CLG: Seafood Consumption. Richard Watson Seafish

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1 CLG: Seafood Consumption Richard Watson Seafish

2 Agenda Seafish Insight Service Benchmark Consumption Trends Trend Drivers Growing Seafood Consumption

3

4 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

5 Convenient Access to Data Register for market e-alert

6 350 Long term Household Consumption of Seafood 300 g/person/wk Defra Family Food

7 60 Household Consumption Species Trends 50 g/person/wk Seafood Ready Meals Ambient (exc Salmon) White Fish Salmon Shellfish Pelagics (Chilled & frozen unless stated) Defra Family Food

8 g/person/wk Total Seafood Consumption % Eaten in Home Seafood Eaten total out of Home Defra Family Food

9 pence/g Average Protein Prices Carcase meat Beef and veal Mutton and lamb Pork Chicken, uncooked - whole chicken or chicken pieces Sausages, uncooked - pork Fish Shellfish Defra Family Food

10 Relative Protein Spend Pence /g Defra Family Food

11 ( 000 tonnes) Total GB Retail Seafood Sales (excluding discounters) Average Price Over Period: +22.3% Volume Change over period: -8.8% Nielsen Scantrack

12 GB Retail Volume Sales by Sector ( 000 tonnes) CHILLED Avg Volume +8.8% Avg Price chg.: +16% FROZEN Avg Volume: -14.8% Avg Price chg.: +6.6% AMBIENT Avg Volume: -26.6% Avg Price chg.: +32.2% Total chilled Total frozen total Ambient Nielsen Scantrack

13 90 Retail Volume by Species ( 000 tonnes) COD COLD WATER PRAWNS HADDOCK POLLOCK SALMON TUNA WARM WATER PRAWNS Nielsen Scantrack

14 Seafood Split Retail vs Foodservice ('000 tonnes) retail % foodservice % Nielsen/NPD Crest

15 Foodservice Servings Servings bn % -4.1% Total Traffic Servings Total Fish/Seafood 25.5 YE Mar 08 YE Mar 09 YE Mar 10 YE Mar 11 YE Mar 12 YE Mar 13 YE Mar 14 YE Mar NPD Crest

16 Category Insight Reports 6 key components for category management UK Economy & shopper Confidence Shopper Behaviours Foodservice trends Grocery Trends Seafood Barriers Market trends

17 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

18 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

19 Foodservice Total foodservice spend grew by 2.2% at Dec 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%)

20 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

21 Will Fish Consumption Increase? Perhaps IF Economy, wages Health, provenance increasing in importance Demand from emerging economies Production costs

22 Will Fish Consumption Increase? Yes IF Right product, right store.. Freshness quality VFM Inspirational Meet shopper mission Address seafood barriers Shopper/consumer education

23 What's New? New monthly data New Category Insight report Foodservice 5 yr. forecast Kantar Shopper insight seminar

24 INVESTIGATING PURCHASING & CONSUMPTION OF FISH Project Debrief Presentation Place Picture Here Simon Hulbert Insight Consultant Wednesday 29/04/2015 Kantar Worldpanel

25 OUR ANALYTICAL ROAD MAP FOR TODAY S DEBRIEF 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 Purchasing to drive growth. Fish Attitudes & Opinions about Fish Mindset SHOPPER INFLUENCE PURCHASE DRIVERS Eating Fish Consumption CONSUMPTION OCCASION MINDSET MISSION AT THE FIXTURE Triggers (for Fish) 25 NB Mindset and Triggers in relation to All Fish, all other questions are in relation to specific purchase. Kantar Worldpanel

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