Trends in Fish and Seafood in Europe
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This document summarizes trends in the fish and seafood market in Europe presented by Wiebke Schoon of Euromonitor International. It covers an overview of the market, current trends, and the future outlook. The market for fresh fish and seafood in Western Europe has declined in recent years but the rate of decline is slowing. Packaged fish is more popular in some countries like Germany. Ethical labels and sustainability are growing trends. Convenience and protein are also driving factors. The outlook is for modest growth in fresh fish as economies recover, while frozen packaged fish will drive packaged segment growth. Success will require improving availability, affordability, education on health benefits and sustainability.
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Trends in Fish and Seafood in Europe
- 1. TRENDS IN FISH AND SEAFOOD IN EUROPE SEAFOOD EXPO GLOBAL – 20/04/2015 WIEBKE SCHOON, ANALYST, EUROMONITOR INTERNATIONAL
- 2. © Euromonitor International 2 • Global provider of Strategic Market Intelligence • 12 Regional offices - 800+ analysts in 80 countries • Cross-country comparable data and analysis • Consumer focused industries, countries and consumers • 5 - 10 year forecasts with matching trend analysis • All retail channels covered • Subscription services, reports and consulting About Euromonitor International EUROMONITOR INTERNATIONAL London Singapore Shanghai Dubai Vilnius Cape Town Santiago Tokyo Sydney Chicago Bangalore Sao Paulo
- 3. MARKET OVERVIEW TRENDS & DEVELOPMENTS FUTURE OUTLOOK
- 4. © Euromonitor International 4 Fresh Fish and Seafood in Western Europe MARKET OVERVIEW Fresh Fish & Seafood 78% Fish 8% Crustaceans 14% Molluscs and Cephalopods *Volume sales, Western Europe, 2014
- 5. © Euromonitor International 5 Industry statistics reports: Production + Imports – Exports = Apparent Consumption Euromonitor tracks: Total consumption by end consumer Apparent consumption Animal Feed Wastage Consumption by farmers Industrial processing EMI’s Fresh Food volume data Euromonitor Fresh Food vs. Trade and Production Statistics MARKET OVERVIEW
- 6. © Euromonitor International 6 Sales of Fresh Fish and Seafood in Western Europe in 2014 MARKET OVERVIEW Western Europe Total Volume Sales 5,869,000 tonnes
- 7. © Euromonitor International 7 What Are the Drivers for Consumption of Fish and Seafood? MARKET OVERVIEW Consumption of Fish Financial crisis – food budget Health & wellness considerations Demographic/ socioeconomic changes Education- cooking skills Distribution ?
- 8. © Euromonitor International 8 Fresh Fish and Seafood Volume Sales Decline Slowing Down MARKET OVERVIEW 3200 3300 3400 3500 3600 3700 3800 3900 2009 2010 2011 2012 2013 2014 Inthousandtonnes Total Volume Size For Fresh Fish And Seafood In The Big 5 Western European Markets (DE, ES, FR, IT, UK)
- 9. © Euromonitor International 9MARKET OVERVIEW Fresh Fish and Seafood Consumption Remains Low 32.2 10.6 9.2 9.4 6.0 26.4 11.3 8.4 7.8 4.9 0 5 10 15 20 25 30 35 Spain United Kingdom Italy Germany France Percapitaconsumptioninkg Per Capita Consumption in Kg per Person for the Big 5 Markets (DE, ES, FR, IT, UK) 2009 2014
- 10. © Euromonitor International 10 Fresh Meat Consumption is Much Higher MARKET OVERVIEW 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000 Germany France Spain Italy United Kingdom TotalVolumesales2014in‘000sTonnes Fresh Meat vs Fresh Fish and Seafood 2014 Fresh Fish and Seafood Fresh Meat
- 11. © Euromonitor International 11 Decline for Packaged Fish and Seafood Slowing Down MARKET OVERVIEW -1.5% -1.0% -0.5% 0.0% 0.5% 1.0% 2009-10 2010-11 2011-12 2012-13 2013-14 Totalvolumesalesgrowth Packaged Fish And Seafood Volume Growth For The Big 5 (DE, ES, FR, IT, UK)
- 12. © Euromonitor International 12 Packaged Processed Fish Most Popular in Germany MARKET OVERVIEW 52% 43% 24% 48% 36% % Packaged fish of total (fresh and packaged) fish and seafood volume sales (excl. institutional sales)
- 13. © Euromonitor International 13 Fresh Fish Stronger in Western Europe Overall MARKET OVERVIEW 61% 18% 7% 14% Proportion of Fish And Seafood Sales by Format for the Big 5 Markets (DE, ES, FR, IT, UK) Fresh Fish and Seafood Shelf Stable Fish and Seafood Chilled Processed Fish and Seafood Frozen Processsed Fish and Seafood Total volume sales: 5,382,000 tonnes (2014)
- 14. MARKET OVERVIEW TRENDS IN FISH AND SEAFOOD FUTURE OUTLOOK
- 15. © Euromonitor International 15TRENDS & DEVELOPMENTS Ethical Labels Going Strong Tuna Tuna Private LabelFish Fingers MSC Line Caught Dolphin Safe Friend of the Sea
- 16. © Euromonitor International 16 Tracking Can Help Consumers with Responsible Consumption TRENDS & DEVELOPMENTS
- 17. © Euromonitor International 17 -5% 0% 5% 10% 15% 20% 25% 0 50 100 150 200 250 300 350 400 China Japan Australia United Kingdom Canada %CAGR US$million Selected International Fish Oil/Omega Fatty Acid Supplement Markets by Sales (US$, Retail Value Sales), 2014 2014 - Retail value sales 2009-2014 % CAGR Fish Oil/Omega Fatty Acids Supplements Around the World TRENDS & DEVELOPMENTS
- 18. © Euromonitor International 18 Protein Intake Becoming Increasingly Important TRENDS & DEVELOPMENTS
- 19. © Euromonitor International 19 Convenience is the New Mantra for Packaging TRENDS & DEVELOPMENTS Packaging can help reduce perceived difficulty of preparing fish In shelf stable fish and seafood, plastic containers convey freshness and higher quality
- 20. © Euromonitor International 20 The Impact of Distribution – Case Study Germany TRENDS & DEVELOPMENTS Photo: Chilled fish refrigerator Lidl, Germany 48% 11% 41% Proportions of Packaged Fish and Seafood in Germany* Shelf Stable Fish/Seafood Chilled Processed Fish/Seafood Frozen Processed Fish/Seafood *Percentage of total volume sales, 2014
- 21. MARKET OVERVIEW TRENDS & DEVELOPMENTS FUTURE OUTLOOK
- 22. © Euromonitor International 22 Fish and Seafood to Benefit from Economic Recovery FUTURE OUTLOOK -0.8% -0.6% -0.4% -0.2% 0.0% 0.2% 0.4% 0.6% 0.8% 1.0% 2015 2016 2017 2018 2019 volumegrowth Forecast period 2015 - 2019 Forecast Volume Growth For The Big 5 Markets (DE, ES, FR, IT, UK) Fresh fish and seafood (including institutional sales) Packaged fish and seafood
- 23. © Euromonitor International 23 Frozen Fish Drives Volume Growth in Packaged Fish and Seafood FUTURE OUTLOOK -1.5% -1.0% -0.5% 0.0% 0.5% 1.0% 2015 2016 2017 2018 2019 volumegrowth Forecast Volume Growth For The Big 5 Markets By Category Shelf Stable Fish/Seafood Chilled Processed Fish/Seafood Frozen Processed Fish/Seafood
- 24. © Euromonitor International 24 Mixed Outlook for Fresh and Packaged Fish and Seafood FUTURE OUTLOOK -0.4 0.3 -0.5 -0.4 0.0 3.0 -1.2 -0.5 0.4 0.5 -2 -1 0 1 2 3 4 United Kingdom Spain Germany France Italy 2014-2019 CAGR % 2014 to 2019 volume % CAGR Fresh Fish and Seafood Packaged Fish and Seafood
- 25. © Euromonitor International 25 Five Key Takeaways: Success Factors for Fish and Seafood FUTURE OUTLOOK Improve availability Keep prices affordable Highlight health benefits Educate consumers Focus on sustainability
- 26. © Euromonitor International 26 THANK YOU FOR LISTENING Wiebke Schoon| Research Analyst Food and Nutrition