Germany Fish and Shellfish Market Report 2022
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Seafood's healthier image and consumer openness to swapping meat for fish and shellfish provide opportunities for future retail sales. Olivia Placzek, Research Analyst – Food & Drink…

Germany Fish and Shellfish Market Report 2022

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The Germany Fish & Shellfish Market Report 2022 identifies consumers’ attitudes towards fish and seafood in Germany, sustainable fish and seafood products, and the impact of inflation on the Fish & Seafood Market in Germany. This report covers the Fish and Seafood in Germany market size, the Fish & Seafood Germany market forecast, market segmentation and industry trends for the Germany Fish & Seafood Market.

Click here to view the German version of our Germany Fish and Shellfish Market Report 2022.

Current Market Landscape

Our Germany Fish & Seafood report shows that retail fish/shellfish sales are being hit as meal occasions move back to catering and foodservice. Income pressures are expected to lead to cutting back and trading down behaviours as fish/shellfish is relatively high priced.

However, the increased prioritisation of health due to the pandemic has reinforced one of the key drivers of the already powerful meat reduction trend, thus, fish/shellfish are benefitting from this trend as well as consumers are swapping meat products for fish due to health considerations, and there is strong potential for brands that have a compelling image of healthiness.

Germany Fish & Seafood Market Share and Key Industry Trends

Volume sales will continue to come under pressure after the inflation rises in 2022, and are expected to remain relatively flat. However, wider sustainability concerns and the category’s relatively high price will dampen growth of the Fish & Seafood Market in Germany.

The rises in prices, which experts are predicting will increase further over the coming months, will help private label fish and shellfish brands to gain further share of NPD in the near future.

  • 90% of German adults eat fish/shellfish, demonstrating its well-established and enduring role within the German diet.
  • 28% of fish/shellfish consumers have swapped meat products for fish due to health considerations.
  • 52% of German consumers would be interested in fish/shellfish meal kits.
  • 57% of German fish/shellfish consumers would like suggestions for more sustainable alternatives to fish/shellfish species they enjoy.

Future Trends in the Fish & Seafood Market in Germany

Our Germany Fish & Seafood report suggests that seafood’s healthier image and consumers’ openness to swap meat for fish/shellfish should provide some support, thanks to the long-term focus on health.

German fish/shellfish consumers’ interest in fish/shellfish meal kits offers brands the possibility to simplify preparation by providing step-by-step instructions, and they are useful as a way to increase confidence in cooking among consumers.

Read on to discover more details or take a look at all of our German Meat, Fish, and Eggs Market Research.

Quickly Understand

  • The impact of COVID-19 and rising inflation on the Fish & Seafood Market in Germany.
  • Consumers’ fish and seafood usage, including which species of fish and seafood are most popular.
  • Barriers to eating more fish and seafood in Germany.
  • Attitudes towards and behaviours related to fish/seafood, including sustainability.
  • How launch activity reflects consumer demand, especially for ethical and environmentally friendly products.

Covered in this Report

Products: Fish (fin-fish) and shellfish (crustaceans) – chilled, frozen, ambient, plain & processed fish, ready-to-cook fish, packaged & processed fish, seafood and seaweed, products with a predominantly fish content, canned fish, fish in tubs, pouches and jars, fish-based ready-to-eat/heat meal products.

Brands: ArcticFish, Räucher, Iglo, Saupiquet, Costa, Bofrost, Krone, Appel, Followfish, Nadler, Frosta, and more.

Expert Analysis from a Specialist in the Field

This report, written by Olivia Placzek, a leading analyst in the Food and Drink sector, delivers in-depth commentary and analysis to highlight current trends in the Fish & Seafood Market in Germany, and adds expert context to the numbers.

Seafood’s healthier image and consumer openness to swapping meat for fish and shellfish provide opportunities for future retail sales.

Olivia Placzek
Olivia Placzek
Food & Drink Research Analyst

Table of Contents


    • Key issues covered in this Report
    • Market context
    • Graph 1: eating behaviour of fish/shellfish, 2021
    • Mintel predicts
    • Opportunities
    • The competitive landscape
    • Graph 2: brands’ retail shares of fish and shellfish sales, by value and volume, 2021

    • Graph 3: key economic data, in real terms, 2019-23

    • Usage of fish and shellfish
    • Graph 4: eating behaviour of fish/shellfish, 2021
    • Graph 5: frequency of eating fish, by storage type, 2021
    • Graph 6: types of fish eaten, 2021
    • Graph 7: repertoire of types of fish eaten, by age, 2021
    • Graph 8: frequency of eating shellfish, by storage type, 2021
    • Graph 9: types of shellfish eaten, 2021
    • Graph 10: repertoire of types of shellfish eaten, by age, 2021
    • Concepts of interest in fish and shellfish
    • Graph 11: concepts of interest in fish and shellfish, 2021
    • Behaviours related to fish and shellfish
    • Graph 12: behaviours related to fish and shellfish, 2021
    • Attitudes towards Fish and Shellfish
    • Graph 13: attitudes towards fish and shellfish, 2021
    • Barriers to eating fish and shellfish
    • Graph 14: barriers to eating fish and shellfish, 2021

    • Graph 15: fish products NPD by storage type, 2017 vs 2021
    • Graph 16: fish products NPD by company, 2017-21
    • Graph 17: fish products NPD by flavour component, 2017 vs 2021
    • Graph 18: fish products NPD with ethical claims, 2017 vs 2021
    • Graph 19: meat substitutes NPD with ‘fish’ flavour, 2018-21
    • Advertising and marketing activity

    • Retail market share of fish and shellfish, by value, 2020-21
    • Retail market share of fish and shellfish, by volume, 2020-21

    • Retail sales of fish and shellfish, by segment, 2020-21

    • Appendix – products covered, abbreviations, consumer research methodology and language usage
    • Appendix – market size and central forecast methodology
    • Appendix – company market shares

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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.

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Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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