Identifying opportunities with value-added seafoodlobstercouncilcanada.ca/wp-content/uploads/2013/05/InnovaMarket... · Shrimps and Pangasius Fillets. Special December edition. Netherlands:

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Identifying opportunities with value-added seafood Trends & innovations tracked by the Innova Database

European Seafood Exposition

24 april 2013

Mike de Jong

Innova Market Insights


Who we are

• Founded in Netherlands in 1994, with a presence in more than 80 countries.

• Network of professionals that screen the relevant retail markets for

innovations.

• The world’s leading business

intelligence provider on innovations in the

food & beverage and packaging

industries.

• Over 1,500,000 products

tracked already.

• Powerful local insights,

capable of strong regional focus.


We track new products in 70+ countries

R&D: science, patents,

technology, formulation,

ingredients, regulation

Marketing: products,

trends, consumer insights,

category monitoring, news,

trends




Product launch activity: top market categories

• Whereas meat products have decreased as a percentage of the category, fish &

seafood product launches tracked increased in 2012.


Development of fish & seafood launches over time

• Global fish & seafood product launch activity tracked has shown stable

growth over recent years

• From 2008 until 2012, the growth in the number of launches tracked is 79%.

+79%


Regional look at fish & seafood launches

• Western Europe and Asia see the highest number of fish & seafood

launches tracked in 2011 and 2012.


Branded vs. Private label

• Branded launches dominate the global fish &

seafood market, with growth evident for both

branded and private label launches in 2012

from 2011.

Albert Heijn, The Netherlands


Private label has great offerings

• Private label has many options: Premium, simple and cheap, special

varieties.

• This can make it more difficult for brandfed players to differentiate.

Carrefour Market Trout Fish Fillet Chile: Jumbo Gourmet Navajas

al Natural: Razor Clams. UK: Tesco Finest Wild Smoked

Red Salmon

http://new.innovadatabase.com/search/displayimage.rails?productId=1432964&type=large&guid=D22F10B6-F662-4636-9A06-925AB05A3E4B

http://new.innovadatabase.com/search/displayimage.rails?productId=1431550&type=large&guid=6B9CCD3D-1507-41D0-850C-5636FB96FB08

http://new.innovadatabase.com/search/displayimage.rails?productId=1431568&type=large&guid=94FF532A-2355-46BB-A2D4-0606556F20E4


Product launch activity per positioning category

• While Choice, Passive Health and Active Health remain the main positioning

platforms for fish & seafood products, there is also ongoing interest in the Pleasure

positioning category.

Pleasure: • Indulgence

• Premium

• Traditional

Choice: • Ethical

• Halal

• Kosher

• Vegetarian


Flavored for convenience

• 15% of all fish & seafood launches in 2012 was marinated or contained a

sauce. This offers tasty convenience for consumers.

Mexico: H.E.B Filete de Mojarra de

Granja Sarandeado: Tilapia Fillets

from Sarandeado Farm. Prepared

tilapia fillets. Ready-to-cook.

France: Carrefour Haches De

La Mer Thon Tomate: Axes Of

The Sea Tuna Tomato.

Germany: Iglo Feinschmecker Saftige Ofenfilets:

Gourmet Fish Fillets. Two individually packed

gourmet fish fillets in Mediterranean sauce.


Marinades are increasing in popularity

Germany: Costa Marinierte

Garnelen Sweet Chili - Shrimps

with Sweet Chilli Marinade


Seasonal specials for the holidays

Netherlands: Delicieux Ovenschotel

Zalmfilet: Salmon Casserole. Salmon fillet

casserole with a colorful mix of herbs, ready-

to-cook in the oven, microwave, fry or grill.

Available during Christmas period.

Netherlands: AH Albert Heijn Gourmet

Mini Garnaal/Pangasius: Marinated Mini

Shrimps and Pangasius Fillets. Special

December edition.

Netherlands: AH Excellent Rivierkreeftjes Cocktail:

Crayfish Cocktail. Two servings of Chinese crayfish cocktail

with orange-horseradish sauce, decorated with cherry tomato

and samphire. Comes in glass cups held in a cardboard box.


Sustainability claims

• The health of the planet has become more important to consumers. This trend is

exemplified in the fish & seafood category, with clear labeling and prominent display

of sustainable and ethical logos and claims.

• Whereas only 7.9% of all seafood launches had an ethical claim in 2008, in 2012 it

has risen to 15.9%


Sustainably caught fish

• Consumers expect producers to be more careful for the environment and

they will look out for claims an labels/certificates about responsible fisheries.

Netherlands: AH Albert Heijn Puur & Eerlijk Vis

Koekenpan Heek: Pure & Honest Hake Fish. AH

Puur & Eerlijk products are produced,

harvested, and bought with extra care for

people, animals, nature, and the environment.

UK: Essential Waitrose Mackerel in Spring Water. Rich

in omega 3. Sustainable seafood.


Responsibly Sourced

• The use of logos to denote responsible sourcing of fish & seafood have

proliferated in recent times.


Changing the tide on eco-labels

• Consumers are increasingly conscious about the sort of fish products they buy. Sustainable fish

cultivation is now a major concern for the food industry. Consumers want to know whether or not

the fish products they buy have been farmed and produced in an environmentally sustainable way.

The use of environmental labeling claims has become a hot topic in international trade.

• Friend of the Sea is one such non-profit non-governmental organization (NGO), whose mission is

to conserve the marine habitat. Friend of the Sea is now a major international certification project

for products originating from both sustainable fisheries and aquaculture. Friend of the Sea Criteria

follows the FAO – Guidelines for the Ecolabeling of Fish and Fishery Products from Marine

Capture Fisheries.


Join The Marines

• Manufacturers and suppliers are taking different routes to being green, with sustainable practices

and corporate social responsibility on top of the agenda.

• Another major classification body is the Marine Stewardship Council. Achieving MSC certification

cuts down on costs by encouraging less wasteful cultivation techniques, but can also add a

lucrative premium to a fishery’s products.

• Growth in Marine Stewardship Council (MSC) ecolabeled products has rocketed over the past

four years doubling, on average, every 12-15 months. In total, over 230 fisheries are engaged in

the MSC program with 98 certified and over 130 under full assessment.


Opportunities: Health


Top 10 health positionings

• Omega-3 and Clean Label platform (No Additives/Preservatives and Natural) are the

biggest health drivers for fish & seafood products.

• Allergy, Gluten Free and Low Fat positionings.


• The promotion of Omega-3 content continues to grow for fish & seafood products, as

in 2011, nearly 16% of all fish and seafood launches are tracked with an omega 3

claim.

• However, this reduced to 10% of the category in 2012. In terms of absolute numbers

however, there is an increase from 2011 to 2012.

UK: Waitrose Rich & Succulent Tuna

Steaks. Two line caught yellow fin tuna

from responsible fisheries, in a plastic

film-wrapped tray held in a cardboard

sleeve. Love life. Rich in Omega 3

Omega-3 claims a must for fish & seafood


Functional uses of omega-3 (EPA & DHA)

23

EPA and DHA Omega 3 fatty acids

may reduce cardiovascular risks

Omega 3 fatty

acids have been

shown to support

brain and mood

health

Especially EPA

support joint

health in the body

Promote normal and healthy balance in

body's immune responses

EPA and DHA help

support the health of

macula and retina of

the eye

Enhance body's ability to

maintain fat metabolism

and promote a healthy

weight


Clean label reaches fish & seafood

• 9% of all fish & seafood launches are tracked with a “no

additives/preservatives” claim in 2012, and 4.5% with a “natural” claim.

Poland: Frosta Filet Di Gusto Z Sosem Koperkowym: Pollock

Fillets with Dill Sauce and Butter. Without the addition of

flavorings and colorings. No modified starch. No hydrogenated

fat. 100% natural. No MSG. India: Keya Small Prawns. Low fat.

No artificial colors, artificial

flavorings or preservatives.


Low fat temptations

• 2.5% of fish & seafood launches had a low fat positioning in 2012.

• Costa has expanded its range of prawn pan meals with the introduction of a new

curry variety for the pan or microwave. The garlic prawn meal is made with an

optimized recipe and contains a reduced fat content.

Germany: Costa Stir Fry Shrimp

Curry. Frozen shrimp in curry

sauce


Low sodium most prevalent in North America

• Low sodium launches are still very little globally. The highest number of fish

& seafood launches with a low or reduced sodium claim are observed in

North America

US: Crown Prince Sardines

in Spring Water. Natural

source of Omega 3. No salt

added.


Weight management is a big opportunity

• Weight Watchers is the leading company for product launches with a weight

management positioning, with fish & seafood being the most popular market

categories for such launches.

Ireland: Weight Watchers John

West: Tuna in Thousand Island

Dressing. Three easy-to-open cans of

tuna in thousand island dressing.

Dolphin friendly. With 1 Propoints

value. With only 0.2 saturated fat

and 67 calories.

United Kingdom: Sainsbury's Be Good To

Yourself Tuna with Tomato & Beans in an

Olive Oil Dressing. Three cans of tuna with

tomato and beans in an olive oil dressing. Less

than 3% fat. Fished by pole and line. 1 Weight

Watchers point per can.

Italy: Mareblu Weight Watchers

Tonno Al Naturale: Tuna in Brine.

Four individual cans of light and

nutritional tuna in brine. Low fat. With

nutritional properties (rich of high level

of biologic proteins and mineral salts),

healthy. Ideal for a correct

nourishment.


Excellent source of protein

• Products high in protein are on trend as far as health is concerned. Many types of fish

products have these inherent attributes.

• Consumer are increasingly aware of the benefits and necessity of protein for muscle

maintenance and growth.

Canada: High Liner Market Cuts, Wild

Pacific Salmon Loins. A 227g pack of 2

boned wild Pacific salmon loins, caught in the

North Pacific Ocean and individually quick

frozen. Excellent source of protein.

Canada: Brunswick Sardines with

Hot Tabasco Peppers. Canadian

sardines with hot Tabasco peppers, in

an easy-to-open can held in a plastic

wrapper. Excellent source of protein


Health traffic jam:

Stricter Regulations in Functional Foods

• Since EFSA began returning batches of negative claim assessments in

2009, Innova Market Insights has reported a steady decline in the number

of products featuring an “active health” positioning (e.g. “functional and

fortified”), with manufacturers instead opting for less dramatic “passive

health” claims (e.g. “low and light”).

• The mass omission of generic Article 13 claims on the European

Commission’s “Union List” of health claims resulted in just over 220

approved and more than 2,000 rejected.

• In fact, as the December 2012 deadline nears for the removal of EU non-

approved claims from packaging labels, we have identified a “Health Traffic

Jam,” as one of our key trends for 2013.

• We believe that companies are focusing on switching marketing messages

behind “approved” claims, with a greater emphasis on the inherent benefits

of certain foods and ingredients and a longer term investment in future

personalized nutrition products.


Lack of Innovation in the Functional Foods Space

• The percentage of product launches tracked with a specific active health claim has

stagnated at around 22% in recent years.

All categories are

included except clinical

nutrition, pet foods, oral

care, supplements and

sports & energy.


Natural Ingredients to Carry “Functional” Claims

UK: New Covent Garden Food

Co Our Fresh Soup: Tomato,

Red Pepper & Pesto. By their very

nature, most of New Covent

Garden soups are inherently

healthy. New Covent Garden

cartons proudly display nutritional

"traffic lights" to demonstrate this.

US: GoodBelly Probiotic Coconut

Water. The supreme way to quench

your thirst and promote digestive health

in one refreshing gulp. Coconut water is

highly regarded for its composition of

naturally occurring electrolytes,

including calcium, potassium,

magnesium, phosphorus and sodium,

which aid in effective hydration.

US: Just Chill Caribbean Natural

Stress Relief Drink. Just Chill is a

Natural Stress Relief Beverage

that uses all natural ingredients to

reduce stress and increase focus

without making you drowsy. Its

ingredients include 7 essential

vitamins minerals, lemongrass,

Siberian ginseng, ginkgo biloba,

and L-theanine.

US: Jamba Acai Super

Antioxidant All Natural

Greek Yogurt Superfruit

Smoothies. Antioxidant boost

(100% daily value of vitamin

C. 50% more protein. 0% fat.

One full serving of fruit per

smoothie. All natural.


EFSA health claim opinions

• Fish & seafood products may be leveraged on their inherent health benefits

to be in line with recent EFSA health claim opinions.

Application EFSA Opinion on

Presented Evidence

Foods with reduced amounts of sodium and maintenance of normal blood pressure

Accepted

Omega-3 PUFAs for reduction of blood pressure and triglycerides Accepted

Protein and maintenance of normal bone Accepted

Sodium and maintenance of normal muscle function Accepted

Foods with reduced amounts of sodium and maintenance of normal blood pressure

Accepted


Opportunities


Tuna and salmon most popular in fish types

• It seems the most popular types of fish, Tuna and Salmon, are decreasing in launch

activity, whereas other varieties such as shrimp, sardine, anchovy and cod are

experiencing growth over 2012.


Fish & seafood varieties keep expanding

• There are endless varieties out there, satisfying the demands of all types of

consumers. Convenient, premium, trendy or snack size, variety is big.

UK: Youngs Jamie Oliver 2

Crispy Salmon & Pollock

Fishcakes.

New Zealand: Sealord Tuna

Sensations in Lemon Pepper

Flavor with Crackers. Lemon

pepper flavored tuna with 6

crispy crackers, in an easy to

open can.

Denmark: Larsen Pure

Smoked Mussels in

Rapeseed Oil

UK: Two basa fish fillets

with a sweet chilli butter

sauce. Simply bake in

the bag.

http://new.innovadatabase.com/search/displayimage.rails?productId=1446350&type=large&guid=CE5B0550-D403-4730-AA65-42A49787B0C4

http://new.innovadatabase.com/search/displayimage.rails?productId=1453026&type=large&guid=48481AF8-2428-4AAA-8EC8-A59A5EEE8300

http://new.innovadatabase.com/search/displayimage.rails?productId=1444675&type=large&guid=758E1907-F0AB-4C06-AE69-F6020B611E6A

http://new.innovadatabase.com/search/displayimage.rails?productId=1438167&type=large&guid=440929F1-7BA6-46C0-856A-EF0661220D71


Opportunity: snacking has reached fish

• The snacking category is explosive. The less time consumers have for

mealtime, the more they turn to snacks, and healthy snacks are even more

appealing.

Coraya Mini Snacks Petits Coraya: Surimi Sticks

with Sauces for Snacking. Forty-four sachets of

Surimi sticks with 2 sauces for snacking


Adding a “healthy halo”: first steamed tuna

The Netherlands (John West) John West has introduced a unique new product to the canned

fish sector. The new John West Pure & Natural is claimed to be the first steamed tuna on the

Dutch market that does not require the draining of brine prior to use. The new tuna products

are available in three varieties; with “a hint of...” water, sunflower oil or olive oil.

Netherlands: John West Pure & Natural Tonijnmoot

Zonnebloemolie: Steamed Tuna in Sunflower Oil.


Fun shape & excellent taste SeaPak Shrimp Company has added a convenient product to their brand lineup: Popcorn Fish. Modeled after the

brand’s best-selling Popcorn Shrimp, SeaPak Popcorn Fish serves as “a delicious and sophisticated twist on the

traditional minced fish stick.” Popcorn Fish are round, bite-sized treats that are cut from whole, flaky Pollock fillets and

are ideal for a variety of occasions from snack-time to appetizers and even as a center of- the-plate dish. The quality

fish is breaded with SeaPak’s signature, golden breadcrumb coating and is popping with flavor, “making it appealing to

adults and children.” Packaged in consumer preferred, re-sealable bags that lock in freshness, Popcorn Fish is

promoted as the ideal item “to keep on hand for a quick seafood solution.”

United States: SeaPak Shrimp Co. Popcorn Fish.

Crunchy bite-sized breaded fish nuggets. Popping with

great flavor, these tasty treats you will love the convenient,

resealable bag; your kids will love the fun shape and your

whole family will love the delicious taste.


Selling The Technology

• Promoting a novel technology may be used as an alternative approach to cutting back on

processing. This will work if manufacturers can clearly explain the benefits that an alternative

technology can provide to consumers, whether in terms of flavor, shelf-life or presentation. The

challenge is to explain complex technologies in a manner that the average consumer can easily

understand.

• Bake bag concepts which lock in flavor will find more product applications

• Fresh focus with longer shelf-life guarantees.

United States: Van de Kamp's Crunchy Fish

Sticks. Forty four crunchy fish sticks in a

cardboard box. Golden, breaded, cut from whole

fish fillets. Fresh taste sealed in freshness

pouch.

United Kingdom: Birds Eye Bake To Perfection

King Prawns with a Thai Green Curry Sauce. Comes

in an innovative bake to perfection foil bag held in a

cardboard box. Bake perfect bag – real foil to lock in

flavor, prawns cook in butter sauce to infuse flavor,

window allows you to see cooked prawns, heat seals

prevent leaking and perforations create a perfect

cooking environment.

United States: Van de Kamp's

Crunchy Fish Sticks. Forty four

crunchy fish sticks in a cardboard

box. Golden, breaded, cut from

whole fish fillets. Fresh taste

sealed in freshness pouch.


Takeaways

• Sustainability - aware consumer:

– Sustainable sourcing

– Animal welfare

• Convenience:

– Flavor (seasoned, marinated…)

– Technology & packaging (baking/steaming bags, flavor lock)

• Health:

– Inherent nutrition (Omega-3)

– Weight management platform

• Premium & seasonal: – Premium vs. value lines - mid segment is shrinking

– Private label offers premium and ultra premium lines

– Seasonal – ‘staying in is a new going out’, entertaining at home….


Thank you for your attention! Mike de Jong [email protected]

Any Questions?

Identifying opportunities with value-added seafoodlobstercouncilcanada.ca/wp-content/uploads/2013/05/InnovaMarket... · Shrimps and Pangasius Fillets. Special December edition. Netherlands:

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