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Fish and Shellfish - US - October 2014

 “The US fish and shellfish category grew moderately between 2009 and 2014, reaching $16.7 billion, and is expected to continue growing at this pace into 2019, reaching $20.1 billion. Sales are largely driven by consumer perceptions that fish and shellfish are healthier than other meats, although consumers surveyed by Mintel are most apt to cite taste as the number one reason for eating fish/shellfish. Brands should continue to focus on taste and nutrition to drive sales, emphasizing specific attributes such as high omega-3 content and improved flavor ranges.”
- Amy Kraushaar, US Category Manager, Food & Drink and Foodservice

This report answers the following questions:

 

  • How can brands increase consumption frequency?
  • How can fish/shellfish brands compete with other meats?
  • How can fresh brands leverage consumer demand for fresh foods?

 

The Consumer:

  • Respondents very likely to buy canned/packaged, fresh fish once a month or more.
  • Respondents equally likely to buy wild-caught and farm-raised fish/shellfish.
  • Taste, nutrition should be focus of fish/shellfish marketing.
  • Consumers want to see more different types of packaging.
 
While nutrition is a key driver for fish/shellfish product growth, brands must place equal emphasis on flavor to attract buyers and increase consumption frequency. Illustrating how fish and shellfish provide nutrition that other meats cannot match is likely to help fend off competition from beef, pork, and poultry brands, given that the USDA projects that per capita beef and poultry consumption will begin to increase again between 2014 and 2021.
 
Brands can also show how their products provide a wider range of flavors than these other proteins, especially if brands continue to expand their flavor varieties and provide recipes that help buyers expand the ways they prepare fish and shellfish.

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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

                    • Moderate growth expected between 2014 and 2019
                      • Figure 1: Total US sales and fan chart forecast of fish and shellfish, at current prices, 2009-19
                    • Fresh fish/shellfish comprises a majority of total sales
                      • Figure 2: Total US retail sales of fish and shellfish, by segment, at current prices, 2014
                    • Competitive category among key players
                      • The consumer
                        • Respondents very likely to buy canned/packaged, fresh fish once a month or more
                          • Figure 3: Fish and shellfish purchase frequency (once a month or more), July 2014
                        • Respondents equally likely to buy wild-caught and farm-raised fish/shellfish
                          • Figure 4: Types of fish/shellfish purchased in last 3 months (any purchase), July 2014
                        • Taste, nutrition should be focus of fish/shellfish marketing
                          • Figure 5: Reasons for eating fish and/or shellfish, July 2014
                        • Consumers want to see more different types of packaging
                          • Figure 6: Product attributes consumers would like to see more of, July 2014
                        • What we think
                        • Issues and Insights

                            • How can brands increase consumption frequency?
                              • Insight: Focus on flavor
                                • How can fish/shellfish brands compete with other meats?
                                  • Insight: Compare the health attributes of fish/shellfish with other meats
                                    • How can fresh brands leverage consumer demand for fresh foods?
                                      • Insight: Equate freshness with nutrition, provide recipe ideas
                                      • Trend Application

                                          • Trend: The Power of One
                                            • Trend: Life Hacking
                                              • Trend: Patriot Games
                                              • Market Size and Forecast

                                                • Key points
                                                  • Sales and forecast of fish and shellfish
                                                    • Figure 7: Total US sales and forecast of fish and shellfish, at current prices, 2009-19
                                                    • Figure 8: Total US sales and forecast of fish and shellfish, at inflation-adjusted prices, 2009-19
                                                  • Fan chart forecast
                                                    • Figure 9: Total US sales and fan chart forecast of fish and shellfish, at current prices, 2009-19
                                                  • Fan chart methodology
                                                  • Market Drivers

                                                    • Key points
                                                      • Consumers perceive fish a healthy protein alternative
                                                        • Figure 10: Reasons for eating fish and/or shellfish, July 2014
                                                      • Fish/shellfish health benefits help combat obesity
                                                        • Figure 11: Percentage of men aged 20 or older who are obese, 2001-04, 2005-08, 2009-12
                                                        • Figure 12: Percentage of women aged 20 or older who are obese, 2001-04, 2005-08, 2009-12
                                                      • Household income a key driver
                                                        • Figure 13: Fish and shellfish purchase frequency (once a month or more), by household income, July 2014
                                                        • Figure 14: Household consumption frequency of fish and shellfish, by household income, July 2014
                                                      • Consumer confidence, unemployment level crucial to sales
                                                        • Figure 15: University of Michigan’s index of consumer sentiment (ICS), 2004-14
                                                        • Figure 16: US unemployment rate, 2004-14
                                                      • Blacks, Asians, Hispanics most likely to buy fish/shellfish
                                                        • Figure 17: Fish and shellfish purchase frequency (once a month or more), by race/Hispanic origin, July 2014
                                                        • Figure 18: Household consumption frequency of fish and shellfish, by race/Hispanic origin, July 2014
                                                      • Hispanic, Asian populations set to grow most quickly from 2014-19
                                                        • Figure 19: US population by race and Hispanic origin, 2009, 2014, and 2019
                                                    • Competitive Context

                                                      • Respondents more likely to eat poultry, beef, and pork than fish/shellfish
                                                        • Figure 20: Household usage of meat, fish, and poultry, last six months, January 2013-March 2014
                                                      • Fresh fish holds an edge over frozen among frequent users
                                                        • Figure 21: Household consumption frequency of fish and shellfish, July 2014
                                                      • Restaurants infringe on retail fish sales for those who can afford it
                                                      • Segment Performance

                                                        • Key points
                                                          • Fresh fish/shellfish leads total category
                                                            • Sales of fish and shellfish, by segment
                                                              • Figure 22: Total US retail sales of fish and shellfish, by segment, at current prices, 2012 and 2014
                                                            • Fresh fish/shellfish forecast to grow modestly into 2019
                                                              • Figure 23: Total US sales and forecast of fresh fish and shellfish, at current prices, 2009-19
                                                            • Future sales of frozen fish/shellfish to slightly outpace sales of fresh
                                                              • Figure 24: Total US retail sales and forecast of frozen fish and shellfish, at current prices, 2009-19
                                                            • Shelf-stable growth lags behind fresh and frozen
                                                              • Figure 25: Total US retail sales and forecast of shelf-stable fish and shellfish, at current prices, 2009-19
                                                          • Retail Channels

                                                            • Key points
                                                              • Supermarkets comprise 25.9% of sales; other channels dominate
                                                                • Sales of fish and shellfish, by channel
                                                                  • Figure 26: Total US retail sales of fish and shellfish, by channel, 2012 and 2014
                                                                  • Figure 27: US supermarket* sales of fish and shellfish, at current prices, 2009-14
                                                                  • Figure 28: US other channel sales of fish and shellfish, at current prices, 2009-14
                                                              • Leading Companies

                                                                • Key points
                                                                  • Lion Capital LLC, Dongwon lead MULO sales
                                                                    • Manufacturer sales of fish and shellfish
                                                                      • Figure 29: MULO* sales of fish and shellfish, 2013 and 2014
                                                                  • Brand Share – Frozen Fish and Shellfish

                                                                    • Key points
                                                                      • Private label far outsells national brands
                                                                        • Gorton’s leads among national brands but its sales are flat
                                                                          • Most other leading national brands decline
                                                                            • Manufacturer sales of frozen fish and shellfish
                                                                              • Figure 30: MULO* sales of frozen fish and shellfish, 2013 and 2014
                                                                          • Brand Share – Shelf-Stable Fish and Shellfish

                                                                            • Key points
                                                                              • StarKist and Bumble Bee vie for lead through MULO channels
                                                                                • Manufacturer sales of shelf-stable fish and shellfish
                                                                                  • Figure 31: MULO* sales of shelf-stable fish and shellfish, 2013 and 2014
                                                                              • Brand Share – Refrigerated Fish and Shellfish

                                                                                • Key points
                                                                                  • Trans Ocean leads among national brands
                                                                                    • Ocean Beauty Seafoods experiences growth with Echo Falls and Lascco
                                                                                      • Paramount Reserve increases sales for Red Chamber Co.
                                                                                        • Private label experiences higher sales than individual national brands
                                                                                          • MULO sales of refrigerated fish and shellfish
                                                                                            • Figure 32: MULO* sales of refrigerated fish and shellfish, 2013 and 2014
                                                                                        • Innovations and Innovators

                                                                                          • Ease of use, premium lead all claims in 2013
                                                                                            • Figure 33: Top 10 fish and shellfish product claims, by percentage of total claims, 2009-13
                                                                                          • Convenience aids busy consumers and unskilled cooks
                                                                                            • Premium quality attracts three in 10 fish/shellfish consumers
                                                                                              • Sustainability will be increasingly important to buyers
                                                                                              • Marketing Strategies

                                                                                                • Overview of the brand landscape
                                                                                                  • Theme: Tuna brands focus on convenience
                                                                                                    • Brand example: StarKist Tuna Creations
                                                                                                      • StarKist TV spot
                                                                                                        • Figure 34: StarKist television ad, 2014
                                                                                                      • Brand example: Chicken of the Sea
                                                                                                        • Chicken of the Sea TV spot
                                                                                                          • Figure 35: Chicken of the Sea television ad, 2014
                                                                                                        • Theme: Quality, authenticity
                                                                                                          • Brand example: Gorton’s
                                                                                                            • Gorton’s TV spot
                                                                                                              • Figure 36: Gorton’s television ad, 2014
                                                                                                            • Brand example: SeaPak
                                                                                                              • SeaPak TV spot
                                                                                                                • Figure 37: SeaPak television ad, 2014
                                                                                                            • Fish and Shellfish Purchase Frequency

                                                                                                              • Key points
                                                                                                                • Respondents most apt to buy canned/packaged products monthly or more
                                                                                                                  • Figure 38: Fish and shellfish purchase frequency, July 2014
                                                                                                                • 18-34s most apt to buy a range of prepared fish/shellfish products
                                                                                                                  • Figure 39: Fish and shellfish purchase frequency (once a month or more), by age, July 2014
                                                                                                                • Presence of children means more frequent fish/shellfish purchases
                                                                                                                  • Figure 40: Fish and shellfish purchase frequency (once a month or more), by presence of children in household, July 2014
                                                                                                              • Fish and Shellfish Household Consumption Frequency

                                                                                                                • Key points
                                                                                                                  • Brands can encourage more frequent consumption
                                                                                                                    • Figure 41: Household consumption frequency of fish and shellfish, July 2014
                                                                                                                  • 25-34s report most frequent consumption
                                                                                                                    • Figure 42: Household consumption frequency of fish and shellfish (once a month or more), by age, July 2014
                                                                                                                  • Frequent consumption increases with household income
                                                                                                                    • Figure 43: Household consumption frequency of fish and shellfish (once a month or more), by household income, July 2014
                                                                                                                  • Households with children much more likely to eat fish/shellfish frequently
                                                                                                                    • Figure 44: Household consumption frequency of fish and shellfish (once a month or more), by presence of children in household, July 2014
                                                                                                                  • Fish/shellfish consumption frequency can depend on a range of factors
                                                                                                                    • Figure 45: Household consumption frequency of fish and shellfish (eaten monthly), by reasons for eating fish and/or shellfish, July 2014
                                                                                                                    • Figure 46: Household consumption frequency of fish and shellfish (eaten monthly), by reasons for eating fish and/or shellfish, July 2014
                                                                                                                  • Specific desired product attributes can increase consumption frequency
                                                                                                                    • Figure 47: Household consumption frequency of fish and shellfish (eaten monthly), by product attributes consumers would like to see more of, July 2014
                                                                                                                    • Figure 48: Household consumption frequency of fish and shellfish (eaten monthly), by product attributes consumers would like to see more of, July 2014
                                                                                                                • Types of Fish/Shellfish Purchased in Last Three Months

                                                                                                                  • Key points
                                                                                                                    • Slightly more preference for wild-caught over farm-raised
                                                                                                                        • Figure 49: Types of fish/shellfish purchased last 3 months, July 2014
                                                                                                                      • 25-34s most apt to buy premium quality, sustainably caught, organic
                                                                                                                        • Figure 50: Types of fish/shellfish purchased last 3 months, by age, July 2014
                                                                                                                    • Where Fish/Shellfish is Purchased to Eat at Home

                                                                                                                      • Key points
                                                                                                                        • Respondents most apt to buy fish/shellfish from supermarkets
                                                                                                                            • Figure 51: Where fish/shellfish is purchased to eat at home, by age, July 2014
                                                                                                                          • Households with kids most likely to buy at mass and club stores
                                                                                                                            • Figure 52: Where fish/shellfish is purchased to eat at home, by presence of children in household, July 2014
                                                                                                                        • Reasons for Eating Fish and/or Shellfish

                                                                                                                          • Key points
                                                                                                                            • Most eat fish/shellfish for the flavor; nearly half eat it as a healthy option
                                                                                                                                • Figure 53: Reasons for eating fish and/or shellfish, by gender, July 2014
                                                                                                                              • 45+s most apt to cite taste, health as reasons for eating
                                                                                                                                • Figure 54: Reasons for eating fish and/or shellfish, by age, July 2014
                                                                                                                            • Reasons for Not Eating/Less Frequent Consumption of Fish and/or Shellfish

                                                                                                                              • Key points
                                                                                                                                • More than a third cite cost as a barrier to consumption
                                                                                                                                    • Figure 55: Reasons for not eating/less frequent consumption of fish and/or shellfish, by household income, July 2014
                                                                                                                                • Product Attributes Consumers Would Like to See More Of

                                                                                                                                  • Key points
                                                                                                                                    • Nearly three in 10 want more resealable packaging
                                                                                                                                        • Figure 56: Product attributes consumers would like to see more of, by age, July 2014
                                                                                                                                      • Households with kids want more family-size packages
                                                                                                                                          • Figure 57: Product attributes consumers would like to see more of, by presence of children in household, July 2014
                                                                                                                                      • Race and Hispanic Origin

                                                                                                                                        • Key points
                                                                                                                                          • Blacks, Hispanics, Asians most likely to be frequent fish consumers
                                                                                                                                            • Figure 58: Household consumption frequency of fish and shellfish (once a month or more), by race/Hispanic origin, July 2014
                                                                                                                                          • Blacks, Hispanics most likely to buy at mass merchandisers
                                                                                                                                            • Figure 59: Where fish/shellfish is purchased to eat at home, by race/Hispanic origin, July 2014
                                                                                                                                          • Blacks most likely to eat fish/shellfish to increase omega-3 consumption
                                                                                                                                            • Figure 60: Reasons for eating fish and/or shellfish, by race/Hispanic origin, July 2014
                                                                                                                                        • Appendix – Other Useful Consumer Tables

                                                                                                                                          • Fish and shellfish purchase frequency
                                                                                                                                            • Figure 61: Fish and shellfish purchase frequency (once a month or more), by gender, July 2014
                                                                                                                                          • Fish and shellfish household consumption frequency
                                                                                                                                            • Figure 62: Household consumption frequency of fish and shellfish (once a month or more), by gender, July 2014
                                                                                                                                          • Types of fish/shellfish purchased last three months
                                                                                                                                            • Figure 63: Types of fish/shellfish purchased last 3 months, by household income, July 2014
                                                                                                                                            • Figure 64: Types of fish/shellfish purchased last 3 months, by presence of children in household, July 2014
                                                                                                                                          • Where shellfish is purchased to eat at home
                                                                                                                                            • Figure 65: Where fish/shellfish is purchased to eat at home, by gender, July 2014
                                                                                                                                            • Figure 66: Where fish/shellfish is purchased to eat at home, by household income, July 2014
                                                                                                                                          • Reasons for eating fish and/or shellfish
                                                                                                                                            • Figure 67: Reasons for eating fish and/or shellfish, by household income, July 2014
                                                                                                                                            • Figure 68: Reasons for eating fish and/or shellfish, by presence of children in household, July 2014
                                                                                                                                          • Reasons for not eating/less frequent consumption of fish and/or shellfish
                                                                                                                                            • Figure 69: Reasons for not eating/less frequent consumption of fish and/or shellfish, by gender, July 2014
                                                                                                                                            • Figure 70: Reasons for not eating/less frequent consumption of fish and/or shellfish, by age, July 2014
                                                                                                                                            • Figure 71: Reasons for not eating/less frequent consumption of fish and/or shellfish, by presence of children in household, July 2014
                                                                                                                                          • Product attributes consumers would like to see more of
                                                                                                                                            • Figure 72: Product attributes consumers would like to see more of, by household income, July 2014
                                                                                                                                          • Race and Hispanic origin
                                                                                                                                            • Figure 73: Types of fish/shellfish purchased last 3 months, by race/Hispanic origin, July 2014
                                                                                                                                            • Figure 74: Reasons for not eating/less frequent consumption of fish and/or shellfish, by race/Hispanic origin, July 2014
                                                                                                                                            • Figure 75: Product attributes consumers would like to see more of, by race/Hispanic origin, July 2014
                                                                                                                                        • Appendix – Trade Associations

                                                                                                                                          Companies Covered

                                                                                                                                          • Bumble Bee Seafoods L.L.C.
                                                                                                                                          • Costco Wholesale Corporation
                                                                                                                                          • Gorton's
                                                                                                                                          • High Liner Foods Inc
                                                                                                                                          • Lion Capital
                                                                                                                                          • Nippon Suisan Kaisha, Ltd.
                                                                                                                                          • Pinnacle Foods Group Inc.
                                                                                                                                          • Rich Products Corporation
                                                                                                                                          • Walmart Stores (USA)

                                                                                                                                          Fish and Shellfish - US - October 2014

                                                                                                                                          US $3,995.00 (Excl.Tax)