Post on 24-Dec-2015
transcript
Marketing relies on:
1. Consumers attitudes towards the environment & seafood
Use consumer research
2. Supply of seafood available
Look at present availability
and: predicted future supplies
Consumers attitudes to the choice of fish
Seafood purchasing patterns
Choice of seafood – chilled v frozen
Consumer concerns
Conclusions
0
20
40
60
80
100
White fish Exotic fish Chilledunprocessed
Frozenprocessed
% w
ho
pu
rch
ase
Disinterested Paddler Wader Swimmer
Seafood purchasing patterns by typology
Choice of seafood – chilled v frozenThe overall approach / mind-set varies by format:
CHILLED FROZEN
Strong tendency for repeat
purchasing
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 evidentStrong grab-and-go behaviour
Broader product repertoire
Seafood purchase decision criteria
64
5551
34
24 22
1410 10 8 7
4
28
57 57
44
14
4
31
6 5 48 8
0
50
100
% o
f to
tal r
es
po
nd
en
ts
Chilled Frozen
Key purchase drivers
Low priority
High priority
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
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
Conclusions
I’d be inclined to try other fishrather than do
without
If you worried about everything, you
wouldn’t eat anything
I tend to switchoff because I like fish and if I choose to eat
it I will
UK supply of seafood
0
500
1,000
1,500
2,000
2,500
2003 2004
Th
ou
san
d t
on
nes
Imports
Landings
1.9 million
tonnes
Source: DEFRA / HM Customs & Excise
Top 5 species imported to the UKValue
Source: HM Customs & Excise
69% of total imports
Prawns £339m
Cod £328m
Tuna £193m
Salmon £108m
Haddock £101m
1.46 million tonnes imported in 2004, worth £1.54 billion
4
-1
15
34
11
-2
1116
-4
-20
0
20
40
60
80
Total imports Cod Haddock Salmon Prawn
% C
han
ge
2004
vs
2003
Volume
Value
Key species imports to the UKGrowth in volume and value (%)
Source: HM Customs & Excise
World production of cod and haddock (2002)
Source: FAO
Total production
Cod Atlantic / Pacific Haddock
1.2 million tonnes 267,000 tonnes
Key producersNorway (21%)
Iceland (19%)
Russia (15%)
Russia (20%)
USA (20%)
Norway (19%)
UK production 3% 20%
Total UK supply – cod & haddock
0
50
100
150
200
250
300
350
2003 2004 2003 2004
Th
ou
sa
nd
to
nn
es
Imports
Landings
Cod Haddock
Source: DEFRA / HM Customs & Excise
Total imports
Cod Haddock
278,000 tonnes 110,000 tonnes
Key countries Iceland (36%)
Faroes (21%)
Norway (18%)
China (7%)
Iceland (25%)
Denmark (15%)
Russia (15%)
China (14%)
UK cod and haddock imports 2004
Imports from China
0
10
20
30
40
50
60
70
80
2000 2001 2002 2003 2004
Others
Salmon
Pollack
Haddock
Cod
January – December
Th
ou
san
d t
on
nes
Source: HM Customs & Excise
99%
131%
715%
211%
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