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The UK Fish and Seafood Market Consumers Report 2013
[October 25, 2013]

The UK Fish and Seafood Market Consumers Report 2013

(M2 PressWIRE Via Acquire Media NewsEdge) adds The UK Fish and Seafood Market: What Consumers Eat and Why? 2013 market research report to its store. This report provides the results for the Fish & Seafood market in the UK from a unique, highly detailed study of consumers' Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level. Complete report is available at .

Why was the report written? Marketers in the Fish & Seafood market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Fish & Seafood market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing? Low consumer confidence in the UK has affected consumption of most CPG products, including Fish & Seafood. Since the global financial crisis of 2008-2009 the retail market has been characterized by an increase in the amount of discounted and own-brand products. Fish & Seafood are not considered essential items and therefore consumption patterns have been comparatively affected. However, health trends such as the consumption of Omega 3 oils may boost consumption of some types of Fish & Seafood, particularly among children and women.

What are the key drivers behind recent market changes? Consumers' uptake of products and the influence of consumer trends are fundamental causes of change in markets - making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read? (Buy The UK Fish and Seafood Market: What Consumers Eat and Why? At .

The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Ambient Fish & Seafood, Raw Packaged Fish & Seafood-processed Pieces, Raw Packaged Fish & Seafood-whole cuts, Dried Fish & Seafood, Fresh Fish & Seafood (counter), and Frozen Fish & Seafood.

Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.

Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Unique retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues In several categories there is a noticeable reduction in the share of users (across all user groups) for the Early Young Adult age groups. This age range appears to be one where consumption habits from child and teenage years are reassessed and consumers are being lost to certain categories at this age range as a result. In some categories, such as Raw Packaged Fish & Seafood - whole cuts, this decline in consumption continues in the Older Young Adult age group.

The two largest Fish & Seafood categories in the market, Fresh Fish & Seafood (counter) and Frozen Fish & Seafood, have similar market shares and together account for just under half of the market by value. However, the volume of Frozen Fish & Seafood distributed is far higher, indicating that the value of the category could be increased by encouraging consumers to purchase more premium and value-added products.

Consumption of Dried Fish & Seafood in the UK is extremely low, including only 8% of females and 13% of males. The UK has only a limited history of Dried Fish & Seafood consumption, with these products often listed under "Foods of the World" sections in supermarkets. This limits their appeal to UK consumers.

Key Highlights Older Consumers eat Fish & Seafood disproportionately, with a 37% share of the total market by value despite accounting for 29% of the population. Having the largest share of the market and consuming at an above average rate makes them the most important age group in the market.

Males account for a 57% value share of the Raw Packaged Fish & Seafood -processed pieces market in the UK, despite accounting for only 49% of the population. Marketers should keep these gender differences in mind when developing products and campaigns for the Raw Packaged Fish & Seafood - processed pieces market.

While the UK has a developed private label market, private label penetration is relatively low in the Frozen Fish & Seafood category, where only 25% of the volume of products distributed are private label. Outside of the two leading brands, the rest of this market is fragmented, leaving room for private label to grow.

The top two retailers in the UK dominate the Fish & Seafood market with a 52.7% share, by volume. Establishing effective relationships with these retailers will therefore be vital.

Explore more reports on the fish and seafood market at .

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CONTACT: Priyank Tiwari +1 888 391 5441 ((M2 Communications disclaims all liability for information provided within M2 PressWIRE. Data supplied by named party/parties. Further information on M2 PressWIRE can be obtained at on the world wide web. Inquiries to


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