Fish and Seafood - US - January 2008

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Resources used for The Consumer sections
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• The bottom line
• Black consumers eat more fish/seafood; Asians cutting back
• Product innovation flourishes
• Demographic factors favor growth, but safety must be addressed
• Market Drivers
• Emphasis on healthier eating supports market growth
  • Figure 1: Attitudes regarding healthy eating, 2002-06
• Fish/seafood consumption increases with age
  • Figure 2: Household consumption of fish and seafood, by age, October 2007
  • Figure 3: U.S. population projections, by age, 2002 and 2007
• Safety concerns cause some consumers to cut back
• Competition from fish oil supplements
• Economic concerns affect the market
• Ethical, green concerns, positioning on the rise
  • Figure 4: Number of new fish and seafood products using ethical positioning claims, 2006 and 2007
• Seafood rarely prepared at home, say nearly half of Mintel' s respondents
• Claims of convenience appear to be lost on consumers
• Market Size and Trends
• Market size
  • Figure 5: Total U.S. sales of fish and seafood, at current and constant prices, 2002-07
• Market trends
• Product innovation flourishes
  • Figure 6: Fish and seafood new product introductions, 2002-07
• Top product positioning claims
  • Figure 7: Top positioning claims for new fish and seafood, 2006 and 2007
• Convenience
• Premium
• Bolder, more sophisticated flavors
• Trans-fat-free a top claim
• Market Segmentation
• Overview
  • Figure 8: U.S. sales of fish and seafood, by type, 2005 and 2007
• Fresh fish and seafood
  • Figure 9: Sales of fresh fish and seafood, at current and constant prices, 2002-07
• Frozen fish and seafood
  • Figure 10: Sales of frozen fish and seafood, at current and constant prices, 2002-07
• Shelf-stable fish and seafood
  • Figure 11: Sales of shelf-stable fish and seafood, at current and constant prices, 2002-07
• Supply Structure
• Introduction
• Companies and brands
  • Figure 12: FDM sales of frozen and shelf-stable fish and seafood, by manufacturer and brand, 2005 and 2007
• Frozen fish and seafood
  • Figure 13: FDM sales of frozen fish and seafood, by manufacturer and brand, 2005 and 2007*
• Gorton' s
• Pinnacle Foods
• Rich-SeaPak
• Chicken of the Sea
• Shelf-stable fish and seafood
  • Figure 14: FDM sales of shelf-stable fish and seafood, by manufacturer and brand, 2005 and 2007*
• Bumble Bee Foods
• Del Monte Foods
• Chicken of the Sea
• Advertising and Promotion
• U.S. Tuna Foundation
• StarKist
• Chicken of the Sea
• Bumble Bee
• SeaPak
• Advertisers position seafood as a treat
  • Figure 15: Contessa Frozen Shrimp television ad, 2007
  • Figure 16: Gorton' s Shrimp Temptations television ad, 2007
• Convenient is a common theme
  • Figure 17: Gorton' s Potato Crunch television ad, 2007
  • Figure 18: Mrs. Paul' s Frozen Fish Sticks television ad, 2007
• Retail Distribution
• Introduction
  • Figure 19: Retail sales of fish and seafood, by channel, 2005 and 2007
• Mass merchandisers and other channels
  • Figure 20: U.S. mass merchandiser and other channel sales of fish and seafood, at current and constant prices, 2002-07
• Supermarkets
  • Figure 21: U.S. supermarket sales of fish and seafood, at current and constant prices, 2002-07
• The Consumer: Household Consumption of Fish and Seafood
• Summary
• Household consumption of fresh and frozen fish/seafood
  • Figure 22: Trends in household consumption of fresh and frozen fish/seafood, 2003-07
  • Figure 23: Household consumption of fresh or frozen fish/seafood, by race/ethnicity, May 2006-June 2007
  • Figure 24: Household consumption of fresh or frozen fish/seafood, by household income, May 2006-June 2007
• Household consumption of frozen prepared fish/seafood
  • Figure 25: Household consumption of frozen prepared fish/seafood, by race/ethnicity, May 2006-June 2007
• Types eaten
  • Figure 26: Trends in types of frozen prepared fish/seafood consumed, 2003-07
  • Figure 27: Types of frozen prepared fish/seafood consumed, by race/ethnicity, May 2006-June 2007
• Brands eaten
  • Figure 28: Brands of frozen prepared fish/seafood eaten, May 2006-June 2007
  • Figure 29: Brands of frozen prepared fish/seafood eaten, by race/ethnicity, May 2006-June 2007
• Household consumption of can/pouch tuna
  • Figure 30: Household consumption of can/pouch tuna, by race/ethnicity, May 2006-June 2007
• Types eaten
  • Figure 31: Trends in household consumption of can/pouch tuna, by type, 2003-07
• Brands eaten
  • Figure 32: Trends in brands of can/pouch tuna eaten, 2003-07
• Volume eaten in last 30 days
  • Figure 33: Number of cans/pouches of tuna eaten by household in last 30 days, May 2006-June 2007
• Types of fish consumed
  • Figure 34: Types of fish consumed, by type, October 2007
• Gender
• Age
• Household income
• Race/ethnicity
• Types of seafood consumed
  • Figure 35: Types of seafood consumed, by type, October 2007
• Gender
• Age
• Household income
• Race/ethnicity
• Region
• Teens' and kids' consumption of fish and seafood
• Teens' consumption of canned tuna
  • Figure 36: Trends in teens' consumption of canned tuna, by gender and race/ethnicity, 2003-07
• Gender
• Race/ethnicity
• Number of times canned tuna is eaten
  • Figure 37: Number of times canned tuna is eaten by teens in a month, May 2006-June 2007
• Teens' influence on brands bought
  • Figure 38: Teens' influence on brands of canned tuna bought, May 2006-June 2007
• Kids' consumption of frozen fish sticks
  • Figure 39: Trends in children' s consumption of frozen fish sticks, by race/ethnicity, 2003-07
• The Consumer: Consumption Behaviors
• Summary
• How often fish and seafood are eaten
  • Figure 40: How often fish and seafood are eaten, October 2007
• How often fish is eaten
  • Figure 41: How often fish is eaten, by household income, October 2007
• How often seafood is eaten
  • Figure 42: How often seafood is eaten, by household income, October 2007
• Sources of ideas on seafood preparation
  • Figure 43: Sources of preparation ideas for seafood, October 2007
  • Figure 44: Sources of preparation ideas for seafood, by gender, October 2007
  • Figure 45: Sources of preparation ideas for seafood, by age, October 2007
  • Figure 46: Sources of preparation ideas for seafood, by household income, October 2007
  • Figure 47: Sources of preparation ideas for seafood, by race/ethnicity, October 2007
• Attitudes and behaviors in regards to purchase and consumption of fish and seafood
  • Figure 48: Attitudes/behaviors in regards to purchase and consumption of fish and seafood, mean summary, October 2007
• Cost is a barrier
• Capitalize on cooking confidence
• Address competition from restaurants
  • Figure 49: Attitudes/behaviors in regards to purchase and consumption of fish and seafood, summary of somewhat/strongly agree, by age, October 2007
  • Figure 50: Attitudes/behaviors in regards to purchase and consumption of fish and seafood, summary of somewhat/strongly agree, by race/ethnicity, October 2007
• Future and Forecast
• Demographic factors favor growth
  • Figure 51: Population, by race and Hispanic origin, 2007 and 2012
  • Figure 52: Population by age, 2007 and 2012
• Product development is key
• Safety issues must be addressed
• Market forecast
• Fish and seafood
  • Figure 53: Forecast of total U.S. sales of fish and seafood, at current and constant prices, 2007-12
• Fresh fish and seafood
  • Figure 54: Forecast of U.S. sales of fresh fish and seafood, at current and constant prices, 2007-12
• Frozen fish and seafood
  • Figure 55: Forecast of U.S. sales of frozen fish and seafood, at current and constant prices, 2007-12
• Shelf-stable fish and seafood
  • Figure 56: Forecast of U.S. sales of shelf-stable fish and seafood, at current and constant prices, 2007-12
• Forecast factors
• Appendix: Trade Associations