Food Industry Bundle: Meat and Poultry Trends in the U.S. & Fish and Seafood Trends in the U.S.

Chapter 1: Executive Summary Scope of Report

Scope

Methodology

SymphonyIRI

Packaged Facts National Consumer Survey

Experian Marketing Services

The Market

Meat and Poultry in American Life

Market Participants

The Products

Meat and Poultry Product Distribution

Regulation

Labeling

Trade Associations

Market Size

Meat and Poultry Sales Topped $85 Billion in 2012

Table 1-1 Meat and Poultry Retail Sales 2008–2012 (in millions $)

Unit and Volume Sales Down

Table 1-2 Retail Meat Sales by 2008–2012 (in millions $)

Table 1-3 Retail Poultry Sales by 2008–2012 (in millions $)

Market Trends

Recession Dominates Market Development

Health Concerns Rise in Importance

Demographic Shifts Impacting the Market

Market Forecast

Table 1-4 Meat and Poultry Retail Sales 2012–2017 (in millions $)

The Competitive Environment

JBS/Swift is Leading Competitor

Convenient, Health-Oriented Products, Adventurous Flavors Among Key Trends

Challenging Times for Meat and Poultry in Retail and Foodservice

Dealing with Declining Consumption

The Consumer

Consumer Have Many Concerns

Table 1-5 Relative Importance of Consumer Food Concerns

Consistency in Consumption

Figure 1-2 Percentage of U.S. Households Consuming Meat and Poultry Products Summer 2008-Summer 2012

Chapter 2: Market Overview

Meat and Poultry in American Life

Market Participants

The Products

Meat and Poultry Product Distribution

Labeling

Nutrition Labeling

Table 2-1 Aware of the Government's 'My Plate' Eating Recommendations

Streamlining Meat and Poultry Labeling

Highlighting Healthfulness on Labels

COOL Controversy

Consumers Look to Labeling

Table 2-2 Ingredient and Labeling Interest When Shopping

Meat and Poultry Regulation

Focus on Additives

Relevant Government Agencies

Animal and Plant Health Inspection Service (APHIS)

Center for Nutrition Policy and Promotion (CNPP)

Centers for Disease Control and Prevention (CDC)

Environmental Protection Agency (EPA)

Food and Drug Administration (FDA)

Food and Nutrition Service (FNS)

Partnership for Food Safety Education (PFSE)

Non-Governmental Consumer Organizations

Center for Science in the Public Interest (www.cspinet.org)

Consumer Federation of America (www.consumerfed.org)

Industry Organizations

American Farm Bureau Federation (www.fb.org)

American Lamb Board (www.americanlamb.com)

American Meat Institute (www.meatami.com)

Cattlemen's Beef Board (www.beefboard.org)

Food Marketing Institute (www.fmi.org)

Grocery Manufacturers Association (www.gmaonline.org)

National Chicken Council (www.nationalchickencouncil.org)

National Grocer's Association (www.nationalgrocers.org)

National Hot Dog & Sausage Council (www.hot-dog.org)

National Pork Board (www.pork.org)

National Pork Producers Council (www.nppc.org)

National Turkey Federation (www.eatturkey.com)

North American Meat Processors Association (www.namp.com)

Ranchers-Cattlemen Action Legal Fund, United Stockgrowers of America (www.r-calfusa.com)

Shelf-Stable Food Processors Association (www.meatami.com/ht/d/sp/i/8423/pid/8423)

U.S. Poultry & Egg Association (www.uspoultry.org)

Chapter 3:The Market

Market Size

Meat and Poultry Sales Topped $85 Billion in 2012

Table 3-1 Meat and Poultry Retail Sales 2008–2012 (in millions $)

Unit and Volume Sales Down

Table 3-2 SymphonyIRI-Tracked Unit Sales of Packaged Meat and Poultry: By Category, 2012 vs. 2008 (in millions)

Table 3-3 SymphonyIRI-Tracked Volume Sales of Meat and Poultry: By Category, 2012 vs. 2008 (in millions)

Market Trends

Recession Dominates Market Development

Survey Backs Store Brands Switch Trend

Table 3-4 Opinions on Store Brands

Survey Backs Discount Shopping Trend

Table 3-5 Purchase a Lot of Groceries On Sale or Promotion

Figure 3-1 Looked for Information on Sales and/or Specials for Most Recent Grocery Shopping Trip

Health Concerns Rise in Importance

Figure 3-2 Seek Grass-Fed Meat Products

Locavore Movement Contributes to Changing Market

Figure 3-3 Looked for Local Products on Most Recent Grocery Shopping Trip

Demographic Shifts Impacting the Market

Market Share by Category

Major Divisions Within Meat and Poultry Market

Fresh vs. Frozen/Refrigerates/Shelf-Stable Meat

Table 3-6 Retail Meat Sales by 2008–2012 (in millions $)

Fresh vs. Frozen/Refrigerates/Shelf-Stable Poultry

Table 3-7 Retail Poultry Sales by 2008–2012 (in millions $)

Category Sales Within the Frozen/Refrigerated/Shelf-Stable Meat and Poultry Markets

Figure 3-4 Percent Share of Frozen/Refrigerated/Shelf-Stable Meat and Poultry Retail Sales by Category 2008

Figure 3-5 Percent Share of Frozen/Refrigerated/Shelf-Stable Meat and Poultry Retail Sales by Category 2012

Market Size and Growth By Category and Segment

Lunchmeat Sales are Largest Category

Table 3-8 Lunchmeat Retail Sales 2008–2012 (in millions $)

Breakfast Meats Sales Top 5 Percent Growth Rate

Table 3-9 Breakfast Meats Retail Sales 2008–2012 (in millions $)

Frozen/Refrigerated Turkey Sales Pace Overall Frozen/Refrigerated Poultry Sales

Table 3-10 Frozen/Refrigerated Poultry Retail Sales 2008–2012 (in millions $)

Dinner Sausage Category Has Solid Sales Growth

Table 3-11 Refrigerated Dinner Sausage Retail Sales 2008–2012 (in millions $)

Chicken is Dominant Sector in Processed Refrigerated Poultry

Table 3-12 Processed Frozen/Refrigerated Poultry Retail Sales 2008–2012 (in millions $)

Refrigerated Frankfurters Grow Nine Percent

Table 3-13 Refrigerated Frankfurters Retail Sales 2008–2012 (in millions $)

Refrigerated Meat Category Has Highest CAGR

Table 3-14 Refrigerated Meat Retail Sales 2008–2012 (in millions $)

Frozen Meats Sales Grow 17 percent

Table 3-15 Frozen Meat Retail Sales 2008–2012 (in millions $)

Shelf-Stable Meat Trails Refrigerated and Frozen Categories

Table 3-16 Shelf-Stable Meat/Refrigerated Ham Retail Sales 2008–2012 (in millions $)

Meat and Poultry Substitutes Less Than Two Percent of Market

Table 3-17 Meat and Poultry Substitutes Retail Sales 2008–2012 (in millions $)

Market Outlook

Slow Economic Recovery Restrains Big Gains

Potential Impact from Slowdown in Meat Inspections

Impact of Horsegate

Food Safety Concerns of Consumers

Table 3-18 Ingredient and Labeling Interest When Shopping

Ongoing Health Concerns

Table 3-19 Consumer Preference for Meatless/Vegetarian Meals 2012

Impact of Droughts

Opportunities for Growth

Covering the Meat Substitute Market

Diversifying Meat and Poultry Sources

Leveraging Locavore

Focus on Value-Added

Table 3-20 Preference for Nutritionally Enhanced Food and Beverage Products

Table 3-21 Grocery Product Manufacturers Should Do More to Help Consumers Eat More Healthily

Appealing to Ethnic Markets

Using Social Media

Outside the Box

Market Forecast

Market to Top $98 Billion by 2017

Meat Substitutes Will Have Strongest Growth

Table 3-22 Meat and Poultry Retail Sales 2012–2017 (in millions $)

Fresh Meat Will Pace Meat Category Growth

Table 3-23 Retail Meat Sales by 2012–2017 (in millions $)

Frozen, Refrigerated and Shelf-stable Poultry Will Pace Category Growth

Table 3-24: Retail Poultry Sales by 2012–2017 (in millions $)

Market Forecast By Category and Segment

Lunchmeats Will Remain Largest Meat Category

Breakfast Meats Will Grow by Three Percent

Dinner Sausages Sales Slow

Frankfurters Stable Through Forecast Period

Refrigerated Meats Lose to Alternatives

Frozen Meats May Gain as Convenience Foods

Shelf-Stable Growth Slows as Economy Improves

Frozen/Refrigerated Poultry Should Continue Solid Growth

Processed Frozen/Refrigerated Poultry Another Convenience Winner

Table 3-25 Meat and Poultry Retail Sales By Category 2012–2017 (in millions $)

Chapter 4: Competitive Trends

The Competitive Environment

Global Marketers Lead the Competition

Estimate of Overall Meat and Poultry Market Shares

Figure 4-1 Overall Market Shares for Combined Meat and Poultry Companies, 2012

Estimate of Refrigerated/Frozen/Shelf-Stable Market Shares

Figure 4-2 Marketer Shares for Combined Meat and Poultry Companies, 2012

Leaders in Meat Category

Figure 4-3 Marketer Shares for Leading Meat Companies, 2012

Leaders in Poultry Category

Figure 4-4 Marketer Shares for Leading Poultry Companies, 2012

Smaller Companies Challenged in Niche Markets

Leading Companies Work Within and Across Categories

Table 4-1 Category Participation Among Top Marketers in Meat and Poultry

Acquisitions: The Big Get Bigger

Expanding Product Lines

Targeting Demographic Groups

Looking for Alternative Protein Sources

Pressure to Lower Costs

Value of Corporate Responsibility

Pink Slime: Devastating Impact of Health Concerns

Selected Company Profiles

Applegate Farms

AdvancePierre Foods (Barber Foods)

Beef Products, Inc.

Butterball LLC

Cargill

Cargill Grows

Plant Closing an Industry Game Changer

ConAgra Foods

Fieldale Farms

Foster Farms

GNP (Gold’N Plump)

Heinz

Hillshire Brands

Hormel Foods Corporation

Jennie-O Turkey Store

Skippy Acquisition

JBS

Swift & Company

Pilgrim's

JBS Pork

Recent Acquisitions

Johnsonville Sausage

Kayem/al fresco

Kellogg

Kraft Foods

Oscar Meyer

Lunchables

Boca Foods Company

Laura’s Lean Beef

National Beef

OK Foods

Perdue

Rocky Mountain Natural Meats

Smithfield

Tyson

Chapter 5: Product Trends and Opportunities

Convenient, Health-Oriented Products, Adventurous Flavors Among Key Trends

Convenience

Making Fresh Meat and Poultry Convenient

Better-For-You

Table 5-1 Trying to Eat More Healthfully

Table 5-2 Selected New Better for You Meat/Poultry Products

Table 5-3 Willing to Pay More for Better-For-You Food Products

Foodies

More Variety, Trendy Flavors

Special Dietary Needs

Gluten-Free and Hidden Allergens

Kosher and Halal

Packaging

Value

Private Label Value Solution

Bacon Nation

Beyond Bacon: Opportunities in Other Meat Products

Table 5-4 Variety Meats Popular in Non-U.S. Cuisines

New Product Positioning

Table 5-5 Selected New Meat and Poultry Products: Fresh/Refrigerated, 2011-2012

Table 5-6 Selected New Meat and Poultry Products: Frozen, 2011-2012

Chapter 6: Retail/Foodservice Trends

Challenging Times for Meat and Poultry in Retail and Foodservice

Challenge Being Met

Dealing with Declining Consumption

Price Tops Health Concerns as Reason for Slower Purchases

Chicken Declines Despite Being Viewed as Healthier Than Beef

Traditional Circulars Tailored to Local Markets & Consumers

Consumers Using Circulars

Table 6-1 Consumers using Circulars for Most Recent Grocery Shopping Trip

Circulars Support Holiday Specific Sales

Cooking Suggestions Support Sales

Social Media Not Overlooked

Traditional Promotional Activities Also Thrive

Aiming for a New Generation of Consumers

Grilling Promotions a Summer Tradition

Walmart Offers New Steaks with Grilling Challenge Promotion

Promoting Low Prices

Improving Service in the Meat Department

BI-LO Ties Service to Store Brand and More

Illustration 6-1 BI-LO Gold Star Pork

Supply Chain/Sourcing

Local Sourcing of Meat and Poultry

Women and Older Consumers Top Targets

Government Support for Locavore Movement

Illustration 6-2 Rancher’s Reserve Tender Beef

Stressing Family Ties in Local Sourcing

Illustration 6-3 Mid-Atlantic Country Farms

Demand for Healthier Meat Sparks Positive Actions

Table 6-2 Food Stores Should Do More to Help Customers Eat Healthily

Rejection of Lean Finely Textured Beef

Antibiotic-Free Lines Introduced

Animal Welfare Concerns are Addressed

Ending Use of Gestation Crates

Whole Foods Provides Transparency for Supplier Meat-Raising Practices

Harris Teeter Also Follows GAP Guidelines

Products for Human Health

Role of Private Label

Illustration 6-4 Wegmans Private Label

Illustration 6-5 A&P's Woodson & James Private Label

Labeling and Packaging

Nutrition Labeling Guidelines Continue to Evolve

Labeling in Retail Locations

Eco-Friendly Packaging

New Pork Packaging

Foodservice Trends

Locavore Tops Trend List

Healthier Meat and Poultry

New and Different

Upscale Burgers Everywhere

Tasting Menus Feature High End Meat Samples

Increased and Varied Chicken Offerings

Challenge from “Meatless” Meats

Opportunities in Schools

Chicken Fits Healthier School Menus

Hospitals Look to Go Leaner and Meatless

Foodservice in Retail

Chapter 7: Consumer Trends

Note on Experian Marketing Services Consumer Data

Consumer Have Many Concerns

Eating Healthier Top Concern

Concern Over Food Safety

Cost is Also Critical

Table 7-1 Relative Importance of Consumer Food Concerns, 2012

Consumer Concerns are Consistent

Table 7-2 Preference for Healthier Eating, 2008 and 2012

Table 7-3 Seeking Freshest Ingredients, 2008 and 2012

Table 7-4 Importance of Nutritional Value in Selecting Foods, 2008 and 2012

Table 7-5 Always Look for Brand Name, 2008 and 2012

Table 7-6 Practicing Vegetarianism, 2008 and 2012

Cold Cuts Most Often Consumed Meat or Poultry Product

Figure 7-1 Percentage of U.S. Households Consuming Meat and Poultry Products Summer 2008-Summer 2012

Most Consumer Segments Are in Normal Range

Consumer Product Preferences – Beef

Beef - Steak

Table 7-7 User Demographics Focus: Beef – Steak, Summer 2012(U.S. Household Indices)

Other Ground Beef

Table 7-8 User Demographics Focus: Other Ground Beef,

Summer 2012 (U.S. Household Indices)

Beef –Hamburger (Fresh or Frozen Patties)

Table 7-9 User Demographics Focus: Beef –Hamburger(Fresh or Frozen Patties), Summer 2012 (U.S. Household Indices)

Beef - Roast

Table 7-10 User Demographics Focus: Beef – Roast, Summer 2012 (U.S. Household Indices)

Beef - Other

Table 7-11 User Demographics Focus: Beef – Other, Summer 2012 (U.S. Household Indices)

Consumer Product Preferences – Pork

Pork Chops

Table 7-12 User Demographics Focus: Pork Chops, Summer 2012 (U.S. Household Indices)

Pork Roast

Table 7-13 User Demographics Focus: Pork Roast, Summer 2012 (U.S. Household Indices)

Other Pork

Table 7-14 User Demographics Focus: Other Pork, Summer 2012 (U.S. Household Indices)

Consumer Product Preferences – Other Meat

Lamb

Table 7-15 User Demographics Focus: Lamb, Summer 2012 (U.S. Household Indices)

Veal

Table 7-16 User Demographics Focus: Veal, Summer 2012 (U.S. Household Indices)

Consumer Product Preferences – Chicken

Fresh Chicken Breast

Table 7-17 User Demographics Focus: Fresh Chicken Breast, Summer 2012 (U.S. Household Indices)

Fresh Whole Chicken

Table 7-18 User Demographics Focus: Fresh Whole Chicken, Summer 2012 (U.S. Household Indices)

Fresh Chicken Parts W/Bones-Not Breasts

Table 7-19 User Demographics Focus: Fresh Chicken Parts w/Bones-Not Breasts, Summer 2012 (U.S. Household Indices)

Frozen Boneless Chicken

Table 7-20 User Demographics Focus: Frozen Boneless Chicken, Summer 2012 (U.S. Household Indices)

Fresh Chicken Parts Boneless-Not Breasts

Table 7-21 User Demographics Focus: Fresh Chicken Parts

Boneless-Not Breasts, Summer 2012 (U.S. Household Indices)

Frozen Chicken – With Bones

Table 7-22 User Demographics Focus: Frozen Chicken with Bones, Summer 2012 (U.S. Household Indices)

Cornish Game Hen (Fresh or Frozen)

Table 7-23 User Demographics Focus: Cornish Game Hen, Summer 2012 (U.S. Household Indices)

Consumer Product Preferences – Turkey

Fresh Whole Turkey

Table 7-24 User Demographics Focus: Fresh Whole Turkey, Summer 2012 (U.S. Household Indices)

Fresh Breast of Turkey

Table 7-25 User Demographics Focus: Fresh Breast of Turkey, Summer 2012 (U.S. Household Indices)

Frozen Turkey – Not Stuffed

Table 7-26 User Demographics Focus: Frozen Turkey – Not Stuffed, Summer 2012 (U.S. Household Indices)

Frozen Breast of Turkey

Table 7-27 User Demographics Focus: Frozen Breast of Turkey, Summer 2012 (U.S. Household Indices)

Fresh Turkey Parts

Table 7-28 User Demographics Focus: Fresh Turkey Parts, Summer 2012 (U.S. Household Indices)

Consumer Product Preferences – Prepared Meat Products

Cold Cuts

Table 7-29 User Demographics Focus: Cold Cuts, Summer 2012 (U.S. Household Indices)

Frankfurters/Hot Dogs

Table 7-30 User Demographics Focus: Frankfurters/Hot Dogs, Summer 2012 (U.S. Household Indices)

Bacon

Table 7-30 User Demographics Focus: Bacon, Summer 2012 (U.S. Household Indices)

Sausages

Table 7-32 User Demographics Focus: Sausages, Summer 2012 (U.S. Household Indices)

Canned Meat

Table 7-33 User Demographics Focus: Canned Meat, Summer 2012 (U.S. Household Indices)

Bratwursts

Table 7-34 User Demographics Focus: Bratwursts, Summer 2012 (U.S. Household Indices)

Consumer Product Preferences – Meat Alternatives

Table 7-35 User Demographics Focus: Meat Alternatives,

Summer 2012 (U.S. Household Indices)

Appendix: Addresses of Selected Marketers

Chapter 1: Executive Summary Scope of Report

Scope of Market and Product Coverage

Methodology

Sales and Market Size

Consumer Use Data

Product Information

The Market

Fish and Seafood in American Life

Market Participants

Product Distribution

Regulation

Government Agencies

Trade Associations

Market Size

Fish and Seafood Retail Sales Topped $14.7 Billion in 2012

Table 1-1: Fish and Seafood Retail Sales 2008–2012 (in millions $) Unit and Volume Sales Down

Table 1-2: IRI-Tracked Unit and Volume Sales of Fish and Seafood: By Category, Percent Change 2012 vs. 2008

Market Trends

Recession Dominates Market Development

Private Label Leaps Upward in Fish and Seafood Market

Table 1-3: Private Label Share of Fish and Seafood Sales, 2012 vs. 2008

Health Concerns Rise in Importance

Choosing Fresh Fish Over Meat or Poultry

Table 1-4: Tendency to Choose Fresh Fish Over Meat/Poultry for Healthfulness, June 2013 (percent of consumers)

Market Forecast

Market to Top $17 Billion by 2017

Table 1-5: Fish and Seafood Retail Sales 2012–2017 (in millions $)

The Competitive Environment

Billion Dollar Companies Lead Market

Figure 1-1: Shares of Shelf-Stable Fish and Seafood Product Sales, 2012

Figure 1-2: Shares of Frozen Fish and Seafood Product Sales, 2012

Figure 1-3: Shares of Refrigerated Fish and Seafood Product Sales, 2012

Product Trends

Products Targeted to Most Eager Consumers

Convenience Drives Product Development

Retail and Foodservice Trends The Consumer

Consumer Have Many Concerns

Figure 1-4: U.S. Households Consuming Fish and Seafood Products, Fall 2008 and Fall 2012, by Product Category (percent of U.S. households) . 12

Chapter 2: Market Overview Key Points

Fish and Seafood in American Life High Level of Consumption

Figure 2-1: Per Capita Consumption of Fish/Seafood by Type,2009-2011

Types of Fish and Shellfish Consumed

Formats

Figure 2-2: U.S. Households Consuming Fish and Seafood Products,Fall 2008 and Fall 2012, by Product Category (Percent of U.S.Households)

Market Participants

Fish and Seafood Distribution

Vertical Integration

Key Issues

Consolidation

Sustainability

Aquaculture

Food Safety

Packaged Facts National Consumer Survey

Table 2-1: Spoilage/Contamination Issues as a Deterrent to Purchasing of Fresh Fish/Seafood, June 2013 (percent of consumers)

Table 2-2: Spoilage/Contamination Issues as a Deterrent to Purchasing of Fresh Meat/Poultry, June 2013 (percent of consumers)

GMO and Seafood

Ending Labeling Fraud

Fish and Seafood Regulation

At the Federal Level

Office of Sustainable Fisheries

Other Relevant Government Agencies

The United States Fish and Wildlife Service (www.fws.gov)

The National Fish Hatchery System (www.fws.gov/fisheries/nfhs)

NOAA Seafood Inspection Program (www.seafood.nmfs.noaa.gov)

Food and Drug Administration (FDA)

State and Regional Organizations

Alaska Seafood Marketing Institute (www.AlaskaSeafood.org)

Chesapeake Bay Seafood Industries Association (http://www.cbsia.org)

Hawaii Seafood Council (www.hawaii-seafood.org)

Louisiana Seafood Promotion & Marketing Board (www.louisianaseafood.com) ..29

New York Seafood Council (www.nyseafood.org)

Oregon Dungeness Crab Commission (www.oregondungeness.org)

Industry Associations

International Coalition of Fisheries Associations(www.aboutseafood.com/about/icfa)

National Fisheries Institute (www.aboutseafood.com)

Seafood Products Association (www.spa-food.org)

Non-Governmental Research and Certification Organizations

Aquaculture Certification Council (www.aquaculturecertification.org)

Aquaculture Stewardship Council (www.asc-aqua.org)

Friends of the Sea (www.friendofthesea.org)

Gulf of Maine Research Institute (www.gmri.org)

Marine Stewardship Council (www.msc.org)

Chapter 3: Market Size and Trends Key Points

Market Size

Fish and Seafood Retail Sales Topped $14.7 Billion in 2012

Table 3-1: Fish and Seafood Retail Sales 2008–2012 (in millions $)

Unit and Volume Sales Down

Table 3-2: IRI-Tracked Unit Sales of Fish and Seafood: By Category, 2012 vs. 2008

Table 3-3: IRI-Tracked Volume Sales of Fish and Seafood: By Category, 2012 vs. 2008 (in millions of pounds)

Mixed Recovery for Fish and Seafood

Fresh Fish and Seafood Improve

Table 3-4: Relative Frequency of Raw Fish/Seafood Purchases,June 2013 (percent of consumers)

Fresh Fish Has Edge Over Frozen as Healthy Food

Table 3-5: Perceived Healthfulness of Fresh Fish/Seafood vs. Frozen,June 2013 (percent of consumers)

Fresh Fish Has Edge Over Frozen in Taste

Table 3-6: Taste Preferences: Fresh Fish/Seafood vs. Frozen,June 2013 (percent of consumers)

Shelf-Stable Unit Sales Slow

Raw Shrimp a Bright Spot in Frozen Fish and Seafood

Volume Savings Seen in Refrigerated Segment

Table 3-7: IRI-Tracked Unit Sales of Fish and Seafood: By Category, 2012 vs. 2011 and 2012 vs. 2008

Table 3-8: IRI-Tracked Volume Sales of Fish and Seafood: By Category, 2012 vs. 2008 (in millions of pounds)

Market Share by Category

Fresh Shellfish Tops All Segments

Figure 3-1: Fish and Seafood Market Shares by Category, 2012

Shellfish Outgains Fin Fish in Fresh Category

Table 3-9: Retail Fresh Fish and Seafood Sales by 2008–2012 (in millions $)

Modest Sales Gains for Shelf-Stable Products

Table 3-10: Retail Shelf-Stable Fish and Seafood Sales by 2008–2012 (in millions $)

Prepared Fish Segment Tops Frozen Fish and Seafood Category

Table 3-11: Retail Frozen Fish and Seafood Sales by 2008–2012(in millions $)

Market Trends

The Recession and Market Shifts

Survey Backs Discount Shopping Trend

Table 3-12: Purchase a Lot of Groceries On Sale or Promotion

Figure 3-2: Looked for Information on Sales and/or Specials for

Most Recent Grocery Shopping Trip

Survey Backs Private Label Switch Trend

Table 3-13: Opinions on Private Label (percent)

Private Label Leaps Upward in Fish and Seafood Market

Table 3-14: Private Label Share of Fish and Seafood Sales, 2012 vs. 2008

Health Concerns Rise in Importance

Table 3-15: Grocery Product Manufacturers Should Do More to

Help Consumers Eat More Healthily (percent)

Mixed Interest in Nutritionally Enhanced Foods

Table 3-16: Preference for Nutritionally Enhanced Food and Beverage Products (percent)

Resistance to Processed Foods

Table 3-17: Resistance to Highly Processed Foods (percent)

Food Safety Concerns of Consumers

Table 3-18: Ingredient and Labeling Interest When Shopping (percent)

Choosing Fresh Fish Over Meat or Poultry

Table 3-19: Tendency to Choose Fresh Fish Over Meat/Poultry for Healthfulness, June 2013 (percent of consumers)

Vegan Seafood Substitutes Are Launched

Table 3-20: Frequency of Meatless Meals, June 2013

(percent of consumers)

Illustration 3-1: Sophie’s Kitchen Gluten-Free Vegan Seafood Substitutes .. 57

Demographic Shifts Impacting the Market

Market Forecast

Market to Top $17 Billion by 2017

Marketing Support Aids Fresh Fish Growth

Frozen Fills in for Fresh

Refrigerated Gains a Signal of Economic Improvement

Frozen Prepared Fish and Seafood Sales Are Slow to Grow

Shelf-Stable Remains Stable

Table 3-21: Fish and Seafood Retail Sales 2012–2017 (in millions $)

Opportunities for Growth

Waiting on the Recovery

Collective Industry Advertising

Addressing Sustainability

Table 3-22: Importance of Sustainability/Environmental Issues

When Making Meat/Poultry/Seafood Purchasing Decisions,

June 2013 (percent of consumers)

Illustration 3-2: Sustainable Seafood Message from Gulf of Maine and Marine Stewardship Council

Emerging Aquaculture

True Identity

Social Networking

Fish and Seafood Can Leverage Locavore Movement

Chapter 4: Competitive Trends Key Points

The Competitive Environment

Challenges to Identifying Market Leaders

Leading Marketers

Leading Companies are “Source” Companies

“Source” Company Snapshots

American Seafoods Group

Aqua Star

Beaver Street Fisheries

Bumble Bee Foods

Clearwater Seafoods

Cooke Aquaculture

Dongwon Industries (StarKist)

Eastern Fish Co.

Harbor Seafood

High Liner Foods

Icicle Seafoods

Marine Harvest Group

Maruha Nichiro Group

Mazzetta Company

Nippon Suisan USA

Ocean Beauty Seafoods

Orion Seafood International

Pacific Seafoods Group/ Dulcich, Inc.

Red Chamber Group

Thai Union International/ Chicken of the Sea

Tri-Marine International

Trident Seafoods

Shelf-Stable Fish and Seafood Leaders

Figure 4-1: Shares of Shelf-Stable Fish and Seafood Product Sales, 2012

Bumble Bee Foods

StarKist

Chicken of the Sea

Crown Prince

JFE Shoji Trade America (Geisha Brand)

Ocean Beauty

Peter Pan

Refrigerated Fish and Seafood Leaders

Figure 4-2: Shares of Refrigerated Fish and Seafood Product Sales, 2012 .. 82

Trans-Ocean Products

Vita Foods

Ocean Beauty Seafoods

Louis Kemp (Trident Seafoods)

Acme Smoked Fish

Ducktrap River Fish Farm (Marine Harvest Group)

Seafood America

Table of Contents Fish & Seafood Trends in the U.S.

vi © Packaged Facts June 2013

North Coast Seafoods

Phillips Foods

Chicken of the Sea

Baltimore Crab Company

Coast Seafoods

Cedarlane Natural Foods, Inc.

CFE International

Salmolux

Shining Ocean

Sonoma Seafoods (Nippon Suisan)

Frozen Fish and Seafood Leaders

Figure 4-3: Shares of Frozen Fish and Seafood Product Sales, 2012

Category Leaders

Slade Gorton

Pinnacle Foods

Beaver Street Fisheries

Great American Seafood Imports Co. (Southwind Foods)

Rich-Seapak

Maple Leaf International

Aqua Star

Tastee Choice

Great Fish Company

Competitive Issues and Trends

A Tightening Market

Fewer Start-Up Opportunities

Table 4-1: Founding Dates of Leading Fish and Seafood Category Participants

Ongoing Consolidation

Table 4-2: Growth Activity of Selected Leading Fish and Seafood Category Participants

Competing at Point-of-Purchase

Packaging

Convenience/Value-Added/Single-Serve

Better-For-You

Environmentally Responsible/Sustainable/Ethical Practices/Locavore

Price/Value

Foodies/Novelty/Ethnic

Chapter 5: Product Trends and Opportunities Key Points

Products Targeted to Most Eager Consumers

Fish and Seafood Marketers Cater to Foodies

Table 5-1: Foodie Tendencies (percent)

Illustration 5-1: Sea Best Signature (Beaver Street Fisheries)

Illustration 5-2: Clearwater Scallops & Sauce (Clearwater Seafoods Ltd) .. 101

Illustration 5-3: Gorton’s Simply Bake (Gorton’s)

Illustration 5-4: Phillips Seafood Skillet Meals (Phillips Foods, Inc.)

Illustration 5-5v SeaSations Fish Fillets (StarKist Co.)

Illustration 5-6: FPI FireRoaster (Fishery Products International/ High Liner Foods)

Convenience Drives Product Development

Illustration 5-7: Acme Wild Smoked Salmon with Cream Cheese Crepes (Acme Smoked Fish Corp.; Crepini)

Illustration 5-8: Cheese Crepes (Acme Smoked Fish Corp.; Crepini)

Chicken of the Sea No Drain Tuna (Chicken of the Sea)

Illustration 5-9: Phillips Soup for One (Phillips Foods, Inc.)

Illustration 5-10: StarKist Tuna Creations (StarKist Co.)

Illustration 5-11: SteamWell Seafoods Sockeye Salmon with Tuscan Herb Sauce (Orca Bay Foods)

Illustration 5-12: Wholey Seafood Boil in the Bag Seafood Entrées(Wholey Seafood)

Sustainability, Ethical Practices Gain Traction

Importance of Sustainability to Consumers

Table 5-2: Interest in Environmental Issues When Choosing Food Products (percent)

Importance of GMO to Consumers

Table 5-3: Importance of Non-GMO Labeling on Grocery Purchases, June 2013 (percent of consumers)

Prevalence of Farmed Fish in Foodservice

Tilapia Continues to Thrive as Aquaculture Does

Illustration 5-13: Heart of the Ocean (American Pride Seafoods)

Illustration 5-14: Gorton’s Skillet Crisp (Gorton’s)

Illustration 5-15: Mrs. Paul’s/Van de Kamp’s ParchmentBake tilapia fillets (Pinnacle Foods Group)

Illustration 5-16: SeaSations Seafood Entrees (StarKist)

New Product Positioning

Table 5-4: Selected New Fish and Seafood Products:Fresh/Refrigerated, 2011-2012

Table 5-5: Selected New Fish and Seafood Products:Frozen, 2011-2012

Table 5-6: Selected New Fish and Seafood Products:Shelf Stable, 2011-2012

Table 5-7: Selected New Fish and Seafood Products:Foodservice, 2011-2012

Chapter 6: Retail/Foodservice Trends Key Points

Similar Challenges and Solutions for Retail and Foodservice

Convergence of Customers

Table 6-1: Use of Seafood Restaurants and Retail Purchase of Fish/Seafood Products, 2012 (Index of U.S. households visiting selected restaurants)

Seafood Needs Better Marketing for Retail and Foodservice

Retailers and Foodservice Operators Also Cooperate in Sustainability Efforts

Retail Trends

Seafood a Positive Department for Retailers

Table 6-2: Importance of Fresh Meat/Seafood in Choosing a Grocery Store, June 2013 (percent of consumers)

Fresh Prepared a Lure for Consumers

Table 6-3: Importance of Convenience in Fresh Fish/Seafood Purchases, June 2013 (percent of consumers)

But Consumers Do Know How to Cook

Table 6-4: Confidence Regarding Preparation of Fresh Fish/Seafood, June 2013 (percent of consumers)

Rising Prices Are Key Retail Issue

Holding the Price Line

Table 6-5: Expense as a Deterrent to Purchasing of Fresh Fish/Seafood, June 2013 (percent of consumers)

Grocery Budgets Determine Product Choices

Table 6-6: Average Weekly Grocery Expenditures for Fish and Seafood, by Type, 2012 (index of U.S. households using fish/seafood)

Upgrading and Educating to Drive New Sales

Value-Added and Meal Solutions Adding to Sales

Pitching Sustainability

Greenpeace Honors Retailers

Illustration 6-1: Greenpeace 2013 Seafood Retailer Scorecard

Range of Sustainability Approvals

Many Retailers Rejecting Genetically Modified Seafoods

Local Sourcing and Freshness

Private Label Lines Including Seafood

Table 6-7: Average Weekly Grocery Expenditures, by Use of Private Label Fish/Seafood, 2012 (index of U.S. households using fish/seafood)

Seasonal Marketing Picks Up for Fish and Seafood

Independent Fish Stores Soldier On

Foodservice Trends

Strong Sales in 2012 for Seafood Chains

Uneven Performances by Individual Chains

Table 6-8: Household Use of Selected Seafood Restaurants:2008, 2010, and 2012 (percent of U.S. households)

Table 6-9: Selected Demographic Indicators for Use of Red Lobster Restaurant, 2012 (index of U.S. households)

Table 6-10: Selected Demographic Indicators for Use of Joe’s Crab Shack Restaurant, 2012 (index of U.S. households)

Table 6-11: Selected Demographic Indicators for Use of Long John Silver’s Restaurant, 2012 (index of U.S. households)

Seafood Should Promote More Gains in 2013

New Seafood Chains Emerge as Older Chains Regain Footing

But Not All Succeed

Seafood Turning Up in Wider Variety of Foodservice Venues

Potential Increase for Seafood in Institutional Foodservice

Clothing and Department Store Seafood Outlets

Seafood in Non-Seafood Chains

Illustration 6-2: Crab and Avocado Stack (Outback Steakhouse)

Illustration 6-3: Seafood Mixed Grill (Outback Steakhouse)

New Products Buoy Market

Table 6-12: Recent New Product Finalists in the International Boston

Seafood Show’s Seafood Excellence Awards, 2011-2013

Illustration 6-4: Prawn Lollipops (Dish Hospitality)

Illustration 6-5: Shrimp & Grits Cakes (Handy International)

Illustration 6-6: Asiago and Artichoke Crab Flatbread (Phillips Foods)

Illustration 6-7: Salmon Fillets with Chili Lime & Ginger Dressing(The Saucy Fish Co.)

Competition Drives New Options

Sustainability in Foodservice

Illustration 6-8: McDonald's Packaging Featuring Marine Stewardship Council's Ecolabel

Finding the Price/Value Balance Point

Illustration 6-9: Captain D’s “Full Meal Deals”

Chapter 7: Consumer Trends Key Points

Note on Simmons Consumer Data

Consumer Health Concerns Regarding Seafood

Health Benefits of Fish

Pescetarians

Fresh Fish Consumers Show Higher Health Concerns

Table 7-1: Health Attitudes of Consumers Using Fresh Fish/Seafood,2012 (index of U.S. Consumers)

Table 7-2: Health Attitudes of Consumers Using Frozen Fish/Seafood,2012 (index of U.S. Consumers)

Health Concerns Not Uniform for All Seafood Products

Table 7-3: Health Attitudes of Consumers Using Frozen Prepared Seafood, by Kinds Used Most Often, 2012 (Index of U.S.Consumers)

Table 7-4: Health Attitudes of Consumers Using Frozen Prepared Seafood, by Kinds Also Used, 2012 (Index of U.S. Consumers)

Users of Tuna in Pouches Have Greater Health Concerns Than Canned Users

Users of Higher Grade Tuna Express Greater Health Concerns

Table 7-5: Health Attitudes of Consumers Using Tuna (Can or Pouch), 2012 (Index of U.S. Consumers)

Table 7-6: Health Attitudes of Consumers Using Tuna (Can or Pouch), 2012 (Index of U.S. Consumers)

Users of Lower Sodium Tuna Express Greater Health Concerns

Mixed Results on Health Concerns Among Oil and Water Packed Users

Table 7-7: Health Attitudes of Consumers Using Tuna (Can or Pouch), 2012 (Index of U.S. Consumers)

Table 7-8: Health Attitudes of Consumers Using Tuna (Can or Pouch), 2012 (Index of U.S. Consumers)

Fresh Fish and Seafood Consumers Show “Foodie” Tendencies

Table 7-9: Food Attitudes/Opinions of Consumers Using Fish and Seafood, by Product Category, 2012 (Index of U.S. Consumers)

Most Seafood Consumer Segments in Normal Range

Regional Preferences Stand Out

Table 7-10: User Demographics Focus: Consumers of Fish/Seafood, by Product Category and Nielsen Region, 2012 (Index of U.S. Consumers)

Consumer Product Preferences – Fresh Fish and Seafood

Table 7-11: User Demographics Focus: Consumers of Fresh Fish/Seafood, 2012 (Index of U.S. Consumers)

Price A Major Concern in Fresh Fish Category

Table 7-12: Retail Price Per Pound of Different Types of Meat,Poultry and Fish/Seafood, June, 2013

Consumer Product Preferences – Frozen Fish and Seafood

Table 7-13: User Demographics Focus: Consumers of Frozen Fish/Seafood, 2012 (Index of U.S. Consumers)

Consumer Product Preferences – Frozen Prepared Fish and Seafood

Table 7-14: User Demographics Focus: Consumers of Frozen Prepared Seafood, 2012 (Index of U.S. Consumers)

Frozen Prepared – Breaded Clams

Table 7-15: User Demographics Focus: Consumers of Frozen Prepared Seafood, Breaded Clams, 2012 (Index of U.S. Consumers)

Frozen Prepared – Fish Cakes

Table 7-16: User Demographics Focus: Consumers of Frozen Prepared Seafood, Fish Cakes, 2012 (Index of U.S. Consumers)

Frozen Prepared – Fish Fillets

Table 7-17: User Demographics Focus: Consumers of Frozen Prepared Seafood, Fish Fillets, 2012 (Index of U.S. Consumers)

Frozen Prepared – Fish Sticks

Table 7-18: User Demographics Focus: Consumers of Frozen Prepared Seafood, Fish Sticks, 2012 (Index of U.S. Consumers)

Frozen Prepared – Shrimp

Table 7-19: User Demographics Focus: Consumers of Frozen Prepared Seafood, Shrimp, 2012 (Index of U.S. Consumers)

Consumer Product Preferences – Shelf-Stable Tuna

Shelf-Stable Tuna – Canned vs. Pouched

Table 7-20: User Demographics Focus: Consumers of Shelf-Stable Tuna, by Form Eaten Most Often, 2012 (index of U.S. consumers)

Appendix Selected Companies/Brands

Selected Retailers

Selected Private Label/Foodservice Suppliers

Selected Fish/Seafood Restaurant Chains

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