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Fish and Shellfish - UK - November 2014

“Whilst seafood operators have done much to ensure their sourcing is responsible and there is a healthy innovation pipeline, the two-a-week recommendation continues to be a key opportunity operators are yet to fully realise.”
– Richard Ford, Senior Food and Drink Analyst

This report looks at the following areas:

  • ‘Two-a-week’ message is failing to translate into usage
  • Ambient seafood sales are in long-term decline
  • Need for operators to explore ‘sustainable plus’ seafood

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Table of contents

  1. Introduction

      • Definition
        • Seafood definition
          • Abbreviations
          • Executive Summary

              • The market
                • Inflation boosts seafood to £3.4 billion in 2014
                  • Figure 1: UK retail value sales of fish and shellfish, 2009-19
                • Chilled seafood represents the biggest area of the market by value
                  • Figure 2: UK value sales of seafood, by type, 2012-14
                • Frozen
                  • Ambient
                    • Market factors
                      • Responsible sourcing garners high interest from consumers and operators
                        • Brits are failing to eat the recommended two portions of fish a week
                          • Companies, brands and innovation
                            • Ambient and frozen each dominated by two leading players
                              • Figure 3: Leading manufacturers’ shares in the UK ambient seafood market, by value, 2013/14*
                              • Figure 4: Leading manufacturers’ shares in the UK frozen seafood market, by value, 2013/14*
                            • Adspend rockets by over 50% in 2013
                              • Shelf-stable grows to a third of new launches in 2013
                                • The consumer
                                  • Frozen fish most popular type of seafood
                                    • Figure 5: Frequency of usage of fish/shellfish, by type, September 2014
                                  • Foodservice trends can help add value to retail seafood
                                    • Figure 6: Interest in fish/shellfish product concepts, September 2014
                                  • Over two thirds of fish/shellfish eaters agree that a healthy diet should include at least two portions of fish a week
                                    • Figure 7: Attitudes towards fish/shellfish – by users, September 2014
                                    • Figure 8: Attitudes towards fish/shellfish – by buyers, September 2014
                                  • What we think
                                  • Issues and Insights

                                      • ‘Two-a-week’ message is failing to translate into usage
                                        • The facts
                                          • The implications
                                            • Ambient seafood sales are in long-term decline
                                              • The facts
                                                • The implications
                                                  • Need for operators to explore ‘sustainable plus’ seafood
                                                    • The facts
                                                      • The implications
                                                      • Trend Application

                                                          • Mintel Trend: Sense of the Intense
                                                            • Mintel Trend: Guiding Choice
                                                              • Mintel Trend: Extend My Brand
                                                              • Market Drivers

                                                                • Key points
                                                                  • Environmentally friendly products gain traction
                                                                    • Discards ban comes into force in January 2015
                                                                      • Most Brits fail to get the recommended two portions of seafood a week
                                                                        • Figure 9: Average consumption of fish and shellfish per person per week (household purchases and eating our purchases), 2001/02-2012
                                                                      • Russian sanctions could impact mackerel market
                                                                        • Fish remains more expensive than other proteins
                                                                          • Figure 10: Inflation in the red meat, fish and poultry sectors, Q1 2009-Q3 2014
                                                                      • Strengths and Weaknesses

                                                                        • Strengths
                                                                          • Weaknesses
                                                                          • Who’s Innovating?

                                                                            • Key points
                                                                              • Shelf-stable sees long-term growth in share of new launches
                                                                                • Figure 11: New product launches in the UK processed fish market, by storage type, 2010-14
                                                                              • John West focuses on health and convenience with raft of new launches
                                                                                • New ranges add flavourings to tuna and salmon
                                                                                  • John West moves into meals with Steam Pots
                                                                                    • Brands achieve highest share of new launches in three years
                                                                                      • Figure 12: New product development in the UK retail processed fish market, branded vs own-label, 2010-14
                                                                                    • Birds Eye powers up the ‘innovation machine’
                                                                                      • Cod burgers target big appetites
                                                                                        • Melt-in-middle format injects flavour to fishcakes
                                                                                          • Packaging revamp hopes to build standout
                                                                                            • Own-label interest in mackerel in spicy tomato sauce
                                                                                              • Squid sees support from mainstream operators
                                                                                                • Operators ramp up their claims around responsible sourcing
                                                                                                  • Figure 13: New product launches in the UK processed fish market, by top 10 claims, 2010-14
                                                                                                • Premium products’ share of new launches in strong growth
                                                                                                  • Cans remain most popular packaging type in NPD
                                                                                                    • Figure 14: New launches in the UK processed fish market, by packaging type, 2010-14
                                                                                                • Segment Performance, Market Size and Forecast

                                                                                                  • Key points
                                                                                                    • Inflation boosts seafood to £3.4 billion in 2014
                                                                                                      • Figure 15: UK retail value and volume sales of fish and shellfish, 2009-19
                                                                                                    • Chilled fish/shellfish outperforms the market
                                                                                                      • Figure 16: UK retail value sales of fish and shellfish, by segment, 2009-19
                                                                                                      • Figure 17: UK retail volume sales of fish and shellfish, by segment, 2009-19
                                                                                                    • Ambient seafood volumes take a hit after prices soar
                                                                                                      • Frozen loses out to chilled
                                                                                                        • Forecast
                                                                                                          • Figure 18: Forecast of UK retail sales of fish and shellfish, by value, 2009-19
                                                                                                          • Figure 19: Forecast of UK retail sales of fish and shellfish, by volume, 2009-19
                                                                                                        • Ambient fish and shellfish
                                                                                                          • Figure 20: Forecast of UK retail value sales of ambient fish and shellfish, 2009-19
                                                                                                          • Figure 21: Forecast of UK retail volume sales of ambient fish and shellfish, 2009-19
                                                                                                        • Chilled fish and shellfish
                                                                                                          • Figure 22: Forecast of UK retail value sales of chilled fish and shellfish, 2009-19
                                                                                                          • Figure 23: Forecast of UK retail volume sales of chilled fish and shellfish, 2009-19
                                                                                                        • Frozen fish and shellfish
                                                                                                          • Figure 24: Forecast of UK retail value sales of frozen fish and shellfish, 2009-19
                                                                                                          • Figure 25: Forecast of UK retail volume sales of frozen fish and shellfish, 2009-19
                                                                                                        • Forecast methodology
                                                                                                        • Market Share

                                                                                                          • Key points
                                                                                                            • Own-brand continues to dominate chilled seafood
                                                                                                              • Young’s and Birds Eye account for half of the frozen seafood market
                                                                                                                • Figure 26: Leading brands’ sales and shares in the UK frozen seafood market, by value and volume, 2012/13 and 2013/14
                                                                                                              • Young’s Seafood outperforms the market in frozen
                                                                                                                • Birds Eye invests in added-value offerings
                                                                                                                  • Figure 27: Leading manufacturers’ sales and shares in the UK frozen seafood market, by value and volume, 2012/13 and 2013/14
                                                                                                                • John West and Princes dominate ambient seafood market
                                                                                                                  • Figure 28: Leading brands’ sales and shares in the UK ambient seafood market, by value and volume, 2012/13 and 2013/14
                                                                                                                • John West bucks a declining segment
                                                                                                                  • Figure 29: Leading manufacturers’ sales and shares in the UK ambient seafood market, by value and volume, 2012/13 and 2013/14
                                                                                                              • Companies and Products

                                                                                                                  • Findus Group/Young’s Seafood Limited
                                                                                                                    • Company overview
                                                                                                                      • Recent activity
                                                                                                                        • Product range
                                                                                                                          • Product innovation, brand communication and promotion
                                                                                                                            • Icelandic Seachill
                                                                                                                              • The Saucy Fish Company
                                                                                                                                • Product innovation, brand communication and promotion
                                                                                                                                  • Iglo Group/Birds Eye
                                                                                                                                    • Company overview
                                                                                                                                      • Product range
                                                                                                                                        • Product innovation
                                                                                                                                          • Brand communication and promotion
                                                                                                                                            • John West
                                                                                                                                              • Company overview
                                                                                                                                                • Recent activity
                                                                                                                                                  • Product range
                                                                                                                                                    • Product innovation
                                                                                                                                                      • Brand communication and promotion
                                                                                                                                                        • Princes Group
                                                                                                                                                          • Company overview
                                                                                                                                                            • Recent activity
                                                                                                                                                              • Product range
                                                                                                                                                                • Product innovation
                                                                                                                                                                  • Brand communication and promotion
                                                                                                                                                                  • Brand Communication and Promotion

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Adspend rockets by over 50% in 2013
                                                                                                                                                                        • Figure 30: Total advertising expenditure in the UK fish market, 2010-14
                                                                                                                                                                      • Birds Eye accounts for a fifth of adspend in fish in 2013
                                                                                                                                                                        • Figure 31: Advertising expenditure in the UK fish market, by top five advertisers, 2010-14
                                                                                                                                                                      • Digital media to be a growing focus for Birds Eye
                                                                                                                                                                        • Young’s Seafood ups spend by over 50% in 2013
                                                                                                                                                                          • Asda spends less on advertising fish in 2013
                                                                                                                                                                            • ‘Cool’ Saucy Fish Co relaunches website with tablet and mobile devices in mind
                                                                                                                                                                              • Figure 32: Advertising expenditure in the UK fish market, by top five brands, 2010-14
                                                                                                                                                                            • John West spends big on TV
                                                                                                                                                                              • Alaska Seafood and Norwegian Seafood Council ramp up activity in the UK
                                                                                                                                                                              • The Consumer – Frequency of Usage

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Frozen fish enjoys highest penetration
                                                                                                                                                                                      • Figure 33: Frequency of usage of fish/shellfish, by type, September 2014
                                                                                                                                                                                    • Significant barriers to increasing frozen seafood consumption
                                                                                                                                                                                      • Usage of all types of fish/shellfish rises in line with household income
                                                                                                                                                                                        • Figure 34: Usage of any fish/shellfish, by type, by household income, September 2014
                                                                                                                                                                                    • The Consumer – Usage by Type

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Plain fish portions / fillets are most popular type of chilled fish
                                                                                                                                                                                            • Figure 35: Usage of chilled fish and shellfish, by type, September 2014
                                                                                                                                                                                          • Saucy Fish Co and Funky Fish Kitchen should boost pre-cooked fish
                                                                                                                                                                                            • Over-45s more likely to eat plain raw or cooked shellfish
                                                                                                                                                                                              • Fish fingers are the favourite amongst frozen fish eaters
                                                                                                                                                                                                  • Figure 36: Usage of frozen fish and shellfish, by type, September 2014
                                                                                                                                                                                                • Plain tuna eaten by three in four eaters of ambient fish
                                                                                                                                                                                                    • Figure 37: Usage of non-chilled and non-frozen fish and shellfish, September 2014
                                                                                                                                                                                                  • Sliced bread cross-promotions could boost flavoured tuna use amongst over-55s
                                                                                                                                                                                                  • The Consumer – Attitudes towards Product Concepts in Fish and Shellfish

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Marketing a larger chunk size could add value to canned tuna
                                                                                                                                                                                                          • Figure 38: Interest in fish/shellfish product concepts, September 2014
                                                                                                                                                                                                        • Scope for frozen fish pieces
                                                                                                                                                                                                          • Different coatings appeal to one in four
                                                                                                                                                                                                            • One in five fish/shellfish buyers interested in chargrilled fish
                                                                                                                                                                                                              • One in three 16-24s interested in combined meat and fish products
                                                                                                                                                                                                              • The Consumer – Attitudes towards Fish and Shellfish

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • 16-24s least likely to think a healthy diet includes two portions of fish a week
                                                                                                                                                                                                                      • Figure 39: Attitudes towards fish/shellfish – by users, September 2014
                                                                                                                                                                                                                      • Figure 40: Attitudes towards fish/shellfish – by buyers, September 2014
                                                                                                                                                                                                                      • Figure 41: Agreement with the statement ‘A healthy diet should include at least two portions of fish a week’, by age, September 2014
                                                                                                                                                                                                                    • Two in five buyers would not buy thawed, chilled fish
                                                                                                                                                                                                                      • Half of buyers prefer to buy fish that has been responsibly sourced
                                                                                                                                                                                                                      • Appendix – Market Drivers

                                                                                                                                                                                                                        • Population gender trends
                                                                                                                                                                                                                          • Figure 42: Trends in the age structure of the UK population, by gender, 2002009-19
                                                                                                                                                                                                                      • Appendix – Who’s Innovating?

                                                                                                                                                                                                                          • Figure 43: Agreement with the statement “I find I am eating more homemade sandwiches than I did a year ago”, March 2012-September 2014
                                                                                                                                                                                                                      • Appendix – Market Size and Forecast

                                                                                                                                                                                                                        • Total fish and shellfish
                                                                                                                                                                                                                          • Figure 44: Forecast of UK retail sales of fish and shellfish, best and worst case forecast, by value, 2014-19
                                                                                                                                                                                                                          • Figure 45: Forecast of UK retail sales of fish and shellfish, best and worst case forecast, by volume, 2014-19
                                                                                                                                                                                                                        • Ambient fish and shellfish
                                                                                                                                                                                                                          • Figure 46: Forecast of UK retail sales of ambient fish and shellfish, best and worst case forecast, by value, 2014-19
                                                                                                                                                                                                                          • Figure 47: Forecast of UK retail sales of ambient fish and shellfish, best and worst case forecast, by volume, 2014-19
                                                                                                                                                                                                                        • Chilled fish and shellfish
                                                                                                                                                                                                                          • Figure 48: Forecast of UK retail sales of chilled fish and shellfish, best and worst case forecast, by value, 2014-19
                                                                                                                                                                                                                          • Figure 49: Forecast of UK retail sales of chilled fish and shellfish, best and worst case forecast, by volume, 2014-19
                                                                                                                                                                                                                        • Frozen fish and shellfish
                                                                                                                                                                                                                          • Figure 50: Forecast of UK retail sales of frozen fish and shellfish, best and worst case forecast, by value, 2014-19
                                                                                                                                                                                                                          • Figure 51: Forecast of UK retail sales of frozen fish and shellfish, best and worst case forecast, by volume, 2014-19
                                                                                                                                                                                                                      • Appendix – The Consumer – Frequency of Usage

                                                                                                                                                                                                                        • Population age trends
                                                                                                                                                                                                                          • Figure 52: Trends in the age structure of the UK population, by age, 2009-19
                                                                                                                                                                                                                          • Figure 53: Trends in the age structure of the UK population, by age, netted by 15-44 and 45+, 2009-19

                                                                                                                                                                                                                      Companies Covered

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

                                                                                                                                                                                                                      Fish and Shellfish - UK - November 2014

                                                                                                                                                                                                                      £1,995.00 (Excl.Tax)