Albany, NY -- (SBWIRE) -- 10/20/2014 -- The US fish and shellfish category grew moderately between 2009 and 2014, reaching $16.7 billion, and is expected to continue growing at this pace into 2019, reaching $20.1 billion. Sales are largely driven by consumer perceptions that fish and shellfish are healthier than other meats, although consumers surveyed by Mintel are most apt to cite taste as the number one reason for eating fish/shellfish. Brands should continue to focus on taste and nutrition to drive sales, emphasizing specific attributes such as high omega-3 content and improved flavor ranges.

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Table of Content

Scope and Themes

What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations

Executive Summary

Moderate growth expected between 2014 and 2019

Figure 1: Total US sales and fan chart forecast of fish and shellfish, at current prices, 2009-19

Fresh fish/shellfish comprises a majority of total sales

Figure 2: Total US retail sales of fish and shellfish, by segment, at current prices, 2014

Competitive category among key players

The consumer

Respondents very likely to buy canned/packaged, fresh fish once a month or more

Figure 3: Fish and shellfish purchase frequency (once a month or more), July 2014

Respondents equally likely to buy wild-caught and farm-raised fish/shellfish

Figure 4: Types of fish/shellfish purchased in last 3 months (any purchase), July 2014

Taste, nutrition should be focus of fish/shellfish marketing

Figure 5: Reasons for eating fish and/or shellfish, July 2014

Consumers want to see more different types of packaging

Figure 6: Product attributes consumers would like to see more of, July 2014
What we think

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Issues and Insights

How can brands increase consumption frequency?
Insight: Focus on flavor
How can fish/shellfish brands compete with other meats?
Insight: Compare the health attributes of fish/shellfish with other meats
How can fresh brands leverage consumer demand for fresh foods?
Insight: Equate freshness with nutrition, provide recipe ideas

Trend Application

Trend: The Power of One
Trend: Life Hacking
Trend: Patriot Games

Market Size and Forecast

Key points

Sales and forecast of fish and shellfish

Figure 7: Total US sales and forecast of fish and shellfish, at current prices, 2009-19

Figure 8: Total US sales and forecast of fish and shellfish, at inflation-adjusted prices, 2009-19

Fan chart forecast

Figure 9: Total US sales and fan chart forecast of fish and shellfish, at current prices, 2009-19
Fan chart methodology

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