State of the Nation UK Seafood Summit Leanne Muldowney – Marketing Manager
State of the Nation UK Seafood Summit
Leanne Muldowney – Marketing Manager
2
What is State of the Nation?
State of the Nation is a study commissioned by Seafish and conducted by
YouGov between 3rd - 4th April 2018
Total sample size of this study was 2,047 UK adults
3
What is State of the Nation?
“Robust data showing current UK consumption patterns of seafood, perceptions, barriers to eating more, awareness of species, perceived health benefits, approaches to diet overall, means of encouraging higher consumption.”
4
Top Line Statistics
5
5.4
%
Consumption - Where are we now?
1.08 portions per person, per week down 5.4%
6
Awareness of the ‘Two a Week’ Message
26
74
0
10
20
30
40
50
60
70
80
Percentage
AWARENESS OF NO. PORTIONS A WEEK
Yes, aware No, not aware
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Awareness of Different Species
83
70 69
65
59
48
43 40
37 34
32 31 30
0
10
20
30
40
50
60
70
80
90
Category 1
Cod Salmon Haddock Tuna (tinned) Prawns Scampi Mackerel Plaice Sea Bass Tuna (fresh) Sardines Trout Mussels
What species of fish are most popular?
30 29
27 26
25 24
19 18 18
17 17
14
12
7
0
5
10
15
20
25
30
35
Category 1
Crab Sole Scallops Kippers Squid Pollock Lobster
Crab/fish sticks Basa Sea Bream Langoustines Halibut Coley Turbot
8
Awareness of Different Species Cont.
What species of fish are most popular?
9
Awareness of Health Benefits
10
Omega 3 Awareness
94%
6%
Am aware oily fish contains omeg3 Am not aware oily fish contains omega3
11
Sustainability is Important!
31
39
20
4 2 3
IMPORTANCE OF SUSTAINABILTY IN CHOICE OF WHICH FISH TO BUY
Very important Fairly important Neither important not unimportant
Not very important Not at all important Don't know
12
Consumer Behaviour in Relation to Sustainability
7
5
2
9
13
18
19
23
38
0 10 20 30 40
Don't know/Can't recall
None of these
I do not think it matters to world fish stocks whether you buy sustainably sourced fish ornot
I do not understand what sustainably sourced fish is enough to look for it
I actively seek out sustainably sourced fish and would only ever buy sustainable fish
I do not know what to look for on packs when it comes to sustainably-sourced fish
I do not think about the sustainability of the fish at all when I am buying fish
I seek out sustainably-sourced fish for certain fish, but not for all the fish I buy
I think it is the responsibility of the people who sell the fish to ensure it is sustainablysourced, and not my responsibility to have to seek this out
STATEMENTS AGREE WITH RE. SUSTAINABILITY
13
The Competition - Beef
6
56
29
10
0
10
20
30
40
50
60
BEEF
Eating more Eating the same amount Eating less Not applicable - I have never eaten beef
14
The Competition - Chicken
18
66
10 7
0
10
20
30
40
50
60
70
POULTRY
Eating more Eating about the same Eating less Not applicable I have never eaten poutlry
15
The Competition - Lamb
5
49
28
19
0
10
20
30
40
50
60
Percentage
LAMB
Eating more Eating the same amount Eating less Not applicable- have never eaten lamb
16
The Competition - Vegetarian
[VALUE]%
[VALUE]%
[VALUE]%
[VALUE]%
0
5
10
15
20
25
30
35
40
45
VEGETARIAN FOODS
Eat more Eating the same amount Eating less Not applicable - have never eaten vegetarian foods
17
So what are the Barriers to Consumption?
• Smell
• Texture
• Versatility
• Convenience
• Appearance
• Not good value for money
• Don’t know how to store/prepare/cook
• Worried about choking on bones
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Opportunities to Increase Consumption
49
36
30 27
22 22 22 19
0
10
20
30
40
50
60
HOW TO ENCOURAGE GREATER FISH CONSUMPTION
Money off offers in-store Fish sold in way easy to prepare
Meal ideas using fish Fish "Meal Deals"
Campaign to educate on how to cook fish Campaign to educate about different species & their taste
Joint promotions of fish + accompaniments Promote fish as source of protein
19
Opportunities to Increase Consumption
18 18 17
16 16
5 6
16
0
2
4
6
8
10
12
14
16
18
20
HOW TO ENCOURAGE GREATER FISH CONSUMPTION
Promote fish as healthy take-away More visible health messages on pack
Promote fish as low in fat Promote as containing omega3
See appetising fish options in store from household brands Other
Don't know Not applicable, nothing would encourage me to buy/eat more fish
20
Key Influences
3
5
11
12
17
20
26
29
47
0 5 10 15 20 25 30 35 40 45 50
Apps
Newspapers
Social media
Magazines
Websites
TV
Expereince fo differnet foods travelling/on holiday
Experience of different cuisines when eating out (exc. Holidays)
Not applicable - nothing in particular influences what I cook
INFLUENCES ON FOOD COOKED
Pecentage
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• New consumer strategy (engage, inform, change behaviour) – targeted and measured
• Promotional weeks becoming launch-pads • Brand neutral hub to support messaging/collateral for year-round activity
• Re-positioning of FiTD platform to support more effective drive of ‘2 a week’ and other core
campaigns
• Seafood Week
What are Seafish Doing?
22
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Key Takeaways for Industry • Taste is the primary driver
• Retailers should be pro-active in promoting the sustainability aspect of offering
• Omega 3 sells seafood; can we use model to promote other key USPs?
• Other traditional proteins are in decline
• Health messaging particularly effective, when comparing other proteins
• Research of top food trends becoming more important
• Money-off (classic sales promotion) is desired and will help success measurement
Seafood is the way forward
Thank you