Inside North America The Fish and Seafood Trade

Transcription

1 International Markets Bureau MARKET INDICATOR REPORT MAY 2013 Inside North America The Fish and Seafood Trade Source: Mintel, 2013 Source: Mintel, 2013

2 Title Inside North America Subtitle The Fish and Seafood Trade EXECUTIVE SUMMARY The United States (U.S.) dominates the fish and seafood market in North America. In 2011, the total volume of fish and seafood consumed in North America was 2.24 million tonnes. Of this, 69% (1.54 million tonnes) was consumed in the U.S., compared to 31% (698.9 thousand tonnes) consumed in Canada. Consumer expenditure on fish and seafood in North America, in 2011, was US$16.98 billion in current prices. The U.S. share was US$13.4 billion, while Canada s consumers spent US$3.58 billion. While this report provides data pertaining to both fresh and processed fish and seafood, it is worth noting that the retail market for processed products in particular is segmented into three categories: Shelf stable: This comprises all canned fish, seafood and seaweed and includes meal centres and ready meals. INSIDE THIS ISSUE Executive Summary 2 Market Size 3 Fish and Seafood Sales 4 Retail Segmentation Processed Products Product Developments 6 New Product Examples Sources Frozen: This comprises all frozen fish, seafood and seaweed and includes meal centres and ready meals. Chilled: This includes all packaged fish, seafood and seaweed which has been further processed in some way. It includes smoked and salted fish but not plain filleted or portioned products. The fish and seafood industry is forecast to grow by a total of 7.2% from , according to Euromonitor. PAGE 2

3 MARKET SIZE Market Size, Fish and Seafood in Canada and the U.S., Historic/Forecast Geography Fish and Seafood - Total Volume - '000 tonnes North America 2, , , , , , , ,377.5 U.S. 1, , , , , , , ,648.3 Canada Consumer Expenditure on Fish and Seafood - US$ Millions - Current Prices - Year-on-Year Exchange Rates North America 15, , , , , , , ,618.0 U.S. 12, , , , , , , ,335.1 Canada 2, , , , , , , ,282.9 Index of Fish and Seafood Prices = 100 U.S Canada Exports of Fish and Seafood Products - US$ Millions U.S. 4, , , , Canada 3, , , , Imports (includes cost of insurance and freight [cif]) of Fish and Seafood Products - US$ Millions U.S. 13, , , , Canada 1, , , , Source: Euromonitor, 2012 The U.S. dominates the fish and seafood market in North America. In 2011, the total volume of fish and seafood consumed in North America was 2.24 million tonnes. Of this, 69% (1.54 million tonnes) was consumed in the U.S., compared to 31% (698,900 tonnes) consumed in Canada. Consumer expenditure on fish and seafood in North America, in 2011, was US$16.98 billion in current prices. The U.S. share was US$13.4 billion, while Canada s consumers spent US$3.58 billion. The fish and seafood industry is forecast to grow by a total of 7.2% from 2011 to PAGE 3

4 FISH AND SEAFOOD SALES* Sales of Fish and Seafood in the U.S. by Type, Volume in Thousands of Tonnes Type Crustaceans Fish Mollusks and cephalopods Total fish and seafood 1, , , , , ,537.9 Forecast Sales of Fish and Seafood in the U.S. by Type, Volume in Thousands of Tonnes Type Crustaceans Fish Mollusks and cephalopods Total fish and seafood 1, , , , ,648.3 Historic/Forecast Sales of Fish and Seafood in the U.S. by Type, % Volume Growth Type CAGR Total CAGR Total Crustaceans Fish Mollusks and cephalopods Total fish and seafood Note: CAGR = Compound annual growth rate Sales of Fish and Seafood in the U.S. by Distribution Format, % Total Volume Distribution Format Retail Others (including foodservice and institutional) Source for all: Euromonitor International, Total *At time of writing, sales data for Canada was not available. PAGE 4

5 RETAIL SEGMENTATION PROCESSED PRODUCTS In this section, the categories are defined as follows: Total: Includes packaged, processed fish, seafood and seaweed and products containing mostly fish. Market size comprises sales through all retail channels, including direct-to-consumer. Shelf Stable: This comprises all canned fish, seafood and seaweed and includes meal centres and ready meals. Frozen: This comprises all frozen fish, seafood and seaweed and includes meal centres and ready meals. Chilled: This includes all packaged fish, seafood and seaweed which has been further processed in some way. It includes smoked and salted fish, but not plain filleted or portioned products. Canada, Processed Fish, Retail Market Segmentation in 2011* Segment Volume ( 000 tonnes) Value (C$ millions) Total ,064.4 Shelf stable Frozen Chilled *Note: Only 2011 data was available for Canada at time of writing. United States, Processed Fish, Retail Market Segmentation by Volume in 000 of Tonnes Segment Total Frozen Shelf stable Chilled Source for all: Mintel, 2013 United States, Processed Fish, Retail Market Segmentation by Value in US$ Millions Segment Total 7,172 7,354 7,557 7,589 7,856 8,031 Frozen 4,775 4,847 5,054 4,981 5,187 5,353 Shelf stable 1,838 1,897 1,909 2,017 2,044 2,031 Chilled PAGE 5

6 PRODUCT DEVELOPMENTS There were 57 new product introductions in Canada and the U.S. between January 2007 and December The U.S. introduced 45 new products, compared to Canada s 12. A majority of these products claim to have functional qualities such as being good for cardiovascular health (43). The second most popular claim was kosher-certified (30). Manufacturers also claim to follow ethical standards in the treatment of animals, as a result dolphin-safe logos appear on some products. The majority of products were launched as new variety/range extension (19) or new products (19) during this timeframe. Positioning claims attributed to new varieties/range extensions and new products include, but are not limited to, functional qualities, naturalness, ethical standards and kosher-certified. Flexible packaging is also frequently featured among new products. As part of the effort to innovate in the fish and seafood industry, a company in the U.S. called Open Ocean Trading, which is based in Massachusetts, is offering fishermen and commercial seafood buyers throughout New England an innovative, efficient sales/purchasing platform that enhances business stability, transparency, sustainability, and profitability in the volatile seafood industry. (Business Wire [English], 8 September 2012). The new online purchasing platform enables fishermen and buyers to know in advance how much money they can get or pay for fish, respectively. Prices can be locked in for days to months in advance of the actual sale, thus minimizing uncertainty in the industry. PAGE 6

7 PRODUCT DEVELOPMENTS (continued) New Products Launched, January 2007 to December 2012 Launch Type Number of Products New variety/range extension 19 New product 19 New packaging 17 New formulation 2 Total products 57 Top Five Claims of New Fish and Seafood Product Introductions to the North American Market, January 2007 to December 2012 Claim Number of Products 1. Cardiovascular (functional) Kosher Ethical - animal Premium Ethical - environmentally friendly product 15 Other 46 Top Five Package Types for New Fish and Seafood Product Introductions to the North American Market, January 2007 to December 2012 Package Type Number of Products 1. Flexible sachet Can Flexible 9 4. Flexible stand-up pouch 5 5. Not specified 5 Other 8 Total products 57 Top Five Pack Sizes of New Fish and Seafood Product Introductions to the North American Market, January 2007 to December 2012 Pack Size Number of Products g g g g g 4 Other 31 Total products 57 Source for all: Mintel, 2013 PAGE 7

8 NEW PRODUCT EXAMPLES, The following are some examples of fish and seafood introductions to the North American marketplace, from the Mintel Global New Product Database. The products were obtained by limiting the Mintel search criteria to the period between January 2007 to December StarKist Tuna Creations Sweet & Spicy Tuna Package type: Flexible sachet Claim: Cardiovascular (functional), ethical - animal, premium, slimming Launch type: New packaging Pack size: 74 g Country: U.S. This product has been repackaged in a single serve 74 g pack featuring the Dolphin Safe logo. The product contains 90 calories per pouch. The manufacturer claims that diets that are low in saturated fat and cholesterol may reduce the risk of heart disease. It retails for US$1.50. Blue Circle Smoked Salmon Package type: Flexible sachet Claim: Antioxidant, ease of use, ethical - environmentally friendly product, hormone free, kosher, premium Launch type: New product Pack size: 113 g Country: U.S. This smoked salmon is a premium centre fillet, already sliced and ready to eat. It is rich in omega-3, antioxidants, contains no antibiotics or hormones and is farm raised. The kosher-certified product retails in a 113 g pack for US$6.99. Source for all: Mintel, 2013 Changing Seas Norwegian Smoked Salmon Package type: Tray Claim: Antioxidant, ethical - environmentally friendly product, hormone free, kosher, premium Launch type: New packaging Pack size: 227 g Country: U.S. Norwegian Smoked Salmon is now available in a newly sized, easy peel 227 g pack. The kosher-certified product is rich in antioxidants and omega-3. The premium salmon is raised in low-density and deep water pens without the use of antibiotics or added hormones. It retails for US$ PAGE 8

9 NEW PRODUCT EXAMPLES, (continued) High Liner Pan-Sear Selects Lime Chili Tilapia Fillets Package type: Flexible Claim: Cardiovascular (functional), low/no/reduced saturated fat, low/no/reduced trans fat, premium Launch type: New packaging Pack size: 540 g Country: Canada This product is a source of omega-3 polyunsaturates that contains no hydrogenated oils or trans fats and is low in saturated fat. This premium product retails for C$12.49 in a 540 g pack containing four lightly breaded whole fillets. It is also available in a Savoury Herb Cod variety. Chicken Of The Sea No Drain Solid White Albacore Tuna Package type: Can Claim: Cardiovascular (functional), ethical - animal, high protein, kosher, ethical - environmentally friendly package, Launch type: New product Pack size: 113 g Country: U.S. This kosher, wild caught, dolphin-safe tuna is naturally high in protein and provides heart-healthy omega-3. It is retailed in a 100% recyclable can with a pop-top opening. It retails for US$2.39. Wild Planet Wild Sardines in Spring Water Package type: Can Claim: All natural product, antioxidant, ethical - animal, immune system (functional), kosher ethical - environmentally friendly product, Launch type: New variety/range extension Pack size: 124 g Country: U.S. The kosher-certified and all-natural product is described as an excellent source of omega-3 and provides three times more calcium and phosphorous than milk, more iron than cooked spinach, as much protein as steak, and as much potassium as bananas. It retails for US$2.69. Source for all: Mintel, 2013 PAGE 9

10 NEW PRODUCT EXAMPLES, (continued) Tuny Light Low Fat Tuna in Water Package type: Can Claim: Convenient packaging, Low/no/reduced fat, no additives/ preservatives, slimming Launch type: New product Pack size: 142 g Country: U.S. This product claims to be a natural source of omega-3 and to contain no preservatives. The product retails in a 142 g pack, featuring an easy-toopen, pull-tab lid, for US$0.77. Clover Leaf Gourmet Flaked White Tuna with Sundried Tomato In Olive Oil Package type: Can Claim: Cardiovascular (functional), ethical - animal, kosher Launch type: New variety/range extension Pack size: 142 g Country: Canada This product contains 0.2 g omega-3 per serving. This dolphin-friendly product is kosher-certified and retails in a 142 g pack for C$1.99 Also available in the range are chipotle and jalapeño varieties. High Liner Captain's Catch Beer Battered Hand Cut Fish Fillets Package type: Carton Claim: Brain & nervous system (functional), Low/no/reduced saturated fat, Low/no/reduced transfat, other (functional) Launch type: New packaging Pack size: 500 g Country: Canada These fillets are now available with new packaging. The product is a good source of omega-3 polyunsaturates, is low in saturated fat and free from trans fat and added hydrogenated oils. It contains DHA, an omega-3 fatty acid which is claimed to support the normal development of the brain, eyes and nerves. The product retails in a 500 g-package containing six or more fish fillets for C$6.59. Source for all: Mintel, 2013 PAGE 10

11 SOURCES Business Wire (English), 8 September Euromonitor International Database, Fish & Seafood Markets Industry (NAICS 44522). United States Fish & Seafood Markets Industry Report [serial online]. January Available from: Business Source Corporate Plus, Ipswich, MA. Accessed February 13, Mintel Global New Product Database, PAGE 11

12 The Government of Canada has prepared this report based on primary and secondary sources of information. Although every effort has been made to ensure that the information is accurate, Agriculture and Agri-Food Canada (AAFC) assumes no liability for any actions taken based on the information contained herein. Inside North America: The Fish and Seafood Trade Her Majesty the Queen in Right of Canada, represented by the Minister of Agriculture and Agri-Food (2013). ISSN AAFC No E Photo Credits All photographs reproduced in this publication are used by permission of the rights holders. All images, unless otherwise noted, are copyright Her Majesty the Queen in Right of Canada. For additional copies, to request an alternate format, and for all other inquiries regarding this publication, please contact: Agriculture and Agri-Food Canada, Global Analysis Division 1341 Baseline Road, Tower 5, 4th floor Ottawa, ON Canada K1A 0C5 Aussi disponible en français sous le titre : Vue d ensemble de l Amérique du Nord : Le commerce du poisson et des fruits de mer Reproduction or redistribution of this document, in whole or in part, must include acknowledgement of Agriculture and Agri-Food Canada as the owner of the copyright in the document, through a reference citing AAFC, the title of the document and the year. Where the reproduction or redistribution includes data from this document, it must also include an acknowledgement of the specific data source(s), as noted in this document. Agriculture and Agri-Food Canada provides this document and other report services to agriculture and food industry clients free of charge.