Stéphane Gouin - Lucile Mesnildrey – Lesueur Marie Agrocampus Ouest CFR Rennes, Pôle halieutique

1. Consumer’s Attitude and Perception of Fresh Seafood Products : Cognitive Effects on Behaviour buying Stéphane Gouin - Lucile Mesnildrey – Lesueur Marie Agrocampus Ouest CFR Rennes, Pôle halieutique 65 rue de Saint Brieuc - CS 84215 – 35042 Rennes Cedex, France EAFE, 1st-2nd June 2010 - University of Helsinki, Finland

2. PLAN • Consumer’s behaviours 1.1. Attitudes and habits 2.2. Perceptions and motivations 3.3. Expectations and needs • Strategic consequences in french food retailing

3. 1. Consumer’s behaviours

4. Cogépêche Research Project Goals : • Assess consumer’s expectations and purchasing habits depending on the way of distribution. • Propose new trails of valorisation for fresh seafood products.

5. Context • Evolution of the fresh seafood products markets partly due to the globalization of the market. • Evolution of the consumer’s taste and behaviour face to the fresh seafood products • Evolution of the fresh seafood products perception • Occurrence of the industrialised fishing production • Development of the medium and large grocery stores

6. Stimuli 1 Attitudes & Habits 2 Consumer Behaviours Perceptions & motivations 3 Expectations & Needs Insights

7. Methodology regrouping several analyses Cognitive dissonance Cognitive chains Delphi Method Focus group Trade off Consumers expectations analysis Methodology 5 kind of surveys have been set up: Study realized in 2009

8. Focus group Trade off Cognitive dissonance Cognitive chains Delphi Method • 18 focus group have been realised during the last month with 6 to 10 people each time • 850 people have been interviewed in order to specify the ideal seafood product for consumers • 50 interviews to confirm (or to invalidate) expectations, needs and behaviour of seafood products consumers according to professional’s viewpoint • 100 analysis of seafood products characteristics and determination of their importance in the decision of purchasing act • 150 analysis of consumer’s habits, conviction, belief, behaviour about seafood products and the contradiction between them

9. Cognitive dissonance

10. 1.1. Attitudes and habits

11. Habits and behaviours : Marketing Channel • Hyper and super markets • Market prices • Easy to access • Great choice • Stalls attractives • But • Lake of professionalism • Fishmongers • Stalls attractives • Freshness guaranteed • Convivial ambiance • Confidence • But • Price sometime high • Basic frame • Markets • Good report • Quality/price • Freshness • Choice • Professionalism • But • Price sometime high Noble species Basic species Source : FranceAgriMer, 2009

12. Buying frequency % Frequencies

13. Context involving buying act : Events : diner, birthday, wedding Festivities : Christmas, Easter, New year …

14. 2.2. Perceptions and motivations

15. Perception of seafood products The picture of seafood product is globally positive but a distrust and confusions exist. High Price Freshness Good taste Good for ealth Rich in ω3 et ω6 Distrust Holidays Noise of waves… Difficult to prepare Fragility of product Focus group, 2009

16. Consumer’s perception of fresh seafood

17. Main criteria of fresh seafoods • FOCUS GROUP • Freshness • Specie • Price Main Criteria Quality/ Freshness/ price • DELPHI • Price • Quality/Freshness • COGNITIVE CHAIN • Freshness • Specie • Price • COGNITIVE DISSONANCE • Aspect/Freshness • Price • Label/brand

18. Selection Criteria for fresh seafood Most important criteria to buy fresh seafood Stamp,seal and other signs of quality has effect only in 11% of consumers

19. Intrinsec criteria for fresh seafood buying % Criteria

20. Attributes-Consequences-Values (Cognitive chain)

21. Terminal Values Instrumental Values Consequences Attributes Satisfaction Sécurité Durable Sagesse Prendre soin Respectueux Propre Responsable Rationnel Honnête Produit sain Qualité gustative Gage de fraicheur Qualité/prix Origine Espèce 41% Prix raisonnable 40% Lieu de pêche 37% Fraîcheur 46% Satisfaction Durability Prudence Security Take care Pleasure Clean Responsible Rational Honest Respectful Healthy product Quality of taste Sign of freshness Quality price Origin Freshness 46% Specie 41% Reasonable price 40% Place of fishing 37%

22. Customer behaviour concerning fresh seafood buying Sample : 109 persons 100% Persons having realized their buying intention 65 persons 60% Persons having not realized their buying intention 44 persons 40% Persons having left off their fresh seafood buying 5 persons 11%% Persons having bought another seafood product that they wanted 39 persons 89%

23. Fresh Seafoods wished before buying Kind of product customers wish to buy %

24. Attributes influencing consumers’ buying act

25. Buying attributes of consumers for seafood professionals

26. Ideal product of fresh seafood: • Wild fish • Low level of lipid • Jagged • Boneless • Fresh

27. Dissonance Exemple of real purchase 1st species consume in France: Salmon Farmed fish Oily fish (high in omégas 3) Ideal seafood product 1° Wild fish 2° Low level of lipid 3° Jagged 4° Boneless 5° Fresh Source: Ofimer, 2007

28. 3.3. Expectations and needs

29. Ideal Tag for fresh seafood (sociodemagraphic segmentation) Total • Wild origin • Thin fish • Cutted • Without bone • freshness Males Females • Wild origin • Freshness • Thin fish • Cutted • Without bone • Wild origin • Thin fish • Cutted • Without bone 26-35 years >56 years 18-25 years 36-55 years • Wild origin • Thin fish • Without bone • Cutted • Freshness • Omega 3 • Cutted • Wild origin • Thin fish • Without bone • Freshness • Cutted • Wild origin • Thin fish • Without bone • freshness • Wild origin • Thin fish • Cutted • Omega 3 • Without bone • freshness

30. Unawareness of fresh seafood products: main obstacle to the consumption of fresh seafood products. • Gap between expectations, needs and purchasing habits… Which consent to pay? • Seal of approval, eco-label, signs of quality… Is there a real interest for consumers?

31. Consumer’s needs • More information about origin, place of fishing, • More transparency • Proposition from salesmen to discover fresh seafood : recipes and advices about preparation, accompanying vegetables… • Fresh seafood ready to cook, boneless • Stall more exotic and original • Cheaper

32. What consumer needs? Cutted product Origins’ informations Advises from seller Advise for preparation Receipes Nutritional informations Consumer needs 32 Source : enquêtes focus group, 2009

33. The consumer of tomorrow…. …. wants to consume ethical products …. wants clear information (needs facts to support his emotional choices) …. wants to improve the quality of life (demand for natural and original products) …. wants to experience different cultures (demand for ethnic products) …. wants convenience (offered in the way he wants it)

34. 2. Strategies in french food retailing

35. Top 10 world retailing Source : Nielsen, 2010

36. FRENCH RETAILER’S POSITIONING Centralised Carrefour (Carrefour, Carrefour Market, Carrefour Contact, Carrefour City Ed, DIA) Intermarché (Intermarché, Ecomarché, Netto) Auchan (Auchan, Simply Market) Casino (Géant, Casino, Leader Price) Monoprix (Monoprix, Inno, Daily Monop) Independent Integrated Système U (Hyper U, Super U, Marché U, Utile) Cora (Cora, Match) Leclerc (Leclerc) Decentralised Source : S. Gouin

37. Auction rooms and market share 93 %

38. Market share in 2009 (billion €) HYPERS SUPERS GROCERY 14 10 DAIRY 7 5,5 MEAT 4,2 2,5 DELICATESSEN 14 10 FROZEN 1,9 1,4 FISHERIES 1,8 1,2 Fresh 1,1 0,7 Processed0,7 0,5 Source : Nielsen 2010

39. Market share of Private labels in 2009 Self service 2008/2007 Source TNS Worldpanel – Panel 20000 households

40. French consumption/kg /year

41. French seafoods consumption/household (Agrimer 2008) Fresh Chilled 84% 66% 15% 11% 13% 5% Hypers & supers Fishmongers Markets Hypers & supers Hard discount Fishmongers And markets Canned Frozen 81% 49% 37% 17% 13% Hypers & supers Hard discount Hypers & supers Hard discount Specialised Retailers (freezer centers)

42. Contracts and merchandising typology

43. Insufficient visibility on unloadings Lack of information in real time to organise the sale of fresh seafoods Adequation fresh seafood/sale in store Difficulty to anticipate the price variations Lack of reliable information contributes to the difficulties to organise the selling stores

44. Promotion policies • National promotion : 2 months before selling (to ensure supplying) • Difficult to supply 10 tons of brittany lobster • Increase NIP (New Instrument Publicity) • Theatralisation, animation, testing • Answer to situation/function • Category management

45. Merchandising expectations • New concept of merchandising based on situation/function • Singularisation (ITM) • Meal solution (carry out) – (Carrefour) • Packaged (Leclerc, U…) • Eat on place (Casino) • New target of cunsumers : generational typology • New communication : origin, tracability, carbon print…

46. Equipment « singularisation type » : Exemple of supermarket • Define a shopper segmentation • Respect the logic of customer : fishing choice, product range, consumption mode • respect the preparation degree : ready to cook, to grill, to broil, to assemble • Create a product group : whole, filleted, sliced, thin or thick steak…

47. Tomorrow : what attempts and needs? Theatralisation : an answer of evasion needs? → Point of sale atmosphere is able to influence the shopper → Fishing display in supermarkets and fishmongers have to stimulate buying customers 47

48. Conclusion

49. In the future Private lebel increasing Fresh space development Shelves re positioning New concepts

50. The end of fresh seafood products? • Fresh seafood stall will decrease • Fresh seafood in packaging will increase including new concept : ready to cook, ready to eat, to mix with something, with sauce… • Only several fresh seafood species will be available • New merchandising concept will be necessary to extend the consumer generations