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Fish and Seafood - US - October 2012

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market and forecast
Category shows steady growth during recession; trend forecast to continue
Figure 1: Total U.S. sales and fan chart forecast of fish and seafood, at current prices, 2007-17
Fresh fish and seafood segment shapes the category
Figure 2: Rate of change in current dollar sales, fish and seafood, by segment, 2012-17
Market factors
Fish consumption could benefit an unhealthy U.S. population
Household size is shrinking; larger households could be multigenerational
Multicultural groups are forecast to grow at a faster rate than whites, total population
Companies, brands, and innovations
Market very fragmented; private label and smaller brands control half the market
Figure 3: Selected manufacturer FDMx share of fish and seafood, 2012*
“Ease of use” remains top claim; most claims decline from 2008-11
Figure 4: Percent change of top 10 claims on fish and seafood product launches, 2008-12
The consumer
Consumption is low for some fish and seafood types
Figure 5: Consumption of fish and seafood, June 2012
Frequency of consumption of fish and seafood continues to be low
Figure 6: Frequency of consumption of top six types of fish and seafood, June 2012
Freshness is the most important purchase driver when selecting fish
Figure 7: Top six important purchase drivers for fish and seafood, by gender and age, June 2012
Price remains important; but consumers are willing to pay more at times
Figure 8: Attitudes toward value/price of fish and seafood, June 2012
Ease of preparation remains important; brand loyalty low
Figure 9: Attitudes toward fish and seafood shopping behavior, June 2012
Consumers shop at multiple channels for fish and seafood
Figure 10: Purchase locations for fish and seafood, June 2012
Sustainability is important, but many consumers are confused
Figure 11: Attitudes toward health and sustainability of fish and seafood, June 2012
What we think
ISSUES IN THE MARKET
How can fish and seafood manufacturers increase frequency of consumption?
How can manufacturers, retailers better compete with restaurant offerings?
INSIGHTS AND OPPORTUNITIES
Extend and increase usage of different types of fish and seafood
Figure 12: Attitudes toward fish and seafood shopping behavior, June 2012
Figure 13: Consumption of fish and seafood, by household size, June 2012
Private label has an opportunity to innovate around premium offerings
Figure 14: Attitudes toward fish and seafood, June 2012
Leverage growing interest in ethnic foods
TREND APPLICATIONS
Trend: Accentuate the Negative
Figure 15: Attitudes toward value/price, June 2012
Trend: Guiding Choice
2015 Trend: Brand Intervention
MARKET SIZE AND FORECAST
Key points
Category shows steady growth during recession; trend forecast to continue
Sales and forecast of fish and seafood
Figure 16: Total U.S. retail sales and forecast of fish and seafood, at current prices, 2007-17
Figure 17: Total U.S. retail sales and forecast of fish and seafood, at inflation-adjusted prices, 2007-17
Fan chart forecast
Figure 18: Total U.S. sales and fan chart forecast of fish and seafood, at current prices, 2007-17
Walmart sales
MARKET DRIVERS
Key points
Shaky economy continues to foster consumer frugality
Consumer confidence rises, but still below healthy level
Food prices increases are forecast for 2013; drought and gas prices to blame
Fish consumption could benefit an unhealthy America
Demographic changes important for the fish and seafood market
Household size is contracting; larger households could be multigenerational
Multicultural groups are crucial for future category growth
Old and young remain important for the fish and seafood category
Figure 19: Consumption of fish and seafood, by age, June 2012
COMPETITIVE CONTEXT
Proteins fighting for the center of plate
Figure 20: Reasons for eating fish, June 2012
Figure 21: Eating habits changes in the last year, June 2012
Fish at restaurants: operators innovating to attract customers
Figure 22: Reasons for not eating fish, August/September 2011-June 2012
Figure 23: Purchase drivers for fish and seafood, by gender, June 2012
SEGMENT PERFORMANCE
Key points
Fresh fish and seafood segment shapes the category
Figure 24: Purchase drivers for fish and seafood, by gender and age, June 2012
U.S. sales of fish and seafood
Figure 25: Total U.S. sales of fish and seafood, segmented by type, 2010 and 2012
SEGMENT PERFORMANCE—FRESH FISH AND SEAFOOD
Key points
Consumer interest in freshness translates into segment growth
Figure 26: Purchase drivers for fish and seafood, by gender and age, June 2012
Sales and forecast of fresh fish and seafood
Figure 27: Total U.S. sales and forecast of fresh fish and seafood at current prices, 2007-17
SEGMENT PERFORMANCE—FROZEN FISH AND SEAFOOD
Key points
Frozen segment benefits from healthful and easy-to-prepare focus
Sales and forecast of frozen fish and seafood
Figure 28: Total U.S. sales and forecast of frozen fish and seafood, at current prices, 2007-17
SEGMENT PERFORMANCE—SHELF-STABLE FISH AND SEAFOOD
Key points
A desire for less-processed foods negatively influences the segment
Figure 29: Attitudes toward health and sustainability of fish and seafood, by presence of children, June 2012
Figure 30: Attitudes toward fish and seafood, by gender and age, June 2012
Sales and forecast of shelf-stable fish and seafood
Figure 31: Total U.S. sales and forecast of shelf-stable fish and seafood, at current prices, 2007-17
RETAIL CHANNELS
Key points
Supermarkets still own most market share; clubs and supercenters grow
Figure 32: Purchase locations for fish and seafood, by gender and age, June 2012
Sales of fish and seafood, by channel
Figure 33: Total U.S. retail sales of fish and seafood, by channel, at current prices, 2010-12
RETAIL CHANNELS—SUPERMARKETS
Key points
Emphasis remains on sustainability
Supermarkets stock added-value seafood
More options at the fish counter
Putting on a show to highlight benefits and promote fish and seafood
Specialty pricing and loyalty programs boost sales
Supermarkets sales of fish and seafood
Figure 34: Total U.S. supermarkets sales of fish and seafood, at current prices, 2007-12
RETAIL CHANNELS—WAREHOUSE CLUBS, SUPERCENTERS
Key points
A wide selection at a low price
Sustainability at the forefront
Warehouse clubs and supercenters sales of fish and seafood
Figure 35: Total U.S. warehouse clubs and supercenters sales of fish and seafood, at current prices, 2007-12
RETAIL CHANNELS—OTHER CHANNELS
Key points
Tepid waters for other channels
Whole Foods goes for gold
Dollar stores serve up small seafood portions
Upscale seafood at a convenient location
Point-of-sale (POS) materials help tell the story
Other channels sales of fish and seafood
Figure 36: Total U.S. other channels sales of fish and seafood, at current prices, 2007-12
RETAIL CHANNELS—NATURAL SUPERMARKETS
Key points
Insights
Sales of seafood in the natural channel
Figure 37: Natural supermarket sales of fish/seafood, at current prices, 2010-12*
Figure 38: Natural supermarket sales of seafood, at inflation-adjusted prices, 2010-12*
Natural channel sales of fish/seafood by segment
Figure 39: Natural supermarket sales of seafood, by segment, 2009-11*
Brands of note
LEADING COMPANIES
Key points
Most companies show flat performance; private label strong presence
Selected manufacturer FDMx sales of fish and seafood
Figure 40: Selected manufacturer FDMx sales of fish and seafood, 2011* and 2012*
BRAND SHARE—FROZEN FISH AND SEAFOOD
Key points
Focus on health and convenience pays off
Figure 41: Household consumption of frozen prepared seafood, by brand, by age, January 2011-March 2012
Manufacturer and brand sales of frozen fish and seafood
Figure 42: Selected FDMx manufacturer and brand sales of frozen fish and seafood, 2011* and 2012*
BRAND SHARE—SHELF-STABLE FISH AND SEAFOOD
Key points
Packaging, flavor innovations help drive sales
Figure 43: Household consumption of canned or pouched tuna, by brands and by gender, January 2011-March 2012
Manufacturer and brand sales of shelf-stable fish and seafood
Figure 44: Selected FDMx manufacturer and brand sales of shelf-stable fish and seafood, 2011* and 2012*
BRAND SHARE—REFRIGERATED FISH AND SEAFOOD
Key points
Refrigerated segment sees mixed performance
Manufacturer and brand sales of refrigerated fish and seafood
Figure 45: Selected FDMx manufacturer and brand sales of shelf refrigerated fish and seafood, 2011* and 2012*
INNOVATIONS AND INNOVATORS
Fish and seafood product introductions continue down trend in 2012
Figure 46: Attitudes toward fish and seafood, by gender and age, June 2012
Figure 47: Fish and seafood product launches, by storage type, 2008-12*
Most product claims are still below prerecession levels
Figure 48: Top 10 claims on fish and seafood product launches, 2008-12
Private label bounces back after dip; brands slower to recover in 2012
Figure 49: Private label and name brand fish and seafood product launches, 2008-12*
More healthful alternatives a focus—more room to growth
Private label diversifies; further innovation needed
Restaurant-like style/premium— still room to grow, but strides made
Convenience remains key for fish and seafood
MARKETING STRATEGIES
Overview of the brand landscape
Gorton’s relies on brand’s history to convey trust
Gorton’s TV ads tout brand heritage, emphasizing taste and convenience
Figure 50: Gorton’s, “Sizzling Love,” TV AD, 2012
Figure 51: Brand analysis for Gorton’s, 2012
Figure 52: GORTON’s, “Simply Perfect,” TV AD, 2012
Figure 53: Brand analysis for Gorton’s, 2012
Gorton’s keeps consumers plugged-in
Honey Smoked Fish Company
Honey Smoked answers what, where, and why in TV ads
Figure 54: Honey Smoked Fish Company, “Smoke Out,” TV AD, 2012
Figure 55: Brand Analysis for Honey Smoked Fish Company, 2012
Honey Smoked builds awareness from a grassroots level
Starkist
StarKist says “thanks” to Charlie
Figure 56: StarKist, “Flavor Fresh,” TV AD, 2012
Figure 57: Brand analysis of StarKist, 2012
Charlie the Tuna shines in social media
FISH AND SEAFOOD TRENDS IN RESTAURANTS
Key points
Salmon still on top of restaurant menus offerings; oysters catch up
Figure 58: Top 10 fish and seafood entrées on menus, 2008-12
Lemon and garlic flavorings experiencing largest growth
Figure 59: Top 10 fish and seafood flavors on menus, 2008-12
Grilled fish dishes on menus significantly increasing from 2008-12
Figure 60: Top 10 preparations of fish and seafood on menus, 2008-12
USAGE, FREQUENCY OF EATING FISH/SEAFOOD AT HOME
Key points
Category close to saturation; opportunities exist for shellfish
Figure 61: Consumption of fish and seafood, by household income, June 2012
Lower-income households also desire a fresher alternatives
Figure 62: Attitudes toward fish and seafood, by household income, June 2012
Figure 63: Health, trust, and food selection, by household income, March 2012
Frequency of consumption continues to be low
Figure 64: Reasons for eating fish, by household income, June 2012
Figure 65: Consumption and frequency of fish consumption by types, June 2012
Figure 66: Reasons for not eating fish, by gender and age, June 2012
SUSTAINABILITY-RELATED FACTORS INFLUENCING FISH, SEAFOOD PURCHASE
Key points
Sustainability an important issue; labeling confusion exists
Clearer on-pack sustainability information needed
Figure 67: Attitudes toward sustainability of fish and seafood, June 2012
Species from healthy stock most important sustainability attribute
Figure 68: Sustainability-related factors influencing fish and seafood purchase, June 2012
More women consider important most sustainability-related attributes
Figure 69: Sustainability-related factors influencing fish and seafood purchase, by gender, June 2012
IMPACT OF RACE/HISPANIC ORIGIN
Key points
Asians over index in usage on almost all types of fish, except canned
Figure 70: Consumption of fish and seafood, by race/Hispanic origin, June 2012
More blacks and Asians eat fresh loose fish from deli counter
Figure 71: Consumption and frequency of fish consumption by types, by race/Hispanic origin, June 2012
More Asians buy fish from warehouse clubs, natural and gourmet stores
Figure 72: Purchase locations for fish and seafood, by race/Hispanic origin, June 2012
Figure 73: Attitudes toward health and sustainability of fish and seafood, by race/Hispanic origin, June 2012
CORRESPONDENCE ANALYSIS
Methodology
Health resonates most with fish; economical with poultry
Figure 74: Red meat, poultry, pork, fish, and seafood correspondence analysis, June 2012
CUSTOM CONSUMER GROUPS
Fewer Millennials eat canned fish
Figure 75: Consumption of fish and seafood, by generation, June 2012
Millennials look for freshness, convenience, and affordable fish
Figure 76: Attitudes toward fish and seafood, by generation, June 2012
Figure 77: Attitudes toward health and sustainability of fish and seafood, by generation, June 2012
SYMPHONYIRI BUILDERS—KEY HOUSEHOLD PURCHASE MEASURES
 OVERVIEW OF FROZEN FISH/SEAFOOD
Consumer insights on key purchase measures
Brand map
Figure 78: Brand map, selected brands of frozen fish/seafood buying rate, by household penetration, 2011*
Brand leader characteristics
Key purchase measures
Figure 79: 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 80: Brand map, selected brands of frozen cooked shrimp buying rate, by household penetration, 2011*
Brand leader characteristics
Key purchase measures
Figure 81: 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 82: Brand map, selected brands of frozen raw shrimp buying rate, by household penetration, 2011*
Brand leader characteristics
Key purchase measures
Figure 83: Key purchase measures for the top brands of frozen raw shrimp, by household penetration, 2011*
 REFRIGERATED FISH/SEAFOOD
Consumer insights on key purchase measures
Brand map
Figure 84: Brand map, selected brands of refrigerated seafood buying rate, by household penetration, 2011*
Brand leader characteristics
Key purchase measures
Figure 85: Key purchase measures for the top brands of refrigerated seafood, by household penetration, 2011*
 OVERVIEW OF SHELF-STABLE FISH/SEAFOOD
 CANNED TUNA
Consumer insights on key purchase measures
Brand map
Figure 86: Brand map, selected brands of canned tuna buying rate, by household penetration, 2011*
Brand leader characteristics
Key purchase measures
Figure 87: 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 88: Brand map, selected brands of canned salmon buying rate, by household penetration, 2011*
Brand leader characteristics
Key purchase measures
Figure 89: Key purchase measures for the top brands of canned salmon, by household penetration, 2011*
APPENDIX—OTHER USEFUL CONSUMER TABLES
Figure 90: Purchase locations for fish and seafood, by generation, June 2012
Figure 91: Consumption of fish and seafood, by gender, June 2012
Figure 92: Consumption of fish and seafood, by age, June 2012
Figure 93: Consumption of fish and seafood, by gender and age, June 2012
Figure 94: Attitudes toward health and sustainability of fish and seafood, by gender and age, June 2012
Figure 95: Attitudes toward sustainability of fish and seafood, by household income, June 2012
Figure 96: Sustainability-related factors influencing fish and seafood purchase, by household income, June 2012
Figure 97: Sustainability-related factors influencing fish and seafood purchase, by generation, June 2012
Figure 98: Reasons for not eating fish, by race/Hispanic origin, June 2012
Figure 99: Attitudes toward fish and seafood, by race/Hispanic origin, June 2012
Figure 100: Attitudes toward health and sustainability of fish and seafood, by race/Hispanic origin, June 2012
Figure 101: Purchase drivers for fish and seafood, by race/Hispanic origin, June 2012
Figure 102: Sustainability-related factors influencing fish and seafood purchase, by race/Hispanic origin, June 2012
Figure 103: Eating habits change in the last year, by race/Hispanic origin, June 2012
Figure 104: Sustainability-related factors influencing fish and seafood purchase, by gender and age, June 2012
Figure 105: Purchase locations for fish and seafood, by generation, June 2012
Figure 106: Population, by age, 2006-16
Figure 107: Age-adjusted prevalence of being overweight, obese, or extremely obese, among adults aged 20 or older, 1988-2008
Figure 108: Prevalence of obesity among children/teens aged 2-19, 1976-2008
Figure 109: Households, by presence of children younger than 18, 2001-11
Figure 110: Population, by race and Hispanic origin, 2006-16
Figure 111: Average number of children in household, by race/Hispanic origin of householder, 2011
APPENDIX—SYMPHONYIRI BUILDERS PANEL DATA DEFINITIONS
SymphonyIRI Consumer Network Metrics
APPENDIX—TRADE ASSOCIATIONS

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