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CLG: Seafood Consumption Richard Watson Seafish
Agenda
• Seafish Insight Service • Benchmark Consumption Trends • Trend Drivers • Growing Seafood Consumption
Market Insight Service
• Provide 250 reports per year – GB Nielsen retail data – GB CREST Food service data – UK Landing data – UK & Global Import/Export Data – Category & Shopper Insight
• Ad Hoc Industry support
• http://www.seafish.org/media/publications/temp_secure/
•Register for market e-alert [email protected]
Convenient Access to Data
100
150
200
250
300
350
1940 1950 1960 1970 1980 1990 2000 2010
g/pe
rson
/wk.
Long term Household Consumption of Seafood
Defra Family Food
0
10
20
30
40
50
6019
7419
7719
8019
8319
8619
8919
9219
9519
9820
0120
0420
0720
1020
13
g/pe
rson
/wk.
Household Consumption Species Trends
Seafood Ready MealsAmbient (exc Salmon)White FishSalmonShellfishPelagics
(Chilled & frozen unless stated)
Defra Family Food
130
140
150
160
170
180
190
20020
0120
0220
0320
0420
0520
0620
0720
0820
0920
1020
1120
1220
13
Total Seafood Consumption
Eaten in Hometotal
-13%
0
50
100
150
200
Seafood Eatenout of Homeg/
pers
on/w
k.
Defra Family Food
0.0
0.2
0.4
0.6
0.8
1.0
1.2
1.4
1974
1977
1980
1983
1986
1989
1992
1995
1998
2001
2004
2007
2010
2013
penc
e/g
Average Protein Prices
Carcase meat
Beef and veal
Mutton and lamb
Pork
Chicken, uncooked - wholechicken or chicken pieces
Sausages, uncooked - pork
Fish
Shellfish
Defra Family Food
0.0
0.2
0.4
0.6
0.8
1.0
1.2
1.4
Penc
e /g
Relative Protein Spend 2013
Defra Family Food
330
335
340
345
350
355
360
365
370
375
2009 2010 2011 2012 2013 2014
(‘000
tonn
es)
Total GB Retail Seafood Sales (excluding discounters)
Volume Change over period: -8.8%
Average Price Over Period: +22.3%
Nielsen Scantrack
60708090
100110120130140150160
2009 2010 2011 2012 2013 2014
(‘000
tonn
es)
GB Retail Volume Sales by Sector
Total chilledTotal frozentotal Ambient
FROZEN Avg Volume: -14.8% Avg Price chg.: +6.6%
AMBIENT Avg Volume: -26.6% Avg Price chg.: +32.2%
CHILLED Avg Volume +8.8% Avg Price chg.: +16%
Nielsen Scantrack
0
10
20
30
40
50
60
70
80
90
2007 2008 2009 2010 2011 2012 2013 2014
(‘000
tonn
es)
Retail Volume by Species
COD
COLD WATER PRAWNS
HADDOCK
POLLOCK
SALMON
TUNA
WARM WATER PRAWNS
Nielsen Scantrack
foodservice 146 30%
retail 336 70%
Seafood Split Retail vs Foodservice ('000 tonnes)
Nielsen/NPD Crest
0.90
0.92
0.94
0.96
0.98
1.00
1.02
1.04
25.5
26.0
26.5
27.0
27.5
28.0
YEMar08
YEMar09
YEMar10
YEMar11
YEMar12
YEMar13
YEMar14
YEMar15
Serv
ings
bn
Foodservice Servings
Total TrafficTotal Fish/Seafood
-3%
NPD Crest
Total Servings
-4.1%
Category Insight Reports • 6 key components for category management
UK Economy & shopper Confidence Shopper Behaviours Foodservice trends Grocery Trends Seafood Barriers Market trends
UK Economy & Shopper Confidence
– In 2014 UK economy strongest since 2007 – CPI lowest level since 1996 (0.5%), driven
by falling food and utility prices – Fish still looks decidedly expensive
compared to other proteins – Average pay overtook inflation for first time
in 5 yrs.
– Purchasing power low – Families still worse off before recession – 18% think they will better off in 2015 – Shopper confidence is at an all-time high
Shopper Behaviours & Grocery Trends • Savvy shopping here to stay
• Looking to save money & reduce waste • Want value for money – will pay for quality • Want excitement and stimulation at product and
fixture • No change short term shopping behaviour • 80% intend to spend more on treats – only 13%
intending to splash out on grocery shopping • Increased awareness around ‘Holidays’ • Discounters set to double value next 5 yrs. • Convenience continue • Move away from multibuy to EDLP and fewer
simpler promotions • More emphasis on Shopper missions and
multichannel opportunities
Foodservice • Total foodservice spend grew by 2.2% at Dec 2014.
Standing at £50.8bn • Casual dining up 58% in London • Families are starting to eat out again +11% vs 2009 • Socialising is the number one reason for seafood
consumption across channels (except fish & chips) • Adult only parties driving growth particularly in full
service channel (FSR) • Total Seafood continues its serving decline (-1.4%) • Seafood has the highest average price and lowest
deal rates for protein other than lamb • Seafood servings grew strongly in the travel and
leisure channel (+22.8% ) and workplace channel (+2.8%)
SEAFOOD BARRIERS • 38% believe only cheap fish and seafood goes into
frozen products • Out of all the proteins, fish is seen to be the most
‘scary’ by shoppers • Shoppers don’t like choosing, handling & preparing
seafood • Don’t like way it looks • Don’t like the smell or touch or bones • Don’t know how to prepare it for cooking • Most shoppers do not know how to identify fish with
a high freshness quality
Will Fish Consumption Increase?
• Perhaps IF… • Economy, wages • Health, provenance
increasing in importance • Demand from emerging
economies • Production costs
Yes IF… Right product, right store….. • Freshness quality – VFM • Inspirational • Meet shopper mission • Address seafood barriers • Shopper/consumer education
Will Fish Consumption Increase?
What's New? • New monthly data • New Category Insight report • Foodservice 5 yr. forecast • Kantar Shopper insight seminar
© Kantar Worldpanel
Place Picture Here
INVESTIGATING PURCHASING & CONSUMPTION OF FISH
Project Debrief Presentation
Simon Hulbert – Insight Consultant Wednesday 29/04/2015
© Kantar Worldpanel
25
Panellists have been asked general questions on Attitudes and Triggers, as well as questions about a specific purchase, with the latter being based around 5 elements of the buying cycle. Exploration of all these 7 areas will be used to drive recommendations around how to drive growth.
OUR ANALYTICAL ROAD MAP FOR TODAY’S DEBRIEF
Mindset
Consumption SHOPPER INFLUENCE
MISSION
AT THE FIXTURE
MINDSET
PURCHASE DRIVERS
CONSUMPTION OCCASION
Attitudes & Opinions about Fish
Purchasing Fish Eating Fish
Triggers (for Fish) NB Mindset and Triggers in relation to “All Fish,” all other questions are in relation to specific purchase.
