Market for farmed freshwater fish in Europe Ekaterina Tribilustova

1. Market for farmed freshwater fish in Europe Ekaterina Tribilustova 6-7 June 2013 Zadar, Croatia

2. Structure of the presentation • Overview of the freshwater farmed fish sector • Trade and markets • Promotion strategies and campaigns: Poland • Challenges • Conclusions

3. Production of freshwater farmed fish in the EU-27 Rainbow trout 153 000 tonnes Common carp 62 000 tonnes Source: FAO Fishstat Plus, 2013

4. Main countries-producers of carp Source: FAO Fishstat Plus, 2013

5. EU-27: imports of live carp by the countries of origin Source: EUROSTAT

6. EU-27: imports of of fresh and chilled carp by the countries of origin Source: EUROSTAT

7. Average import price for live carp (USD/kg) in the EU-27 from the countries of origin

8. Average import price for fresh/chilled carp in the EU-27 by the countries of origin (USD/kg)

9. EU-27: exports of live carp to the countries-destinations Source: EUROSTAT

10. EU-27: exports of fresh and chilled carp to the countries-destinations Source: EUROSTAT

11. Average export price for live carp (USD/kg) to the countries-destinations

12. Average export price for fresh/chilled carp (USD/kg) to the countries-destinations

13. Italy Italian imports of live carp (in tones) by country of origin Source: National statistics

14. Germany German imports of live carp (in tones) by country of origin Source: National statistics

15. Germany • The largest importer of rainbow trout and carp in Europe, • Most positive perception of aquaculture products in the EU, • Most purchases (77%) are made in supermarkets, and from 2013, most retailers will sell certified sustainable fish products only; • Best opportunities exist for sustainable fresh, chilled or frozen smaller-portion trout fillets. Standardized uniform high quality at competitive price!

16. Germany

17. Promotion activities in Poland: rainbow trout • Polish Trout Breeders Association, • a 4-year promotional campaign for farmed trout as a source of healthy nutrition, • 2011-2014, a total budget of 2 million EUR

18. Promotion activities in Poland: rainbow trout

19. Promotion activities in Poland: rainbow trout Conferences and Baby-shower portal

20. Promotion activities in Poland: rainbow trout

21. Fresh and frozen trout, developments in volume and value Households +22,6 % +24,5 % From May to October 2012 Polish households purchased 2 049 tonnes of trout (25% more than in the same period of the previous year) valued to to PLN 41.2 million (23% more than in the previous period). In the twelve-month period (November 2011-October 2012) Polish households bought 4 098 tonnes of trout valued to PLN 83.6 million.

22. Fresh and frozen trout/Consumer indicators Households Penetration% Purchasingvolume per household KG Purchasingvalue per household PLN Penetration of trout in the period May-October 2012 increased compared to the same period of the previous year - from 11.1% to 14.3%. At the same time, the purchasing volume per household was just over 1 kg. The slight decrease in the purchasing value per household indicated a drop in prices or a shift to less expensive channels (discounters).In the period of twelve months , 23.4% of Polish households bought trout at least once. Household bought an average of 1.3 kg of trout valued to 26.70 PLN (6.3 EUR).

23. Possible challenges in promotion of farmed fish • Lack of synergy between different links in the market chain, • Not clear objective and strategy, confusion of “consumer information”, “stakeholder training”, “generic promotion” and “brand promotion”, • Raising consumer confidence

24. Conclusions Enhancement of freshwater farmed fish consumption through a set of messages: • Nutritional qualities and health aspects, • Taste qualities, • Environmental sustainability, • Animal welfare, • Local product

25. Conclusions Decentralized and individualized promotion campaigns that differentiate between age groups and social segments of consumers.

27. Thank you for your attention!