Fish and Seafood - US - December 2011

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer data
Advertising clips
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market
Growth stalls
Better education and health factors expected to help slow future growth
Market drivers
Fish offers diversity for home meal preparation
Health and sustainability info floods consumers
Increasing prices and supply chain restriction
Segment performance
Fresh fish and seafood shows strongest performance
Frozen grows, but is the slowest sector
Shelf stable: low price, low share, some growth
Retail channels
Supercenters and warehouse clubs see largest growth, sales through “other retailers” fall
Natural channel risks challenges from mainstream supermarkets
Company and brand activity
Little change among major players, private label grows
Brands make slight gain, private label has 45% of frozen sales
Product innovations and innovators
Marketing Strategies
Fish and seafood trends in restaurants
A place to experiment
Restaurants offer early indicators
The fish and seafood consumer
Most eat fish or seafood at home, potential for higher frequency
Cans/pouches most often purchased
Lower purchase in lower-income households and by men
Price and taste discourage use
Factors influencing purchase
Impact of race and Hispanic origin
INSIGHTS AND OPPORTUNITIES
Enhanced industry-wide product promotion and education
Retailers as fish and seafood ambassadors
Teaching kids to eat fish
INSPIRE INSIGHTS
Inspire Trend—Prove it
Inspire Trend—Experience is all
MARKET SIZE AND FORECAST
Key points
Industry stagnates due to continued economic uncertainty
Sales and forecast of fish and seafood
Figure 1: Total U.S. retail sales of fish and seafood, at current prices, 2006-16
Figure 2: Total U.S. retail sales of fish and seafood, at inflation-adjusted prices, 2006-16
Fan-chart forecast
Figure 3: Total U.S. retail sales of fish and seafood, with fan-chart forecast, 2006-16
Walmart sales
MARKET DRIVERS
Key points
The strained economy encourages home cooking
Figure 4: Change in restaurant usage in past year, by gender, May 2011
Figure 5: Expenditures on food at home and away from home, at current prices, 2005-10
Health and wellness campaigns should be a boon to the category
Sustainability initiatives can lead to growth in category
Figure 6: Marine Stewardship Council logo
Fish and seafood price inflation outpaces other food costs
Environmental disasters shake confidence and supply
Lack of oversight a concern to fish and seafood safety
COMPETITIVE CONTEXT
Protein sources challenged across the board
SEGMENT PERFORMANCE
Key points
Product pricing appears to be a major driver of segment rankings
U.S. sales of fish and seafood
Figure 7: Total U.S. sales of fish and seafood, by segment, 2009-11
SEGMENT PERFORMANCE—FRESH FISH AND SEAFOOD
Key points
Fresh fish and seafood continues to represent the largest market gains
Sales and forecast of fresh fish and seafood
Figure 8: Total U.S. sales of fresh fish and seafood, 2006-16
SEGMENT PERFORMANCE—FROZEN FISH AND SEAFOOD
Key points
Dominance of private label may explain stunted segment growth
Sales and forecast of frozen fish and seafood
Figure 9: Total U.S. sales and forecast of frozen fish and seafood, at current prices, 2006-16
SEGMENT PERFORMANCE—SHELF-STABLE FISH AND SEAFOOD
Key points
Consumer favorite struggles to make gains
Sales and forecast of shelf-stable fish and seafood
Figure 10: Total U.S. sales and forecast of shelf-stable fish and seafood, at current prices, 2006-16
RETAIL CHANNELS
Key points
Sales of fish and seafood, by channel
Figure 11: Total U.S. sales of fish and seafood, by channel, 2009 and 2011
Figure 12: Shopping frequency at various food outlets, January 2011
Figure 13: Expenditures for food at home, share by type of retail channel, 2000-10
Supermarket/food stores’ sales of fish and seafood
Figure 14: Supermarket/food stores’ sales of fish and seafood, at current prices, 2006-11
Supercenters and warehouse clubs’ sales of fish and seafood
Figure 15: Supercenters and warehouse clubs’ sales of fish and seafood, at current prices, 2006-11
Other retailers’ sales of fish and seafood
Figure 16: Other retailers’ sales of fish and seafood, at current prices, 2006-11
RETAIL CHANNELS—NATURAL SUPERMARKETS
Key points
Sales of fish and seafood in the natural channel
Figure 17: Natural supermarket sales of fish and seafood, at current prices, 2009-11*
Figure 18: Natural supermarket sales of fish and seafood, at inflation-adjusted prices, 2009-11*
LEADING COMPANIES
Key points
Shelf-stable leaders taking the top spots in fish and seafood overall
FDMx sales of fish and seafood by manufacturer
Figure 19: Manufacturer FDMx sales of fish and seafood in the U.S., 2010 and 2011
BRAND SHARE—FROZEN FISH AND SEAFOOD
Key points
Frozen segment sees largest gains of categories measured here
Manufacturer and brand sales of frozen fish and seafood
Figure 20: Selected FDMx manufacturers and brand sales of frozen fish and seafood, 2010 and 2011
BRAND SHARE—SHELF-STABLE FISH AND SEAFOOD
Key points
Innovation keeps StarKist moving ahead
Figure 21: StarKist Autentico sweet & spicy chunk light tuna in oil with peppers, November 2011
Figure 22: StarKist seasations fillets—teriyaki orange & ginger, November 2011
Manufacturer and brand sales of shelf-stable fish and seafood
Figure 23: Selected FDMx brand sales of shelf-stable fish and seafood, 2010 and 2011
BRAND SHARE—REFRIGERATED FISH AND SEAFOOD
Key points
Refrigerated segment highly fragmented
Manufacturer and brand sales of refrigerated fish and seafood
Figure 24: Selected FDMx brand sales of refrigerated fish and seafood, 2010 and 2011
INNOVATIONS AND INNOVATORS
Key points
Fish and seafood product introductions down in 2011
Figure 25: Fish and seafood product launches, by storage type, 2007-11
After climbing in 2010, product claims down in 2011
Figure 26: Top 10 claims on fish and seafood product launches, 2007-11
Private label recovers from 2010 declines
Figure 27: Private label versus name brand fish and seafood product launches, 2007-11
Figure 28: Top companies and brands with product launches across fish and seafood, 2007-11
Promoting the Gulf
Restaurant tie-ins
Product availability drives product innovation
MARKETING STRATEGIES
Overview of brand landscape
Brand analysis: Gorton’s
Figure 29: Brand analysis of Gorton’s, 2011
Online initiatives
Figure 30: Gorton’s website, October 2011
TV presence
Figure 31: Gorton’s, “Fish Fiesta,” TV ad, January 2011
Figure 32: Gorton’s, “Movie Night,” TV ad, January 2011
Brand analysis: The Tuna Council
Figure 33: Brand analysis of The Tuna Council, 2011
Online initiatives
Figure 34: The Tuna Council, “Tuna The Wonderfish,” October 2011
TV presence
Figure 35: The Tuna Council, “Weightless Tuna,” TV ad, January 2011
Brand analysis: Fisher Boy
Figure 36: Brand analysis of Fisher Boy, 2011
Online initiatives
Figure 37: Fisher Boy website, October 2011
TV presence
Figure 38: Fisher Boy, “I See Fish,” TV ad, February 2011
Brand analysis: SeaPak
Figure 39: Brand analysis of SeaPak, 2011
Online initiatives
Figure 40: SeaPak website, October 2011
Figure 41: SeaPak Facebook page, November 2011
TV presence
Figure 42: SeaPak, “Fresh Coastal Taste,” TV ad, February 2011
FISH AND SEAFOOD TRENDS IN RESTAURANTS
Prevalence of shellfish on menus outweighs consumer tendency to prepare at home
Figure 43: Top 10 seafood types on menus, 2007-11
Tilapia entrees see big gains, while sushi suffers
Figure 44: Top 10 seafood entrées on menus, 2007-11
Spicy leads favorite flavors, but tomato and smoked make gains
Figure 45: Top 10 seafood flavors on menus, 2007-11
Fried preparations still top the charts, but raw grows
Figure 46: Top 10 preparations of seafood on menus, 2007-11
FREQUENCY OF EATING FISH AT HOME
Key points
Encouraging more frequent consumption key to boosting sales
Figure 47: Frequency of eating fish at home, August-September, 2011
TYPES OF FISH BOUGHT
Key points
Fresh and frozen exhibit a similar draw
Figure 48: Types of fish/seafood used, February 2010-March 2011
Women 35-54 most open to most products, but men and older respondents might be targeted using health and wellness messaging
Figure 49: Types of fish bought by gender and age, August-September, 2011
Younger respondents slightly more adventurous
Figure 50: Trying new fish by gender and age, August-September, 2011
Higher-income households more likely to eat more kinds of fish
Figure 51: Types of fish bought by household income, August-September, 2011
Most respondents fairly conservative in fish purchases
Figure 52: Trying new fish by household income, August-September, 2011
Room for growth in the Midwest
Figure 53: Types of fish bought by region, August-September, 2011
Fish sticks popular in households with children
Figure 54: Types of fish/seafood used, by presence of children, February 2010-March 2011
Teens and children less likely to eat canned tuna than adults
Figure 55: Teen consumption of canned tuna, by gender and age, February 2010-March 2011
Figure 56: Kids’ consumption of canned tuna, by gender and age, February 2010-March 2011
Figure 57: Amount of canned tuna consumed by teens, by gender and age, February 2010-March 2011
REASONS FOR NOT EATING FISH
Key points
Fish, grown up
Figure 58: Reasons for not eating fish by age, August-September, 2011
Gaining more female consumers
Figure 59: Reasons for not eating fish by gender and age, August-September, 2011
Price a leading factor in fish consumption
Figure 60: Reasons for not eating fish by household income, August-September, 2011
Preparation concerns factor in for households with children
Figure 61: Reasons for not eating fish by presence of children in household, August-September, 2011
ATTITUDES TOWARD FISH SOURCING AND LABELING
Key points
Seafood industry should focus on educating consumers and gaining their trust
Figure 62: Attitudes toward fish sourcing and labeling by gender and age, August-September, 2011
Higher income earners exhibit slightly greater knowledge of product, but still low
Figure 63: Attitudes toward fish sourcing and labeling by household income, August-September, 2011
FACTORS INFLUENCING FISH AND SHELLFISH PURCHASE
Key points
Price and freshness lead factors influencing fish/shellfish purchase
Figure 64: Factors influencing fish and shellfish purchase, August-September, 2011
Women rate more factors important than do men
Figure 65: Factors influencing fish and shellfish purchase by gender and age, August-September, 2011
Higher income earners rate more factors important than lower income earners
Figure 66: Factors influencing fish and shellfish purchase by household income, August-September, 2011
CHANGES IN FISH CONSUMPTION IN PAST YEAR
Key points
Income appears as a driver for reduced consumption
Figure 67: Changes in fish consumption in past year by household income, August-September, 2011
Younger respondents are more flexible consumers
Figure 68: Changes in fish consumption in past year by gender and age, August-September, 2011
IMPACT OF RACE AND HISPANIC ORIGIN
Key points
Fish and seafood find favor among Asian and black respondents
Figure 69: Type of fish/seafood used by race and Hispanic origin, February 2010-March 2011
Figure 70: Frequency of eating fish at home by race/Hispanic origin, August-September, 2011
Shelf-stable seafood has room for growth among Asian consumers
Figure 71: Use of shelf-stable fish/seafood by race and Hispanic origin, February 2010-March 2011
Figure 72: Kinds of tuna eaten (regular vs. low sodium) by race/Hispanic origin, February 2010-March 2011
Asian consumers seek help with shelf-stable products
Figure 73: Tuna meal extender brands eaten by race/Hispanic origin, February 2010-March 2011
Asian consumers prioritize quality
Figure 74: Factors influencing fish and shellfish purchase by race/Hispanic origin, August-September, 2011
Asian consumer losses
Figure 75: Changes in fish consumption in past year by race/Hispanic origin, August-September, 2011
CLUSTER ANALYSIS
Frozen Private Labelers
Demographics
Characteristics
Opportunity
Greenies
Demographics
Characteristics
Opportunity
Demographics
Characteristics
Opportunity
Tepids
Demographics
Characteristics
Opportunity
Characteristic tables
Figure 76: Fish and shellfish consumer clusters, August 2011
Figure 77: Frequency of fish consumption by fish and shellfish consumer clusters, August 2011
Figure 78: Types of fish purchased by fish and shellfish consumer clusters, August 2011
Figure 79: Attitudes toward fish/shellfish by fish and shellfish consumer clusters, August 2011
Figure 80: Attribute importance for fish/shellfish purchase by fish and shellfish consumer clusters, August 2011
Figure 81: Fish/shellfish consumption in last year, by fish and shellfish consumer clusters, August 2011
Demographic tables
Figure 82: Fish and shellfish consumer clusters, by gender, August 2011
Figure 83: Fish and shellfish consumer clusters, by age, August 2011
Figure 84: Fish and shellfish consumer clusters, by education, August 2011
Figure 85: Fish and shellfish consumer clusters, by household income, August 2011
Figure 86: Fish and shellfish consumer clusters, by employment, August 2011
Figure 87: Fish and shellfish consumer clusters, by race, August 2011
Figure 88: Fish and shellfish consumer clusters by Hispanic origin, August 2011
Cluster methodology:
SYMPHONYIRI/BUILDERS—KEY HOUSEHOLD PURCHASE MEASURES
Refrigerated seafood
Consumer insights on key purchase measures – refrigerated seafood
Brand map
Figure 89: Brand map, selected brands of refrigerated seafood buying rate, by household penetration, 2011*
Brand leader characteristics
Key purchase measures
Figure 90: Key purchase measures for the top brands of refrigerated seafood, by household penetration, 2011*
Frozen fish/seafood
Consumer insights on key purchase measures—frozen fish/seafood
Brand map
Figure 91: Brand map, selected brands of frozen fish/seafood buying rate, by household penetration, 2011*
Brand leader characteristics
Key purchase measures
Figure 92: Key purchase measures for the top brands of frozen fish/seafood, by household penetration, 2011*
Frozen cooked shrimp
Consumer insights on key purchase measures
Brand map
Figure 93: Brand map, selected brands of frozen cooked shrimp buying rate, by household penetration, 2011*
Brand leader characteristics
Key purchase measures
Figure 94: Key purchase measures for the top brands of frozen cooked shrimp, by household penetration, 2011*
Frozen raw shrimp
Consumer insights on key purchase measures
Brand map
Figure 95: Brand map, selected brands of frozen raw shrimp buying rate, by household penetration, 2011*
Brand leader characteristics
Key purchase measures
Figure 96: Key purchase measures for the top brands of frozen raw shrimp, by household penetration, 2011*
Shelf-stable seafood overview
Canned tuna
Consumer insights on key purchase measures
Brand map
Figure 97: Brand map, selected brands of canned tuna buying rate, by household penetration, 2011*
Brand leader characteristics
Key purchase measures
Figure 98: Key purchase measures for the top brands of canned tuna, by household penetration, 2011*
Canned salmon
Consumer insights on key purchase measures
Brand map
Figure 99: Brand map, selected brands of canned salmon buying rate, by household penetration, 2011*
Brand leader characteristics
Key purchase measures
Figure 100: Key purchase measures for the top brands of canned salmon, by household penetration, 2011*
APPENDIX—OTHER USEFUL CONSUMER TABLES
Figure 101: Types of fish bought, by age, August-September, 2011
Figure 102: Types of fish bought by marital/relationship status, August-September, 2011
Figure 103: Frequency of eating fish at home by region, August-September, 2011
Figure 104: Brands eaten by presence of children in household, February 2010-March 2011
APPENDIX—TRADE ASSOCIATIONS