Table of Contents
Executive Summary
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- Overview
- Slow growth forecast
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- Figure 1: Total US sales and fan chart forecast of fish and shellfish, at current prices, 2010-20
- Key players
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- Figure 2: MULO sales of fish and shellfish, by rolling 52 weeks 2015
- The consumer
- High overall penetration but relatively low purchase frequency
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- Figure 3: Fish and shellfish purchases (any purchase), April 2015
- Buyers select wild-caught, premium quality most
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- Figure 4: Types of fish and shellfish purchased, April 2015
- Taste, health drive consumption
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- Figure 5: Reasons for eating fish and shellfish, April 2015
- A third of buyers want to see more wild-caught
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- Figure 6: Product attributes buyers would like to see more of, April 2015
- What we think
Issues and Insights
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- How can fish/shellfish brands compete with meat/poultry brands?
- Insight: Expanding palates and purchase frequency of fish eaters
- Can farm-raised fish increase their appeal?
- Insight: Sustainability, affordability, lack of toxins are positives for farm fish
- What do Millennials want from fish and shellfish brands?
- Insight: Flavor, premium quality, sustainability, fresh appeal to Millennials
Market Size and Forecast
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- Key points
- Sales and forecast of fish and shellfish
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- Figure 7: Total US retail sales and forecast of fish and shellfish, at current prices, 2010-20
- Figure 8: Total US retail sales and forecast of fish and shellfish, at inflation-adjusted prices, 2010-20
- Fan chart forecast
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- Figure 9: Total US sales and fan chart forecast of fish and shellfish, at current prices, 2010-20
- Fan chart methodology
Market Drivers
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- Key points
- Meat consumption rates do not favor fish/shellfish
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- Figure 10: Per capita and projected per capita consumption of poultry and livestock, 2006-24
- Millennials most apt to purchase fish/shellfish
- Millennials represent most populous generation, grow 2.6% in 2015-20
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- Figure 11: Population by generation, 2010-20
- Hispanics, Asians most likely to buy
- Hispanic and Asian populations grow fastest in 2010-20
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- Figure 12: Share of total US population by race/Hispanic origin, 2010-20
Segment Performance
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- Key points
- Fresh fish dominates among segments
- Sales of fish and shellfish, by segment
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- Figure 13: Total US retail sales of fish and shellfish, by segment, at current prices, 2013 and 2015
- Sales and forecast of fresh fish and shellfish
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- Figure 14: Total US retail sales and forecast of fresh fish and shellfish, at current prices, 2010-20
- Sales and forecast of frozen fish and shellfish
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- Figure 15: Total US retail sales and forecast of frozen fish and shellfish, at current prices, 2010-20
- Sales and forecast of shelf-stable fish and shellfish
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- Figure 16: Total US retail sales and forecast of shelf-stable fish and shellfish, at current prices, 2009-19
Retail Channels
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- Key points
- Supermarkets make up 26.5%, but other channels grow sales more
- Sales of fish and shellfish, by channel
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- Figure 17: Total US retail sales of fish and shellfish, by channel, 2013 and 2015
- Supermarket sales small but steady
- Mass merchandisers offer value, commit to sustainability
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- Figure 18: Retail channel sales of fish and shellfish, 2010-15
- Natural channel sales of fish and shellfish
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- Figure 19: Natural channel sales of fish and shellfish, by segment, at current prices, rolling 52 weeks ending April 21, 2013 and April 19, 2015
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- Figure 20: Natural supermarket sales of frozen and refrigerated fish and shellfish, by share of sales, at current prices, rolling 52 weeks ending Apr 21, 2013 and Apr 19, 2015
- Figure 21: Natural supermarket sales of frozen and refrigerated fish and shellfish, by type, at current prices, rolling 52 weeks ending 4/21/13 and 4/19/15
Leading Companies
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- Key points
- MULO sales dominated by shelf-stable manufacturers
- MULO sales of fish and shellfish
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- Figure 22: MULO sales of fish and shellfish, by rolling 52 weeks 2014 and 2015
- MULO sales of frozen fish and shellfish
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- Figure 23: Gorton’s Smart and Crunchy television ad, 2015
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- Figure 24: MULO sales of frozen fish and shellfish, 2014 and 2015
- MULO sales of shelf-stable fish and shellfish
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- Figure 25: StarKist Tuna Creations television ad, 2015
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- Figure 26: MULO sales of shelf-stable fish and shellfish, 2014 and 2015
- MULO sales of fresh fish and shellfish
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- Figure 27: MULO sales of fresh fish and shellfish, 2014 and 2015
Innovations and Innovators
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- Environmentally friendly claims increase, reflecting demand
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- Figure 28: Top 10 fish and shellfish product claims, by percentage of total claims, 2010-14
- Sustainable brands likely to attract a growing number of buyers
- All-natural, preservative-free gains popularity
- Premium products appeal to consumer taste for quality
Fish and Shellfish Purchases
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- Key points
- High penetration, but half or less buy once a month or more
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- Figure 29: Fish and shellfish purchases, April 2015
- Men more likely than women to buy
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- Figure 30: Fish and shellfish purchases, by gender, April 2015
- Health reasons very likely to motivate purchases of all fish/shellfish types
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- Figure 31: Fish and shellfish purchases (once a month or more), by reasons for eating fish and shellfish, April 2015
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- Figure 32: Fish and shellfish purchases (once a month or more), by reasons for eating fish and shellfish, April 2015
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- Figure 33: Fish and shellfish purchases (once a month or more), by reasons for eating fish and shellfish, April 2015
- Packaging, flavor, catch method are important
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- Figure 34: Fish and shellfish purchases (once a month or more), by product attributes buyers would like to see more of, April 2015
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- Figure 35: Fish and shellfish purchases (once a month or more), by product attributes buyers would like to see more of, April 2015
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- Figure 36: Fish and shellfish purchases (once a month or more), by product attributes buyers would like to see more of, April 2015
Fish and Shellfish Home Consumption Frequency
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- Key points
- Most eat fresh, frozen, shelf-stable fish 2-3 times per month
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- Figure 37: Fish and shellfish home consumption frequency, April 2015
Types of Fish and Shellfish Purchased
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- Key points
- Wild-caught, premium quality purchased most
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- Figure 38: Types of fish and shellfish purchased, April 2015
- Figure 39: Types of fish purchased, by Millennials versus Non-Millennials, April 2015
Fish and Shellfish Purchase Locations
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- Key points
- Majority buy at supermarkets
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- Figure 40: Where fish and shellfish is purchased, April 2015
- Millennials most likely to use stores other than supermarkets
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- Figure 41: Where fish and shellfish is purchased, by Millennials versus Non-Millennials, April 2015
- Traditional channels may need to better promote wild-caught, premium
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- Figure 42: Types of fish and shellfish purchased, by where fish and shellfish is purchased, April 2015
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- Figure 43: Types of fish and shellfish purchased, by where fish and shellfish is purchased, April 2015
Reasons for Eating Fish and Shellfish
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- Key points
- Flavor, health drive sales
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- Figure 44: Reasons for eating fish and shellfish, April 2015
- Millennials, family households cite freshness, premium quality as reasons to buy
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- Figure 45: Reasons for eating fish and shellfish, by Millennials versus non-Millennials, April 2015
- Figure 46: Reasons for eating fish and shellfish, by presence of children, April 2015
- Buyers equate wild-caught, sustainable products with flavor
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- Figure 47: Reasons for eating fish and shellfish, by product attributes buyers would like to see more of, April 2015
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- Figure 48: Reasons for eating fish and shellfish, by product attributes buyers would like to see more of, April 2015
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- Figure 49: Reasons for eating fish and shellfish, by product attributes buyers would like to see more of, April 2015
Reasons for Not Eating Certain Types of Fish and Shellfish
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- Key points
- More than three in 10 do not eat because they don’t like the taste
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- Figure 50: Reasons for not eating certain types of fish and shellfish, April 2015
Attributes Buyers Would Like More Of
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- Key points
- Wild-caught tops list of attributes buyers would like to see
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- Figure 51: Product attributes buyers would like to see more of, April 2015
- Millennials more interested in American farmed and sustainable products
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- Figure 52: Product attributes buyers would like to see more of, by generations, April 2015
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- Figure 53: Product attributes buyers would like to see more of, by generations, April 2015
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- Figure 54: Product attributes buyers would like to see more of, by generations, April 2015
- Households with kids want more family-size, convenience, flavor variety
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- Figure 55: Product attributes buyers would like to see more of, by presence of children, April 2015
CHAID Analysis
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- Methodology
- Affluent, urban men with kids are ideal target for fresh fish
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- Figure 56: Frequent (twice or more a month) home consumption – CHAID – Tree output, April 2015
- 55+ buyers who eat fish/shellfish at least twice a month choosing it over poultry, beef
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- Figure 57: Reasons for eating fish and shellfish– CHAID – Tree output, April 2015
Appendix – Other Useful Consumer Tables
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- CHAID Data
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- Figure 58: Frequent (twice or more a month) home consumption – CHAID – Table output, April 2015
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- Figure 59: Reasons for eating fish and shellfish – CHAID – Table output, April 2015
- Experian Simmons
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- Figure 60: Household usage of meat, fish, and poultry, last six months, February 2009/March 2010-January 2013/March 2014
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- Figure 61: Household consumption of frozen prepared seafood and fish, November 2013-December 2014
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- Figure 62: Kinds of frozen prepared seafood and fish consumed in household, November 2013-December 2014
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- Figure 63: Brands of frozen prepared seafood and fish consumed in household, November 2013-December 2014
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- Figure 64: Brands of frozen prepared seafood and fish consumed in household, November 2013-December 2014
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- Figure 65: Household consumption of canned or pouched tuna, November 2013-December 2014
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- Figure 66: Kinds of frozen prepared seafood and fish consumed in household, November 2013-December 2014
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- Figure 67: Styles of frozen prepared seafood and fish consumed in household, November 2013-December 2014
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- Figure 68: Styles of frozen prepared seafood and fish consumed in household, November 2013-December 2014
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- Figure 69: Forms of frozen prepared seafood and fish consumed in household, November 2013-December 2014
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- Figure 70: Brands of frozen prepared seafood and fish consumed in household, November 2013-December 2014
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- Figure 71: Brands of frozen prepared seafood and fish consumed in household, November 2013-December 2014
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- Figure 72: Teen consumption of canned tuna, November 2013-December 2014
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- Figure 73: Number of times teens eat canned tuna in last 30 days, November 2013-December 2014
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- Figure 74: Kids consumption of canned tuna, November 2-13-December 2-14
Appendix – Trade Associations
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