The US Fish and Seafood Market: What Consumers Eat and Why?

LONDON, Jan. 20, 2014 /PRNewswire/ -- Reportbuyer.com just published a new market research report:

The US Fish and Seafood Market: What Consumers Eat and Why?

Product Synopsis

This report provides the results for the Fish and Seafood market in US 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 behaviors, 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. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?
Marketers in the Fish and Seafood market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is to know just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data which shows the exact size of consumer groups, how much of the Fish and Seafood market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
Most Fish and Seafood categories are already well established in US, and outside of population trends the opportunities for volume growth appear limited, unless innovations can find areas of latent demand. Instead the Fish and Seafood industry should seek to find ways of offering greater value to US consumers in order to drive value growth. However, this will be difficult given the weak state of the US economy and its low consumer confidence.

What are the key drivers behind recent market changes?
Consumers' uptake of products and the influence of consumer trends are fundamental causes of change in markets - making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits

Consumer data based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Ambient Fish and Seafood, Dried Fish and Seafood, Fresh Fish and Seafood (counter), Frozen Fish and Seafood, Raw Packaged Fish and Seafood - Processed Pieces, Raw Packaged Fish and Seafood - Whole Cuts.

Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.

Consumer Penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Unique retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

In several categories there is a noticeable reduction in the share of users (across all user groups) for the Tweens and Early Teens age group. This age range appears to be one where consumption habits from childhood are reassessed, although are still under parental guidance.

Older Consumers represent almost 30% of the population in the US; however, over 27% of the Fresh Fish market by value is consumed by them. Marketers need to focus campaigns on encouraging Fresh Fish consumption in the younger generations, in order to not lose value as these consumers age, at the same time as maintaining their current consumer base.

Consumption of Fish and Seafood in the US is fairly evenly split between Males and Females. However, in the Dried Food category there is a much higher proportion of Male consumption. Marketers need to be aware of this gender bias so that they can encourage Female consumption to improve market value in this currently small market.

Key Highlights

Private Label products have a moderate penetration in the Fish and Seafood market in the US across all categories. The level of penetration is around 30% in all but Dried Fish where it is closer to 65%. In the remaining categories there are one or two main brands and the rest of the market is fragmented so there is room for Private Label to grow further. Marketers of national brands need to maintain their focus in order to avoid becoming a target for Private Label competition.

Ambient Fish and Seafood has the largest share of the Fish and Seafood market in the US, followed by Frozen Fish and Seafood, and Raw Packaged Fish and Seafood - whole cuts; with the exception of the much smaller Dried Fish and Seafood market the remaining categories have slightly smaller but similar shares. Any changes in consumption rates in these larger markets will have a significant effect on market values and shares.

Not only do a large proportion of US consumers, in certain categories at least, highlight that specific consumer trends have an influence on their consumption, this translates into a significant proportion of actual value being directly influenced as well. Consumers are therefore acting on these trends enough to ensure that targeting them, in the right categories, is essential to success.

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Population Profiles (for interpretation of tables and charts)
2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international, program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Fish and Seafood Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Ambient Fish and Seafood
3.2.2 Dried Fish and Seafood
3.2.3 Fresh Fish and Seafood (counter)
3.2.4 Frozen Fish and Seafood
3.3 Behavioral Trends and Market Value
3.3.1 Ambient Fish and Seafood
3.3.2 Dried Fish and Seafood
3.3.3 Fresh Fish and Seafood (counter)
3.3.4 Frozen Fish and Seafood
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Ambient Fish and Seafood
4.1.2 Dried Fish and Seafood
4.1.3 Fresh Fish and Seafood (counter)
4.1.4 Frozen Fish and Seafood
4.2 Consumer Profiles by Product Category
4.2.1 Ambient Fish and Seafood
4.2.2 Dried Fish and Seafood
4.2.3 Fresh Fish and Seafood (counter)
4.2.4 Frozen Fish and Seafood
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Fish and Seafood Brand Choice and Private Label Consumer Penetration
5.2.1 Ambient Fish and Seafood
5.2.2 Dried Fish and Seafood
5.2.3 Fresh Fish and Seafood (counter)
5.2.4 Frozen Fish and Seafood
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Fish and Seafood
6.1.2 Ambient Fish and Seafood
6.1.3 Dried Fish and Seafood
6.1.4 Fresh Fish and Seafood (counter)
6.1.5 Frozen Fish and Seafood
7 Consumption Impact: Market Valuation
7.1 Fish and Seafood Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Fish and Seafood Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Fish and Seafood Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Retailer Choice and Category Share
8.1 Retailer Volume Share
8.1.1 Retailer Volume Share in Fish and Seafood
8.2 Retailer Volume Share by Category
8.2.1 Retail Share by Volume - Ambient Fish and Seafood
8.2.2 Retail Share by Volume - Dried Fish and Seafood
8.2.3 Retail Share by Volume - Fresh Fish and Seafood (counter)
8.2.4 Retail Share by Volume - Frozen Fish and Seafood
8.3 Profiles of End-Consumers of Fish and Seafood, by Retailer Used
8.3.1 Costco
8.3.2 Kroger
8.3.3 Publix
8.3.4 Safeway
8.3.5 Supervalu
8.3.6 Wal-Mart
8.3.7 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables

Table 1: Volume Units for the Fish and Seafood Market
Table 2: United States Survey Respondent profile (weighted), 2012
Table 3: United States Fish and Seafood Value Share (%), by Age Groups, 2012
Table 4: United States Fish and Seafood Value Share (%), by Gender, 2012
Table 5: United States Fish and Seafood Value Share (%), by Urban and Rural Dwellers, 2012
Table 6: United States Fish and Seafood Value Share (%) by Education Level Achieved Groups, 2012
Table 7: United States Fish and Seafood Value Share (%) by Wealth Groups, 2012
Table 8: United States Fish and Seafood Value Share (%) by Busy Lives Groups, 2012
Table 9: United States Ambient Fish and Seafood Consumer Group Share (% market value), 2012
Table 10: United States Dried Fish and Seafood Consumer Group Share (% market value), 2012
Table 11: United States Fresh Fish and Seafood (counter) Consumer Group Share (% market value), 2012
Table 12: United States Frozen Fish and Seafood Consumer Group Share (% market value), 2012
Table 13: United States Total Ambient Fish and Seafood Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 14: United States Total Dried Fish and Seafood Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: United States Total Fresh Fish and Seafood (counter) Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: United States Total Frozen Fish and Seafood Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: United States Ambient Fish and Seafood Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 18: United States Ambient Fish and Seafood Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 19: United States Dried Fish and Seafood Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 20: United States Dried Fish and Seafood Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 21: United States Fresh Fish and Seafood (counter) Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 22: United States Fresh Fish and Seafood (counter) Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 23: United States Frozen Fish and Seafood Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 24: United States Frozen Fish and Seafood Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 25: United States Ambient Fish and Seafood Consumer Profiles (% consumers by sub-group), 2012
Table 26: United States Dried Fish and Seafood Consumer Profiles (% consumers by sub-group), 2012
Table 27: United States Fresh Fish and Seafood (counter) Consumer Profiles (% consumers by sub-group), 2012
Table 28: United States Frozen Fish and Seafood Consumer Profiles (% consumers by sub-group), 2012
Table 29: United States Fish and Seafood Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 30: United States Ambient Fish and Seafood Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 31: United States Dried Fish and Seafood Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 32: United States Fresh Fish and Seafood (counter) Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 33: United States Frozen Fish and Seafood Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 34: United States Fish and Seafood: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 35: United States Ambient Fish and Seafood: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 36: United States, Dried Fish and Seafood: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 37: United States, Fresh Fish and Seafood (counter): Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 38: United States, Frozen Fish and Seafood: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 39: United States Fish and Seafood Market Value (US Dollar million), by Category, 2012
Table 40: United States Fish and Seafood Market Volume (Kg m), by Category, 2012
Table 41: United States Fish and Seafood Market (US$ million), by Category, 2012
Table 42: United States Fish and Seafood Expenditure Per Capita (US Dollar), by Category, 2012
Table 43: United States Fish and Seafood Expenditure Per Household (US Dollar), by Category
Table 44: United States Fish and Seafood Market Volume (Kg m), by Category, 2012
Table 45: United States Fish and Seafood Consumption Per Capita (Kg/Population), by Category, 2012
Table 46: United States Fish and Seafood Consumption Per Household (Kg/Households), by Category, 2012
Table 47: United States Fish and Seafood Survey-tracked Retailer Shares by Volume (% of Kg m), 2012
Table 48: United States Ambient Fish and Seafood Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 49: United States Dried Fish and Seafood Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 50: United States Fresh Fish and Seafood (counter) Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 51: United States Frozen Fish and Seafood Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 52: United States: Profile of Fish and Seafood Consumers Whose Goods Mainly Come From Costco (% by Subgroup, as tracked by the Survey), 2012
Table 53: United States: Profile of Fish and Seafood Consumers Whose Goods Mainly Come From Kroger (% by Subgroup, as tracked by the Survey), 2012
Table 54: United States: Profile of Fish and Seafood Consumers Whose Goods Mainly Come From Publix (% by Subgroup, as tracked by the Survey), 2012
Table 55: United States: Profile of Fish and Seafood Consumers Whose Goods Mainly Come From Safeway (% by Subgroup, as tracked by the Survey), 2012
Table 56: United States: Profile of Fish and Seafood Consumers Whose Goods Mainly Come From Supervalu (% by Subgroup, as tracked by the Survey), 2012
Table 57: United States: Profile of Fish and Seafood Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2012
Table 58: United States: Profile of Fish and Seafood Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures

Figure 1: Consumer Trends Report Methodology
Figure 2: United States Fish and Seafood Value Share (%), by Age Groups, 2012
Figure 3: United States Fish and Seafood Value Share (%), by Gender, 2012
Figure 4: United States Fish and Seafood Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: United States Fish and Seafood Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: United States Fish and Seafood Value Share (%) by Wealth Groups, 2012
Figure 7: United States Fish and Seafood Value Share (%) by Busy Lives Groups, 2012
Figure 8: United States Ambient Fish and Seafood Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: United States Ambient Fish and Seafood Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: United States Dried Fish and Seafood Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: United States Dried Fish and Seafood Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: United States Fresh Fish and Seafood (counter) Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: United States Fresh Fish and Seafood (counter) Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: United States Frozen Fish and Seafood Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: United States Frozen Fish and Seafood Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: United States Fish and Seafood Market (US$ million), by Category, 2012
Figure 17: United States Fish and Seafood Expenditure Per Capita (US$), by Category, 2012
Figure 18: United States Fish and Seafood Expenditure Per Household (US$), by Category
Figure 19: United States Fish and Seafood Survey-tracked Retailer Shares by Volume (% of Kg m), 2012
Figure 20: United States Ambient Fish and Seafood Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 21: United States Dried Fish and Seafood Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 22: United States Fresh Fish and Seafood (counter) Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 23: United States Frozen Fish and Seafood Survey-tracked Retailer Shares by Volume (Kg m), 2012

Companies Mentioned

Costco, Kroger, Publix, Safeway, Supervalu ,Walmart

Read the full report:
The US Fish and Seafood Market: What Consumers Eat and Why?
http://www.reportbuyer.com/food_drink/fish_seafood/us_fish_seafood_market_consumers_eat_why.html#utm_source=prnewswire&utm_medium=pr&utm_campaign=Fish_and_Seafood

For more information:
Sarah Smith
Research Advisor at Reportbuyer.com
Email: [email protected]  
Tel: +44 208 816 85 48
Website: www.reportbuyer.com

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