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Description

Description

"After a year in which sales declined slightly, the market for fish and shellfish should improve – albeit slightly – over the next five years. The category’s leading segment (fresh) remains strong and should continue to leverage healthy and natural attributes, while the other two segments (frozen and shelf-stable) will likely struggle, unless they can also leverage those attributes in convenient offerings."
- William Roberts, Jr, Senior Food & Drink Analyst

This Report looks at the following areas:

  • Sales stagnate in 2016, amid years of increases
  • Flavor deterring some

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Sales stagnate in 2016, amid years of increases
            • Figure 1: Total US sales and fan chart forecast of fish and shellfish, at current prices, 2012-22
          • Flavor deterring some
            • Figure 2: Reasons for purchase, September 2017
          • The opportunities
            • Suggestions could encourage purchase
              • Figure 3: Attitudes toward fish/shellfish preparation, any agree, by age, September 2017
            • Packaging improvement potential
              • Figure 4: Increasing purchase, September 2017
            • Hispanic Millennials may embrace affordable, sustainable options
              • Figure 5: Attitudes toward fish/shellfish, by Hispanic origin, September 2017
            • What it means
            • The Market – What You Need to Know

              • Sales slow, growth should resume
                • Frozen, shelf-stable face dim sales future, brighter prospects for fresh
                  • Sales of competitive proteins fall
                    • Regulators encourage fish consumption
                    • Market Size and Forecast

                      • Sales stagnate in 2016, amid years of increases
                        • Figure 6: Total US sales and fan chart forecast of fish and shellfish, at current prices, 2012-22
                        • Figure 7: Total US retail sales and forecast of fish and shellfish, at current prices, 2012-22
                    • Market Breakdown

                      • Fresh factoring significantly in fish favorites
                        • Figure 8: Total US retail sales and forecast of fish and shellfish, by segment, at current prices, 2012-22
                    • Market Perspective

                      • Poultry preferences
                        • Figure 9: Consumption frequency, September 2017
                        • Figure 10: Changes in food price indexes, August 2015-16
                      • Lower red meat sales
                        • Figure 11: US city average price per lb of 100% ground beef, Jan 2010-Aug 2016
                      • Fake fish attempts to leverage interest in meat alternatives
                      • Market Factors

                        • Health concerns could lead to fish consumption
                          • FDA, EPA fish consumption advice
                            • Mislabeling reputation could impact entire category
                              • Price-fixing scandal could negatively impact key shelf-stable brands
                              • Key Players – What You Need to Know

                                • Fresh flourishes in a largely stagnant category
                                  • Getting fresh
                                    • Shelf-stable struggles
                                      • Free-from claims gain environmental boost in fish/shellfish
                                      • Company and Brand Sales of Fish and Shellfish

                                        • Private label dominates market share, as StarKist merges health, flavor, and convenience
                                          • Sales of fish and shellfish by company
                                            • Figure 12: MULO sales of fish and shellfish, by leading companies, rolling 52 weeks 2016 and 2017
                                        • What’s Working?

                                          • Fresher options fare well
                                            • Figure 13: Notable fresh fish introductions, 2017
                                            • Figure 14: Natural, convenient, environmentally friendly new fish/shellfish products, 2012-17
                                        • What’s Struggling?

                                          • Declines among most shelf-stable brands, save for StarKist
                                            • Figure 15: Total US retail sales and forecast of shelf-stable fish and shellfish, at current prices, 2012-22
                                            • Figure 16: StarKist Kid's Creations Bacon Ranch Flavored Lightly Marinated Premium Chunk Light Tuna
                                        • What’s Next?

                                          • Free-from claims merging with environmental awareness
                                            • Figure 17: Better-for-you, environmental claims on fish/shellfish introductions, 2016-17
                                            • Figure 18: Fish/shellfish launches with free-from and environmental claims, 2017
                                        • The Consumer – What You Need to Know

                                          • Taste draws most consumers
                                            • Taste turns some away
                                              • Vast majority buy fish at supermarkets
                                                • Avoiding hormones, antibiotics in fish/shellfish
                                                  • Nutritional, developmental boost draws parental interest
                                                    • Lures for fish/shellfish
                                                    • Purchase

                                                      • Fresh or frozen, fish remains most popular
                                                        • Figure 19: Purchase of fish/shellfish, September 2017
                                                      • Mass merchandisers, natural supermarkets, online resonating strongly with younger consumers
                                                        • Figure 20: Purchase location, by age, September 2017
                                                        • Figure 21: Purchase location – Online, by age, September 2017
                                                      • Youngest consumers largely avoid category in grocery
                                                        • Figure 22: Purchase of fish/shellfish, by age, September 2017
                                                      • Hispanic Millennials more likely to opt for fresh fish and shellfish
                                                        • Figure 23: Purchase of fish/shellfish, by Hispanic origin, September 2017
                                                    • Purchase Reasons

                                                      • Taste leads purchase factors, health attributes factor strongly
                                                        • Figure 24: Reasons for purchase, September 2017
                                                      • Taste resonating with older consumers in particular
                                                        • Figure 25: Reasons for purchase, by age, September 2017
                                                      • Health, ease of cooking factor differently by race
                                                        • Figure 26: Reasons for purchase, by race, September 2017
                                                      • Hispanic non-Millennials regard category as healthier than other proteins
                                                        • Figure 27: Reasons for purchase, by Hispanic origin, September 2017
                                                      • Taste resonates most strongly across all segments
                                                        • Figure 28: Purchase of fish/shellfish, by reasons for purchase, August 2017
                                                    • Reasons for Avoidance

                                                      • Taste, aroma, price top reasons for avoiding fish/shellfish
                                                        • Figure 29: Reasons for avoidance, September 2017
                                                      • Taste, aroma deterring younger consumers; older consumers more likely to eat in restaurants
                                                        • Figure 30: Reasons for avoidance, by age, September 2017
                                                    • Purchase Location

                                                      • Supermarkets remain the biggest fish/shellfish resource
                                                        • Figure 31: Purchase location, September 2017
                                                      • Parents more likely to buy fish at mass merchandisers, club stores
                                                        • Figure 32: Purchase location, by number of children under 18 in household, September 2017
                                                    • Important Attributes

                                                      • Quality factors most strongly in both frozen and fresh choices
                                                        • Figure 33: Important attributes of frozen options, September 2017
                                                        • Figure 34: Important attributes of fresh options, September 2017
                                                      • Attribute importance varies across age ranges
                                                        • Figure 35: Important attributes of any fish/shellfish, by age, September 2017
                                                      • Consumers seek to avoid hormones, antibiotics in fish/shellfish
                                                        • Figure 36: Important free-from attributes of fish/shellfish, September 2017
                                                      • Nutritional aspects resonating with Hispanic Millennials
                                                        • Figure 37: Important attributes of any fish/shellfish, by Hispanic origin, September 2017
                                                    • Improvement Opportunities

                                                      • Packaging improvements could boost category
                                                        • Figure 38: Improvement opportunities, September 2017
                                                      • Flavor, health improvements could draw parents
                                                        • Figure 39: Improvement opportunities, by number of children under 18 in household, September 2017
                                                      • Packaging innovation potential in all segments
                                                        • Figure 40: Purchase of fish/shellfish, by improvement opportunities, August 2017
                                                      • Packaging improvements would resonate
                                                        • Figure 41: TURF analysis – Improvement opportunities among all consumers, September 2017
                                                        • Figure 42: TURF analysis – Improvement opportunities among fish/shellfish consumers, September 2017
                                                    • Attitudes toward Preparation

                                                      • Consumers confident in fish/shellfish preparation
                                                        • Figure 43: Attitudes toward fish/shellfish preparation, September 2017
                                                      • Suggestions could influence purchase
                                                        • Figure 44: Attitudes toward fish/shellfish preparation, any agree, by age, September 2017
                                                      • Hispanic Millennials express confidence in fish preparation
                                                        • Figure 45: Attitudes toward fish/shellfish preparation, any agree, by Hispanic origin, September 2017
                                                    • Attitudes toward Fish/Shellfish and Health

                                                      • Consumers largely perceive fish as better-for-you
                                                        • Figure 46: Attitudes toward fish/shellfish and health, September 2017
                                                      • Fish’s healthy attributes lost on younger consumers
                                                        • Figure 47: Attitudes toward fish/shellfish and health, by age, September 2017
                                                      • Parents’ positive health regard for fish
                                                        • Figure 48: Attitudes toward fish/shellfish and health, by number of children under 18 in household, September 2017
                                                      • Hispanics and the health of fish/shellfish
                                                        • Figure 49: Attitudes toward fish/shellfish and health, by Hispanic origin, September 2017
                                                    • Increasing Usage of Fish/Shellfish

                                                      • Lower price, sustainability could lure consumers to fish
                                                        • Figure 50: Attitudes toward fish/shellfish, September 2017
                                                      • Younger consumers seeking affordability, sustainability
                                                        • Figure 51: Attitudes toward fish/shellfish, by age, September 2017
                                                      • Price, sustainability would resonate with Hispanic Millennials
                                                        • Figure 52: Attitudes toward fish/shellfish, by Hispanic origin, September 2017
                                                    • Appendix – Data Sources and Abbreviations

                                                      • Data sources
                                                        • Sales data
                                                          • Fan chart forecast
                                                            • Consumer survey data
                                                              • Direct marketing creative
                                                                • Abbreviations and terms
                                                                  • Abbreviations
                                                                  • Appendix – The Market

                                                                      • Figure 53: Total US retail sales and forecast of fish and shellfish, at inflation-adjusted prices, 2012-22
                                                                      • Figure 54: Total US retail sales of fish and shellfish, by segment, at current prices, 2015 and 2017
                                                                      • Figure 55: Total US retail sales and forecast of fish and shellfish, by segment, at current prices, 2012-22
                                                                      • Figure 56: Total US retail sales and forecast of fresh fish and shellfish, at current prices, 2012-22
                                                                      • Figure 57: Total US retail sales and forecast of fresh fish and shellfish, at inflation-adjusted prices, 2012-22
                                                                      • Figure 58: Total US retail sales and forecast of frozen fish and shellfish, at current prices, 2012-22
                                                                      • Figure 59: Total US retail sales and forecast of frozen fish and shellfish, at inflation-adjusted prices, 2012-22
                                                                      • Figure 60: Total US retail sales and forecast of shelf-stable fish and shellfish, at current prices, 2012-22
                                                                      • Figure 61: Total US retail sales and forecast of shelf-stable fish and shellfish, at inflation-adjusted prices, 2012-22
                                                                      • Figure 62: Total US retail sales of fish and shellfish, by channel, at current prices, 2015 and 2017
                                                                      • Figure 63: US supermarket sales of fish and shellfish, at current prices, 2012-17
                                                                      • Figure 64: US sales of fish and shellfish through other retail channels, at current prices, 2012-17
                                                                  • Appendix – Key Players

                                                                      • Figure 65: MULO sales of fish and shellfish, by leading companies, rolling 52 weeks 2016 and 2017
                                                                      • Figure 66: MULO sales of fresh fish and shellfish, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                      • Figure 67: MULO sales of frozen fish and shellfish, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                      • Figure 68: MULO sales of shelf-stable fish and shellfish, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                  • Appendix – The Consumer

                                                                      • Figure 69: Fresh/frozen fish/seafood usage, by gender, fall 2016
                                                                      • Figure 70: Fresh/frozen fish/seafood usage, by age, fall 2016
                                                                      • Figure 71: Fresh/frozen fish/seafood usage, by race, fall 2016
                                                                      • Figure 72: Fresh/frozen fish/seafood usage, by Hispanic origin, fall 2016
                                                                      • Figure 73: Fresh/frozen fish/seafood usage, by household income, fall 2016
                                                                      • Figure 74: Fresh/frozen fish/seafood usage, by education, fall 2016
                                                                      • Figure 75: Fresh/frozen fish/seafood usage, by size of household, fall 2016
                                                                      • Figure 76: Fresh/frozen fish/seafood usage, by parental status and number of children in household, fall 2016
                                                                      • Figure 77: Fresh/frozen fish/seafood usage, by region, fall 2016
                                                                      • Figure 78: Fresh/frozen fish/seafood usage, by gender and age, fall 2016

                                                                  About the report

                                                                  This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                  • The Consumer

                                                                    What They Want. Why They Want It.

                                                                  • The Competitors

                                                                    Who’s Winning. How To Stay Ahead.

                                                                  • The Market

                                                                    Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                  • The Innovations

                                                                    New Ideas. New Products. New Potential.

                                                                  • The Opportunities

                                                                    Where The White Space Is. How To Make It Yours.

                                                                  • The Trends

                                                                    What’s Shaping Demand – Today And Tomorrow.

                                                                  Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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