Description

This report provides comprehensive and current information and analysis of the US Fish and Shellfish market including US Fish and Shellfish market size, anticipated market forecast, relevant fish and seafood market segmentation, and industry trends for the Fish and Shellfish market in the US.

Current market landscape

Health is an established asset of the category, yet one that brands cannot afford to rest easy on: half or less of adults under the age of 55 cite health benefits as a reason for consumption. While younger adults may eventually age into the well-known benefits of fish and shellfish, like cardiovascular health, brands may find more success in the short term by focusing healthy messaging on “contemporary” benefits. Fish and shellfish inherently feature many functional advantages that may better speak to the under-55 set like nutrient density, protein-rich, brain and vision health, good metabolism and blood sugar control.

Future market trends in US Fish and Shellfish

Both consumers and brands will be challenged in 2022 to find balance between life with no restrictions, including more out-of-home activities and dining out, offset by rising prices across most goods and services, including fish and shellfish. While rising prices will be the big issue to contend with going forward, premium is a key driver of product choice in the category. More than four in 10 category participants prioritize premium quality, suggesting opportunities for brands to lean further into the value of a nice, healthy home-cooked meal.

Yet nearly half of category participants agree that fish/shellfish are more appropriate for special occasions than every day, meaning that category products are in the consideration set far less frequently than other foods. To remedy this, brands must help consumers develop more convenient impressions of the cooking process and versatility.

Half the battle for brands to create more engagement may be as “easy” as taking some of the stress and work out of preparation. Consumers are hungry for brands to help them get creative in the kitchen and at mealtime. Meal planning tools, recipes, cooking tutorials and value-added innovation are all steps in the right direction.

Read on to discover more about the US Fish and Shellfish consumer market, read our Processed Fish in US (2021) – Market Sizes report, or take a look at our other Meat, Fish and Eggs market research reports.

Quickly understand the fish and seafood industry in the US

  • Consumer use of fish and shellfish, including species, format and change in consumption over the past year.
  • Reasons behind consumer choice of fish and shellfish.
  • Purchase drivers of fish and shellfish, as well as attributes that would encourage trial.
  • Attitudes toward fish and shellfish.

Covered in this US fish and shellfish market report

Brands include: Bumble Bee Foods, Good Catch, Nestlé, Vuna, Thai Union (Chicken of the Sea), Tyson, New Wave Foods,  Kuleana, Poké Bar, StarKist, Dongwon Industries, FCF Fishery Co, Nippon Suisan Kaisha, Tri-Union Seafoods, Rich Products, Conagra Brands, Aqua Star, Beaver Street Fisheries, Southwind Foods, Great American Seafood Imports, United Seafood Enterprises, Acme Smoked Fish, Ocean Beauty, Vita Foods, Ducktrap River of Maine, Trident Seafoods, Multiexport Foods, Seafood America, Spence, Blue Hill Bay, Echo Falls, LASCCO, Vita, Louis Kemp Crab Delights, Latitude 45, Dockside Classics, Santa Barbara Bay, Phillips, Lakeview Farms, Phillips Foods, Gorton’s, Van de Kamp’s, Mrs. Paul’s, Sea Best, Cape Gourmet.

Expert analysis from a specialist in the field

This report, written by Billy Roberts, a leading analyst in the Food and Drink sector, delivers in-depth commentary and analysis to highlight current trends in the fisher and aquaculture market in the US and add expert context to the numbers.

The intimidation factor is a strong deterrent that is hampering more diverse participation in the fish and shellfish category and, despite some cooking burnout, it’s time to address the issue. Rising food prices coupled with unprecedented labor issues are forcing foodservice operators to scramble to recover from the fallout of the pandemic, even with lifted restrictions. Rising prices can be an opportunity for packaged fish and shellfish if brands work to elevate the perceptions of convenience, versatility and value or let innovation be the solution.
William Roberts, Jr, Senior Food & Drink Analyst
Billy Roberts
Senior Analyst, Food and Drink

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
    • COVID-19: US context
    • Economic and other assumptions
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US sales and fan chart forecast of fish and shellfish, at current prices, 2016-26
      • Figure 2: Total US retail sales and forecast of fish and shellfish, at current prices, 2016-26
      • Figure 3: Fish and shellfish outlook, 2022-27
    • Opportunities and challenges
    • Category is well positioned, so what’s the trouble?
      • Figure 4: Reasons for consumption, 2022
    • Consumers want new ways to enjoy fish/shellfish
      • Figure 5: Expanding recipe usage in fish and shellfish, by age, 2022
    • Don’t rest on yesterday’s healthy messaging
      • Figure 6: Change in fish/shellfish consumption, by age, 2022
  3. Market Size and Forecast

    • Category poised to sustain much of the momentum gained over the past two years
      • Figure 7: Total US sales and fan chart forecast of fish and shellfish, at current prices, 2016-26
      • Figure 8: Total US retail sales and forecast of fish and shellfish, at current prices, 2016-26
  4. Segment Performance

    • Convenience, quality lead to significant increase in frozen market share
      • Figure 9: Total US retail sales and forecast of fish and shellfish, by segment, at current prices, 2016-26
    • Other channels outpaced supermarket growth in 2021
      • Figure 10: Total US retail sales of fish and shellfish, by channel, at current prices, 2016-21
      • Figure 11: Total US retail sales of fish and shellfish, by channel, at current prices, 2016-21
  5. Market Factors

    • Elevated food prices point to shifts in food spending
      • Figure 12: Changes in Consumer Price Indexes, 12 months ended Dec 2021
    • Plant-based innovation diversifies, brings new players to the market
    • Brands strive for ethical solutions
    • Work at home means lunch opportunities at home
  6. Market Share/Key Players

    • Private label grows market share lead further
    • Sales of fish and shellfish by company
      • Figure 13: Multi-outlet sales of fish and shellfish, by leading companies, rolling 52 weeks 2020 and 2021
    • Company/brand sales by segment
    • Fresh brands seen as worthy of a higher price
      • Figure 14: Multi-outlet sales of fresh fish and shellfish, by leading companies and brands, rolling 52 weeks 2020 and 2021
    • Private label doubles down in frozen with value and convenience
      • Figure 15: Multi-outlet sales of frozen fish and shellfish, by leading companies and brands, rolling 52 weeks 2020 and 2021
    • Time for a refresh for shelf-stable brands
      • Figure 16: Multi-outlet sales of shelf-stable fish and shellfish, by leading companies and brands, rolling 52 weeks 2020 and 2021
  7. Competitive Strategies and Market Opportunities

    • Value-add + versatility = win for parents
      • Figure 17: Attitudes toward fish/shellfish, by parental status, 2022
      • Figure 18: Value-added fish/shellfish introductions, 2022
    • Adults under 55 hungry for new ideas
      • Figure 19: Expanding recipe usage in fish and shellfish, by age, 2022
      • Figure 20: Social media recipe suggestions, 2021
    • Brands go deeper into snacking territory
      • Figure 21: Category launches and messaging supporting snacking/on-the-go consumption, 2021
    • Air fryers ease the stigma out of fried
      • Figure 22: Air fryer preparations on fish/shellfish products, 2021
  8. The Fish and Shellfish Consumer – Fast Facts

    • The fish/shellfish consumer
    • Ease preparation with new ideas
    • Sourcing and provenance
  9. Fish Species Consumed

    • Salmon, tuna remain the most consumed species
      • Figure 23: Fish species consumed, 2022
    • Parents engage with a wider mix of fish species
      • Figure 24: Fish species consumed, by parental status, 2022
    • Nearly six in 10 consume two or fewer species of fish
      • Figure 25: Repertoire of fish species consumed, 2022
  10. Species of Shellfish Consumed

    • Minimize prep to nudge shellfish beyond shrimp
      • Figure 26: Species of shellfish consumed, 2022
    • Young adults can be the catalysts of shellfish exploration
      • Figure 27: Species of shellfish consumed, by age, 2022
    • Prepared options can offset shellfish attrition
      • Figure 28: Repertoire of types of shellfish consumed, 2022
  11. Format of Fish/Shellfish Purchased

    • Frozen purchase outpaces fresh
      • Figure 29: Format of fish/shellfish purchased, 2022
    • No matter the format, parents purchasing more
      • Figure 30: Format of fish/shellfish purchased, by parental status, 2022
  12. Change in Fish/Shellfish Consumption Frequency

    • Health only one factor driving consumption
      • Figure 31: Change in fish/shellfish consumption frequency, 2022
    • Draw younger adults with functional benefits
      • Figure 32: Change in fish/shellfish consumption, by age, 2022
    • Value messaging missing financially challenged consumers
      • Figure 33: Consumers who haven’t purchased fish/shellfish, by financial situation, 2022
      • Figure 34: Change in fish/shellfish consumption, by financial situation, 2022
  13. Reasons for Consumption of Fish/Shellfish

    • Good taste and health set up brands for better performance
      • Figure 35: Reasons for consumption, 2022
    • Efforts in holistic wellbeing can cast a wider net
      • Figure 36: Reasons for consumption, by age, 2022
    • Parents want well-rounded benefits
      • Figure 37: Reasons for consumption, by parental status, 2022
  14. Important Fish/Shellfish Attributes

    • Take aim at other proteins as they relate to health
      • Figure 38: Important fish/shellfish attributes, 2022
    • Quality can only go so far
      • Figure 39: TURF analysis – Important fish/shellfish attributes, 2022
  15. Factors that Encourage Fish and/or Seafood Trial

    • Elevating ease of prep could boost the category
      • Figure 40: Factors encouraging fish and/or seafood trial, 2022
    • Foodservice experience influences increased engagement
      • Figure 41: Factors encouraging fish and/or seafood trial, by repertoire of types of fish eaten, 2022
  16. Attitudes toward Fish/Shellfish

    • Sustainability and versatility weigh heavy on consumer needs
      • Figure 42: Attitudes toward fish and shellfish, 2022
    • Young adults seek transparency from brands
      • Figure 43: Origins and sourcing of fish and shellfish, by age, 2022
    • Meal planning tips can make fish/shellfish a mealtime regular
      • Figure 44: Expanding recipe usage in fish and shellfish, by age, 2022
  17. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
    • Terms
  18. Appendix – The Market

      • Figure 45: Total US retail sales and forecast of fish and shellfish, at current prices, 2016-26
      • Figure 46: Total US retail sales and forecast of fish and shellfish, at inflation-adjusted prices, 2016-26
      • Figure 47: Total US retail sales and forecast of fish and shellfish, by segment, at current prices, 2016-26
      • Figure 48: Total US retail sales of fish and shellfish, by segment, at current prices, 2019 and 2021
      • Figure 49: Total US retail sales and forecast of fresh fish and shellfish, at current prices, 2016-26
      • Figure 50: Total US retail sales and forecast of fresh fish and shellfish, at inflation-adjusted prices, 2016-26
      • Figure 51: Total US retail sales and forecast of frozen fish and shellfish, at current prices, 2016-26
      • Figure 52: Total US retail sales and forecast of frozen fish and shellfish, at inflation-adjusted prices, 2016-26
      • Figure 53: Total US retail sales and forecast of shelf-stable fish and shellfish, at current prices, 2016-26
      • Figure 54: Total US retail sales and forecast of shelf-stable fish and shellfish, at inflation-adjusted prices, 2016-26
  19. Appendix – Companies and Brands

      • Figure 55: Multi-outlet sales of fish and shellfish, by leading companies, rolling 52 weeks 2020 and 2021
      • Figure 56: Multi-outlet sales of fresh fish and shellfish, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 57: Multi-outlet sales of frozen fish and shellfish, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 58: Multi-outlet sales of shelf-stable fish and shellfish, by leading companies and brands, rolling 52 weeks 2020 and 2021
  20. Appendix – Retail Channels

      • Figure 59: Total US retail sales of fish and shellfish, by channel, at current prices, 2016-21
      • Figure 60: Total US retail sales of fish and shellfish, by channel, at current prices, 2019 and 2021
      • Figure 61: US supermarket sales of fish and shellfish, at current prices, 2016-21
      • Figure 62: US sales of fish and shellfish through other retail channels, at current prices, 2016-21
  21. Appendix – TURF Analysis – Methodology

      • Figure 63: TURF Analysis – Important fish/shellfish attributes, 2022
      • Figure 64: Table – TURF Analysis – Important fish/shellfish attributes, 2022

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.

Market

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Data

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