Ethnic Live Seafood Markets in the Northeast Region May 15, 2007 Orange Beach, Alabama USA JOSEPH J....

Ethnic Live Seafood Markets in Ethnic Live Seafood Markets in the Northeast Regionthe Northeast Region

May 15, 2007

Orange Beach, Alabama USA

JOSEPH J. MYERS*

BIN LIU

YUMIN YOU

RAMU GOVINDASAMY

JOHN EWART

LINDA J. O’DIERNO

National Association of State Aquaculture Coordinators

- Consumer Analysis- Consumer Analysis

- Business Network Development- Business Network Development

Fish & Seafood Program

Trenton, NJ USA

NEW JERSEYDepartment of Agriculture

Acknowledgments Rutgers State University of New Jersey

University of Delaware Sea Grant

US Department of Agriculture– Federal State Market Improvement Program– 12-25-G-0460

NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

Live foodfish sales– Less post-harvest investment– Premium

Current Market Saturated Cultural Barriers

– Lacking Market Intelligence Stimulate Entire Market Chain

– Quantity, Sales, Variety


Background

Live Fish Markets– Boston Metro– New York Metro– Philadelphia Region– Baltimore/D.C./Virginia– ALL POINTS IN BETWEEN

– Toronto, CANADA


Scope

Which are INCLUDED Seafood Markets featuring live

products– Finfish and bivalves

Cater to Ethnic Communities Certain Upscale Restaurants


Live Fish Market

Which are EXCLUDED Supermarkets with only lobster tanks Fresh/frozen only seafood markets Raw Bars

Bait Shops Pet Stores


Live Fish Market

Consumer & Market Research Analytical

Business Network Development Promotional

– Live Market Directory– Producer/Buyer Directory


Components of Study

Live Market Compilation– Yellow Pages– Internet Listings– Ethnic Newspapers– MIT Project– Industry Contacts


Live Market Contacts

Deliver Survey in Person Follow-up with Mail

We Asked Them…….– Popular Varieties– Volume and Supplier Base– Seasonality– Customer Base– Participation in Directory


Market Survey

We Identified– Food Markets – 128– Restaurants – 65

February through August 2006

Response Rate– Food Markets – 26.6%– Restaurants – 9.2%


Market Survey

Market Survey

0

5

10

15

20

25

30

35

40

only 1 1-3 3-5 >5

# of vendors

% o

f m

ark

ets


How many vendors do you have?

Market Survey

0

10

20

30

40

50

60

70

>1x/wk 1x/wk 2x/mo 1/mo <1x/mo

frequency of deliveries

% o

f m

ark

ets


How often do you receive live fish deliveries?

Market Survey


Very Important

Somewhat Important

Not Important

Price 79 18 3Location 24 41 35Availability 65 21 15Language 15 47 38Freshness 97 3 0Origin 45 30 24Quality 94 3 3

Importance of various attributes (%)


Market Survey

0

2

4

6

8

10

12

14

16

18

20

Months of Strong and Weak Sales of Live Fish

Strong Sales

Weak Sales

Rela

tive S

tren

gth

Month


Market SurveyPopularity of Types of Live Seafood

tilapia

hybrid striped bass

crab

buffalo

lobster

carp

bighead

blackfish

catfish

fluke

seabass

trout

eel

croaker

toadfish

Market Survey


0

10

20

30

40

50

60

70

Very

Important

Somewhat

Important

Not

Important

% o

f m

ark

ets

Importance live fish section to the store

Market Survey


Future Plans for Live Fish Section (next 2 yrs)

Expand24%

Not Change76%

Reduce0%

In-Store Intercept Surveys

Purchase Preferences Buying Habits Demographics


Consumer Survey

5 Live Fish Markets– Largest Volumes from Market Survey– 2 NY, 2 NJ, 1 PA

50 Surveys in Each Market

2 Interviewers– Bilingual English-Mandarin– Conducted Friday PM-Saturday AM– 10-15 min– Each Participant Received $10 Coupon– Count # Units Entering Store/Buying Live Fish


Consumer Survey


Consumer Survey

Parameter Average

# Visits per Month 6.2 visits

Expenditure per Visit On Live Seafood

$14.80

Distance Travel to Live Seafood Market

7.8 miles

Household Size 3.7 people

Live Market Consumer Profile


Consumer SurveyDemographics

Female (57%) Chinese (79%) 36-50 age range (44%)

– 21-35 age range (42%) High school (27%) or Post-graduate degree (35%) Employed full-time (66%) Earn under $25,000 annually (34%) English is NOT the primary language (82%).

– Chinese (82%) or some other language (5%) Suburban households (55%) Three (30%) or four (25%) family members


Consumer SurveyPurchase by Day of the Week


Consumer SurveyPurchase by Month


Consumer Survey

When do you make your decision

about which live seafood

products you purchase?

Before arriving to the store

44%While you are at the

store52%

Depends4%


Consumer Survey

Frequency Percent

Quality/Freshness 195 78%

Quality/Healthier 29 23%

Use all of the fish, no waste 4 2%

Tradition 58 12%

Others Taste 11 4%

Like 4 2%

Other 4 2%

Reasons Why Consumers Buy Live Fish


Consumer Survey

Types of Live Seafood Frequency Percent

Tilapia 188 75%

Hybrid striped bass 116 46%

Buffalo 46 18%

Carp 29 12%

Eel 16 6%

clam/oyster/mussel 25 10%

crab/lobster 71 28%

Types of Live Seafood Preferred by Consumers


Consumer Survey

Attribute Very Important

Somewhat Important

Not Important

Year-round availability 46% 15% 39%Place of origin 14% 14% 72%Local product 8% 8% 84%Knowing name of farm/dock 3% 3% 94%In-store recipes 2% 8% 90%Price 38% 30% 33%Knowing time since harvest 23% 16% 61%Tradition 8% 13% 79%Physical appearance 79% 9% 12%

Consumer Perceptions and Preferences of Live Seafood


Consumer SurveyPreferences No Preference

Attribute PercentCounterAttribute

Percent Percent

From USA 16 Imported 6 78

Wild 36 Farmed 12 52

Smaller fish 29 Larger fish 25 47

Scaled fish 53 Fish with no scales 13 33

Dark flesh 12 White flesh 40 48

Clean water in tank 22

All fish live in tank21 57

Bubbles in tank 18 Flowing water 40 42

Shellfish in water 44

Shellfish on ice 26 29

Whole fish 12 Gutted/filleted fish 80 8

Live fish 9 Stunned fish 60 31

Consumer Perceptions and Preferences of Live Seafood

All willingly participating live markets in Northeast

Multilingual Cover– 18 languages

Trilingual Introduction– English, Mandarin, Spanish


Live Market Directory

Link Wholesale Buyers…..– Market Operators– Live Haulers

… and Sellers– Aquaculturists– Commercial Fishermen


Buyer/Producer Directory

Web Directories– Currently On-Line– Able to keep information current

Print Directories– Deliver through Ethnic community

groups– Distribute through listings and producer

communities


Deliverables

Contact Information

New Jersey Department of AgricultureFish & Seafood ProgramPO Box 330Trenton, New Jersey 08625-0330 USA(609) 984-2502, (609) 633-7229 FAX

[email protected]

www.jerseyseafood.nj.gov

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Ethnic Live Seafood Markets in the Northeast Region May 15, 2007 Orange Beach, Alabama USA JOSEPH J....

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