State of the Nation UK Seafood Summit Leanne Muldowney Marketing Manager

Transcription

1 State of the Nation UK Seafood Summit Leanne Muldowney Marketing Manager

2 What is State of the Nation? State of the Nation is a study commissioned by Seafish and conducted by YouGov between 3 rd - 4 th April 2018 Total sample size of this study was 2,047 UK adults 2

3 What is State of the Nation? Robust data showing current UK consumption patterns of seafood, perceptions, barriers to eating more, awareness of species, perceived health benefits, approaches to diet overall, means of encouraging higher consumption. 3

4 Top Line Statistics 4

5 Consumption - Where are we now? 1.08 portions per person, per week down 5.4% 5.4 % 5

6 Awareness of the Two a Week Message AWARENESS OF NO. PORTIONS A WEEK Percentage Yes, aware No, not aware 6

7 Awareness of Different Species What species of fish are most popular? Category 1 Cod Salmon Haddock Tuna (tinned) Prawns Scampi Mackerel Plaice Sea Bass Tuna (fresh) Sardines Trout Mussels 7

8 Awareness of Different Species Cont What species of fish are most popular? Category 1 Crab Sole Scallops Kippers Squid Pollock Lobster Crab/fish sticks Basa Sea Bream Langoustines Halibut Coley Turbot 8

9 Awareness of Health Benefits 9

10 Omega 3 Awareness 6% 94% Am aware oily fish contains omeg3 Am not aware oily fish contains omega3 10

11 Sustainability is Important! IMPORTANCE OF SUSTAINABILTY IN CHOICE OF WHICH FISH TO BUY Very important Fairly important Neither important not unimportant Not very important Not at all important Don't know 11

12 Consumer Behaviour in Relation to Sustainability STATEMENTS AGREE WITH RE. SUSTAINABILITY I think it is the responsibility of the people who sell the fish to ensure it is sustainably sourced, and not my responsibility to have to seek this out 38 I seek out sustainably-sourced fish for certain fish, but not for all the fish I buy 23 I do not think about the sustainability of the fish at all when I am buying fish 19 I do not know what to look for on packs when it comes to sustainably-sourced fish 18 I actively seek out sustainably sourced fish and would only ever buy sustainable fish 13 I do not understand what sustainably sourced fish is enough to look for it 9 I do not think it matters to world fish stocks whether you buy sustainably sourced fish or not 2 None of these 5 Don't know/can't recall

13 The Competition - Beef BEEF Eating more Eating the same amount Eating less Not applicable - I have never eaten beef 13

14 The Competition - Chicken POULTRY Eating more Eating about the same Eating less Not applicable I have never eaten poutlry 14

15 The Competition - Lamb LAMB Percentage Eating more Eating the same amount Eating less Not applicable- have never eaten lamb 15

16 The Competition - Vegetarian VEGETARIAN FOODS 45 [VALUE]% [VALUE]% [VALUE]% [VALUE]% 5 0 Eat more Eating the same amount Eating less Not applicable - have never eaten vegetarian foods 16

17 So what are the Barriers to Consumption? Smell Texture Versatility Convenience Appearance Not good value for money Don t know how to store/prepare/cook Worried about choking on bones 17

18 Opportunities to Increase Consumption 60 HOW TO ENCOURAGE GREATER FISH CONSUMPTION Money off offers in-store Meal ideas using fish Campaign to educate on how to cook fish Joint promotions of fish + accompaniments Fish sold in way easy to prepare Fish "Meal Deals" Campaign to educate about different species & their taste Promote fish as source of protein 18

19 Opportunities to Increase Consumption HOW TO ENCOURAGE GREATER FISH CONSUMPTION Promote fish as healthy take-away Promote fish as low in fat See appetising fish options in store from household brands Don't know More visible health messages on pack Promote as containing omega3 Other Not applicable, nothing would encourage me to buy/eat more fish 19

20 Key Influences INFLUENCES ON FOOD COOKED Not applicable - nothing in particular influences what I cook 47 Experience of different cuisines when eating out (exc. Holidays) 29 Expereince fo differnet foods travelling/on holiday 26 TV 20 Websites 17 Magazines Social media Newspapers 5 Apps Pecentage 20

21 What are Seafish Doing? New consumer strategy (engage, inform, change behaviour) targeted and measured Promotional weeks becoming launch-pads Brand neutral hub to support messaging/collateral for year-round activity Re-positioning of FiTD platform to support more effective drive of 2 a week and other core campaigns Seafood Week 21

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23 Key Takeaways for Industry Taste is the primary driver Retailers should be pro-active in promoting the sustainability aspect of offering Omega 3 sells seafood; can we use model to promote other key USPs? Other traditional proteins are in decline Health messaging particularly effective, when comparing other proteins Research of top food trends becoming more important Money-off (classic sales promotion) is desired and will help success measurement 23

24 Thank you Seafood is the way forward