U.S. Market for Seafood, with a Focus on Fresh

Table of Contents

Chapter 1: Executive Summary

• Scope of Report
  • Report Methodology
• The U.S. Seafood Market
  • Fresh and Frozen Seafood Accounts for 77% of Fishery Products
  • Table 1-1: U.S. Annual Per Capita Consumption of Commercial Fish and Shellfish, 1997-2007
  • Filet and Steaks Consumption Flat; Breaded Fish Reverses Decline
  • Table 1-2: Production of Value-Added Fish Products, in Thousand Pounds 2002-2007
  • Reduction in Restaurant Traffic Reduces Seafood Consumption
  • Average Consumer Makes Four Trips a Year to the Seafood Department
  • Factors That Increase Seafood Consumption
  • Health Benefits of Seafood Encourages Consumption
  • Aquaculture May Lower Prices and Increase Availability
  • Country of Origin Labeling May Assure Consumers of Safety
  • Barriers to Seafood Consumption
  • Food Safety Concerns Keep Some Americans From Seafood
  • Consumers Not Educated in Seafood Preparation
  • Most Popular Species of Fresh Seafood
  • Table 1-3: Top Ten Species by Annual Consumption (in pounds, per person) 2003-2007
  • Sustainability
  • Economic Downturn Affecting Seafood Consumption
  • Table 1-4: U.S. Annual Per Capita Consumption of Fish And Shellfish (in pounds), 2003-2007 (actual), 2008-2012 (estimated)
• The Consumer
  • One Third of Consumers Never Buy Fresh Seafood
  • Northeastern and Pacific Urban Dwellers Consume More Fresh Seafood
  • Typical Fresh Seafood Consumers are Middle Aged, Affluent, and Married
  • Fresh Seafood Consumers are Health Conscious
  • Table 1-5: Health Attitudes for Seafood, Hamburger, and Chicken Consumers
• Retail Trends
  • Supermarket Sales of Seafood Up Slightly in 2007
  • Slightly Fewer Supermarkets Offering Fresh Seafood
  • Frozen Seafood Sales Slowed in 2008
  • Table 1-6: Frozen Seafood Sales, 2008 vs. 2007
  • More Than Half of Seafood Consumers Shop at Wal-Mart
• Foodservice Seafood Trends
  • Red Lobster Leads Seafood Restaurant Chain Sales
  • Seafood Chains Hit Hard By Consumer Spending Decreases
  • Top Seafood Foodservice Distributors
  • Red Chamber and Trident Seafoods are Top Seafood Companies ..
• Imports and Exports
  • Imports
  • Seafood Imports Were a Record $13.7 Billion in 2007
  • Table 1-7: Edible Fishery Products Imports 2003-2007
  • Exports
  • U.S. Exports More than 80 Percent of Catches
  • Table 1-8: Edible Fishery Products Exports 2003-2007
  • Domestic Seafood Production
  • Pacific Coast Dominates U.S. Fishery Landings
• Trends and Opportunities
  • Better-for-you Products
  • Prepared Seafood Dishes For Convenience
  • Increasing Consumer Demand for Eco Labeling and Health Information
  • Supermarkets Will Be Eateries
  • Asian and Hispanic Population Growth May Boost Seafood Consumption
  • Maturing Baby Boomers Drive Growth in Seafood

Chapter 2: The Market

• Highlights
• Market Overview
• Market Size of Seafood in the United States
  • Seafood Consumption Declined Slightly in 2007
  • Table 2-1: U.S. Annual Per Capita Consumption of Commercial Fish and Shellfish, 1997-2007
  • Seafood Consumption Far Less Than Other Protein Sources
  • Figure 2-1: Average U.S. Protein Consumption, 2000-2007
  • Fresh and Frozen Seafood Accounts for 77% of Fishery Products
  • Table 2-2: Value of Fishery Products, 2003-2007
  • Consumer Spending on Meat, Poultry, Fish and Eggs
  • Table 2-3: Average Annual Consumer Food Expenditures: Total vs. Meats, Poultry, Fish and Eggs, 2002-2006 (in dollars)
  • Consumption of Filets and Steaks Rising
  • Table 2-4: Per Capita Consumption of Filets and Steaks, and Sticks and Portions 2000-2007
  • Production of Fish Sticks and Portions Up (Temporarily), Breaded Shrimp Down
  • Table 2-5: Production of Value-Added Fish Products, in Thousand Pounds 2002-2007
  • Grocery Seafood Sales Grow Slower Than Other Items
  • Table 2-6: Changes in Grocery Item Sales - October 2008 vs. October 2007 .
  • Seventy Percent of Seafood Consumed in Restaurants
  • Consumers Cut Back on Eating Out
  • Average Consumer Makes Four Trips a Year to the Seafood Department
  • Alaska Pollock is Most Valuable Seafood Fillet
  • Table 2-7: Production of Top 10 Fresh and Frozen Fillets by Species, 2003-2007
  • Canned Product Prices and Supply Remain Steady
  • Table 2-8: U.S. Production of Canned Fishery Products, 2006 and 2007
• Market Drivers in Seafood Consumption
  • Growing Awareness of Health Benefits
  • The "Japanese Factor"
  • What About Fish Oil Supplements?
  • Lent is Christmas for the Seafood Industry
  • Aquaculture May Lower Prices and Increase Availability
  • Figure 2-3: Global Fisheries and Aquaculture Production, 1980-2010
  • Figure 2-4: U.S. Aquaculture Production, 2006
  • Country of Origin Labeling May Assure Consumers of Safety
  • Frozen vs. Fresh: Advantages and Drawbacks
  • Farmed vs. Wild
  • Organic Seafood Growing 20% Annually
  • What is Organic Seafood Anyway?
  • Convenience Packaging
  • Barriers to Seafood Consumption
  • Food Safety Concerns Keep Some Americans From Seafood
  • Government and Retailers Promote Safety, But Not Easing Fears
  • Consumers Not Educated in Seafood Preparation
  • Economic Factors Affecting Seafood Consumption
  • Consumers Squeezed in 2008
  • Table 2-9: Percent Changes in Food Price Indexes, 2004 through 2009
  • Table 2-10: Percent Changes in Consumer Indexes, September 2004 through September 2008
  • Restaurants Face Triple Threat
  • Some Seafood is Considered an Unnecessary Luxury
  • Is Seafood Recession Proof?
  • Canned Seafood Making a (Brief) Comeback
  • Table 2-11: Sales of Shelf Stable Seafood, 2008
  • Fresh Seafood Consumption
  • Most Popular Species of Fresh Seafood
  • Table 2-13: Top Ten Species by Annual Consumption (in pounds, per person) 2003-2007
  • Shrimp Is The Most Popular Seafood
  • Figure 2-5: Shrimp Imports by Major Exporter, by Volume 2007
  • Figure 2-6: Shrimp Exports by Major Importer, by Volume 2007
  • Tuna: Mercury Concerns Driving Down Consumption
  • Cod: Quickly Disappearing
  • Tilapia: Farmed Species Continues to Grow
  • Pollock: The All-purpose Fish
  • Figure 2-7: Seafood Consumption Change, 2002-2007 (percent)
  • Salmon: Health Benefits Outweigh Risks
  • Sustainability
  • Table 2-8: Number of Marine Stewardship Council-labeled Fishery Products
  • The Sushi Industry
  • Sushi popularity broadens amid health concerns
  • Consumer Cards Promote Sustainable Sushi
  • Competitive Profiles: Sushi Without Guilt
• Advertising and Promotion
  • Eco Labeling Can Be a Marketing Tool - If it' s Clear
  • NGOs Try To Prevent Label Confusion
  • Blogs and Social Networking
  • Key Seafood Marketing Events
• Market Forecast for Seafood
  • Size of the U.S. Seafood Market
  • Table 2-13: U.S. Supply of Edible Fishery Products, by Weight, 2003-2013 ..
  • Table 2-14: U.S. Domestic Fishery Products, by Value, 2003-2013
  • Fresh and Frozen Seafood Consumption Will Decline Through 2009
  • Table 2-15: U.S. Annual Per Capita Consumption of Fish And Shellfish (in pounds), 2003-2007 (actual), 2008-2012 (estimated)
  • Table 2-16: U.S. Annual Per Capita Consumption of Fishery Items (in pounds), 2003-2007 (actual), 2008-2012 (estimated)

Chapter 3: The Consumer

• Highlights
• Simmons Data - What They Are ...
• One Third of Consumers Never Buy Fresh Seafood
  • Table 3-1: Consumer Frequency of Use of Grocery Departments and Services
• Fresh Seafood Consumers Spend Less Overall
  • Table 3-2: Grocery Expenditures: Weekly Overall, Fresh Seafood Consumers, Hamburger Consumers
  • Table 3-3: Seafood and Hamburger Purchase, by Household Size
• Who Eats Fresh Seafood?
  • Northeastern and Pacific Urban Dwellers Consume More Fresh Seafood
  • Figure 3-1: Regional Seafood Consumption
  • Figure 3-2: U.S. Seafood Consumption By Metro Market Size
  • Fresh Seafood Consumers: Middle Aged, Affluent, Married
  • Figure 3-3: Fresh Seafood Consumption, by Age
  • Figure 3-4: Fresh Seafood Consumption, by Income
  • Figure 3-5: Fresh Seafood Consumption, by Marital Status
  • Fresh Seafood Consumers are Health Conscious
  • Table 3-4: Health Attitudes for Seafood, Hamburger, and Chicken Consumers
  • Majority of Seafood Eaters Enjoy Cooking, But...
  • Table 3-5: Percentage of Seafood Eaters Who Enjoy Cooking
  • Seafood Eaters Frequent Fast Food Restaurants
  • Table 3-6: Percentage of Seafood Eaters Who Dine Out
  • Table 3-7: Protein Consumption Trends, 2004-2008
• Pescatarians Unite
• Food Safety Fears Not Keeping Many Consumers From Seafood
  • Table 3-8: Changes in Food Purchasing Habits Out of Safety Concerns

Chapter 4: Retail and Foodservice Channels

• Highlights
• Retail Sales of Fish and Seafood
  • Supermarket Sales of Seafood Up Slightly in 2007
  • Drop Off In Restaurant Traffic Could Benefit Some Seafood Retailers
  • Grocers Predict Growing Seafood Sales
  • Seafood is a Small Part of Grocer' s Pie, But Has High Profits
  • Fewer Supermarkets Offering Fresh Seafood
  • Table 4-1: Availability of Departments and Services in Supermarkets, 2005-2008
  • Salmon and Shellfish Most Popular Fresh Items; Crab Most Expensive
  • Table 4-2: Seafood Purchases at Supermarkets: Penetration and Spending by Household in 2007
• Fresh and Frozen Seafood Sales
  • Fresh Seafood Sales Down at Conventional Supermarkets
  • Frozen Seafood Saw an Average 5% Annual Growth 2002-2007
  • Frozen Seafood Sales Slowed in 2008
  • Table 4-3: Frozen Seafood Sales, 2008 vs. 2007
  • Table 4-4: Frozen Seafood Usage, 2004-2008
  • Shrimp is Most Popular Frozen Seafood
  • Figure 4-1: Types of Frozen Seafood Used
  • Gorton' s is the Top Frozen Seafood Brand
  • Figure 4-2: Most Popular Frozen Seafood Brands
• Supermarket Seafood Marketing Trends
  • More Than Half of Seafood Consumers Shop at Wal-Mart
  • Figure 4-1: Top Supermarkets for Seafood
  • Wal-Mart, Costco Win, Traditional Supermarkets Lose
  • Consumers Paying More For Private Label Seafood But Not Buying More
  • Merchandising Seafood as a Stand-alone Department
  • The Return of the Fishmonger
  • Consumers Eat Seafood in the Store
  • More Retailers Embracing Sustainability
  • Table 4-5: Greenpeace' s Top Five Sustainable Supermarkets for Seafood
• Retailer Profile: Whole Foods Market
  • The Gold Standard in Seafood Sustainability
  • Trouble Ahead for Whole Foods?
  • Supermarkets Train Consumers to Prepare Seafood
• Foodservice Seafood Trends
  • Foodservice Dining Trends
  • Sushi at 7-Eleven
  • Quick Serve Restaurants Growing
  • Eating Healthy
  • Sustainability a Growing Issue For Restaurant Operators
  • Calorie and Fat Labeling on Menus May Boost Seafood Consumption
  • Table 4-6: Nutrition Comparison of Dinners at Macaroni Grill
  • Seafood Chains
  • Red Lobster Leads Seafood Restaurant Chain Sales
  • Figure 4-3: Leading U.S. Seafood Restaurant Chains
  • Casual Dining Restaurants
  • Red Lobster is Second Most Popular Casual Dining Chain
  • Table 4-7: Most Popular U.S. Restaurant Chains 2008
  • Leaner Times For Casual Dining Seafood Restaurants
  • Figure 4-4: Casual Dining Seafood Chains
  • McCormick & Schmick' s: Boom Times Over for Now
  • Fast Food Fish
  • The Seafood QSR Segment is Relatively Tiny and Slow-Growing
  • Table 4-8: QSR Sales Growth by Segment, 2004-2006
  • Figure 4-5: Market Share of QSR Segments, 2006
  • Figure 4-6: Market Share of QSR Seafood Restaurants, 2007
  • Long John Silver' s Is King Of QSR Seafood
  • Table 4-9: Fast Food Visited in Last 30 Days
  • Table 4-10: Most Popular Fast Food Seafood Chains - 2008
  • Fast Food Burger Chains Still Rule
  • Table 4-11: Top Ten Fast Food Chains, by Consumer Selection, 2008
  • Chefs Concerned About Sustainability; Consumers Less So
• The Seafood Supply Chain: Wholesalers and Distributors
  • A Frenzy of Mergers and Acquisitions
  • Top Seafood Companies
  • Table 4-12: Top 10 U.S. Seafood Companies in 2007 (by sales)
  • Top Seafood Foodservice Distributors
  • Table 4-13: Leading U.S. Foodservice Distributors, by Sales, 2007

Chapter 5: Supply and Trade

• Highlights
• Imports and Exports
  • Import Shares are Highest for Fish and Shellfish
  • Figure 5-1: Import Shares by Volume, 2000-2005
• Seafood Imports Were a Record $13.7 Billion in 2007
  • Table 5-1: Edible Fishery Products Imports 2003-2007
  • Table 5-2: Edible Fishery Products Imports, by Principal Items (Volume) 2003-2007
  • Table 5-3: Edible Fishery Products Imports, by Principal Items (Value) 2003-2007
• Imports: Shrimp Still Dominates, Though Slipping
  • Table 5-4: Leading U.S. Seafood Imports
  • Figure 5-2: U.S. Imports from Major Areas by Volume, 2007
  • Figure 5-3: U.S. Imports from Major Exporters, by Volume, 2007
• Exports: U.S. Exports More than 80 Percent of Catches
  • Table 5-5: Edible Fishery Products Exports 2003-2007
  • Table 6-6: Leading U.S. Seafood Exports
• Asia is the Largest Trading Region With U.S
  • Figure 5-4: U.S. Exports to Major Areas, by Volume 2007
  • Figure 5-5: U.S. Exports to Major Importers, by Volume 2007
• Into China and Back Again
• Crabs, Scallops and Salmon Most Valuable U.S. Commercial Species
  • Figure 5-6: U.S. Commercial Landings 2004 and 2007, Top 10 Species (in millions of dollars)
• Pacific Coast Dominates U.S. Fishery Landings
  • Table 5-7: U.S. Domestic Commercial Landings by Region, by Volume
  • Table 5-8: U.S. Domestic Commercial Landings by Region, by Value
• Alaska Is The Seafood State
  • Figure 5-7: U.S. Domestic Commercial Landings by Region, 2007 (million USD)
  • Figure 5-8: Fishery Landings at Major U.S. Ports, 2007 (million USD)
• How the Economy Affects Industry and Prices
  • Fuel Costs May Shake Out Independent U.S. Fishers
  • Grain Prices Dry Up Catfish Farms
  • Long Term Help For Fishers
• Environmental Issues
  • Overfishing: 30% of World' s Fish Stocks Overexploited
  • From Overfishing to an Acceptable Level of Fishing
  • Effects of Hurricanes on Gulf Coast Fisheries

Chapter 6: Trends and Opportunities

• Highlights
• Five Consumer Expectations
  • Better-for-you Products
  • Convenience Trend Means More Deli Purchases
  • Increasing Consumer Demand for Eco Labeling and Health Information
  • Figure 6-1: Perceived Value of a USDA Organic Label
  • Consumers Must Trust Labels
  • Turning Grocery Stores into Restaurants
  • Changing Demographics Represent a Growth Opportunity
  • Asian and Hispanic Populations Growing at Faster Rate
  • Table 6-1: U.S. Population Change, by Race or Ethnicity, 2000 to 2004
  • Asians and Hispanics Consume More Seafood
  • Maturing Baby Boomers to Drive Growth in Seafood
  • Figure 6-2: Projected Protein Source Consumption Change
  • Sustainability is Paramount
  • Seafood Industry Will Continue to Drive Sustainability
  • Players Throughout the Supply Chain are Aware of Sustainability Issues
  • Figure 6-3: Percent of Chain Restaurants Using Sustainable Seafood in 2007 and 2012
  • Figure 6-4: Percent of Retailers Using Sustainable Seafood in 2007 and 2012
  • Figure 6-5: Percent of Wholesalers Using Sustainable Seafood in 2007 and 2012
  • Competitive Profiles: EcoFish and FishChoice
  • Aquaculture
  • Government Promotes Sustainability
  • Alternatives to Farming: Safer But Less Controllable

Appendix: Addresses of Selected Marketers