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Fish and Seafood - US - October 2013

“Perhaps the biggest threat to retail sales of fish and seafood comes from restaurants that serve these items, suggesting that brands and retailers must do more to approximate the recipes and dishes restaurants serve to best challenge competition from restaurants.”

– John N. Frank, Category Manager, Food & Drink Reports

This report looks at the following areas:

  • Can retail fish and seafood compete with restaurants?
  • How can seafood specialty stores compete with supermarkets and mass?
  • How can brands encourage more trial of different seafood types?

The US fish and seafood market has grown steadily between 2008 and 2013, as consumers increasingly recognize the health benefits of fish in their diets and look for alternatives to red meat and poultry for center-of-plate proteins. Fresh fish dominates the market with more than half of all sales, due to consumer preference for fresh product and a willingness to spend more for fresh fish rather than frozen. Private label dominates the competitive landscape as consumers look for value in the wake of the recession. Many respondents to Mintel’s consumer research report preferring to buy store brands rather than not buy seafood at all.

This report focuses on these factors, and provides in-depth analysis of the following:
Competition between a number of top companies in the fresh, frozen, and shelf-stable segments
Innovations in the market, including an emphasis on convenience for time-starved consumers and those without the skills to properly prepare fish and seafood
Marketing strategies, including initiatives that spotlight the health benefits of fish, ease of preparation, and freshness

This report also features close examination of Mintel’s exclusive consumer survey, as well as the results of the Experian Marketing Services, Simmons NCS/NHCS, with analysis of consumption, usage compared to a year ago, factors influencing purchases and increased consumption, attitudes toward seafood, and the impact of race/Hispanic origin.

For the purposes of this report, fish and seafood are covered as per the following definitions:
fresh, uncooked fish and seafood, such as salmon steaks and live lobster
refrigerated or chilled seafood, such as lobster and crabmeat
frozen, uncooked fish and seafood, such as frozen unprocessed shrimp and cod fillets
frozen prepared seafood, such as fish sticks and heat-and-eat fish fillets
shelf-stable fish and seafood, such as tuna, crab, and sardines.

Excluded from this report are frozen/refrigerated or shelf-stable prepared meals with fish and seafood. Also excluded are restaurant or foodservice sales.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                • Executive Summary

                  • Overview
                    • Steady growth projected into 2018
                      • Figure 1: Total US sales and fan chart forecast of fish and seafood, at current prices, 2008-18
                    • Market largely driven by fish’s reputation as a healthy food
                      • Blacks, Asians most likely to use fish in household
                        • Household income drives sales
                          • Fresh fish and seafood dominates among three segments
                            • Key players
                              • MULO market divided among 10 top companies
                                • Private label outsells all individual companies
                                  • The consumer
                                    • More than seven in 10 use any fish/seafood in the household
                                      • Figure 2: Fish and seafood use, January 2012-March 2013
                                    • A third are eating more fish than a year ago, but consumption could increase further
                                      • Figure 3: Change in seafood consumption behavior in past year, July 2013
                                    • Four in 10 do not eat fish/eat it rarely because they prefer restaurant fish
                                      • Figure 4: Reasons for not eating fish, July 2013
                                    • Sustainability, ethical practices are important to many consumers
                                      • Figure 5: Factors influencing seafood purchase, July 2013
                                    • What we think
                                    • Issues and Insights

                                        • Can retail fish and seafood compete with restaurants?
                                          • Insight: Brands must provide restaurant-style prepared fish
                                            • How can seafood specialty stores compete with supermarkets and mass?
                                              • Insight: Emphasize expertise and provide value
                                                • How can brands encourage more trial of different seafood types?
                                                  • Insight: Educate consumers about which fish taste similar
                                                  • Trend Applications

                                                      • Trend: Prove It
                                                        • Trend: Life Hacking
                                                          • Mintel Futures: East Meets West
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Steady but moderate growth
                                                                • Sales expected to grow by 4.1% in 2014 and reach $19.5 billion by 2018
                                                                  • Sales and forecast of fish and seafood
                                                                    • Figure 6: US sales and forecast of fish and seafood, at current prices, 2008-18
                                                                    • Figure 7: US sales and forecast of fish and seafood, at inflation-adjusted prices, 2008-18
                                                                  • Fan chart forecast
                                                                      • Figure 8: Total US sales and fan chart forecast of fish and seafood, at current prices, 2008-18
                                                                  • Market Drivers

                                                                    • Key points
                                                                      • Slow economic rebound impacts sales of expensive items like seafood
                                                                          • Figure 9: Change in seafood consumption behavior in past year, July 2013
                                                                          • Figure 10: Change in seafood consumption behavior in past year (eating more/same amount), by household income, July 2013
                                                                        • Fish’s healthy halo makes it a nutritious meal option
                                                                          • Figure 11: Omega-3 and mercury content in specific fish/seafood species, per 3-oz portion
                                                                        • Household income drives sales
                                                                          • Figure 12: Fish and seafood use, by household income, January 2012-March 2013
                                                                        • Frozen prepared seafood represents an affordable option for low-income households
                                                                          • Figure 13: Frozen prepared seafood use, by household income, January 2012-March 2013
                                                                        • Black, Asian households most likely to use fish/seafood
                                                                          • Figure 14: Fish and seafood use, by race/Hispanic origin, January 2012-March 2013
                                                                        • Blacks most likely to use frozen prepared seafood
                                                                          • Figure 15: Frozen prepared seafood use, by race/Hispanic origin, January 2012-March 2013
                                                                      • Competitive Context

                                                                        • Other meat proteins vie for market share
                                                                          • Restaurants challenge food stores for fish consumers
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Fresh fish and seafood holds 56% share
                                                                                • Frozen grows 7.6%, based on convenience
                                                                                  • Shelf-stable grows 5.2%
                                                                                    • Sales of fish and seafood, by segment
                                                                                      • Figure 16: US retail sales of fish and seafood, segmented by type, at current prices, 2011 and 2013
                                                                                  • Segment Performance—Fresh Fish and Seafood

                                                                                    • Key points
                                                                                      • Growth increases pace between 2008 and 2013
                                                                                        • Sales and forecast of fresh fish and seafood
                                                                                          • Figure 17: Total US retail sales and forecast of fresh fish and seafood, at current prices, 2008-18
                                                                                      • Segment Performance—Frozen Fish and Seafood

                                                                                        • Key points
                                                                                          • Frozen fish set to grow further as consumers recognize its convenience
                                                                                            • Sales and forecast of frozen fish and seafood
                                                                                              • Figure 18: Total US retail sales and forecast of frozen fish and seafood, at current prices, 2008-18
                                                                                          • Segment Performance—Shelf-stable Fish and Seafood

                                                                                            • Key points
                                                                                              • Shelf-stable growth slows in 2013
                                                                                                • Sales and forecast of shelf-stable fish and seafood
                                                                                                  • Figure 19: Total US retail sales and forecast of shelf-stable fish and seafood, at current prices, 2008-18
                                                                                              • Retail Channels

                                                                                                • Key points
                                                                                                  • Supermarkets comprise more than 26% of the market
                                                                                                    • Other channel sales spike 10% between 2011 and 2013
                                                                                                      • Sales of fish and seafood, by channel
                                                                                                        • Figure 20: Total US retail sales of fish and seafood, by channel, at current prices, 2011 and 2013
                                                                                                        • Figure 21: US supermarket sales of fish and seafood, 2008-13
                                                                                                        • Figure 22: US other channel sales of fish and seafood, 2008-13
                                                                                                    • Leading Companies

                                                                                                      • Key points
                                                                                                        • 10 top companies; only four comprise more than 5% of the MULO market
                                                                                                          • Chicken of the Sea International sales due mostly to shelf-stable tuna
                                                                                                            • Nippon Suisan Kaisha Ltd. rounds out top four companies
                                                                                                              • Other companies swim against the current to reach top four
                                                                                                                • Private label is the biggest fish in the pond
                                                                                                                  • Manufacturer sales of fish and seafood
                                                                                                                    • Figure 23: Manufacturer sales of fish and seafood, 2012 and 2013
                                                                                                                • Brand Share—Frozen Seafood

                                                                                                                  • Key points
                                                                                                                    • Gorton’s leads name brands but comprises only 9% share
                                                                                                                      • Other brands account for less than 5% of the segment
                                                                                                                        • Private label is the biggest fish in the frozen pond
                                                                                                                          • Manufacturer sales of frozen seafood
                                                                                                                            • Figure 24: Manufacturer sales of frozen seafood, 2012 and 2013
                                                                                                                        • Brand Share—Shelf-stable Seafood

                                                                                                                          • Key points
                                                                                                                            • The battle of the tuna cans
                                                                                                                              • Private label grows 7.4%
                                                                                                                                • Manufacturer sales of shelf-stable seafood
                                                                                                                                  • Figure 25: Manufacturer sales of shelf-stable seafood, 2012 and 2013
                                                                                                                              • Brand Share—Refrigerated Seafood

                                                                                                                                • Key points
                                                                                                                                  • Trans-Ocean tops segment, drops 4.6%
                                                                                                                                    • Vita declines 9.1%
                                                                                                                                      • Louis Kemp grows sales for Trident Seafoods; Ocean Beauty grows 3.6%
                                                                                                                                        • Private label outsells every name brand
                                                                                                                                          • Manufacturer sales of refrigerated seafood
                                                                                                                                            • Figure 26: Manufacturer sales of refrigerated seafood, 2012 and 2013
                                                                                                                                        • Innovations and Innovators

                                                                                                                                          • Brands meet demand for easy preparation, ethical standards
                                                                                                                                            • Figure 27: Fish and seafood product claims, 2008-13
                                                                                                                                          • Prepared products make cooking easy
                                                                                                                                            • Environmentally-friendly claims factor in consumer product selection
                                                                                                                                              • Canned fish brands spice up their products
                                                                                                                                              • Marketing Strategies

                                                                                                                                                • Overview of the brand landscape
                                                                                                                                                  • Theme: Healthy eating equated to healthy living
                                                                                                                                                    • StarKist TV ad
                                                                                                                                                      • Figure 28: StarKist Albacore White Tuna in Water television ad, 2013
                                                                                                                                                    • Bumble Bee TV ad
                                                                                                                                                      • Figure 29: Bumble Bee SuperFresh television ad, 2013
                                                                                                                                                    • Theme: Ease of preparation
                                                                                                                                                      • Gorton’s TV ad
                                                                                                                                                        • Figure 30: Gorton’s Simply Bake television ad, 2013
                                                                                                                                                      • Sea Cuisine TV ad
                                                                                                                                                        • Figure 31: Sea Cuisine Tortilla Crusted Tilapia television ad, 2013
                                                                                                                                                      • Theme: Freshness
                                                                                                                                                        • SeaPak TV ad
                                                                                                                                                          • Figure 32: SeaPak television ad, 2013
                                                                                                                                                      • Social Media

                                                                                                                                                        • Key points
                                                                                                                                                          • Social media metrics
                                                                                                                                                            • Figure 33: Key social media metrics, Sept. 2013
                                                                                                                                                          • Market overview
                                                                                                                                                            • Brand usage and awareness
                                                                                                                                                              • Figure 34: Brand usage and awareness levels for selected fish and seafood brands, July 2013
                                                                                                                                                            • Interaction with fish and seafood brands
                                                                                                                                                              • Figure 35: interaction levels for selected fish and seafood brands, July 2013
                                                                                                                                                            • Online conversations
                                                                                                                                                              • Figure 36: Online mentions around selected fish and seafood brands, by day, Oct. 1, 2012-Sept. 30, 2013
                                                                                                                                                            • Where are people talking about fish and seafood?
                                                                                                                                                              • Figure 37: Online mentions around selected fish and seafood brands, by page type, Oct. 1, 2012-Sept. 30, 2013
                                                                                                                                                            • What are people talking about?
                                                                                                                                                              • Figure 38: Topics of discussion among the selected fish and seafood brands, Oct. 1, 2012-Sept. 30, 2013
                                                                                                                                                              • Figure 39: Topics of discussion among the selected fish and seafood brands, by day, Oct. 1, 2012-Sept. 30, 2013
                                                                                                                                                            • Analysis by brand
                                                                                                                                                              • Chicken of the Sea
                                                                                                                                                                • Figure 40: Social media metrics—Chicken of the Sea, Sept. 2013
                                                                                                                                                              • Key online campaigns
                                                                                                                                                                • What we think
                                                                                                                                                                  • StarKist
                                                                                                                                                                    • Figure 41: Social media metrics—StarKist, Sept. 2013
                                                                                                                                                                  • Key online campaigns
                                                                                                                                                                    • What we think
                                                                                                                                                                      • Bumble Bee
                                                                                                                                                                        • Figure 42: Social media metrics—Bumble Bee, Sept. 2013
                                                                                                                                                                      • Key online campaigns
                                                                                                                                                                        • What we think
                                                                                                                                                                          • Gorton’s
                                                                                                                                                                            • Figure 43: Social media metrics—Gorton’s, Sept. 2013
                                                                                                                                                                          • Key online campaigns
                                                                                                                                                                            • What we think
                                                                                                                                                                              • SeaPak
                                                                                                                                                                                • Figure 44: Social media metrics—SeaPak, Sept. 2013
                                                                                                                                                                              • Key online campaigns
                                                                                                                                                                                • What we think
                                                                                                                                                                                  • King Oscar
                                                                                                                                                                                    • Figure 45: Social media metrics—King Oscar, Sept. 2013
                                                                                                                                                                                  • Key online campaigns
                                                                                                                                                                                    • What we think
                                                                                                                                                                                    • Household Usage of Fish/Seafood

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Nearly three quarters use fish and seafood in the household
                                                                                                                                                                                          • Figure 46: Fish and seafood use, by age, January 2012-March 2013
                                                                                                                                                                                        • Respondents aged 75 and older report least household use of frozen fish
                                                                                                                                                                                          • Figure 47: Frozen prepared seafood use, by age, January 2012-March 2013
                                                                                                                                                                                      • Fish and Shellfish Consumption Frequency

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Three quarters eat fish at least once a month
                                                                                                                                                                                            • Figure 48: Fish consumption frequency, July 2013
                                                                                                                                                                                          • 18-34s most likely to eat any fish three or more times per week
                                                                                                                                                                                            • Figure 49: Fish consumption frequency, by age, July 2013
                                                                                                                                                                                        • Consumption Compared to Last Year

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • A third eating more fish than last year; only 14% eating more shellfish
                                                                                                                                                                                              • Figure 50: Change in seafood consumption behavior in past year, July 2013
                                                                                                                                                                                            • $100K+ most likely to be eating more fish/shellfish than a year ago
                                                                                                                                                                                              • Figure 51: Change in seafood consumption behavior in past year (eating more/same amount), by household income, July 2013
                                                                                                                                                                                          • Factors Influencing Increased Seafood Consumption

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Price is still the most significant factor in increased seafood consumption
                                                                                                                                                                                                  • Figure 52: Factors influencing increased seafood consumption, by gender, July 2013
                                                                                                                                                                                                • 55+s most influenced by price
                                                                                                                                                                                                  • Figure 53: Factors influencing increased seafood consumption, by age, July 2013
                                                                                                                                                                                              • Seafood Purchases in the Last Three Months

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • 45+s most likely to have bought shellfish in the last three months
                                                                                                                                                                                                    • Figure 54: Seafood purchased in past three months, by age, July 2013
                                                                                                                                                                                                  • 75K+ most likely to have bought shellfish in the last three months
                                                                                                                                                                                                    • Figure 55: Seafood purchased in past 3 months, by household income, July 2013
                                                                                                                                                                                                  • More than a third say they bought domestic seafood in the last three months
                                                                                                                                                                                                    • Figure 56: Characteristics of seafood bought in past 3 months, by age, July 2013
                                                                                                                                                                                                • Type and Frequency of Seafood Eaten at Home

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Respondents most likely to eat canned or pouched fish in water monthly
                                                                                                                                                                                                      • Figure 57: Type and frequency of seafood eaten at home, July 2013
                                                                                                                                                                                                    • 18-34s most likely to eat a range of fish and seafood types at least monthly
                                                                                                                                                                                                      • Figure 58: Monthly seafood usage, by age, July 2013
                                                                                                                                                                                                    • Presence of children means more monthly (or more) fish consumption
                                                                                                                                                                                                      • Figure 59: Monthly seafood usage, by presence of children in household, July 2013
                                                                                                                                                                                                    • Respondents who say organic is important most likely to eat a range of fish
                                                                                                                                                                                                      • Figure 60: Type and frequency of seafood eaten at home—monthly, by important factors influencing seafood purchase (any important), July 2013
                                                                                                                                                                                                  • Reasons for Not Eating Fish

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Four in 10 prefer fish from a restaurant
                                                                                                                                                                                                          • Figure 61: Reasons for not eating fish, by gender, July 2013
                                                                                                                                                                                                        • 55+s most likely to prefer fish in a restaurant
                                                                                                                                                                                                          • Figure 62: Reasons for not eating fish, by age, July 2013
                                                                                                                                                                                                      • Where Consumers Most Often Buy Seafood

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • More than half buy fish/shellfish at supermarkets
                                                                                                                                                                                                              • Figure 63: Where consumers buy seafood most often, by age, July 2013
                                                                                                                                                                                                            • Households with children most likely to use mass stores
                                                                                                                                                                                                                • Figure 64: Where consumers buy seafood most often, by presence of children in household, July 2013
                                                                                                                                                                                                            • Attitudes Toward Seafood

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • More than half are willing to pay more for fish that is in season
                                                                                                                                                                                                                    • Figure 65: Consumer attitudes toward seafood, July 2013
                                                                                                                                                                                                                  • More affluent respondents are most likely to spend on fresh, try new types
                                                                                                                                                                                                                    • Figure 66: Consumer attitudes toward seafood (any agree), by household income, July 2013
                                                                                                                                                                                                                • Factors Influencing Seafood Purchase

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • Seven in 10 say it is important to select fish that are not endangered
                                                                                                                                                                                                                      • Figure 67: Factors influencing seafood purchase, July 2013
                                                                                                                                                                                                                    • 18-24s most likely to say sustainability is important when selecting seafood
                                                                                                                                                                                                                      • Figure 68: Important factors influencing seafood purchase, by age, July 2013
                                                                                                                                                                                                                  • Impact of Race and Hispanic Origin

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Black and Asian respondents most apt to eat any fish type in a month
                                                                                                                                                                                                                        • Figure 69: Fish consumption frequency, by race/Hispanic origin, July 2013
                                                                                                                                                                                                                      • Black, Asian, and Hispanic respondents most likely to eat a range of fish
                                                                                                                                                                                                                        • Figure 70: Monthly seafood usage, by race/Hispanic origin, July 2013
                                                                                                                                                                                                                      • Black respondents looking for greater variety
                                                                                                                                                                                                                        • Figure 71: Factors influencing increased seafood consumption, by race/Hispanic origin, July 2013
                                                                                                                                                                                                                    • Consumer Segmentation

                                                                                                                                                                                                                        • Figure 72: Fish and seafood clusters, June, 2013
                                                                                                                                                                                                                      • Group one: Frequently Fishy
                                                                                                                                                                                                                        • Demographics
                                                                                                                                                                                                                          • Characteristics
                                                                                                                                                                                                                            • Opportunities
                                                                                                                                                                                                                              • Group two: Fresh Fish
                                                                                                                                                                                                                                • Demographics
                                                                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                                                                    • Opportunities
                                                                                                                                                                                                                                      • Group three: Skimpy Shrimp
                                                                                                                                                                                                                                        • Demographics
                                                                                                                                                                                                                                          • Characteristics
                                                                                                                                                                                                                                            • Opportunities
                                                                                                                                                                                                                                              • Group four: Average Anemones
                                                                                                                                                                                                                                                • Demographics
                                                                                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                                                                                    • Opportunities
                                                                                                                                                                                                                                                      • Cluster characteristic tables
                                                                                                                                                                                                                                                        • Figure 73: Target clusters, June 2013
                                                                                                                                                                                                                                                        • Figure 74: Fish consumption frequency, by target clusters, July 2013
                                                                                                                                                                                                                                                        • Figure 75: Seafood purchased in past 3 months, by target clusters, July 2013
                                                                                                                                                                                                                                                        • Figure 76: Characteristics of seafood bought in past 3 months, by target clusters, July 2013
                                                                                                                                                                                                                                                        • Figure 77: Monthly seafood usage, by target clusters, July 2013
                                                                                                                                                                                                                                                        • Figure 78: Where consumers buy seafood most often, by target clusters, July 2013
                                                                                                                                                                                                                                                        • Figure 79: Agreement with consumer attitudes toward seafood, by target clusters, July 2013
                                                                                                                                                                                                                                                        • Figure 80: Important factors influencing seafood purchase, by target clusters, July 2013
                                                                                                                                                                                                                                                        • Figure 81: Factors influencing increased seafood consumption, by target clusters, July 2013
                                                                                                                                                                                                                                                      • Cluster demographic tables
                                                                                                                                                                                                                                                        • Figure 82: Target clusters, by demographic, July 2013
                                                                                                                                                                                                                                                      • Cluster methodology
                                                                                                                                                                                                                                                      • Key Household Purchase Measures—Information Resources Inc. Builders Panel Data

                                                                                                                                                                                                                                                        • Frozen seafood
                                                                                                                                                                                                                                                          • Frozen fish/seafood
                                                                                                                                                                                                                                                            • Consumer insights on key purchase measures—frozen fish/seafood
                                                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                                                • Figure 83: Brand map, selected brands of frozen fish/seafood buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                                                  • Figure 84: Key purchase measures for the top brands of frozen fish/seafood, by household penetration, 2012*
                                                                                                                                                                                                                                                                • Frozen cooked shrimp
                                                                                                                                                                                                                                                                  • Consumer insights on key purchase measures—frozen cooked shrimp
                                                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                                                      • Figure 85: Brand map, selected brands of frozen cooked shrimp buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                                                        • Figure 86: Key purchase measures for the top brands of frozen cooked shrimp, by household penetration, 2012*
                                                                                                                                                                                                                                                                      • Frozen raw shrimp
                                                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                                                          • Figure 87: Brand map, selected brands of frozen raw shrimp buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                                                                            • Figure 88: Key purchase measures for the top brands of frozen raw shrimp, by household penetration, 2012*
                                                                                                                                                                                                                                                                          • Shelf-stable seafood
                                                                                                                                                                                                                                                                            • Canned tuna
                                                                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                                                                • Figure 89: Brand map, selected brands of canned tuna buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                                                                  • Figure 90: Key purchase measures for the top brands of canned tuna, by household penetration, 2012*
                                                                                                                                                                                                                                                                                • Canned salmon
                                                                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                                                                    • Figure 91: Brand map, selected brands of canned salmon buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                                                                      • Figure 92: Key purchase measures for the top brands of canned salmon, by household penetration, 2012*
                                                                                                                                                                                                                                                                                    • Refrigerated seafood
                                                                                                                                                                                                                                                                                      • Consumer insights on key purchase measures—refrigerated seafood
                                                                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                                                                          • Figure 93: Brand map, selected brands of refrigerated seafood buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                                                                                            • Figure 94: Key purchase measures for the top brands of refrigerated seafood, by household penetration, 2012*
                                                                                                                                                                                                                                                                                        • Appendix – Market Drivers

                                                                                                                                                                                                                                                                                          • Consumer confidence
                                                                                                                                                                                                                                                                                            • Figure 95: University of Michigan’s index of consumer sentiment (ICS), 2007-13
                                                                                                                                                                                                                                                                                          • Unemployment
                                                                                                                                                                                                                                                                                            • Figure 96: US unemployment rate, by month, 2002-13
                                                                                                                                                                                                                                                                                            • Figure 97: US unemployment and underemployment rates, 2007-13
                                                                                                                                                                                                                                                                                            • Figure 98: Number of employed civilians in US, in thousands, 2007-13
                                                                                                                                                                                                                                                                                          • Food cost pressures
                                                                                                                                                                                                                                                                                            • Figure 99: Changes in USDA Food Price Indexes, 2011-14
                                                                                                                                                                                                                                                                                          • Obesity
                                                                                                                                                                                                                                                                                            • Figure 100: American adults by weight category as determined by BMI (body mass index), 2008-June 20, 2013
                                                                                                                                                                                                                                                                                          • Childhood and teen obesity—highest in decades
                                                                                                                                                                                                                                                                                              • Figure 101: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
                                                                                                                                                                                                                                                                                            • Racial, ethnic population growth
                                                                                                                                                                                                                                                                                                • Figure 102: US population by race and Hispanic origin, 2008, 2013, and 2018
                                                                                                                                                                                                                                                                                                • Figure 103: Households with children, by race and Hispanic origin of householder, 2012
                                                                                                                                                                                                                                                                                              • Shifting US demographics
                                                                                                                                                                                                                                                                                                • Figure 104: US population, by age, 2008-18
                                                                                                                                                                                                                                                                                                • Figure 105: US households, by presence of own children, 2002-12
                                                                                                                                                                                                                                                                                            • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                                                                                                              • Household usage of fish/seafood
                                                                                                                                                                                                                                                                                                • Figure 106: Kinds of frozen prepared seafood eaten, by age, January 2012-March 2013
                                                                                                                                                                                                                                                                                              • Fish and shellfish consumption frequency
                                                                                                                                                                                                                                                                                                • Figure 107: Fish consumption frequency, by gender, July 2013
                                                                                                                                                                                                                                                                                                • Figure 108: Fish consumption frequency, by household income, July 2013
                                                                                                                                                                                                                                                                                              • Factors influencing increased seafood consumption
                                                                                                                                                                                                                                                                                                • Figure 109: Factors influencing increased seafood consumption, by household income, July 2013
                                                                                                                                                                                                                                                                                              • Type and frequency of seafood eaten at home
                                                                                                                                                                                                                                                                                                • Figure 110: Monthly seafood usage, by gender, July 2013
                                                                                                                                                                                                                                                                                                • Figure 111: Monthly seafood usage, by household income, July 2013
                                                                                                                                                                                                                                                                                              • Where consumers most often buy seafood
                                                                                                                                                                                                                                                                                                • Figure 112: Where consumers buy seafood most often, by household income, July 2013
                                                                                                                                                                                                                                                                                              • Attitudes toward seafood
                                                                                                                                                                                                                                                                                                • Figure 113: Consumer attitudes toward seafood (any agree), by gender, July 2013
                                                                                                                                                                                                                                                                                                • Figure 114: Consumer attitudes toward seafood (any agree), by age, July 2013
                                                                                                                                                                                                                                                                                              • Impact of race and Hispanic origin
                                                                                                                                                                                                                                                                                                • Figure 115: Meat/seafood purchased in past 3 months, by race/Hispanic origin, July 2013
                                                                                                                                                                                                                                                                                                • Figure 116: Where consumers buy seafood most often, by race/Hispanic origin, July 2013
                                                                                                                                                                                                                                                                                                • Figure 117: Consumer attitudes toward seafood (any agree), by race/Hispanic origin, July 2013
                                                                                                                                                                                                                                                                                                • Figure 118: Important factors influencing seafood purchase, by race/Hispanic origin, July 2013
                                                                                                                                                                                                                                                                                            • Appendix – Social Media

                                                                                                                                                                                                                                                                                              • Brand usage or awareness
                                                                                                                                                                                                                                                                                                • Figure 119: Brand usage or awareness, July 2013
                                                                                                                                                                                                                                                                                                • Figure 120: Gorton’s usage or awareness, by demographics, July 2013
                                                                                                                                                                                                                                                                                                • Figure 121: StarKist usage or awareness, by demographics, July 2013
                                                                                                                                                                                                                                                                                                • Figure 122: chicken of the sea usage or awareness, by demographics, July 2013
                                                                                                                                                                                                                                                                                                • Figure 123: Bumble bee usage or awareness, by demographics, July 2013
                                                                                                                                                                                                                                                                                                • Figure 124: SeaPak usage or awareness, by demographics, July 2013
                                                                                                                                                                                                                                                                                                • Figure 125: King Oscar usage or awareness, by demographics, July 2013
                                                                                                                                                                                                                                                                                              • Activities done
                                                                                                                                                                                                                                                                                                • Figure 126: Activities done, July 2013
                                                                                                                                                                                                                                                                                                • Figure 127: Gorton’s – Activities done, by demographics, July 2013
                                                                                                                                                                                                                                                                                                • Figure 128: StarKist – Activities done, by demographics, July 2013
                                                                                                                                                                                                                                                                                                • Figure 129: Chicken of the sea – Activities done, by demographics, July 2013
                                                                                                                                                                                                                                                                                                • Figure 130: Bumble Bee – Activities done, by demographics, July 2013
                                                                                                                                                                                                                                                                                                • Figure 131: SeaPak – Activities done, by demographics, July 2013
                                                                                                                                                                                                                                                                                                • Figure 132: King oscar – Activities done, by demographics, July 2013
                                                                                                                                                                                                                                                                                              • Online conversations
                                                                                                                                                                                                                                                                                                • Figure 133: Online mentions around selected fish and seafood brands, by day, October 1, 2012-Sept. 30, 2013
                                                                                                                                                                                                                                                                                                • Figure 134: Online mentions around selected fish and seafood brands, by page type, October 1, 2012-Sept. 30, 2013
                                                                                                                                                                                                                                                                                                • Figure 135: Topics of discussion among the selected fish and seafood brands, October 1, 2012-Sept. 30, 2013
                                                                                                                                                                                                                                                                                                • Figure 136: Topics of discussion among the selected fish and seafood brands, by day, October 1, 2012-Sept. 30, 2013
                                                                                                                                                                                                                                                                                            • Appendix – Information Resources Inc. Builders Panel Data Definitions

                                                                                                                                                                                                                                                                                                • Information Resources Inc. Consumer Network Metrics
                                                                                                                                                                                                                                                                                                • Appendix – Trade Associations

                                                                                                                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                                                                                                                  To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                                                                                                                                  Fish and Seafood - US - October 2013

                                                                                                                                                                                                                                                                                                  US $3,995.00 (Excl.Tax)