Explore the latest innovations in fish and fish substitutes in 2024 with Mintel’s global innovation report. The report identifies the major launch activities, pivotal consumer attitudes and most important product development of the year across regions EMEA, APAC, and the Americas.
Key innovation trends in the global fish products market are analysed and succinctly presented alongside Mintel’s consumer data and insights. So you can understand changing consumer demands and identify future growth opportunities.
This report also presents Mintel’s analysts’ pick of the most innovative launches in the global fish market. Understanding innovation in fish and fish substitutes has never been so easy.
Meet the Expert Behind the Analysis
This report was written by Mikolaj Kaczorowski, Innovation Analyst at Mintel. Mikolaj has 8 years experience working at Mintel and is responsible for analysing new product launches in food, drink and household categories, tying these back to consumer insights, and identifying emerging NPD trends.
Convenient preparation and nutritional attributes are driving innovation, while sustainability and heavy metals are of increasing concern to consumers.
Mikolaj Kaczorowski
Innovation Analyst
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- What we have seen
- Our pick of the most innovative launches in this review
- Other innovative launches
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Europe: sustainability concerns continue to influence fish innovation
- Consumers are concerned about the sustainability of fishing
- Ethical and environmental claims continue to grow in fish launches
- Graph 1: fish launches, by share of select ethical and environmental claims, 2019-24
- Fish brands are coupling sustainable sourcing with eco-friendly packaging
- Europe: fish substitute innovation targets consumers’ nutritional concerns
- Consumers are concerned about the nutritional qualities of plant-based seafood
- Protein and fortification claims dominate better-for-you attributes in fish substitutes
- Graph 2: meat substitute launches with a fish or hardshell flavour component subgroup, by share of select claims, 2023-24
- Fish substitute brands highlight better-for-you attributes
- The Middle East & Africa (MEA)
- Canned seafood brands tempt consumers with popular flavour options
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Asia Pacific (APAC)
- Asia: flavoured fish options are a growing focus for fish brands
- Consumers are seeking flavoured seafood options
- Unflavoured fish launches are declining
- Graph 3: fish launches, by share of unflavoured/plain flavour, 2019-24
- Fish brands tempt consumers with flavoured options
- Asia: seafood brands look to address nutrition concerns
- Consumers are looking for more nutritious seafood options
- Protein claims are seeing growth in fish launches in Asia
- Graph 4: fish launches, by share of high/added protein claim, 2019-24
- Fish brands highlight protein content
- Australia & New Zealand
- Brands are calling out locally sourced and sustainable seafood
- Brand renovation/innovation: John West launches ready to eat flavoured salmon fillets
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the americas
- North America: fish brands increasingly highlight air fryer suitability
- Consumers want fuss-free and quick to prepare fish options
- The air fryer is a niche but growing option for cooking fish
- Graph 5: fish launches, by share of launches with “air fryer” with word variants in the product description, 2019-24
- Brands are keen to showcase air fryer suitability
- North America: fish brands fail to address consumer concerns about heavy metals in fish products
- Heavy metals are a concern for fish consumers
- Heavy metal testing is rarely mentioned on fish product launches
- Graph 6: fish launches, by share of “metals or mercury” in the product description with word variants, 2019-24
- Seafood brands are disclosing mercury content and testing practices
- Latin America
- Canned fish sees a resurgence in launch activity
- Graph 7: fish launches, by share of can pack type, 2019-24
- New canned tuna, anchovy and mackerel launches
What is 'A Year of Innovation' Report?
To truly understand a market, it’s essential to look at the products that are shaping it. Our ‘A Year of Innovation’ reports provide a detailed review of specific categories, focusing on the most notable product launches from the past 12 months. These reports are designed to give you a clear and comprehensive picture of recent innovation and its impact.
How We Analyse a Year of Innovation
By deconstructing the past year’s activity, we can provide valuable context for your current and future strategies. Here’s how we do it.
A Deep Dive into Product Launches
The core of these reports is a thorough examination of new products. We go beyond simply listing what’s new. Our analysis delves into the “why” behind each product launch, exploring the strategies, ingredients, and marketing claims that are driving innovation. This helps you understand what’s working, what’s not, and where the market is headed.
Powered by the Global New Products Database (GNPD)
Our insights are built on a foundation of robust data from Mintel’s Global New Products Database (GNPD). This powerful tool tracks and catalogues new product launches from around the world. By leveraging the GNPD, we offer a complete exploration of innovative activity within your category, ensuring our analysis is comprehensive, accurate, and relevant.
Uncovering Trends and Consumer Shifts
Our ‘A Year of Innovation’ reports are designed to equip you with actionable insights into how to lead innovation in your category. By studying recent product launches, we can identify shifting consumer habits and preferences. These reports help you connect the dots between what consumers want and how companies are responding. You’ll gain a deeper understanding of emerging trends, allowing you to refine your own product development and marketing strategies with confidence.
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