1. Overview of UK markets & supply
Original presentation delivered by Julie Graham, Seafish April 2005

2. Marketing relies on:
Consumers attitudes towards the environment & seafood
Use consumer research
Supply of seafood available
Look at present availability
and: predicted future supplies

3. Consumers attitudes to the environment and seafood

4. Consumers attitudes to the choice of fish
Seafood purchasing patterns
Choice of seafood – chilled v frozen
Consumer concerns
Conclusions

5. Seafood purchasing patterns by typology
Disinterested are more likely to purchase frozen processed white fish. 81% never buy exotic fish
Swimmers are more likely to purchase a broad range of chilled unprocessed fish. 49% buy exotic fish

6. Choice of seafood – chilled v frozen
The overall approach / mind-set varies by format:
CHILLED
FROZEN
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 evident
Strong grab-and-go behaviour
Broader product repertoire
Strong tendency for repeat purchasing

7. Seafood purchase decision criteria
Key purchase drivers
High priority
Low priority
Overall, the purchase decision process for seafood appeared to comprise fewer variables than for other proteins. Price appeared to be allocated slightly more importance when purchasing seafood than was evident for other proteins.

8. 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

9. Conclusions
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
I’d be inclined
to try other fish
rather than do
without
If you worried
about everything, you
wouldn’t eat
anything
I tend to switch
off because I like fish
and if I choose to eat
it I will

10. UK Supply

11. UK supply of seafood 1.9 million tonnes
Landings = 458,000 tonnes (up 4%) (£404 million – up 4%)
Imports 1,460,000 tonnes (up 4%) (£1.54 billion – up 1%).
Total volume = 1.9 million tonnes. Total value = £1.95 billion.
Approx one quarter of supply is met through landings
Source: DEFRA / HM Customs & Excise

12. Imports

13. Top 5 species imported to the UK Value
1.46 million tonnes imported in 2004, worth £1.54 billion
Prawns £339m
Cod £328m
Tuna £193m
Salmon £108m
Haddock £101m
69% of total imports
1.46 million tonnes of seafood were imported into the UK, an increase of 4% on These were valued at £1.54 billion (a 1% increase). The top 5 species accounted for 69% of total imports in value terms to December 2004.
Source: HM Customs & Excise

14. Source: HM Customs & Excise
Key species imports to the UK Growth in volume and value (%)
Source: HM Customs & Excise

15. Focus on cod and haddock

16. World production of cod and haddock
(2002)
Cod
Atlantic / Pacific
Haddock
Total production
1.2 million tonnes
267,000 tonnes
Russia (20%)
USA (20%)
Norway (19%)
Norway (21%)
Iceland (19%)
Russia (15%)
Key producers
Cod – Russia/USA 20% each, UK 3%. Total tonnage = 1.2 million tonnes.
Haddock – Norway 21 UK 20 Iceland 19 . Total production = 267,000 tonnes
UK production 3%
20%
Source: FAO

17. Total UK supply – cod & haddock
Cod landings down 2% on Imports down 1% (volume). Total supply 293,000 tonnes. % of supply ?????
Haddock landings up 12% on Imports up 15% (volume). Total supply 155,000 tonnes.
Cod
Haddock
Source: DEFRA / HM Customs & Excise

18. UK cod and haddock imports 2004
Total imports
278,000 tonnes
110,000 tonnes
Key countries
Iceland (25%)
Denmark (15%)
Russia (15%)
China (14%)
Iceland (36%)
Faroes (21%)
Norway (18%)
China (7%)

19. Focus on China

20. Source: HM Customs & Excise
Imports from China
99%
211%
Thousand tonnes
The decrease in imports in 2002 was due to an EU import ban on Chinese seafood products (on account of contamination of shrimp with chloramphenicol).
In the latest period, volume was 68,000 tonnes, up 8% on 2003.
715%
131%
January – December
Source: HM Customs & Excise

21. 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

22. For further information please contact: Julie Graham
Market Insight Executive