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Fish and Seafood - Ireland - January 2015

Fish and Seafood - Ireland - January 2015

This report looks at the following areas:

  • What types of seafood are most popular amongst Irish consumers?
  • What new product development opportunities exist for UK/Irish fish brands to drive
  • value growth in the market?
  • What can fish and seafood manufacturers do to encourage consumers to eat more fish?
Fish is a valuable source of protein in Irish diets, with consumers showing a preference for convenient formats such as canned tuna. Innovations that focus on convenience should be utilised across the fish categories (canned, chilled and frozen) in order to appeal to time-scarce consumers.

The category is also well positioned to appeal to the health-conscious market with the majority of RoI consumers recognising the benefits of including at least two portions of fish a week in their diet. Further communication in regard to the health benefits of fish should help maximise the appeal of products to key demographics including the ageing population and children.


INTRODUCTION
Key points
Definition
Consumer research
Data sources
Abbreviations
EXECUTIVE SUMMARY
The market
Forecast
Figure 1: Index value of the NI and RoI domestic fish markets, 2010-20
Market factors
Fishing quotas
Sustainability being communicated by producers
Heath benefits should be further promoted
Company, brands and innovation
The consumer
Plain fish portions catering for the scratch cooking trend
Figure 2: Types of chilled fish purchased in the last three months, NI and RoI, October 2014
Figure 3: Types of frozen fish purchased in the last three months, NI and RoI, October 2014
Canned tuna most widely used amongst Irish consumers
Figure 4: Canned fish purchased in the last three months, NI and RoI, October 2014
Over half of RoI consumers think a healthy diet should include two portions of fish a week
Figure 5: Agreement with statements relating to fish and shellfish, NI and RoI, October 2014
What we think
ISSUES AND INSIGHTS
What types of seafood are most popular amongst Irish consumers?
The facts
The implications
What new product development opportunities exist for UK/Irish fish brands to drive value
growth in the market?
The facts
The implications
What can fish and seafood manufacturers do to encourage consumers to eat more fish?
The facts
The implications
TREND APPLICATION
Moral Brands
Return to the Experts
Locavore
MARKET OVERVIEW
Key points
Fishing quotas
Sustainability being highlighted
Fish well positioned to capitalise on natural health benefits
Figure 6: Agreement with the statement ‘A healthy diet should include at least 2 portions of fish a
week’, NI and RoI, October 2014
Fish subject to higher inflation rates compared to other protein sources
Figure 7: Consumer Price Index, fish, meat and poultry, RoI, December 2011 – November 2014
Figure 8: Consumer Price Index, percentage change over 12 months for meat and fish, UK, April –
December 2014
COMPETITIVE CONTEXT
Key points
Meat is a staple in Irish households
Figure 9: Any usage of meat/meat products in the last six months, NI and RoI, August 2014
Eight in 10 purchase chilled chicken portions
Figure 10: Chilled poultry bought in the last 12 months, NI and RoI, August 2014
MARKET SIZE AND FORECAST
Key points
Increase in the value of the RoI market
Figure 11: Value of sales on the domestic market, RoI, 2010–20
Export market value reached €540 million
Figure 12: Distribution of seafood exports, RoI, 2013-14
Growth expected in the NI market
Figure 13: Estimated retail value of the fish market, NI, 2011 – 20
STRENGTHS AND WEAKNESSES
Strengths
Weaknesses
WHO’S INNOVATING?
Chilled sector increasing sees growth in NPD whilst frozen has declined
Figure 14: New product launches in the UK and Ireland processed fish market, by storage type, 2010–
14
Private label dominant in the market
Figure 15: New product development in the UK and Ireland retail processed fish market, branded vs
private label 2010-14
Global cuisine inspiring new flavour launches
NPD focusing on convenience
Innovation in fish targeting the lunchtime market
Premium ranges inspired by restaurant dishes
Alcohol inspiring new flavour launches
COMPANIES AND BRANDS
2 Sisters Food Group (Donegal Catch)
Key facts
Brands and products
Brand NPD
Findus Group/Young’s Seafood
Key facts
Brands and products
Brand NPD
Recent developments
Icelandic Seachill/The Saucy Fish Company
Key facts
Brands and products
Brand NPD
Recent developments
Iglo Group/Birds Eye
Key facts
Brands and products
Brand NPD
Recent developments
John West/TUF
Key facts
Brands and products
Brand NPD
Keohane's Seafoods
Key facts
Brands and products
Brand NPD
Recent developments
Kilmore Quay Seafood
Key facts
Brands and products
Brand NPD
Recent developments
Mr Good’s Fabulous Fish
Key facts
Brands and products
Brand NPD
Recent developments
Princes Group
Key facts
Brands and products
Brand NPD
Recent developments
THE CONSUMER – TYPES OF FISH PURCHASED
Key points
Plain fish portions/fillets are the most popular type of chilled fish
Figure 16: Types of chilled fish purchased in the last three months, NI and RoI, October 2014
Frozen losing out to chilled fish
Figure 17: Types of chilled and frozen fish bought in the last three months, NI and RoI, October 2014
Fish fingers are a family favourite
Figure 18: Consumers who have purchased frozen fish fingers in the past three months, by presence of
children in the household, NI and RoI, October 2014
Minority of consumers have purchased shellfish in the last three months
Figure 19: Types of shellfish bought in the last three months, NI and RoI, October 2014
Majority of consumers purchase canned tuna
Figure 20: Other types of fish (eg canned) purchased in the last three months, NI and RoI, October
2014
Canned tuna popular amongst families
Figure 21: Consumers who have purchased plain tuna in water, brine or oil in the past three months, by
presence of children in household, NI and RoI, October 2014
THE CONSUMER – ATTITUDES TOWARDS FISH AND SHELLFISH
Key points
Health messages in regard to fish being received by Irish consumers
Figure 22: Agreement with statements relating to fish and shellfish, NI and RoI, October 2014
Canned fish favoured for convenience
Figure 23: Agreement with the statement ‘Canned fish is a convenient way of including fish in a meal’,
by age, NI and RoI, October 2014
Three in 10 willing to pay more for fresh fish
Figure 24: Agreement with the statement ‘It is worth paying more for fresh fish compared to pre-packed
fish’, by age, NI and RoI, October 2014
A third of RoI consumers prefer provenance when buying fish
Figure 25: Agreement with the statement ‘I prefer to buy fish that has been sourced locally (eg from the
Irish sea, NI/RoI rivers/fish farms), by age, NI and RoI, October 2014
Over a fifth mainly prefer white fish
Figure 26: Agreement with the statement ‘I prefer mainly ‘white’ fish compared to other ‘colours’ of fish
(eg salmon)’, by age group, NI and RoI, October 2014
NPD opportunities for the ready-to-eat/cook market could help drive usage
Figure 27: Agreement with the statement ‘I would like to see a greater variety of ready-to-eat/cook
shellfish products in supermarkets’, by age, NI and RoI, October 2014
APPENDIX
NI Toluna data
Figure 28: Types of chilled fish products bought by consumers in the last three months, by
demographics, NI, October 2014
Figure 29: Types of chilled battered/bread fish products bought by consumers in the last three months,
by demographics, NI, October 2014
Figure 30: Types of chilled shellfish/other types of fish products bought by consumers in the last three
months, by demographics, NI, October 2014
Figure 31: Types of frozen fish products bought by consumers in the last three months, by
demographics, NI, October 2014
Figure 32: Types of frozen breaded/battered fish products bought by consumers in the last three
months, by demographics, NI, October 2014
Figure 33: Types of frozen shellfish products bought by consumers in the last three months, by
demographics, NI, October 2014
Figure 34: Types of other fish products bought by consumers in the last three months, by
demographics, NI, October 2014
Figure 35: Types of other fish products bought by consumers in the last three months, by
demographics, NI, October 2014 (continued)
Figure 36: Agreement with statements relating to fish and shellfish, by demographics, NI, October 2014
Figure 37: Agreement with statements relating to fish and shellfish, by demographics, NI, October 2014
(continued)
Figure 38: Agreement with statements relating to fish and shellfish, by demographics, NI, October 2014
(continued)
RoI Toluna data
Figure 39: Types of chilled fish products bought by consumers in the last three months, by
demographics, RoI, October 2014
Figure 40: Types of chilled battered/bread fish products bought by consumers in the last three months,
by demographics, RoI, October 2014
Figure 41: Types of chilled shellfish/other types of fish products bought by consumers in the last three
months, by demographics, RoI, October 2014
Figure 42: Types of frozen fish products bought by consumers in the last three months, by
demographics, RoI, October 2014
Figure 43: Types of frozen breaded/battered fish products bought by consumers in the last three
months, by demographics, RoI, October 2014
Figure 44: Types of frozen shellfish products bought by consumers in the last three months, by
demographics, RoI, October 2014
Figure 45: Types of other fish products bought by consumers in the last three months, by
demographics, RoI, October 2014
Figure 46: Types of other fish products bought by consumers in the last three months, by
demographics, RoI, October 2014 (continued)
Figure 47: Agreement with statements relating to fish and shellfish, by demographics, RoI, October
2014
Figure 48: Agreement with statements relating to fish and shellfish, by demographics, RoI, October
2014 (continued)
Figure 49: Agreement with statements relating to fish and shellfish, by demographics, RoI, October
2014 (continued)
UK RESEARCH METHODOLOGY
Consumer research
Sampling and weighting
Definitions
Qualitative Research
Further Analysis
Brand & Social Media Research
Trade research
Informal
Formal
Desk research
Statistical Forecasting

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