- Contents
- *Scope and Themes
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
What you need to know
US sales of fish and shellfish are forecast to grow slowly between 2015 and 2020, from $16.7 billion to $18.1 billion in current dollars. Sales are driven by perceptions that fish and shellfish are healthy alternatives to red meat and poultry. Millennials, Hispanics, Asians, and households with children are most likely to buy, especially fresh. Wild-caught is preferred over farm-raised, and fresh outsells frozen and shelf-stable, but frozen is forecast to grow faster between 2015 and 2020, likely because the quality of frozen has improved with flash freezing, and frozen products are typically more affordable than fresh.
Definition
This report builds on the analysis in Mintel’s Fish and Shellfish – US, October 2014 report, as well as Fish and Seafood – US, October 2013 and the October 2012, December 2011, and December 2010 reports of the same title. This report also draws on analysis from Poultry – US, November 2014 and Packaged Red Meat – US, February 2015.
The following food segments are included in this report:
fresh, uncooked fish and shellfish, such as salmon steaks and live lobster
refrigerated or chilled shellfish, such as lobster and crabmeat
frozen, uncooked fish and shellfish, such as frozen unprocessed shrimp and cod fillets
frozen prepared seafood, such as fish sticks and heat-and-eat fish fillets
shelf-stable fish and shellfish, such as tuna, crab, and sardines.
Also included in the scope of this report are all types of seafood, such as octopi and squid, which are not fish or shellfish, but are included in the broader seafood category.
Excluded from this report are frozen/refrigerated or shelf-stable prepared meals with fish and seafood. Also excluded are restaurant or foodservice sales.
Value figures throughout this report are at retail selling prices (rsp) excluding sales tax unless otherwise stated.
Sales data
Market Size and Forecast and Segment Performance – Total retail sales based on Information Resources, Inc. InfoScan Reviews; US Census Bureau, Economic Census/Mintel; forecast developed by Mintel
Retail Channels – Based on Information Resources, Inc. InfoScan Reviews; US Census Bureau, Economic Census; except supermarket sales, which are based on Information Resources, Inc. InfoScan Reviews
Leading Companies and Brand Shares – Based on MULO sales data from Information Resources, Inc. InfoScan Reviews. MULO is defined as Multi Outlet, representative of the following channels: total US Grocery, Mass, Total US Drug, Total Walmart, Dollar, Military, and Club.
Consumer survey data
For the purposes of this report, Mintel commissioned exclusive consumer research through GMI to explore consumer consumption of and attitudes and behaviors toward fish and shellfish. Mintel was responsible for the survey design, data analysis, and reporting. Fieldwork was conducted in April 2015 among a sample of 2,000 adults aged 18+ with access to the internet.
Mintel selects survey respondents by gender, age, household income, and region so that they are proportionally representative of the US adult population using the internet. Mintel also slightly over-samples, relative to the population, respondents that are Hispanic or Black to ensure an adequate representation of these groups in our survey results and to allow for more precise parameter estimates from our reported findings. Please note that Mintel surveys are conducted online and in English only. Hispanics who are not online and/or do not speak English are not included in the survey results.
Mintel has also analyzed data from Experian Marketing Services (EMS), using the Simmons National Consumer Study (NCS), the Simmons National Hispanic Consumer Study (NHCS), and the Simmons NCS Kids Study.
The Experian Marketing Services, Simmons NCS/NHCS was carried out during November 2013-December 2014, and the results are based on the sample of 23,036 adults aged 18+, with results weighted to represent the US adult population. The Teens survey was conducted during November 2013-December 2014, and the results are based on the sample of 2, 294 teens aged 12-17. The Kids study was conducted during November 2013-December 2014, and the results are based on the sample of 2, 786 kids aged 6-11.
While race and Hispanic origin are separate demographic characteristics, Mintel often compares them to each other. Please note that the responses for race (White, Black, Asian, Native American, or other race) will overlap those that also are Hispanic, because Hispanics can be of any race.
Abbreviations
The following abbreviations are used in this report:
| BPA | Bisphenol A |
| CHAID | Chi-squared Automatic Interaction Detection |
| CPI | Consumer Price Index |
| DHA | Docosahexaenoic acid |
| EPA | Environmental Protection Agency |
| GNPD | Global New Products Database |
| Lbs | Pounds |
| Mg | Milligram |
| : | : |
| : | : |
Generations are discussed within this report; they are defined as:
| World War II/Swing generations | Members of the WWII Generation were born in 1932 or before and are aged 83 or older in 2015. Members of the Swing Generation were born from 1933 and 1945 and are aged 70-82 in 2015. |
| Baby Boomers | The generation born between 1946 and 1964. In 2015, Baby Boomers are between the ages of 51 and 69. |
| Generation X | The generation born between 1965 and 1976. In 2015, Gen Xers are between the ages of 39 and 50. |
| Millennials* | Born between 1977 and 1994, Millennials are aged 21-38 in 2015. |
| iGeneration | Born between 1995 and 2007, members of iGen are aged 8-20 in 2015. |
| Emerging generation | The newest generation began in 2008 as the annual number of births declined sharply with the recession. In 2015, members of this as-yet-unnamed generation are younger than eight. |
* Also known as Generation Y or Echo Boomers.
In order to provide an inflation-adjusted price value for markets, Mintel uses the CPI to deflate current prices. The CPI is defined as follows:
| CPI | The Consumer Price Index is a measure of the average change over time in the prices paid by urban consumers for a market basket of consumer goods and services. The CPI and its components are typically used to adjust other economic series for price changes and to translate these series into inflation-free dollars. Examples of series adjusted by the CPI include retail sales, hourly and weekly earnings, and components of the national income and product accounts. In addition, and in Mintel reports, the CPI is used as a deflator of the value of the consumer’s dollar to find its purchasing power. The purchasing power of the consumer’s dollar measures the change in the value to the consumer of goods and services that a dollar will buy at different dates. The CPI is generally the best measure for adjusting payments to consumers when the intent is to allow consumers to purchase, at today’s prices, a market basket of goods and services equivalent to one that they could purchase in an earlier period. It is also the best measure to use to translate retail sales into real or inflation-free dollars. Based on Bureau of Labor Statistics definition. |
