Stephen Cameron (Scottish Shellfish Marketing Group) - "The Promotion of Cultivated Molluscs"

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SAGB CONFERENCE May 2012

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Stephen Cameron (Scottish Shellfish Marketing Group) - "The Promotion of Cultivated Molluscs"

  1. 1. The Shellfish Association of Great Britains 43rd Annual Conference “The Promotion of Cultivated Molluscs”Mr Stephen Cameron – M.D. Scottish Shellfish Marketing Group
  2. 2. AGENDA• Products• Markets• Future promotion• Conclusion
  3. 3. • Nielsen / SSMG data to April 23rd 2012 PRODUCTS61% 1% 16% MUSSELS 16% 2% 4%
  4. 4. PRODUCTS OTHER MOLLUSCS
  5. 5. MARKETS FOR MOLLUSCS RETAIL FOODSERVICE WHOLESALE42% 26% 32%
  6. 6. VALUE £000S VOLUME 000s KGs MAT % CHG RANK MAT -2 MAT -1 LAT MAT RANK MAT -2 MAT -1 LAT MAT VALUE VOLUME TOTAL FRESH 1,544,458 1,591,856 1,678,683 140,406 140,484 141,481 5.5 0.7UK RETAIL FRESH SEAFOOD MARKET SALMON 1 483,363 496,529 552,599 1 • 31,156 Nielsen data to April 23rd 2012 28,775 31,663 11.3 10.0 WARM WATER PRAWNS 2 135,369 £000S VALUE 144,896 145,475 5 VOLUME 000s10,634 9,928 KGs 9,787 0.4 % CHG MAT -8.0 COD 3 RANK 126,463 MAT -2 127,379 LAT MAT MAT -1 137,099 4 RANK 9,289 MAT -2 9,439 10,343 7.6 MAT -1 LAT MAT VALUE VOLUME 9.6 HADDOCK TOTAL FRESH 4 117,331 121,541 130,192 1,544,458 1,591,856 1,678,683 2 9,782 140,406 10,373 140,484 10,486 141,481 7.1 5.5 1.1 0.7 COLD WATER PRAWNS SALMON 5 1 109,692 483,363 110,830 496,529 101,416 552,599 6 1 11,328 31,156 10,675 28,775 9,131 31,663 -8.5 11.3 -14.5 10.0 MACKEREL 6 62,368 66,219 73,851 3 10,459 10,548 10,413 11.5 -1.3 WARM WATER PRAWNS 2 135,369 144,896 145,475 5 9,928 10,634 9,787 0.4 -8.0 TROUT 7 36,639 33,042 32,286 9 4,122 3,467 3,294 -2.3 -5.0 COD 3 126,463 127,379 137,099 4 9,289 9,439 10,343 7.6 9.6 TUNA 8 35,843 31,640 27,641 14 1,898 1,443 1,252 -12.6 -13.3 HADDOCK 4 117,331 121,541 130,192 2 9,782 10,373 10,486 7.1 1.1 SEA BASS 9 20,579 22,012 23,241 12 1,352 1,690 1,707 5.6 1.0 COLD WATER PRAWNS 5 109,692 110,830 101,416 6 11,328 10,675 9,131 -8.5 -14.5 PLAICE 10 20,278 19,586 23,056 11 1,768 1,707 2,007 17.7 17.6 MACKEREL 6 62,368 66,219 73,851 3 10,459 10,548 10,413 11.5 -1.3 MUSSELS 11 21,033 21,180 21,162 8 3,945 4,010 3,748 -0.1 -6.5 TROUT CRABSTICK 7 12 36,639 16,737 33,042 17,204 32,286 19,039 9 7 4,122 3,929 3,467 4,025 3,294 4,067 -2.3 10.7 -5.0 1.0• Total fresh market is worth35,843 TUNA 8 £1.68bn31,640- 141,000 tonnes. 27,641 14 1,898 1,443 1,252 -12.6 -13.3 SOLE 13 21,089 19,276 18,165 13 1,397 1,373 1,370 -5.8 -0.2 SEAPBASS 9 20,579 22,012 23,241 12 1,352 1,690 1,707 5.6 1.0• ValuePER in strong growth in 2012 although volume is flat. KI is 14 13,030 12,670 12,861 10 2,381 2,452 2,251 1.5 -8.2 PLAICE SCALLOPS 10 15 20,278 10,152 19,586 11,984 23,056 10,648 11 20 1,768 452 1,707 536 2,007 461 17.7 -11.1 17.6 -13.9• Retail inflations in prawns has seen 21,180 MUSSELS CRAB 11 16 21,033 8,797 a dramatic decline8 in volumes sales. 9,684 21,162 10,392 18 3,945 451 4,010 502 3,748 517 -0.1 7.3 -6.5 3.1 CRABSTICK SEA BREAM 12 17 16,737 4,014 17,204 5,976 19,039 7,380 7 17 3,929 309 4,025 436 4,067 540 10.7 23.5 1.0 23.8• Promotions in the salmon category19,276 vital18,165 sales in the overall fresh fish category. 35.9 SOLE SQUID (CALAMARI) 13 18 21,089 2,900 are 4,362 for 5,927 13 21 1,397 187 1,373 243 1,370 317 -5.8 -0.2 30.6 KIPPER HERRING 14 19 13,030 5,784 12,670 5,134 12,861 5,267 10 15 2,381 953 2,452 811 2,251 816 1.5 2.6 -8.2 0.6• Fresh mussels have20 MONKFISH SCALLOPS been relatively 11,984 in4,542 15 4,894 10,152 steady 10,648 4,976 spend over the past three96years although-11.1 31 20 96 452 536 89 461 volume is down. -8.7 -7.0 -13.9 POLLOCK CRAB 21 16 6,938 8,797 2,687 9,684 4,536 10,392 16 18 947 451 339 502 787 517 68.8 7.3 132.2 3.1 BASA SEA BREAM 22 17 3,210 4,014 5,007 5,976 4,149 7,380 19 17 343 309 596 436 498 540 -17.1 23.5 -16.4 23.8 HALIBUT 23 4,054 4,051 4,096 26 114 114 119 1.1 4.5
  7. 7. UK RETAIL MUSSEL MARKET DYNAMICS• Retail sales of cooked mussels have increased around 16% year on year.• Retail sales of live mussels have increased by around 20% year on year.• Cooked meats and marinated mussels have see a decline in volume over the last year.• Shoppers are moving their purchases of mussels to added value convenient cooked mussels.• Increased scratch cooking at home has meant growing sales of live mussels. • Nielsen / SSMG data to April 23rd 2012
  8. 8. MUSSEL CONSUMERS 100% Older Kipper 90% Crab Cod Haddock 80% Seabass Mackerel% over 44 70% Less Affluent Mussels More Affluent Trout Salmon CWP WWP 60% Basa 50% Surimi 40% Tuna Younger 30% 40% 45% 50% 55% % ABC1 60% 65% 70% 75% Penetration of; Drivers to purchase; • Fresh mussels 10.46% • Health • Fresh cod 28% • Sustainability • Fresh crab 3.21% • Provenance (Nielsen data to 23rd April 2012) • Indulgence
  9. 9. WHAT CAN IMPACT THE MARKET KG Sales SSMG Live Mussels 2010/11 (Promotions filtered out) +24% +11%05-Sep 05-Oct 05-Nov 05-Dec 05-Jan 05-Feb 05-Mar 05-Apr 05-May 05-Jun 05-Jul 05-Aug 05-Sep 05-Oct Kg
  10. 10. MARKET TRENDS Total Grocers All Food Year-on-Year £% Changes (Kantar Data) 50 40 Economy OLSales Growth £% Premium OL 30 20 10 0 -10 2007 2009 2011 Period • Economy own label sales have grown significantly in last 4 years • Premium sales are in growth in the last year driven by the likes of the M&S “Dine in for £10” • Product innovation needs to recognise these trends to attract new and retain current consumers
  11. 11. UK FOODSERVICE / WHOLESALE MARKET • Live mussel sales for example; o M&J o Direct Seafoods 2,290 • Cooked mussels sales for 3,030 tonnes example; tonnes o Brakes o 3663 o Tragus • Majority of sales in foodservice is in live mussels although convenience of cooked mussels Live mussels Cooked mussels is becoming more important
  12. 12. CONCLUSIONS• Salmon raw material deflation will benefit the whole fresh fish category in 2012• Increasing penetration of molluscs should be the goal of the industry to increase sales• Marketing and promotion should be the basis to increase awareness• Focus on the younger consumer through new flavour / species combinations to inject interest in the category• Innovation and promotional activity of premium mollusc products should be capitalised on to drive sales
  13. 13. "Mussels are the future.They’re absolutelygorgeous, cheap,exciting, and so quick tocook”

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