Seafood shopping trends under microcope at seafood congress

THE latest trends in consumer behaviour, including how to engage shoppers at both ends of the age spectrum, will be examined in depth at the upcoming World Seafood Congress to be held in in Grimsby next month.
New research outlining the importance of children and the older generation in increasing seafood consumption will be revealed on day one, including findings from two distinct investigations.
  • Sharon Carstairs from Aberdeen University, will present “Catch them young: why are our children not hooked on fish?” Carstairs will reveal the findings of a recent study into infant consumption, looking at possible issues resulting from under-exposure to seafood at an early age.
  • Professor Alexandra McManus, director of the Centre of Excellence for Science, Seafood and Health at Curtin University in Perth, Australia, will present “Tailored seafood products for seniors: the market of the future“. McManus will examine the information gap regarding the types of protein-rich, bioavailable meals that are suitable for the older generation.

Also speaking will be Simon Kershaw, Senior Client Manager at Nielsen who will present on the latest retail and shopper trends in the UK and its impact on the Seafood industry. With over 15 years FMCG Marketing, Category and Insight experience in the Food Industry, Simon is will deliver an insight into what is driver shopper habits at a top level, discuss where they shop and why and look at the big trends which are driving performance in Fresh, Chilled and Ambient Seafood.

Presenting Nielsen’s renowned ‘State of the Nation’ presentation, Simon will share Nielsen’s view of what is happening in the UK, its retail environment and its consumers. Looking at the growth of the discounters and the UK consumers growing affection for them, even as we come out of recession, Simon will share the outlook for the future. Saving and shopping around is now the norm, and as retailers wake up to the realisation that shopper loyalty is a rare commodity, how is this affecting the industry. Other key trends including online and growth of convenience will also feature, and Simon will bring to life how the Seafish industry needs to align its strategy to these trends.

Working with Seafish for a number of years, Nielsen and Simon have worked to provide the industry with an invaluable resource of trusted and credible market data and insight on Seafood retailing, and shopper trends in the UK.

And New Directions for the Australian Prawn Industry: ‘Love Australian Prawns’ – Dr Janet Howieson, Curtin University, Western AustraliaThe Australian Council of Prawn Fishers, representing the wild harvest sector, and the Australian Prawn Farmers Association have joined forces to support a new, national marketing campaign to “Love Australian Prawns”.

The campaign was launched in 2013, principally into fish mongers and supermarkets. Details of the strategy development and implementation will be discussed. Results of consumer and retailer evaluation of the first year of activities will be presented and also detail on how these results informed the second year activities, now underway.