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Fish and Shellfish - US - July 2015

“Although fish and shellfish consumption per capita lags far behind meat and poultry (see Market Drivers), brands may be able to leverage consumers’ expanding palates by targeting fish eaters with campaigns that encourage them to try different species that offer unique or exotic flavors, as nearly six in 10 buyers say they eat fish for the taste. These types of buyers may be interested in unique or exotic species that provide a new twist on fish/shellfish flavor. If they opt for one of these species rather than selecting a meat or poultry item, their fish/shellfish purchase frequency may increase.”
– Amy Kraushaar, US Category Manager, Food and Drink and Foodservice

This report answers the following questions:

  • How can fish/shellfish brands compete with meat/poultry brands?
  • Can farm-raised fish increase their appeal?
  • What do Millennials want from fish and shellfish brands?

The following food segments are included in this report:

  • fresh, uncooked fish and shellfish, such as salmon steaks and live lobster
  • refrigerated or chilled shellfish, such as lobster and crabmeat
  • frozen, uncooked fish and shellfish, 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 shellfish, such as tuna, crab, and sardines.

Also included in the scope of this report are all types of seafood, such as octopi and squid, which are not fish or shellfish, but are included in the broader seafood category.

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
                    • Slow growth forecast
                      • Figure 1: Total US sales and fan chart forecast of fish and shellfish, at current prices, 2010-20
                    • Key players
                      • Figure 2: MULO sales of fish and shellfish, by rolling 52 weeks 2015
                    • The consumer
                      • High overall penetration but relatively low purchase frequency
                        • Figure 3: Fish and shellfish purchases (any purchase), April 2015
                      • Buyers select wild-caught, premium quality most
                        • Figure 4: Types of fish and shellfish purchased, April 2015
                      • Taste, health drive consumption
                        • Figure 5: Reasons for eating fish and shellfish, April 2015
                      • A third of buyers want to see more wild-caught
                        • Figure 6: Product attributes buyers would like to see more of, April 2015
                      • What we think
                      • Issues and Insights

                          • How can fish/shellfish brands compete with meat/poultry brands?
                            • Insight: Expanding palates and purchase frequency of fish eaters
                              • Can farm-raised fish increase their appeal?
                                • Insight: Sustainability, affordability, lack of toxins are positives for farm fish
                                  • What do Millennials want from fish and shellfish brands?
                                    • Insight: Flavor, premium quality, sustainability, fresh appeal to Millennials
                                    • Market Size and Forecast

                                      • Key points
                                        • Sales and forecast of fish and shellfish
                                          • Figure 7: Total US retail sales and forecast of fish and shellfish, at current prices, 2010-20
                                          • Figure 8: Total US retail sales and forecast of fish and shellfish, at inflation-adjusted prices, 2010-20
                                        • Fan chart forecast
                                          • Figure 9: Total US sales and fan chart forecast of fish and shellfish, at current prices, 2010-20
                                        • Fan chart methodology
                                        • Market Drivers

                                          • Key points
                                            • Meat consumption rates do not favor fish/shellfish
                                              • Figure 10: Per capita and projected per capita consumption of poultry and livestock, 2006-24
                                            • Millennials most apt to purchase fish/shellfish
                                              • Millennials represent most populous generation, grow 2.6% in 2015-20
                                                • Figure 11: Population by generation, 2010-20
                                              • Hispanics, Asians most likely to buy
                                                • Hispanic and Asian populations grow fastest in 2010-20
                                                  • Figure 12: Share of total US population by race/Hispanic origin, 2010-20
                                              • Segment Performance

                                                • Key points
                                                  • Fresh fish dominates among segments
                                                    • Sales of fish and shellfish, by segment
                                                      • Figure 13: Total US retail sales of fish and shellfish, by segment, at current prices, 2013 and 2015
                                                    • Sales and forecast of fresh fish and shellfish
                                                      • Figure 14: Total US retail sales and forecast of fresh fish and shellfish, at current prices, 2010-20
                                                    • Sales and forecast of frozen fish and shellfish
                                                      • Figure 15: Total US retail sales and forecast of frozen fish and shellfish, at current prices, 2010-20
                                                    • Sales and forecast of shelf-stable fish and shellfish
                                                      • Figure 16: Total US retail sales and forecast of shelf-stable fish and shellfish, at current prices, 2009-19
                                                  • Retail Channels

                                                    • Key points
                                                      • Supermarkets make up 26.5%, but other channels grow sales more
                                                        • Sales of fish and shellfish, by channel
                                                          • Figure 17: Total US retail sales of fish and shellfish, by channel, 2013 and 2015
                                                        • Supermarket sales small but steady
                                                          • Mass merchandisers offer value, commit to sustainability
                                                            • Figure 18: Retail channel sales of fish and shellfish, 2010-15
                                                          • Natural channel sales of fish and shellfish
                                                            • Figure 19: Natural channel sales of fish and shellfish, by segment, at current prices, rolling 52 weeks ending April 21, 2013 and April 19, 2015
                                                            • Figure 20: Natural supermarket sales of frozen and refrigerated fish and shellfish, by share of sales, at current prices, rolling 52 weeks ending Apr 21, 2013 and Apr 19, 2015
                                                            • Figure 21: Natural supermarket sales of frozen and refrigerated fish and shellfish, by type, at current prices, rolling 52 weeks ending 4/21/13 and 4/19/15
                                                        • Leading Companies

                                                          • Key points
                                                            • MULO sales dominated by shelf-stable manufacturers
                                                              • MULO sales of fish and shellfish
                                                                • Figure 22: MULO sales of fish and shellfish, by rolling 52 weeks 2014 and 2015
                                                              • MULO sales of frozen fish and shellfish
                                                                • Figure 23: Gorton’s Smart and Crunchy television ad, 2015
                                                                • Figure 24: MULO sales of frozen fish and shellfish, 2014 and 2015
                                                              • MULO sales of shelf-stable fish and shellfish
                                                                • Figure 25: StarKist Tuna Creations television ad, 2015
                                                                • Figure 26: MULO sales of shelf-stable fish and shellfish, 2014 and 2015
                                                              • MULO sales of fresh fish and shellfish
                                                                • Figure 27: MULO sales of fresh fish and shellfish, 2014 and 2015
                                                            • Innovations and Innovators

                                                              • Environmentally friendly claims increase, reflecting demand
                                                                • Figure 28: Top 10 fish and shellfish product claims, by percentage of total claims, 2010-14
                                                              • Sustainable brands likely to attract a growing number of buyers
                                                                • All-natural, preservative-free gains popularity
                                                                  • Premium products appeal to consumer taste for quality
                                                                  • Fish and Shellfish Purchases

                                                                    • Key points
                                                                      • High penetration, but half or less buy once a month or more
                                                                        • Figure 29: Fish and shellfish purchases, April 2015
                                                                      • Men more likely than women to buy
                                                                        • Figure 30: Fish and shellfish purchases, by gender, April 2015
                                                                      • Health reasons very likely to motivate purchases of all fish/shellfish types
                                                                        • Figure 31: Fish and shellfish purchases (once a month or more), by reasons for eating fish and shellfish, April 2015
                                                                        • Figure 32: Fish and shellfish purchases (once a month or more), by reasons for eating fish and shellfish, April 2015
                                                                        • Figure 33: Fish and shellfish purchases (once a month or more), by reasons for eating fish and shellfish, April 2015
                                                                      • Packaging, flavor, catch method are important
                                                                        • Figure 34: Fish and shellfish purchases (once a month or more), by product attributes buyers would like to see more of, April 2015
                                                                        • Figure 35: Fish and shellfish purchases (once a month or more), by product attributes buyers would like to see more of, April 2015
                                                                        • Figure 36: Fish and shellfish purchases (once a month or more), by product attributes buyers would like to see more of, April 2015
                                                                    • Fish and Shellfish Home Consumption Frequency

                                                                      • Key points
                                                                        • Most eat fresh, frozen, shelf-stable fish 2-3 times per month
                                                                          • Figure 37: Fish and shellfish home consumption frequency, April 2015
                                                                      • Types of Fish and Shellfish Purchased

                                                                        • Key points
                                                                          • Wild-caught, premium quality purchased most
                                                                              • Figure 38: Types of fish and shellfish purchased, April 2015
                                                                              • Figure 39: Types of fish purchased, by Millennials versus Non-Millennials, April 2015
                                                                          • Fish and Shellfish Purchase Locations

                                                                            • Key points
                                                                              • Majority buy at supermarkets
                                                                                • Figure 40: Where fish and shellfish is purchased, April 2015
                                                                              • Millennials most likely to use stores other than supermarkets
                                                                                • Figure 41: Where fish and shellfish is purchased, by Millennials versus Non-Millennials, April 2015
                                                                              • Traditional channels may need to better promote wild-caught, premium
                                                                                • Figure 42: Types of fish and shellfish purchased, by where fish and shellfish is purchased, April 2015
                                                                                • Figure 43: Types of fish and shellfish purchased, by where fish and shellfish is purchased, April 2015
                                                                            • Reasons for Eating Fish and Shellfish

                                                                              • Key points
                                                                                • Flavor, health drive sales
                                                                                  • Figure 44: Reasons for eating fish and shellfish, April 2015
                                                                                • Millennials, family households cite freshness, premium quality as reasons to buy
                                                                                  • Figure 45: Reasons for eating fish and shellfish, by Millennials versus non-Millennials, April 2015
                                                                                  • Figure 46: Reasons for eating fish and shellfish, by presence of children, April 2015
                                                                                • Buyers equate wild-caught, sustainable products with flavor
                                                                                  • Figure 47: Reasons for eating fish and shellfish, by product attributes buyers would like to see more of, April 2015
                                                                                  • Figure 48: Reasons for eating fish and shellfish, by product attributes buyers would like to see more of, April 2015
                                                                                  • Figure 49: Reasons for eating fish and shellfish, by product attributes buyers would like to see more of, April 2015
                                                                              • Reasons for Not Eating Certain Types of Fish and Shellfish

                                                                                • Key points
                                                                                  • More than three in 10 do not eat because they don’t like the taste
                                                                                      • Figure 50: Reasons for not eating certain types of fish and shellfish, April 2015
                                                                                  • Attributes Buyers Would Like More Of

                                                                                    • Key points
                                                                                      • Wild-caught tops list of attributes buyers would like to see
                                                                                          • Figure 51: Product attributes buyers would like to see more of, April 2015
                                                                                        • Millennials more interested in American farmed and sustainable products
                                                                                          • Figure 52: Product attributes buyers would like to see more of, by generations, April 2015
                                                                                          • Figure 53: Product attributes buyers would like to see more of, by generations, April 2015
                                                                                          • Figure 54: Product attributes buyers would like to see more of, by generations, April 2015
                                                                                        • Households with kids want more family-size, convenience, flavor variety
                                                                                          • Figure 55: Product attributes buyers would like to see more of, by presence of children, April 2015
                                                                                      • CHAID Analysis

                                                                                        • Methodology
                                                                                          • Affluent, urban men with kids are ideal target for fresh fish
                                                                                            • Figure 56: Frequent (twice or more a month) home consumption – CHAID – Tree output, April 2015
                                                                                          • 55+ buyers who eat fish/shellfish at least twice a month choosing it over poultry, beef
                                                                                            • Figure 57: Reasons for eating fish and shellfish– CHAID – Tree output, April 2015
                                                                                        • Appendix – Other Useful Consumer Tables

                                                                                          • CHAID Data
                                                                                            • Figure 58: Frequent (twice or more a month) home consumption – CHAID – Table output, April 2015
                                                                                            • Figure 59: Reasons for eating fish and shellfish – CHAID – Table output, April 2015
                                                                                          • Experian Simmons
                                                                                            • Figure 60: Household usage of meat, fish, and poultry, last six months, February 2009/March 2010-January 2013/March 2014
                                                                                            • Figure 61: Household consumption of frozen prepared seafood and fish, November 2013-December 2014
                                                                                            • Figure 62: Kinds of frozen prepared seafood and fish consumed in household, November 2013-December 2014
                                                                                            • Figure 63: Brands of frozen prepared seafood and fish consumed in household, November 2013-December 2014
                                                                                            • Figure 64: Brands of frozen prepared seafood and fish consumed in household, November 2013-December 2014
                                                                                            • Figure 65: Household consumption of canned or pouched tuna, November 2013-December 2014
                                                                                            • Figure 66: Kinds of frozen prepared seafood and fish consumed in household, November 2013-December 2014
                                                                                            • Figure 67: Styles of frozen prepared seafood and fish consumed in household, November 2013-December 2014
                                                                                            • Figure 68: Styles of frozen prepared seafood and fish consumed in household, November 2013-December 2014
                                                                                            • Figure 69: Forms of frozen prepared seafood and fish consumed in household, November 2013-December 2014
                                                                                            • Figure 70: Brands of frozen prepared seafood and fish consumed in household, November 2013-December 2014
                                                                                            • Figure 71: Brands of frozen prepared seafood and fish consumed in household, November 2013-December 2014
                                                                                            • Figure 72: Teen consumption of canned tuna, November 2013-December 2014
                                                                                            • Figure 73: Number of times teens eat canned tuna in last 30 days, November 2013-December 2014
                                                                                            • Figure 74: Kids consumption of canned tuna, November 2-13-December 2-14
                                                                                        • Appendix – Trade Associations

                                                                                          Companies Covered

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

                                                                                          Fish and Shellfish - US - July 2015

                                                                                          US $3,995.00 (Excl.Tax)