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Fish and Shellfish - UK - September 2010

This report covers the retail market for seafood for in-home consumption. This includes fish (fin fish) and shellfish (including crustaceans), whether fresh, frozen or ambient, as well as ready-to-cook products.

  • Proven freshness can provide a powerful basis for stand-out in the seafood aisle, seen as a very important choice factor by 25 million seafood-eating adults.
  • Making sustainable seafood easier to identify stands to drive its sales among the 16m seafood-eaters who would buy more, if such seafood was more clearly labelled.
  • Less common or seasonally available seafood could appeal to an audience of two in five households earning £50,000 or more that like to try out new species of fish/shellfish.
  • Cook-in-a-bag and other ready-to-cook seafood could benefit from targeting the nearly three million 25-34-year-olds who note ease of preparation as a very important factor in seafood choice.
  • Highlighting the omega-3 content of seafood can help brands support sales among the three million over-55s who see this as a very important factor in their seafood choice.
  • Some 4.4 million one-person households neither agree nor disagree on chilled seafood tasting better than frozen, making for a sizeable pool of potential converts for frozen seafood.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Abbreviations
          • Future Opportunities

              • Trend: Consumer as Detective
                • Trend: Rules of Thumb
                • Market in Brief

                  • Fish and shellfish market to grow by 23% by 2015
                    • Fish dominates seafood spend
                      • Nine in ten eat fish; freshness and quality drive choice
                        • Consumers look to outsource sustainability
                          • Seafood enjoys strong health credentials
                            • 'No nasties' top, green and ethical gaining in NPD
                            • Internal Market Environment

                              • Key points
                                • Healthy fish message needs momentum
                                  • Highlighting omega-3
                                    • Figure 1: Share of fish products among all new food product launches featuring an omega-3 claim, 2005-09
                                  • Sustainability still a source of confusion
                                    • Sustainability labelling
                                      • Most brands and retailers operate sustainability policies
                                        • High inflation dampens demand for fish
                                            • Figure 2: Retail Price Index of fish and competing food items, 2005-09
                                          • Interest in cooking supports chilled fish
                                            • Figure 3: Attitudes towards cooking at home, 2005-09
                                          • Perceptions of frozen food improving
                                              • Figure 4: Attitudes towards frozen food, 2005-09
                                          • Broader Market Environment

                                            • Key points
                                              • Rising spending to support seafood demand
                                                • Figure 5: Consumer expenditure, at constant 2010 prices, 2005-15
                                              • Ageing population is good news for seafood
                                                • Figure 6: Changes in the age structure of the UK population, 2010-15
                                              • Growing ABs are keen seafood eaters
                                                • Figure 7: Changes in UK adult population, by socio-economic group, 2010-15
                                            • Competitive Context

                                              • Key points
                                                • Figure 8: UK retail sales of selected markets competing with fish, 2005-10
                                              • Poultry
                                                • Red meat
                                                  • Fish and chip shops
                                                    • Ready meals
                                                    • Strengths and Weaknesses

                                                      • Strengths
                                                        • Weaknesses
                                                        • Who’s Innovating?

                                                          • Key points
                                                            • Private label dominates, brands gaining
                                                              • Range extensions still rule
                                                                • ‘No nasties’ holds top spot, convenience remains popular
                                                                  • Green and ethical claims gaining
                                                                      • Figure 9: Most common claims in new products launched in the UK fish and shellfish market, 2009
                                                                      • Figure 10: Percentage point change in the share of claims in new products launched in the UK fish and shellfish market, 2007-09
                                                                    • Themes in new product launches
                                                                      • World flavours in seafood
                                                                        • Bags of convenience
                                                                          • Fish from further afield...
                                                                            • ...and from closer to home
                                                                            • Market Size and Forecast

                                                                              • Key points
                                                                                • Rising prices drive strong value growth in seafood
                                                                                  • Figure 11: UK retail value sales of fish and shellfish, and index of growth, 2005-15
                                                                                • Growth to £3.9 billion forecast by 2015
                                                                                    • Figure 12: UK retail sales of fish and shellfish, by value and volume, 2005-15
                                                                                  • Factors used in the forecast
                                                                                  • Market Segmentation

                                                                                    • Key points
                                                                                      • Fish continues to dominate seafood
                                                                                        • Figure 13: UK retail sales of fish and shellfish, by type, by volume and value, 2005-09
                                                                                      • Chilled captures 56p per £1 in seafood
                                                                                        • Figure 14: UK retail sales of fish and shellfish, by type, by value and volume, 2005-09
                                                                                      • Chilled still dominates seafood
                                                                                        • Frozen benefits in the recession
                                                                                          • High inflation drives value growth in canned
                                                                                            • Salmon is top fish
                                                                                              • Figure 15: Share of top ten species in UK retail sales of chilled and frozen seafood, 2009
                                                                                            • Salmon and cod remain top species
                                                                                              • Alternative white fish gaining
                                                                                                • Prawns the only shellfish of size
                                                                                                • Market Share

                                                                                                  • Key points
                                                                                                    • Own-label dominates chilled
                                                                                                      • Young’s holds the lead in frozen
                                                                                                        • Figure 16: Leading brands in UK retail value sales of frozen seafood, 2005-09
                                                                                                      • Princes catching up with John West
                                                                                                        • Figure 17: Leading brands in UK retail value sales of ambient seafood, 2005-09
                                                                                                    • Companies and Products

                                                                                                      • Birds Eye
                                                                                                        • Coldwater UK
                                                                                                          • Cumbrian Seafoods
                                                                                                            • Findus Group
                                                                                                              • John West
                                                                                                                • Lyons Seafood
                                                                                                                  • Princes
                                                                                                                    • Simpson’s Seafood
                                                                                                                      • The Big Prawn Co
                                                                                                                      • Brand Elements

                                                                                                                          • Key points
                                                                                                                            • Brand map
                                                                                                                                • Figure 18: Attitudes towards and purchase of fish and shellfish brands, April 2010
                                                                                                                              • Brand qualities of fish and shellfish brands
                                                                                                                                • Supermarket seafood lacks authenticity
                                                                                                                                  • Figure 19: Personalities of various fish and shellfish brands, April 2010
                                                                                                                                • Experience of fish and shellfish brands
                                                                                                                                  • Branded fish has biggest penetration
                                                                                                                                    • Figure 20: Consumer purchase of various fish and shellfish brands, April 2010
                                                                                                                                  • Brand consideration for fish and shellfish brands
                                                                                                                                    • Young’s most considered
                                                                                                                                      • Figure 21: Consideration of various fish and shellfish brands, April 2010
                                                                                                                                    • Brand satisfaction for fish and shellfish brands
                                                                                                                                      • Fish buyers prefer brands
                                                                                                                                        • Figure 22: Satisfaction with various fish and shellfish brands, April 2010
                                                                                                                                      • Brand commitment to fish and shellfish brands
                                                                                                                                        • Supermarkets lack loyalty
                                                                                                                                          • Figure 23: Commitment to various fish and shellfish brands, April 2010
                                                                                                                                        • Brand intentions for fish and shellfish brands
                                                                                                                                          • John West and Birds Eye have highest retention
                                                                                                                                            • Figure 24: Future usage intentions for various fish and shellfish brands, April 2010
                                                                                                                                          • Brand recommendation for fish and shellfish brands
                                                                                                                                            • Supermarket names lack affection
                                                                                                                                              • Figure 25: Recommendation of various fish and shellfish brands, April 2010
                                                                                                                                            • John West
                                                                                                                                              • What the consumer thinks
                                                                                                                                                • Figure 26: Attitudes towards the John West brand, April 2010
                                                                                                                                              • Sainsbury’s
                                                                                                                                                • What the consumer thinks
                                                                                                                                                  • Figure 27: Attitudes towards the Sainsbury’s brand, April 2010
                                                                                                                                                • Birds Eye
                                                                                                                                                  • What the consumer thinks
                                                                                                                                                    • Figure 28: Attitudes towards the Birds Eye brand, April 2010
                                                                                                                                                • Brand Communication and Promotion

                                                                                                                                                  • Key points
                                                                                                                                                    • Low adspend reflects small number of brands
                                                                                                                                                        • Figure 29: Topline adspend on fish, 2005-09
                                                                                                                                                      • TV still rules fish ads
                                                                                                                                                        • Figure 30: Adspend on fish, by media type, 2007-09
                                                                                                                                                      • Top brands and grocers drive adspend
                                                                                                                                                          • Figure 31: Adspend – top ten advertisers, 2007-09
                                                                                                                                                        • Highlighting the two-a-week recommendation
                                                                                                                                                        • Channels to Market

                                                                                                                                                          • Key points
                                                                                                                                                            • Multiples dominate spending on fish
                                                                                                                                                              • Figure 32: UK retail value sales of fish, by type of outlet, 2005-09
                                                                                                                                                            • Asda shoppers keenest on ease of preparation
                                                                                                                                                            • Consumer – Usage of Seafood

                                                                                                                                                              • Key points
                                                                                                                                                                • Half the population eat fish weekly
                                                                                                                                                                    • Figure 33: Frequency of eating fish and shellfish at home, June 2010
                                                                                                                                                                  • Older consumers eat fish most often
                                                                                                                                                                    • Figure 34: Frequency of eating fish at home, by age, June 2010
                                                                                                                                                                • Consumer – Factors in Seafood Choice

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Freshness drives seafood choice
                                                                                                                                                                        • Figure 35: Factors influencing choice of fish and shellfish, June 2010
                                                                                                                                                                      • Price matters, but there’s room for added value
                                                                                                                                                                        • Health and sustainability rank low
                                                                                                                                                                          • The chilled v. frozen debate
                                                                                                                                                                            • Less frequent eaters want ease of preparation
                                                                                                                                                                              • Figure 36: Share of population seeing selected choice factors as very important, by frequency of eating fish at home, June 2010
                                                                                                                                                                          • Consumer – Sustainability Issues in Seafood Choice

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Tangible issues rank ahead of sustainability
                                                                                                                                                                                  • Figure 37: Environmental and ethical factors influencing choice of fish and shellfish, June 2010
                                                                                                                                                                                • State of species is top concern
                                                                                                                                                                                  • Women, over-55s and OPHs most concerned
                                                                                                                                                                                  • Consumer – Attitudes towards Sustainability

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Sustainability seen as a given...
                                                                                                                                                                                          • Figure 38: Attitudes towards fish and shellfish, June 2010
                                                                                                                                                                                        • …or as confusing
                                                                                                                                                                                          • Two a week chimes with one in two
                                                                                                                                                                                            • One in four have cut back on seafood
                                                                                                                                                                                            • Consumer – Attitudes towards Types of Seafood and Cooking

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Canned fish is a cupboard staple for three in four
                                                                                                                                                                                                    • Figure 39: Attitudes towards canned and frozen fish and shellfish, and cooking seafood, June 2010
                                                                                                                                                                                                  • Two in three are confident fish cooks
                                                                                                                                                                                                    • Two in five see chilled as tastier
                                                                                                                                                                                                      • One in three prefer convenient solutions
                                                                                                                                                                                                      • Consumer – Target Groups

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Four target groups for seafood
                                                                                                                                                                                                            • Figure 40: Target groups for seafood, June 2010
                                                                                                                                                                                                          • Seafood-committed
                                                                                                                                                                                                            • Seafood gourmets
                                                                                                                                                                                                              • Convenience-led
                                                                                                                                                                                                                • Uninterested
                                                                                                                                                                                                                • Appendix – Internal and Broader Market Environment

                                                                                                                                                                                                                    • Figure 41: Agreement with selected lifestyle statements, by demographics, 2009
                                                                                                                                                                                                                    • Figure 42: Consumer expenditure, at constant 2010 prices, 2005-15
                                                                                                                                                                                                                    • Figure 43: Trends and projections in the UK population (000s), by age group, 2005-15
                                                                                                                                                                                                                    • Figure 44: Forecast adult population trends, by socio-economic group, 2005-15
                                                                                                                                                                                                                • Appendix – Who’s Innovating?

                                                                                                                                                                                                                    • Figure 45: Share of private label in new product development in the UK fish and shellfish market, 2007-09
                                                                                                                                                                                                                    • Figure 46: Leading brands, by number of new product launches in the UK fish and shellfish market, 2007-09
                                                                                                                                                                                                                    • Figure 47: New innovations in fish products, by storage, 2007-09
                                                                                                                                                                                                                    • Figure 48: New innovations in fish products, by launch type, 2007-09
                                                                                                                                                                                                                • Appendix – Market Segmentation

                                                                                                                                                                                                                    • Figure 49: UK retail sales of frozen, chilled and canned fish, by value and volume, 2005-09
                                                                                                                                                                                                                    • Figure 50: UK retail sales of frozen, chilled and canned shellfish, by value and volume, 2005-09
                                                                                                                                                                                                                • Appendix – Consumer – Usage of Seafood

                                                                                                                                                                                                                    • Figure 51: Frequency of eating fish and shellfish at home, June 2010
                                                                                                                                                                                                                    • Figure 52: Frequency of eating fish at home, by demographics, June 2010
                                                                                                                                                                                                                    • Figure 53: Frequency of eating shellfish at home, by demographics, June 2010
                                                                                                                                                                                                                • Appendix – Consumer – Choice Factors

                                                                                                                                                                                                                    • Figure 54: Factors influencing choice of fish and shellfish, June 2010
                                                                                                                                                                                                                    • Figure 55: Factors influencing choice of fish and shellfish seen as very important, by demographics, June 2010
                                                                                                                                                                                                                    • Figure 56: Factors influencing choice of fish and shellfish seen as very important, by demographics, June 2010
                                                                                                                                                                                                                    • Figure 57: Factors influencing choice of fish and shellfish, by demographics, June 2010
                                                                                                                                                                                                                    • Figure 58: Factors influencing choice of fish and shellfish, by demographics, June 2010
                                                                                                                                                                                                                    • Figure 59: Factors influencing choice of fish and shellfish, by fish purchasing frequency, June 2010
                                                                                                                                                                                                                    • Figure 60: Factors influencing choice of fish and shellfish, by shellfish purchasing frequency, June 2010
                                                                                                                                                                                                                • Appendix – Consumer – Sustainability Issues in Seafood Choice

                                                                                                                                                                                                                    • Figure 61: Environmental and ethical factors influencing choice of fish and shellfish, June 2010
                                                                                                                                                                                                                    • Figure 62: Environmental and ethical factors influencing choice of fish and shellfish, by demographics, June 2010
                                                                                                                                                                                                                    • Figure 63: Environmental and ethical factors influencing choice of fish and shellfish, by demographics, June 2010
                                                                                                                                                                                                                • Appendix – Consumer – Attitudes towards Sustainability

                                                                                                                                                                                                                    • Figure 64: Attitudes towards buying fish and shellfish, June 2010
                                                                                                                                                                                                                    • Figure 65: Attitudes towards buying fish and shellfish, by demographics, June 2010
                                                                                                                                                                                                                    • Figure 66: Attitudes towards buying fish and shellfish, by demographics, June 2010
                                                                                                                                                                                                                    • Figure 67: Attitudes towards buying fish and shellfish, by demographics, June 2010
                                                                                                                                                                                                                    • Figure 68: Attitudes towards buying fish and shellfish, by demographics, June 2010
                                                                                                                                                                                                                    • Figure 69: Attitudes towards buying fish and shellfish, by demographics, June 2010
                                                                                                                                                                                                                    • Figure 70: Attitudes towards buying fish and shellfish, by demographics, June 2010
                                                                                                                                                                                                                • Appendix – Consumer – Attitudes towards Types of Seafood and Cooking

                                                                                                                                                                                                                    • Figure 71: Attitudes towards canned and frozen fish and shellfish, and cooking seafood, June 2010
                                                                                                                                                                                                                    • Figure 72: Attitudes towards canned and frozen fish and shellfish, and cooking seafood, by purchasing frequency of fish, June 2010
                                                                                                                                                                                                                    • Figure 73: Attitudes towards canned and frozen fish and shellfish, and cooking seafood, by purchasing frequency of shellfish, June 2010
                                                                                                                                                                                                                    • Figure 74: Attitudes towards canned and frozen fish and shellfish, and cooking seafood, by demographics, June 2010
                                                                                                                                                                                                                    • Figure 75: Attitudes towards canned and frozen fish and shellfish, and cooking seafood, by demographics, June 2010
                                                                                                                                                                                                                    • Figure 76: Attitudes towards canned and frozen fish and shellfish, and cooking seafood, by demographics, June 2010
                                                                                                                                                                                                                    • Figure 77: Attitudes towards canned and frozen fish and shellfish, and cooking seafood, by demographics, June 2010
                                                                                                                                                                                                                    • Figure 78: Attitudes towards canned and frozen fish and shellfish, and cooking seafood, by demographics, June 2010
                                                                                                                                                                                                                • Appendix – Consumer – Target Groups

                                                                                                                                                                                                                    • Figure 79: Target groups, by demographics, June 2010
                                                                                                                                                                                                                    • Figure 80: Eating habits, by target groups, June 2010
                                                                                                                                                                                                                    • Figure 81: Attitudes towards cooking, by target groups, June 2010
                                                                                                                                                                                                                    • Figure 82: Frequency of eating fish and shellfish, by target groups, June 2010
                                                                                                                                                                                                                    • Figure 83: Factors influencing choice of fish and shellfish, by target groups, June 2010
                                                                                                                                                                                                                    • Figure 84: Attitudes towards sustainability, by target groups, June 2010
                                                                                                                                                                                                                    • Figure 85: Attitudes towards types of seafood and cooking, by target groups, June 2010

                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                                                • Asda Group Ltd
                                                                                                                                                                                                                • Birds Eye Foods
                                                                                                                                                                                                                • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                                                                • Co-operative Group
                                                                                                                                                                                                                • Cumbrian Seafoods
                                                                                                                                                                                                                • Facebook, Inc.
                                                                                                                                                                                                                • Fairtrade Foundation (The)
                                                                                                                                                                                                                • Findus Ltd [UK]
                                                                                                                                                                                                                • Food Standards Agency
                                                                                                                                                                                                                • Government Actuary's Department (GAD)
                                                                                                                                                                                                                • Icelandic Group
                                                                                                                                                                                                                • J. Sainsbury
                                                                                                                                                                                                                • John West Foods Ltd
                                                                                                                                                                                                                • Kantar Media
                                                                                                                                                                                                                • Lion Capital
                                                                                                                                                                                                                • Macknight Food Group
                                                                                                                                                                                                                • Marine Stewardship Council
                                                                                                                                                                                                                • Marks & Spencer
                                                                                                                                                                                                                • Rainforest Alliance
                                                                                                                                                                                                                • Somerfield
                                                                                                                                                                                                                • T-Mobile (UK) Ltd
                                                                                                                                                                                                                • Tesco Plc
                                                                                                                                                                                                                • The Seafood Company Limited
                                                                                                                                                                                                                • Unilever Bestfoods UK Ltd
                                                                                                                                                                                                                • Virgin Media Ltd
                                                                                                                                                                                                                • Virgin Mobile
                                                                                                                                                                                                                • Vodafone Group Plc (UK)
                                                                                                                                                                                                                • Waitrose
                                                                                                                                                                                                                • Warburtons
                                                                                                                                                                                                                • Weight Watchers Ltd. (UK)
                                                                                                                                                                                                                • Wm Morrison Supermarkets

                                                                                                                                                                                                                Fish and Shellfish - UK - September 2010

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