The elderly seafood…and eat it –

The elderly seafood…and eat it Published:  08 April, 2014

A RECENT report suggests that in the UK older consumers eat fish and seafood disproportionately, with a 37 per cent share of the total market by value despite accounting for 29 per cent of the population.

Having the largest share of the market and consuming at an above average rate makes them the most important age group in the market.

It also says males account for a 57 per cent value share of the raw packaged fish and seafood –processed pieces market in the UK, despite accounting for only 49 per cent of the population.

The report, by Canadean, is titled ‘The UK Fish and the Seafood Market – What Consumers East and Why?’ It says marketers should keep these gender differences in mind when developing products and campaigns for the raw packaged fish and seafood – processed pieces market.

While the UK has a developed private label market, private label penetration is relatively low in the frozen fish and seafood category, where only 25 per cent of the volume of products distributed are private label.

Outside of the two leading brands, the rest of this market is fragmented, leaving room for private label to grow.

The report adds that the top two retailers in the UK dominate the Fish & Seafood market with a 52.7 per cent share, by volume. Establishing effective relationships with these retailers was important.

The report provides the results for the fish and seafood market in the UK from Canadean’s unique, highly detailed study of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets.

Its coverage includes, but is not limited to, consumption behaviours, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices.

It was written because marketers in the fish and seafood industry face a major challenge. Understanding market size and segmentation is valuable, say the authors, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.

The data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the fish and seafood market they account for, and which consumer trends drive their behaviour.

They say the data provided is unique in the market as it tracks consumer behaviour through to its actual value impact on a product market.

The report also finds that the two largest fish and seafood categories in the market, fresh Fish and seafood (counter) and frozen fish and seafood, have similar market shares and together account for just under half of the market by value.

However, the volume of frozen fish and seafood distributed is far higher, indicating that the value of the category could be increased by encouraging consumers to purchase more premium and value-added products.

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