Fish and Seafood Trends in the U.S.
Marketing Abstract for “Fish and Seafood Trends in the U.S.”
The fish and seafood industry is at an odd crossroads. Dollar sales are up, yet unit sales and volume sales are down. Consumers look to fish and seafood as a healthier source of protein than meat and poultry yet they worry more about spoilage and contamination of fish than they do of meat. In addition, marketers and retailers remain wary of aquaculture products even as they are urged by government and non-governmental agencies and marketers, retailers and foodservice operators to be concerned about the sustainability of major fish and seafood species.
Despite all the contradictions, Packaged Facts estimates that total retail sales of fish and seafood products were over $14.7 billion in 2012, up from $13.3 billion in 2008. The growth in dollar sales was offset by declines in both unit sales and volume sales in most retail fish and seafood categories with the exceptions of the frozen fish/seafood segment (which includes both prepared and non-prepared fish and seafood products) and frozen raw shrimp.
The recessionary economy experienced in the 2008 to 2012 period takes the blame for the unit and volume sales slowdown. Consumer use of private label alternatives to branded fish and seafood products took a giant leap forward between 2008 and 2012, going from less than four percent to over 30 percent in the four-year period as shoppers watched their budgets.
Going forward, the pace and robustness of the recovery will determine how overall sales improve for fish and seafood and which of the various categories will enjoy the most growth. Packaged Facts projects that the retail market for fish and seafood will grow to $17.1 billion by 2017 with the overall CAGR for the retail fish and seafood market is projected to be about 3.1 percent through the period.
Scope and Methodology
“Fish and Seafood Trends in the U.S.” covers the market for fish and seafood products sold through all types of retail outlets, including supermarkets, discount stores and supercenters, warehouse clubs, and mass merchandisers, as well as convenience stores, drugstores, health and natural food stores, dollar stores, farms and farmers markets. The markets for fresh, refrigerated, frozen, and shelf-stable fish and seafood, in both processed and unprocessed forms are covered, as well as their usage in the foodservice industry.
Market estimates within this report were based on both public and syndicated data sources. Packaged Facts has analyzed available sales and trend data, together with information pertaining to those products that move through unmonitored outlets, to estimate the total meat and poultry market size.
The fish and seafood industry is at an odd crossroads. Dollar sales are up, yet unit sales and volume sales are down. Consumers look to fish and seafood as a healthier source of protein than meat and poultry yet they worry more about spoilage and contamination of fish than they do of meat. In addition, marketers and retailers remain wary of aquaculture products even as they are urged by government and non-governmental agencies and marketers, retailers and foodservice operators to be concerned about the sustainability of major fish and seafood species.
Despite all the contradictions, Packaged Facts estimates that total retail sales of fish and seafood products were over $14.7 billion in 2012, up from $13.3 billion in 2008. The growth in dollar sales was offset by declines in both unit sales and volume sales in most retail fish and seafood categories with the exceptions of the frozen fish/seafood segment (which includes both prepared and non-prepared fish and seafood products) and frozen raw shrimp.
The recessionary economy experienced in the 2008 to 2012 period takes the blame for the unit and volume sales slowdown. Consumer use of private label alternatives to branded fish and seafood products took a giant leap forward between 2008 and 2012, going from less than four percent to over 30 percent in the four-year period as shoppers watched their budgets.
Going forward, the pace and robustness of the recovery will determine how overall sales improve for fish and seafood and which of the various categories will enjoy the most growth. Packaged Facts projects that the retail market for fish and seafood will grow to $17.1 billion by 2017 with the overall CAGR for the retail fish and seafood market is projected to be about 3.1 percent through the period.
Scope and Methodology
“Fish and Seafood Trends in the U.S.” covers the market for fish and seafood products sold through all types of retail outlets, including supermarkets, discount stores and supercenters, warehouse clubs, and mass merchandisers, as well as convenience stores, drugstores, health and natural food stores, dollar stores, farms and farmers markets. The markets for fresh, refrigerated, frozen, and shelf-stable fish and seafood, in both processed and unprocessed forms are covered, as well as their usage in the foodservice industry.
Market estimates within this report were based on both public and syndicated data sources. Packaged Facts has analyzed available sales and trend data, together with information pertaining to those products that move through unmonitored outlets, to estimate the total meat and poultry market size.
Chapter 1: Executive Summary
Scope of Report
Scope of Market and Product Coverage
Methodology
Sales and Market Size
Consumer Use Data
Product Information
The Market
Fish and Seafood in American Life
Market Participants
Product Distribution
Regulation
Government Agencies
Trade Associations
Market Size
Fish and Seafood Retail Sales Topped $14.7 Billion in 2012
Table 1-1: Fish and Seafood Retail Sales 2008–2012 (in millions $) Unit and Volume Sales Down
Table 1-2: IRI-Tracked Unit and Volume Sales of Fish and Seafood: By Category, Percent Change 2012 vs. 2008
Market Trends
Recession Dominates Market Development
Private Label Leaps Upward in Fish and Seafood Market
Table 1-3: Private Label Share of Fish and Seafood Sales, 2012 vs. 2008
Health Concerns Rise in Importance
Choosing Fresh Fish Over Meat or Poultry
Table 1-4: Tendency to Choose Fresh Fish Over Meat/Poultry for Healthfulness, June 2013 (percent of consumers)
Market Forecast
Market to Top $17 Billion by 2017
Table 1-5: Fish and Seafood Retail Sales 2012–2017 (in millions $)
The Competitive Environment
Billion Dollar Companies Lead Market
Figure 1-1: Shares of Shelf-Stable Fish and Seafood Product Sales, 2012
Figure 1-2: Shares of Frozen Fish and Seafood Product Sales, 2012
Figure 1-3: Shares of Refrigerated Fish and Seafood Product Sales, 2012
Product Trends
Products Targeted to Most Eager Consumers
Convenience Drives Product Development
Retail and Foodservice Trends The Consumer
Consumer Have Many Concerns
Figure 1-4: U.S. Households Consuming Fish and Seafood Products, Fall 2008 and Fall 2012, by Product Category (percent of U.S. households) . 12
Chapter 2: Market Overview Key Points
Fish and Seafood in American Life High Level of Consumption
Figure 2-1: Per Capita Consumption of Fish/Seafood by Type,2009-2011
Types of Fish and Shellfish Consumed
Formats
Figure 2-2: U.S. Households Consuming Fish and Seafood Products,Fall 2008 and Fall 2012, by Product Category (Percent of U.S.Households)
Market Participants
Fish and Seafood Distribution
Vertical Integration
Key Issues
Consolidation
Sustainability
Aquaculture
Food Safety
Packaged Facts National Consumer Survey
Table 2-1: Spoilage/Contamination Issues as a Deterrent to Purchasing of Fresh Fish/Seafood, June 2013 (percent of consumers)
Table 2-2: Spoilage/Contamination Issues as a Deterrent to Purchasing of Fresh Meat/Poultry, June 2013 (percent of consumers)
GMO and Seafood
Ending Labeling Fraud
Fish and Seafood Regulation
At the Federal Level
Office of Sustainable Fisheries
Other Relevant Government Agencies
The United States Fish and Wildlife Service
The National Fish Hatchery System
NOAA Seafood Inspection Program
Food and Drug Administration (FDA)
State and Regional Organizations
Alaska Seafood Marketing Institute
Chesapeake Bay Seafood Industries Association
Hawaii Seafood Council
Louisiana Seafood Promotion & Marketing Board (www.louisianaseafood.com)
New York Seafood Council
Oregon Dungeness Crab Commission
Industry Associations
International Coalition of Fisheries Associations
National Fisheries Institute
Seafood Products Association
Non-Governmental Research and Certification Organizations
Aquaculture Certification Council
Aquaculture Stewardship Council
Friends of the Sea
Gulf of Maine Research Institute
Marine Stewardship Council
Chapter 3: Market Size and Trends Key Points
Market Size
Fish and Seafood Retail Sales Topped $14.7 Billion in 2012
Table 3-1: Fish and Seafood Retail Sales 2008–2012 (in millions $)
Unit and Volume Sales Down
Table 3-2: IRI-Tracked Unit Sales of Fish and Seafood: By Category, 2012 vs. 2008
Table 3-3: IRI-Tracked Volume Sales of Fish and Seafood: By Category, 2012 vs. 2008 (in millions of pounds)
Mixed Recovery for Fish and Seafood
Fresh Fish and Seafood Improve
Table 3-4: Relative Frequency of Raw Fish/Seafood Purchases,June 2013 (percent of consumers)
Fresh Fish Has Edge Over Frozen as Healthy Food
Table 3-5: Perceived Healthfulness of Fresh Fish/Seafood vs. Frozen,June 2013 (percent of consumers)
Fresh Fish Has Edge Over Frozen in Taste
Table 3-6: Taste Preferences: Fresh Fish/Seafood vs. Frozen,June 2013 (percent of consumers)
Shelf-Stable Unit Sales Slow
Raw Shrimp a Bright Spot in Frozen Fish and Seafood
Volume Savings Seen in Refrigerated Segment
Table 3-7: IRI-Tracked Unit Sales of Fish and Seafood: By Category, 2012 vs. 2011 and 2012 vs. 2008
Table 3-8: IRI-Tracked Volume Sales of Fish and Seafood: By Category, 2012 vs. 2008 (in millions of pounds)
Market Share by Category
Fresh Shellfish Tops All Segments
Figure 3-1: Fish and Seafood Market Shares by Category, 2012
Shellfish Outgains Fin Fish in Fresh Category
Table 3-9: Retail Fresh Fish and Seafood Sales by 2008–2012 (in millions $)
Modest Sales Gains for Shelf-Stable Products
Table 3-10: Retail Shelf-Stable Fish and Seafood Sales by 2008–2012 (in millions $)
Prepared Fish Segment Tops Frozen Fish and Seafood Category
Table 3-11: Retail Frozen Fish and Seafood Sales by 2008–2012(in millions $)
Market Trends
The Recession and Market Shifts
Survey Backs Discount Shopping Trend
Table 3-12: Purchase a Lot of Groceries On Sale or Promotion
Figure 3-2: Looked for Information on Sales and/or Specials for
Most Recent Grocery Shopping Trip
Survey Backs Private Label Switch Trend
Table 3-13: Opinions on Private Label (percent)
Private Label Leaps Upward in Fish and Seafood Market
Table 3-14: Private Label Share of Fish and Seafood Sales, 2012 vs. 2008
Health Concerns Rise in Importance
Table 3-15: Grocery Product Manufacturers Should Do More to
Help Consumers Eat More Healthily (percent)
Mixed Interest in Nutritionally Enhanced Foods
Table 3-16: Preference for Nutritionally Enhanced Food and Beverage Products (percent)
Resistance to Processed Foods
Table 3-17: Resistance to Highly Processed Foods (percent)
Food Safety Concerns of Consumers
Table 3-18: Ingredient and Labeling Interest When Shopping (percent)
Choosing Fresh Fish Over Meat or Poultry
Table 3-19: Tendency to Choose Fresh Fish Over Meat/Poultry for Healthfulness, June 2013 (percent of consumers)
Vegan Seafood Substitutes Are Launched
Table 3-20: Frequency of Meatless Meals, June 2013
(percent of consumers)
Illustration 3-1: Sophie’s Kitchen Gluten-Free Vegan Seafood Substitutes
Demographic Shifts Impacting the Market
Market Forecast
Market to Top $17 Billion by 2017
Marketing Support Aids Fresh Fish Growth
Frozen Fills in for Fresh
Refrigerated Gains a Signal of Economic Improvement
Frozen Prepared Fish and Seafood Sales Are Slow to Grow
Shelf-Stable Remains Stable
Table 3-21: Fish and Seafood Retail Sales 2012–2017 (in millions $)
Opportunities for Growth
Waiting on the Recovery
Collective Industry Advertising
Addressing Sustainability
Table 3-22: Importance of Sustainability/Environmental Issues
When Making Meat/Poultry/Seafood Purchasing Decisions,
June 2013 (percent of consumers)
Illustration 3-2: Sustainable Seafood Message from Gulf of Maine and Marine Stewardship Council
Emerging Aquaculture
True Identity
Social Networking
Fish and Seafood Can Leverage Locavore Movement
Chapter 4: Competitive Trends Key Points
The Competitive Environment
Challenges to Identifying Market Leaders
Leading Marketers
Leading Companies are “Source” Companies
“Source” Company Snapshots
American Seafoods Group
Aqua Star
Beaver Street Fisheries
Bumble Bee Foods
Clearwater Seafoods
Cooke Aquaculture
Dongwon Industries (StarKist)
Eastern Fish Co.
Harbor Seafood
High Liner Foods
Icicle Seafoods
Marine Harvest Group
Maruha Nichiro Group
Mazzetta Company
Nippon Suisan USA
Ocean Beauty Seafoods
Orion Seafood International
Pacific Seafoods Group/ Dulcich, Inc.
Red Chamber Group
Thai Union International/ Chicken of the Sea
Tri-Marine International
Trident Seafoods
Shelf-Stable Fish and Seafood Leaders
Figure 4-1: Shares of Shelf-Stable Fish and Seafood Product Sales, 2012
Bumble Bee Foods
StarKist
Chicken of the Sea
Crown Prince
JFE Shoji Trade America (Geisha Brand)
Ocean Beauty
Peter Pan
Refrigerated Fish and Seafood Leaders
Figure 4-2: Shares of Refrigerated Fish and Seafood Product Sales, 2012
Trans-Ocean Products
Vita Foods
Ocean Beauty Seafoods
Louis Kemp (Trident Seafoods)
Acme Smoked Fish
Ducktrap River Fish Farm (Marine Harvest Group)
Seafood America
Table of Contents Fish & Seafood Trends in the U.S.
vi © Packaged Facts June 2013
North Coast Seafoods
Phillips Foods
Chicken of the Sea
Baltimore Crab Company
Coast Seafoods
Cedarlane Natural Foods, Inc.
CFE International
Salmolux
Shining Ocean
Sonoma Seafoods (Nippon Suisan)
Frozen Fish and Seafood Leaders
Figure 4-3: Shares of Frozen Fish and Seafood Product Sales, 2012
Category Leaders
Slade Gorton
Pinnacle Foods
Beaver Street Fisheries
Great American Seafood Imports Co. (Southwind Foods)
Rich-Seapak
Maple Leaf International
Aqua Star
Tastee Choice
Great Fish Company
Competitive Issues and Trends
A Tightening Market
Fewer Start-Up Opportunities
Table 4-1: Founding Dates of Leading Fish and Seafood Category Participants
Ongoing Consolidation
Table 4-2: Growth Activity of Selected Leading Fish and Seafood Category Participants
Competing at Point-of-Purchase
Packaging
Convenience/Value-Added/Single-Serve
Better-For-You
Environmentally Responsible/Sustainable/Ethical Practices/Locavore
Price/Value
Foodies/Novelty/Ethnic
Chapter 5: Product Trends and Opportunities Key Points
Products Targeted to Most Eager Consumers
Fish and Seafood Marketers Cater to Foodies
Table 5-1: Foodie Tendencies (percent)
Illustration 5-1: Sea Best Signature (Beaver Street Fisheries)
Illustration 5-2: Clearwater Scallops & Sauce (Clearwater Seafoods Ltd)
Illustration 5-3: Gorton’s Simply Bake (Gorton’s)
Illustration 5-4: Phillips Seafood Skillet Meals (Phillips Foods, Inc.)
Illustration 5-5v SeaSations Fish Fillets (StarKist Co.)
Illustration 5-6: FPI FireRoaster (Fishery Products International/ High Liner Foods)
Convenience Drives Product Development
Illustration 5-7: Acme Wild Smoked Salmon with Cream Cheese Crepes (Acme Smoked Fish Corp.; Crepini)
Illustration 5-8: Cheese Crepes (Acme Smoked Fish Corp.; Crepini)
Chicken of the Sea No Drain Tuna (Chicken of the Sea)
Illustration 5-9: Phillips Soup for One (Phillips Foods, Inc.)
Illustration 5-10: StarKist Tuna Creations (StarKist Co.)
Illustration 5-11: SteamWell Seafoods Sockeye Salmon with Tuscan Herb Sauce (Orca Bay Foods)
Illustration 5-12: Wholey Seafood Boil in the Bag Seafood Entrées(Wholey Seafood)
Sustainability, Ethical Practices Gain Traction
Importance of Sustainability to Consumers
Table 5-2: Interest in Environmental Issues When Choosing Food Products (percent)
Importance of GMO to Consumers
Table 5-3: Importance of Non-GMO Labeling on Grocery Purchases, June 2013 (percent of consumers)
Prevalence of Farmed Fish in Foodservice
Tilapia Continues to Thrive as Aquaculture Does
Illustration 5-13: Heart of the Ocean (American Pride Seafoods)
Illustration 5-14: Gorton’s Skillet Crisp (Gorton’s)
Illustration 5-15: Mrs. Paul’s/Van de Kamp’s ParchmentBake tilapia fillets (Pinnacle Foods Group)
Illustration 5-16: SeaSations Seafood Entrees (StarKist)
New Product Positioning
Table 5-4: Selected New Fish and Seafood Products:Fresh/Refrigerated, 2011-2012
Table 5-5: Selected New Fish and Seafood Products:Frozen, 2011-2012
Table 5-6: Selected New Fish and Seafood Products:Shelf Stable, 2011-2012
Table 5-7: Selected New Fish and Seafood Products:Foodservice, 2011-2012
Chapter 6: Retail/Foodservice Trends Key Points
Similar Challenges and Solutions for Retail and Foodservice
Convergence of Customers
Table 6-1: Use of Seafood Restaurants and Retail Purchase of Fish/Seafood Products, 2012 (Index of U.S. households visiting selected restaurants)
Seafood Needs Better Marketing for Retail and Foodservice
Retailers and Foodservice Operators Also Cooperate in Sustainability Efforts
Retail Trends
Seafood a Positive Department for Retailers
Table 6-2: Importance of Fresh Meat/Seafood in Choosing a Grocery Store, June 2013 (percent of consumers)
Fresh Prepared a Lure for Consumers
Table 6-3: Importance of Convenience in Fresh Fish/Seafood Purchases, June 2013 (percent of consumers)
But Consumers Do Know How to Cook
Table 6-4: Confidence Regarding Preparation of Fresh Fish/Seafood, June 2013 (percent of consumers)
Rising Prices Are Key Retail Issue
Holding the Price Line
Table 6-5: Expense as a Deterrent to Purchasing of Fresh Fish/Seafood, June 2013 (percent of consumers)
Grocery Budgets Determine Product Choices
Table 6-6: Average Weekly Grocery Expenditures for Fish and Seafood, by Type, 2012 (index of U.S. households using fish/seafood)
Upgrading and Educating to Drive New Sales
Value-Added and Meal Solutions Adding to Sales
Pitching Sustainability
Greenpeace Honors Retailers
Illustration 6-1: Greenpeace 2013 Seafood Retailer Scorecard
Range of Sustainability Approvals
Many Retailers Rejecting Genetically Modified Seafoods
Local Sourcing and Freshness
Private Label Lines Including Seafood
Table 6-7: Average Weekly Grocery Expenditures, by Use of Private Label Fish/Seafood, 2012 (index of U.S. households using fish/seafood)
Seasonal Marketing Picks Up for Fish and Seafood
Independent Fish Stores Soldier On
Foodservice Trends
Strong Sales in 2012 for Seafood Chains
Uneven Performances by Individual Chains
Table 6-8: Household Use of Selected Seafood Restaurants:2008, 2010, and 2012 (percent of U.S. households)
Table 6-9: Selected Demographic Indicators for Use of Red Lobster Restaurant, 2012 (index of U.S. households)
Table 6-10: Selected Demographic Indicators for Use of Joe’s Crab Shack Restaurant, 2012 (index of U.S. households)
Table 6-11: Selected Demographic Indicators for Use of Long John Silver’s Restaurant, 2012 (index of U.S. households)
Seafood Should Promote More Gains in 2013
New Seafood Chains Emerge as Older Chains Regain Footing
But Not All Succeed
Seafood Turning Up in Wider Variety of Foodservice Venues
Potential Increase for Seafood in Institutional Foodservice
Clothing and Department Store Seafood Outlets
Seafood in Non-Seafood Chains
Illustration 6-2: Crab and Avocado Stack (Outback Steakhouse)
Illustration 6-3: Seafood Mixed Grill (Outback Steakhouse)
New Products Buoy Market
Table 6-12: Recent New Product Finalists in the International Boston
Seafood Show’s Seafood Excellence Awards, 2011-2013
Illustration 6-4: Prawn Lollipops (Dish Hospitality)
Illustration 6-5: Shrimp & Grits Cakes (Handy International)
Illustration 6-6: Asiago and Artichoke Crab Flatbread (Phillips Foods)
Illustration 6-7: Salmon Fillets with Chili Lime & Ginger Dressing(The Saucy Fish Co.)
Competition Drives New Options
Sustainability in Foodservice
Illustration 6-8: McDonald's Packaging Featuring Marine Stewardship Council's Ecolabel
Finding the Price/Value Balance Point
Illustration 6-9: Captain D’s “Full Meal Deals”
Chapter 7: Consumer Trends Key Points
Note on Simmons Consumer Data
Consumer Health Concerns Regarding Seafood
Health Benefits of Fish
Pescetarians
Fresh Fish Consumers Show Higher Health Concerns
Table 7-1: Health Attitudes of Consumers Using Fresh Fish/Seafood,2012 (index of U.S. Consumers)
Table 7-2: Health Attitudes of Consumers Using Frozen Fish/Seafood,2012 (index of U.S. Consumers)
Health Concerns Not Uniform for All Seafood Products
Table 7-3: Health Attitudes of Consumers Using Frozen Prepared Seafood, by Kinds Used Most Often, 2012 (Index of U.S.Consumers)
Table 7-4: Health Attitudes of Consumers Using Frozen Prepared Seafood, by Kinds Also Used, 2012 (Index of U.S. Consumers)
Users of Tuna in Pouches Have Greater Health Concerns Than Canned Users
Users of Higher Grade Tuna Express Greater Health Concerns
Table 7-5: Health Attitudes of Consumers Using Tuna (Can or Pouch), 2012 (Index of U.S. Consumers)
Table 7-6: Health Attitudes of Consumers Using Tuna (Can or Pouch), 2012 (Index of U.S. Consumers)
Users of Lower Sodium Tuna Express Greater Health Concerns
Mixed Results on Health Concerns Among Oil and Water Packed Users
Table 7-7: Health Attitudes of Consumers Using Tuna (Can or Pouch), 2012 (Index of U.S. Consumers)
Table 7-8: Health Attitudes of Consumers Using Tuna (Can or Pouch), 2012 (Index of U.S. Consumers)
Fresh Fish and Seafood Consumers Show “Foodie” Tendencies
Table 7-9: Food Attitudes/Opinions of Consumers Using Fish and Seafood, by Product Category, 2012 (Index of U.S. Consumers)
Most Seafood Consumer Segments in Normal Range
Regional Preferences Stand Out
Table 7-10: User Demographics Focus: Consumers of Fish/Seafood, by Product Category and Nielsen Region, 2012 (Index of U.S. Consumers)
Consumer Product Preferences – Fresh Fish and Seafood
Table 7-11: User Demographics Focus: Consumers of Fresh Fish/Seafood, 2012 (Index of U.S. Consumers)
Price A Major Concern in Fresh Fish Category
Table 7-12: Retail Price Per Pound of Different Types of Meat,Poultry and Fish/Seafood, June, 2013
Consumer Product Preferences – Frozen Fish and Seafood
Table 7-13: User Demographics Focus: Consumers of Frozen Fish/Seafood, 2012 (Index of U.S. Consumers)
Consumer Product Preferences – Frozen Prepared Fish and Seafood
Table 7-14: User Demographics Focus: Consumers of Frozen Prepared Seafood, 2012 (Index of U.S. Consumers)
Frozen Prepared – Breaded Clams
Table 7-15: User Demographics Focus: Consumers of Frozen Prepared Seafood, Breaded Clams, 2012 (Index of U.S. Consumers)
Frozen Prepared – Fish Cakes
Table 7-16: User Demographics Focus: Consumers of Frozen Prepared Seafood, Fish Cakes, 2012 (Index of U.S. Consumers)
Frozen Prepared – Fish Fillets
Table 7-17: User Demographics Focus: Consumers of Frozen Prepared Seafood, Fish Fillets, 2012 (Index of U.S. Consumers)
Frozen Prepared – Fish Sticks
Table 7-18: User Demographics Focus: Consumers of Frozen Prepared Seafood, Fish Sticks, 2012 (Index of U.S. Consumers)
Frozen Prepared – Shrimp
Table 7-19: User Demographics Focus: Consumers of Frozen Prepared Seafood, Shrimp, 2012 (Index of U.S. Consumers)
Consumer Product Preferences – Shelf-Stable Tuna
Shelf-Stable Tuna – Canned vs. Pouched
Table 7-20: User Demographics Focus: Consumers of Shelf-Stable Tuna, by Form Eaten Most Often, 2012 (index of U.S. consumers)
Appendix Selected Companies/Brands
Selected Retailers
Selected Private Label/Foodservice Suppliers
Selected Fish/Seafood Restaurant Chains
Scope of Report
Scope of Market and Product Coverage
Methodology
Sales and Market Size
Consumer Use Data
Product Information
The Market
Fish and Seafood in American Life
Market Participants
Product Distribution
Regulation
Government Agencies
Trade Associations
Market Size
Fish and Seafood Retail Sales Topped $14.7 Billion in 2012
Table 1-1: Fish and Seafood Retail Sales 2008–2012 (in millions $) Unit and Volume Sales Down
Table 1-2: IRI-Tracked Unit and Volume Sales of Fish and Seafood: By Category, Percent Change 2012 vs. 2008
Market Trends
Recession Dominates Market Development
Private Label Leaps Upward in Fish and Seafood Market
Table 1-3: Private Label Share of Fish and Seafood Sales, 2012 vs. 2008
Health Concerns Rise in Importance
Choosing Fresh Fish Over Meat or Poultry
Table 1-4: Tendency to Choose Fresh Fish Over Meat/Poultry for Healthfulness, June 2013 (percent of consumers)
Market Forecast
Market to Top $17 Billion by 2017
Table 1-5: Fish and Seafood Retail Sales 2012–2017 (in millions $)
The Competitive Environment
Billion Dollar Companies Lead Market
Figure 1-1: Shares of Shelf-Stable Fish and Seafood Product Sales, 2012
Figure 1-2: Shares of Frozen Fish and Seafood Product Sales, 2012
Figure 1-3: Shares of Refrigerated Fish and Seafood Product Sales, 2012
Product Trends
Products Targeted to Most Eager Consumers
Convenience Drives Product Development
Retail and Foodservice Trends The Consumer
Consumer Have Many Concerns
Figure 1-4: U.S. Households Consuming Fish and Seafood Products, Fall 2008 and Fall 2012, by Product Category (percent of U.S. households) . 12
Chapter 2: Market Overview Key Points
Fish and Seafood in American Life High Level of Consumption
Figure 2-1: Per Capita Consumption of Fish/Seafood by Type,2009-2011
Types of Fish and Shellfish Consumed
Formats
Figure 2-2: U.S. Households Consuming Fish and Seafood Products,Fall 2008 and Fall 2012, by Product Category (Percent of U.S.Households)
Market Participants
Fish and Seafood Distribution
Vertical Integration
Key Issues
Consolidation
Sustainability
Aquaculture
Food Safety
Packaged Facts National Consumer Survey
Table 2-1: Spoilage/Contamination Issues as a Deterrent to Purchasing of Fresh Fish/Seafood, June 2013 (percent of consumers)
Table 2-2: Spoilage/Contamination Issues as a Deterrent to Purchasing of Fresh Meat/Poultry, June 2013 (percent of consumers)
GMO and Seafood
Ending Labeling Fraud
Fish and Seafood Regulation
At the Federal Level
Office of Sustainable Fisheries
Other Relevant Government Agencies
The United States Fish and Wildlife Service
The National Fish Hatchery System
NOAA Seafood Inspection Program
Food and Drug Administration (FDA)
State and Regional Organizations
Alaska Seafood Marketing Institute
Chesapeake Bay Seafood Industries Association
Hawaii Seafood Council
Louisiana Seafood Promotion & Marketing Board (www.louisianaseafood.com)
New York Seafood Council
Oregon Dungeness Crab Commission
Industry Associations
International Coalition of Fisheries Associations
National Fisheries Institute
Seafood Products Association
Non-Governmental Research and Certification Organizations
Aquaculture Certification Council
Aquaculture Stewardship Council
Friends of the Sea
Gulf of Maine Research Institute
Marine Stewardship Council
Chapter 3: Market Size and Trends Key Points
Market Size
Fish and Seafood Retail Sales Topped $14.7 Billion in 2012
Table 3-1: Fish and Seafood Retail Sales 2008–2012 (in millions $)
Unit and Volume Sales Down
Table 3-2: IRI-Tracked Unit Sales of Fish and Seafood: By Category, 2012 vs. 2008
Table 3-3: IRI-Tracked Volume Sales of Fish and Seafood: By Category, 2012 vs. 2008 (in millions of pounds)
Mixed Recovery for Fish and Seafood
Fresh Fish and Seafood Improve
Table 3-4: Relative Frequency of Raw Fish/Seafood Purchases,June 2013 (percent of consumers)
Fresh Fish Has Edge Over Frozen as Healthy Food
Table 3-5: Perceived Healthfulness of Fresh Fish/Seafood vs. Frozen,June 2013 (percent of consumers)
Fresh Fish Has Edge Over Frozen in Taste
Table 3-6: Taste Preferences: Fresh Fish/Seafood vs. Frozen,June 2013 (percent of consumers)
Shelf-Stable Unit Sales Slow
Raw Shrimp a Bright Spot in Frozen Fish and Seafood
Volume Savings Seen in Refrigerated Segment
Table 3-7: IRI-Tracked Unit Sales of Fish and Seafood: By Category, 2012 vs. 2011 and 2012 vs. 2008
Table 3-8: IRI-Tracked Volume Sales of Fish and Seafood: By Category, 2012 vs. 2008 (in millions of pounds)
Market Share by Category
Fresh Shellfish Tops All Segments
Figure 3-1: Fish and Seafood Market Shares by Category, 2012
Shellfish Outgains Fin Fish in Fresh Category
Table 3-9: Retail Fresh Fish and Seafood Sales by 2008–2012 (in millions $)
Modest Sales Gains for Shelf-Stable Products
Table 3-10: Retail Shelf-Stable Fish and Seafood Sales by 2008–2012 (in millions $)
Prepared Fish Segment Tops Frozen Fish and Seafood Category
Table 3-11: Retail Frozen Fish and Seafood Sales by 2008–2012(in millions $)
Market Trends
The Recession and Market Shifts
Survey Backs Discount Shopping Trend
Table 3-12: Purchase a Lot of Groceries On Sale or Promotion
Figure 3-2: Looked for Information on Sales and/or Specials for
Most Recent Grocery Shopping Trip
Survey Backs Private Label Switch Trend
Table 3-13: Opinions on Private Label (percent)
Private Label Leaps Upward in Fish and Seafood Market
Table 3-14: Private Label Share of Fish and Seafood Sales, 2012 vs. 2008
Health Concerns Rise in Importance
Table 3-15: Grocery Product Manufacturers Should Do More to
Help Consumers Eat More Healthily (percent)
Mixed Interest in Nutritionally Enhanced Foods
Table 3-16: Preference for Nutritionally Enhanced Food and Beverage Products (percent)
Resistance to Processed Foods
Table 3-17: Resistance to Highly Processed Foods (percent)
Food Safety Concerns of Consumers
Table 3-18: Ingredient and Labeling Interest When Shopping (percent)
Choosing Fresh Fish Over Meat or Poultry
Table 3-19: Tendency to Choose Fresh Fish Over Meat/Poultry for Healthfulness, June 2013 (percent of consumers)
Vegan Seafood Substitutes Are Launched
Table 3-20: Frequency of Meatless Meals, June 2013
(percent of consumers)
Illustration 3-1: Sophie’s Kitchen Gluten-Free Vegan Seafood Substitutes
Demographic Shifts Impacting the Market
Market Forecast
Market to Top $17 Billion by 2017
Marketing Support Aids Fresh Fish Growth
Frozen Fills in for Fresh
Refrigerated Gains a Signal of Economic Improvement
Frozen Prepared Fish and Seafood Sales Are Slow to Grow
Shelf-Stable Remains Stable
Table 3-21: Fish and Seafood Retail Sales 2012–2017 (in millions $)
Opportunities for Growth
Waiting on the Recovery
Collective Industry Advertising
Addressing Sustainability
Table 3-22: Importance of Sustainability/Environmental Issues
When Making Meat/Poultry/Seafood Purchasing Decisions,
June 2013 (percent of consumers)
Illustration 3-2: Sustainable Seafood Message from Gulf of Maine and Marine Stewardship Council
Emerging Aquaculture
True Identity
Social Networking
Fish and Seafood Can Leverage Locavore Movement
Chapter 4: Competitive Trends Key Points
The Competitive Environment
Challenges to Identifying Market Leaders
Leading Marketers
Leading Companies are “Source” Companies
“Source” Company Snapshots
American Seafoods Group
Aqua Star
Beaver Street Fisheries
Bumble Bee Foods
Clearwater Seafoods
Cooke Aquaculture
Dongwon Industries (StarKist)
Eastern Fish Co.
Harbor Seafood
High Liner Foods
Icicle Seafoods
Marine Harvest Group
Maruha Nichiro Group
Mazzetta Company
Nippon Suisan USA
Ocean Beauty Seafoods
Orion Seafood International
Pacific Seafoods Group/ Dulcich, Inc.
Red Chamber Group
Thai Union International/ Chicken of the Sea
Tri-Marine International
Trident Seafoods
Shelf-Stable Fish and Seafood Leaders
Figure 4-1: Shares of Shelf-Stable Fish and Seafood Product Sales, 2012
Bumble Bee Foods
StarKist
Chicken of the Sea
Crown Prince
JFE Shoji Trade America (Geisha Brand)
Ocean Beauty
Peter Pan
Refrigerated Fish and Seafood Leaders
Figure 4-2: Shares of Refrigerated Fish and Seafood Product Sales, 2012
Trans-Ocean Products
Vita Foods
Ocean Beauty Seafoods
Louis Kemp (Trident Seafoods)
Acme Smoked Fish
Ducktrap River Fish Farm (Marine Harvest Group)
Seafood America
Table of Contents Fish & Seafood Trends in the U.S.
vi © Packaged Facts June 2013
North Coast Seafoods
Phillips Foods
Chicken of the Sea
Baltimore Crab Company
Coast Seafoods
Cedarlane Natural Foods, Inc.
CFE International
Salmolux
Shining Ocean
Sonoma Seafoods (Nippon Suisan)
Frozen Fish and Seafood Leaders
Figure 4-3: Shares of Frozen Fish and Seafood Product Sales, 2012
Category Leaders
Slade Gorton
Pinnacle Foods
Beaver Street Fisheries
Great American Seafood Imports Co. (Southwind Foods)
Rich-Seapak
Maple Leaf International
Aqua Star
Tastee Choice
Great Fish Company
Competitive Issues and Trends
A Tightening Market
Fewer Start-Up Opportunities
Table 4-1: Founding Dates of Leading Fish and Seafood Category Participants
Ongoing Consolidation
Table 4-2: Growth Activity of Selected Leading Fish and Seafood Category Participants
Competing at Point-of-Purchase
Packaging
Convenience/Value-Added/Single-Serve
Better-For-You
Environmentally Responsible/Sustainable/Ethical Practices/Locavore
Price/Value
Foodies/Novelty/Ethnic
Chapter 5: Product Trends and Opportunities Key Points
Products Targeted to Most Eager Consumers
Fish and Seafood Marketers Cater to Foodies
Table 5-1: Foodie Tendencies (percent)
Illustration 5-1: Sea Best Signature (Beaver Street Fisheries)
Illustration 5-2: Clearwater Scallops & Sauce (Clearwater Seafoods Ltd)
Illustration 5-3: Gorton’s Simply Bake (Gorton’s)
Illustration 5-4: Phillips Seafood Skillet Meals (Phillips Foods, Inc.)
Illustration 5-5v SeaSations Fish Fillets (StarKist Co.)
Illustration 5-6: FPI FireRoaster (Fishery Products International/ High Liner Foods)
Convenience Drives Product Development
Illustration 5-7: Acme Wild Smoked Salmon with Cream Cheese Crepes (Acme Smoked Fish Corp.; Crepini)
Illustration 5-8: Cheese Crepes (Acme Smoked Fish Corp.; Crepini)
Chicken of the Sea No Drain Tuna (Chicken of the Sea)
Illustration 5-9: Phillips Soup for One (Phillips Foods, Inc.)
Illustration 5-10: StarKist Tuna Creations (StarKist Co.)
Illustration 5-11: SteamWell Seafoods Sockeye Salmon with Tuscan Herb Sauce (Orca Bay Foods)
Illustration 5-12: Wholey Seafood Boil in the Bag Seafood Entrées(Wholey Seafood)
Sustainability, Ethical Practices Gain Traction
Importance of Sustainability to Consumers
Table 5-2: Interest in Environmental Issues When Choosing Food Products (percent)
Importance of GMO to Consumers
Table 5-3: Importance of Non-GMO Labeling on Grocery Purchases, June 2013 (percent of consumers)
Prevalence of Farmed Fish in Foodservice
Tilapia Continues to Thrive as Aquaculture Does
Illustration 5-13: Heart of the Ocean (American Pride Seafoods)
Illustration 5-14: Gorton’s Skillet Crisp (Gorton’s)
Illustration 5-15: Mrs. Paul’s/Van de Kamp’s ParchmentBake tilapia fillets (Pinnacle Foods Group)
Illustration 5-16: SeaSations Seafood Entrees (StarKist)
New Product Positioning
Table 5-4: Selected New Fish and Seafood Products:Fresh/Refrigerated, 2011-2012
Table 5-5: Selected New Fish and Seafood Products:Frozen, 2011-2012
Table 5-6: Selected New Fish and Seafood Products:Shelf Stable, 2011-2012
Table 5-7: Selected New Fish and Seafood Products:Foodservice, 2011-2012
Chapter 6: Retail/Foodservice Trends Key Points
Similar Challenges and Solutions for Retail and Foodservice
Convergence of Customers
Table 6-1: Use of Seafood Restaurants and Retail Purchase of Fish/Seafood Products, 2012 (Index of U.S. households visiting selected restaurants)
Seafood Needs Better Marketing for Retail and Foodservice
Retailers and Foodservice Operators Also Cooperate in Sustainability Efforts
Retail Trends
Seafood a Positive Department for Retailers
Table 6-2: Importance of Fresh Meat/Seafood in Choosing a Grocery Store, June 2013 (percent of consumers)
Fresh Prepared a Lure for Consumers
Table 6-3: Importance of Convenience in Fresh Fish/Seafood Purchases, June 2013 (percent of consumers)
But Consumers Do Know How to Cook
Table 6-4: Confidence Regarding Preparation of Fresh Fish/Seafood, June 2013 (percent of consumers)
Rising Prices Are Key Retail Issue
Holding the Price Line
Table 6-5: Expense as a Deterrent to Purchasing of Fresh Fish/Seafood, June 2013 (percent of consumers)
Grocery Budgets Determine Product Choices
Table 6-6: Average Weekly Grocery Expenditures for Fish and Seafood, by Type, 2012 (index of U.S. households using fish/seafood)
Upgrading and Educating to Drive New Sales
Value-Added and Meal Solutions Adding to Sales
Pitching Sustainability
Greenpeace Honors Retailers
Illustration 6-1: Greenpeace 2013 Seafood Retailer Scorecard
Range of Sustainability Approvals
Many Retailers Rejecting Genetically Modified Seafoods
Local Sourcing and Freshness
Private Label Lines Including Seafood
Table 6-7: Average Weekly Grocery Expenditures, by Use of Private Label Fish/Seafood, 2012 (index of U.S. households using fish/seafood)
Seasonal Marketing Picks Up for Fish and Seafood
Independent Fish Stores Soldier On
Foodservice Trends
Strong Sales in 2012 for Seafood Chains
Uneven Performances by Individual Chains
Table 6-8: Household Use of Selected Seafood Restaurants:2008, 2010, and 2012 (percent of U.S. households)
Table 6-9: Selected Demographic Indicators for Use of Red Lobster Restaurant, 2012 (index of U.S. households)
Table 6-10: Selected Demographic Indicators for Use of Joe’s Crab Shack Restaurant, 2012 (index of U.S. households)
Table 6-11: Selected Demographic Indicators for Use of Long John Silver’s Restaurant, 2012 (index of U.S. households)
Seafood Should Promote More Gains in 2013
New Seafood Chains Emerge as Older Chains Regain Footing
But Not All Succeed
Seafood Turning Up in Wider Variety of Foodservice Venues
Potential Increase for Seafood in Institutional Foodservice
Clothing and Department Store Seafood Outlets
Seafood in Non-Seafood Chains
Illustration 6-2: Crab and Avocado Stack (Outback Steakhouse)
Illustration 6-3: Seafood Mixed Grill (Outback Steakhouse)
New Products Buoy Market
Table 6-12: Recent New Product Finalists in the International Boston
Seafood Show’s Seafood Excellence Awards, 2011-2013
Illustration 6-4: Prawn Lollipops (Dish Hospitality)
Illustration 6-5: Shrimp & Grits Cakes (Handy International)
Illustration 6-6: Asiago and Artichoke Crab Flatbread (Phillips Foods)
Illustration 6-7: Salmon Fillets with Chili Lime & Ginger Dressing(The Saucy Fish Co.)
Competition Drives New Options
Sustainability in Foodservice
Illustration 6-8: McDonald's Packaging Featuring Marine Stewardship Council's Ecolabel
Finding the Price/Value Balance Point
Illustration 6-9: Captain D’s “Full Meal Deals”
Chapter 7: Consumer Trends Key Points
Note on Simmons Consumer Data
Consumer Health Concerns Regarding Seafood
Health Benefits of Fish
Pescetarians
Fresh Fish Consumers Show Higher Health Concerns
Table 7-1: Health Attitudes of Consumers Using Fresh Fish/Seafood,2012 (index of U.S. Consumers)
Table 7-2: Health Attitudes of Consumers Using Frozen Fish/Seafood,2012 (index of U.S. Consumers)
Health Concerns Not Uniform for All Seafood Products
Table 7-3: Health Attitudes of Consumers Using Frozen Prepared Seafood, by Kinds Used Most Often, 2012 (Index of U.S.Consumers)
Table 7-4: Health Attitudes of Consumers Using Frozen Prepared Seafood, by Kinds Also Used, 2012 (Index of U.S. Consumers)
Users of Tuna in Pouches Have Greater Health Concerns Than Canned Users
Users of Higher Grade Tuna Express Greater Health Concerns
Table 7-5: Health Attitudes of Consumers Using Tuna (Can or Pouch), 2012 (Index of U.S. Consumers)
Table 7-6: Health Attitudes of Consumers Using Tuna (Can or Pouch), 2012 (Index of U.S. Consumers)
Users of Lower Sodium Tuna Express Greater Health Concerns
Mixed Results on Health Concerns Among Oil and Water Packed Users
Table 7-7: Health Attitudes of Consumers Using Tuna (Can or Pouch), 2012 (Index of U.S. Consumers)
Table 7-8: Health Attitudes of Consumers Using Tuna (Can or Pouch), 2012 (Index of U.S. Consumers)
Fresh Fish and Seafood Consumers Show “Foodie” Tendencies
Table 7-9: Food Attitudes/Opinions of Consumers Using Fish and Seafood, by Product Category, 2012 (Index of U.S. Consumers)
Most Seafood Consumer Segments in Normal Range
Regional Preferences Stand Out
Table 7-10: User Demographics Focus: Consumers of Fish/Seafood, by Product Category and Nielsen Region, 2012 (Index of U.S. Consumers)
Consumer Product Preferences – Fresh Fish and Seafood
Table 7-11: User Demographics Focus: Consumers of Fresh Fish/Seafood, 2012 (Index of U.S. Consumers)
Price A Major Concern in Fresh Fish Category
Table 7-12: Retail Price Per Pound of Different Types of Meat,Poultry and Fish/Seafood, June, 2013
Consumer Product Preferences – Frozen Fish and Seafood
Table 7-13: User Demographics Focus: Consumers of Frozen Fish/Seafood, 2012 (Index of U.S. Consumers)
Consumer Product Preferences – Frozen Prepared Fish and Seafood
Table 7-14: User Demographics Focus: Consumers of Frozen Prepared Seafood, 2012 (Index of U.S. Consumers)
Frozen Prepared – Breaded Clams
Table 7-15: User Demographics Focus: Consumers of Frozen Prepared Seafood, Breaded Clams, 2012 (Index of U.S. Consumers)
Frozen Prepared – Fish Cakes
Table 7-16: User Demographics Focus: Consumers of Frozen Prepared Seafood, Fish Cakes, 2012 (Index of U.S. Consumers)
Frozen Prepared – Fish Fillets
Table 7-17: User Demographics Focus: Consumers of Frozen Prepared Seafood, Fish Fillets, 2012 (Index of U.S. Consumers)
Frozen Prepared – Fish Sticks
Table 7-18: User Demographics Focus: Consumers of Frozen Prepared Seafood, Fish Sticks, 2012 (Index of U.S. Consumers)
Frozen Prepared – Shrimp
Table 7-19: User Demographics Focus: Consumers of Frozen Prepared Seafood, Shrimp, 2012 (Index of U.S. Consumers)
Consumer Product Preferences – Shelf-Stable Tuna
Shelf-Stable Tuna – Canned vs. Pouched
Table 7-20: User Demographics Focus: Consumers of Shelf-Stable Tuna, by Form Eaten Most Often, 2012 (index of U.S. consumers)
Appendix Selected Companies/Brands
Selected Retailers
Selected Private Label/Foodservice Suppliers
Selected Fish/Seafood Restaurant Chains
Vertical IntegrationMost of the larger fishing companies tend to contract with distribution services to facilitatetheir products getting to market. Some of the larger industry participants, however, haveopted to directly handle the distribution of their products by owning a fleet of containervessels to carry their products to international ports as well as fleets of refrigerated andfreezer trucks to take their products to inland domestic markets around the U.S.
- Given the trend toward consolidation in the market, it is not unlikely that there willbe further vertical integration among the larger companies wanting to control allaspects of their operation from harvesting the seafood to direct-to-store delivery(DSD).
- Even if they don’t own distribution directly, marketers tend to exercise a great deal ofoversight of the process. Because it is easy for fresh and frozen products to go bad ifnot handled properly, marketers need to be sure that they have trustworthy partners inorder to protect their own reputations. Long term relationships are not unusual, oncea solid partner has been found.
The fish and seafood industry has experienced a significant degree of consolidation within thepast few years, with major companies acquiring smaller, successful niche operations on aregular basis. Given that there are very few new start-ups appearing in this industry (as notedin Chapter 4, Competitive Trends), it would appear that the market is headed towards asituation in which there are a few very large vertically integrated companies in ongoingacquisition mode with fewer and fewer small and mid-sized companies and fewerindependent distributors.
- The upside is that the economies of scale that can result from this could eventuallylead to lower prices for the consumer.
- Fewer, larger companies may also be better able to address issues such assustainability than a more diversified industry with small and mid-sized companiesthat are inclined to resist harvest restrictions in order to survive.
