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Fish and Shellfish - US - November 2018

Fish and Shellfish - US - November 2018

"The $18 billion fish and shellfish category enjoys widespread consumer participation but still lags behind other more “every day” proteins. Sales increased 13% in the past five years, driven by growing commodity prices and consumer interest in healthy, high-protein foods. A healthy reputation is one clear advantage that fish and shellfish have over other proteins. Yet, convenience and price present challenges to category growth. Brands can lean even deeper into that healthy positioning, but need to keep convenience also at the forefront. Helping consumers to think of fish and shellfish as not just an occasional splurge but an investment into well-being could nudge consumers into more frequent and diverse consumption behaviors."

- Michael Averbook, Food & Drink Analyst

This Report looks at the following areas:

Consumers limit fish and shellfish strengths to health
Consumption frequency falls short of other proteins
Seafood lags behind other proteins in variety of consumption
Good participation, yet few species rise to the top
Frozen and shelf-stable seafood shrug off the processed stigma
Getting direct with health can inspire frequency

TOC available on request

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