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Fish and Seafood - US - December 2011

The fish and seafood category generated more than $15 billion in total U.S. sales for 2011. Such activity represents a stagnation of growth due to a range of factors, not the least of which is a prolonged period of economic uncertainty that has consumers cutting back on higher price point items.

The industry is further challenged by a focus on factors such as food safety and resource sustainability that consumers are encouraged to support but, in fact, know little about. Such a knowledge gap, combined with ever-present reminders of challenges to the category in the form of environmental disasters are likely causing consumers to be purchase-wary.

With these points in mind, this report is focused on providing insights on the following topics to find out how some industry leaders continue to stay afloat and what needs to be done to keep others from sinking:

  • Given continued economic uncertainty, how do fish and seafood consumers balance their interest in eating better with the economic realities of having to closely watch their food budget?
  • What are the major market drivers and how do they interact with the overall competitive environment?
  • What impact have environmental disasters such as the aftermath of the Japanese earthquake and tsunami and the lingering effects of the Gulf Coast oil spill had on consumer perception of fish and seafood?
  • What sales opportunities do out-of-home consumption offer to branded fish and seafood manufacturers?
  • Which retail channels are better equipped to market fish and seafood products, and what are they doing to leverage their competitive advantage to attract fish and seafood shoppers?
  • Within the category, how are the various segments performing, and what are they doing to either build or regain sales momentum?
  • What are some of the latest product innovations, and is there enough being done in this area to generate excitement for the category?
  • What media strategies are industry leaders using to reach consumers?
  • What are some of the latest restaurant menu trends, and what impact are they having on the type of fish and seafood that is eaten in-home?
  • What role do key demographic factors such as race, income, gender, etc., play in the fish and seafood category, and what is their impact on the category for both the short and long term?
  • How does environmental awareness enter into how fish and seafood manufacturers bring their products to market, and does it sync with what shoppers are looking for?

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Table of contents

  1. 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

                                                                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                                                                • American Heart Association, Inc.
                                                                                                                                                                                                                                                                                • Association for Convenience and Petroleum Retailing (NACS)
                                                                                                                                                                                                                                                                                • Big Y Foods, Inc
                                                                                                                                                                                                                                                                                • Bumble Bee Seafoods L.L.C.
                                                                                                                                                                                                                                                                                • Bureau of Economic Analysis
                                                                                                                                                                                                                                                                                • Food and Drug Administration
                                                                                                                                                                                                                                                                                • Food Marketing Institute
                                                                                                                                                                                                                                                                                • Grocery Manufacturers Association (GMA)
                                                                                                                                                                                                                                                                                • International Food Information Council Foundation (IFIC)
                                                                                                                                                                                                                                                                                • Marine Stewardship Council
                                                                                                                                                                                                                                                                                • National Fisheries Institute
                                                                                                                                                                                                                                                                                • National Frozen and Refrigerated Food Association
                                                                                                                                                                                                                                                                                • National Institutes of Health
                                                                                                                                                                                                                                                                                • Natural Products Association
                                                                                                                                                                                                                                                                                • Nippon Suisan Kaisha, Ltd.
                                                                                                                                                                                                                                                                                • Organic Trade Association
                                                                                                                                                                                                                                                                                • Pinnacle Foods Group Inc.
                                                                                                                                                                                                                                                                                • Snack Food Association (SFA)
                                                                                                                                                                                                                                                                                • Trader Joe's Company Inc
                                                                                                                                                                                                                                                                                • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                                • U.S. Department of Agriculture
                                                                                                                                                                                                                                                                                • Walmart Stores (USA)
                                                                                                                                                                                                                                                                                • Whole Foods Market Inc

                                                                                                                                                                                                                                                                                Fish and Seafood - US - December 2011

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