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Overview of UK markets & supply

Overview of UK markets & supply. Original presentation delivered by Julie Graham, Seafish April 2005. Marketing relies on:. Consumers attitudes towards the environment & seafood Use consumer research Supply of seafood available Look at present availability

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Overview of UK markets & supply

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  1. Overview of UK markets & supply Original presentation delivered by Julie Graham, Seafish April 2005

  2. Marketing relies on: • Consumers attitudes towards the environment & seafood • Use consumer research • Supply of seafood available • Look at present availability • and: predicted future supplies

  3. Consumers attitudes to the environment and seafood

  4. Consumers attitudes to the choice of fish Seafood purchasing patterns Choice of seafood – chilled v frozen Consumer concerns Conclusions

  5. Seafood purchasing patterns by typology

  6. Choice of seafood – chilled v frozen The overall approach / mind-set varies by format: CHILLED FROZEN Chilled is a more emotionally driven and hence random decision process Frozen product selection operates in a more functional manner Decision made at the retail outlet Products are typically pre-determined before reaching the retail outlet Spontaneity, browsing and product comparison is evident Strong grab-and-go behaviour Broader product repertoire Strong tendency for repeat purchasing

  7. Seafood purchase decision criteria Key purchase drivers High priority Low priority

  8. Consumer concerns relating to seafood • Awareness of seafood-related publicity generally restricted to Waders & Swimmers • Over-fishing had greatest recognition (26%) • Weak awareness of farmed fish (5% had heard of farmed salmon) • 75% of Disinterested and 43% of Paddlers were unable to mention any issues

  9. Conclusions If you worried about everything, you wouldn’t eat anything I’d be inclined to try other fish rather than do without I tend to switch off because I like fish and if I choose to eat it I will • Overall, little behavioural change in terms of seafood purchase was evident • Any change in behaviour was generally confined to modification rather than rejection • Publicity has had a limited impact on consumer purchase intent • Seafood is still widely regarded as a natural, pure and healthy food resource

  10. UK Supply

  11. UK supply of seafood 1.9 million tonnes Source: DEFRA / HM Customs & Excise

  12. Imports

  13. Top 5 species imported to the UKValue 1.46 million tonnes imported in 2004, worth £1.54 billion Prawns £339m Cod £328m Tuna £193m Salmon £108m Haddock £101m 69% of total imports Source: HM Customs & Excise

  14. Key species imports to the UKGrowth in volume and value (%) Source: HM Customs & Excise

  15. Focus on cod and haddock

  16. World production of cod and haddock (2002) Cod Atlantic / Pacific Haddock Total production 267,000 tonnes 1.2 million tonnes Russia (20%) USA (20%) Norway (19%) Norway (21%) Iceland (19%) Russia (15%) Key producers UK production 3% 20% Source: FAO

  17. Total UK supply – cod & haddock Cod Haddock Source: DEFRA / HM Customs & Excise

  18. UK cod and haddock imports 2004 Cod Haddock Total imports 278,000 tonnes 110,000 tonnes Key countries Iceland (25%) Denmark (15%) Russia (15%) China (14%) Iceland (36%) Faroes (21%) Norway (18%) China (7%)

  19. Focus on China

  20. 715% 211% 131% Imports from China 99% Thousand tonnes January – December Source: HM Customs & Excise

  21. Summary • Three quarters of UK seafood supply is met through imports • Top 5 species imported - prawns, cod, tuna, salmon and haddock • The UK produces 3% of world cod, and 20% of world haddock • Cod imported from Iceland, Denmark, Russia, China • Haddock imported from Iceland, Faroes, Norway, China • China has become increasingly important in recent years for UK supply of cod and haddock

  22. For further information please contact: Julie Graham Market Insight Executive j_graham@seafish.co.uk 0131 524 8684

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