statements, 2005
Figure 45: Agreement with selected attitudinal statements, by expenditure on fresh fish in the last week, 2005
Figure 46: Consumption of fish fingers and fish, 7-10-year-olds, 2001-05
Figure 47: Consumption of fish fingers and fish, 11-14-year-olds, 2005
Figure 48: Understanding the term ethical foods, March 2006
Figure 49: Understanding the term ethical foods, by gender, age-group, socio-economic group, marital status, lifestage, Mintel’s Special Groups, presence of children, working status, region, ACORN group, media usage, commercial TV viewing, supermarket usage, household size and car usage, March 2006
Figure 50: Understanding the term ethical foods, by gender, age-group, socio-economic group, lifestage, Mintel’s Special Groups, marital status, presence of children, working status, region, ACORN group, media usage, commercial TV viewing, supermarket usage, household size and car usage, March 2006
Consumer 2 – Detailed demographics
Types of fish bought and consumed at home
Figure 51: Types of fish bought and consumed at home in the last 3 months, by gender, age-group, socio-economic group, lifestage, Mintel’s Special Groups, marital status, presence of children, working status, region, ACORN group, media usage, commercial tv viewing, supermarket usage, household size, car usage and detailed lifestage, May 2006
Figure 52: Types of fish bought and consumed at home in the last 3 months, by gender, age-group, socio-economic group, lifestage, Mintel’s Special Groups, marital status, presence of children, working status, region, ACORN group, media usage, commercial TV viewing, supermarket usage, household size and car usage, May 2006
Repertoire analysis
Figure 53: Repertoire of different types of fish, by gender, age-group, socio-economic group, lifestage, Mintel’s Special Groups, marital status, presence of children, working status, region, ACORN group, media usage, commercial TV viewing, supermarket usage, and household size, May 2006
Figure 54: Repertoire of different types of fish, by attitudes to fish, May 2006
Consumer 3 – Detailed demographics
Product nets
Figure 55: Nets of product types, by gender, age-group, socio-economic group, lifestage, Mintel’s Special Groups, marital status, presence of children, working status, region, ACORN group, media usage, commercial TV viewing, supermarket usage, May 2006
Figure 56: Nets by product types, by repertoire, May 2006
Figure 57: Nets by product types, by repertoire, May 2006
Figure 58: Nets of product types, by consumer typologies, May 2006
Consumer typologies
Figure 59: Consumer typologies, by demographic sub-group, May 2006
Consumer typologies- The Fish-Dishinterested
Figure 60: Explanation of consumer typologies according to attitudes toward fish and seafood, May 2006
Figure 61: Consumer typologies, by product nets, May 2006
Figure 62: Consumer typologies, by agreement with attitudes towards fish, May 2006