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About this report
 
Since Mintel last reviewed the fish market in the UK, there has been some increase in sales in both current and real terms. However, the buying base appears to be primarily the over-44s, raising concerns about the potential future of the market, particularly given the low profile of families and pre-family groups.
 

 
Against this backdrop Mintel's research explores avenues for the fish sector to attract new consumers, particularly from younger demographics, to grow the market. This will involve addressing their needs for more convenient meal solutions, instilling greater confidence in cooking with and preparing fish and developing a better knowledge of the qualities of various species.
 

 
Drawing on exclusive consumer research (that establishes common attitudes held towards fish meals) and incisive market analysis, this report offers new insight that allows you to form an effective and targeted business strategy in this food sector. Talking points analysed include:
 

 
Securing the future of the fish market
 

 
Sustainable sources
 

 
The frozen appeal
 

 
Exactly which consumers are opting for fresh
 

 
The popularity of other fish options
 

 
Freezer brands
 

 
The domination of the multiples in the supply structure
 

 
Fish in the future
 

 
Please note that, as well as being part of Mintel’s Market Intelligence series, Fish in the UK is also part of Mintel Consumer Goods’ Fish in Europe title. Should you wish to purchase more than one country report from within this title, please contact our Information Team to discuss a multi-purchase discount.
 

Contents
 

 
Introduction and Abbreviations
 

 
Definition
 
Advertising data
 
Consumer research
 
ACORN
 
Abbreviations
 
Executive Summary
 
Securing the future
 
Sustainable sources
 
Frozen appeal
 
Experienced opt for fresh
 
Other fish options
 
Brands for the freezer
 
Multiples lead
 
Young and lacking in confidence
 
Wealthy and healthy
 
Fish in the future
 
Market Drivers
 
The generation gap
 
Figure 1: Trends and projections in UK population, by age group, 1999-2008
 
The convenience generation
 
Figure 2: UK workforce in employment, by gender, 1999-2008
 
Fresh fish pay the price of convenience
 
Developing the younger market
 
Better off buyers
 
Figure 3: PDI and consumer expenditure, at constant 1999 prices, 1999-2008
 
Wider wallet – wider palate
 
Figure 4: Trends and projections in the UK population, by socio-economic group, 1999-2008
 
Solo eaters
 
Figure 5: UK households and one-person households, 1999-2008
 
The health shift
 
Atkins again
 
Recent studies suggest…
 
Market Background
 
On the safe side
 
Quotas and sustainability
 
EC legislation
 
Recommended bans
 
Supplier responsibility
 
UK developments
 
Labelling law
 
MSC
 
MSC in action
 
Already at a supermarket near you
 
Market Size and Trends
 
Securing a future base
 
Figure 6: Amount of fish consumed per week, 1950-2000
 
Visible growth
 
Figure 7: UK retail sales of fish, by value and volume, 1999-2004
 
Price premium
 
More than just fish and chips
 
Domination of the deep freeze
 
Figure 8: UK retail sales of fish, by type, value and volume, 2002 and 2004
 
Canned decline
 
Ready meals – ready to go
 
Children’s market lacks innovation
 
Processed backlash
 
Market Segmentation
 

 
Frozen fish
 
Figure 9: GB retail sales of frozen fish, by value and volume, 1999-2004
 
Frozen innovation
 
Broadening the species
 
Coated dominance
 
Figure 10: GB retail sales of frozen fish by type, by value, 2003 and 2004
 
A flagging favourite
 
Fast fish
 
Selective species
 
Chilled natural fish
 
Figure 11: GB retail sales of chilled fish, by value and volume, 1999-2004
 
The pull of the chilled cabinet
 
Regional concepts
 
Pre-packs for the younger generation
 
Salmon supremacy
 
Figure 12: GB retail sales of chilled natural fish, by species and value, 2003 and 2004
 
A premium fish for the masses
 
Price fears
 
Cod
 
The omega-3 boost
 
Canned fish
 
Figure 13: UK retail sales of canned fish, by value and volume, 1999-2004
 
Limiting volume promotions
 
Youth appeal
 
Figure 14: GB retail sales of canned fish, by species and value, 2003 and 2004
 
Fine tuning tuna
 
Steady rise for salmon
 
Fish based ready meals
 
Figure 15: GB retail sales of fish based ready meals*, by value, 1999-2004
 
Innovation in convenience
 
At luxury level
 
Chilled control
 
Figure 16: GB retail sales of chilled fish based ready meals, by value, 1999-2004
 
The freeze on ready meals
 
Figure 17: GB retail sales of frozen fish based ready meals, by value, 1999-2004
 
The Supply Structure
 
The UK sea fish industry
 
Figure 18: Imports and exports for the UK fishing industry
 
Fish trade
 
Figure 19: Quantity of demersal and pelagic fish and fish preparations imported into the UK, 2003
 
Frozen fish
 
Figure 20: Brand shares of frozen fish and fish based ready meals, 2002 and 2004
 
Young’s Bluecrest
 
Acquisition and expansion
 
Local produce
 
Revamps and NPD
 
Unilever Ice Cream and Frozen Foods
 
Ethical policies
 
New look Birds Eye
 
Steaming ahead
 
Other fresh and frozen fish suppliers
 
Simpson Seafish
 
Dawnfresh Seafoods
 
Scot Trout & Salmon
 
Coldwater Seafood
 
Loch Duart
 
Smoked fish suppliers
 
Canned fish
 
Own-label dominates
 
Figure 21: Brand shares of canned fish, 2002 and 2004
 
John West
 
A healthy stance
 
Princes
 
Competing on health
 
Glenryck
 
Ready meals suppliers
 
Findus
 
Frozen promotion
 
Bighams
 
New Product Development
 

 
Frozen trends
 
Fresh innovation
 
New product briefs
 
September 2004
 
August
 
July
 
June
 
May
 
Advertising and Promotion
 
Above-the-line
 
Frozen dominates above-the line spend
 
Figure 22: Main monitored media advertising expenditure on fish (fresh and frozen), 1999-2004
 
Canned dips below the line
 
Brand spend boosts market
 
Figure 23: Main monitored media advertising by select suppliers (fresh and frozen), 2001-03
 
A brand message
 
Young’s approach
 
Canned brands
 
Figure 24: Main monitored media advertising by select canned fish, 2001-03
 
Below the line
 
Pride in Seafood
 
Building confidence
 
Point of sale
 
Figure 25: Initiatives in below-the-line promotion of fish, June 2004
 
Brands below-the-line
 
Distribution
 

 
Multiples monopolise frozen fish
 
Figure 26: UK retail sales of frozen fish, by type of outlet and value, 2002 and 2004
 
The fresh outlet
 
Figure 27: UK retail sales of fresh fish, by type of outlet and value, 2002 and 2004
 
Multiple strategies
 
Counter claims
 
Instilling confidence
 
New concepts
 
Getting local
 
A question of quality
 
Independent offering
 
Canned distribution
 
Figure 28: UK retail sales of canned fish, by type of outlet and value, 2002 and 2004
 
The Consumer
 

 
Brits lag behind on fresh fish consumption
 
Figure 29: Expenditure on fresh fish in last week, by country, 2003
 
Cultural differences
 
Increased higher spend
 
Figure 30: Trends in weekly expenditure on fresh fish in GB, 2002 and 2003
 
Fresh fish demographics
 
Figure 31: Expenditure on fresh fish in last week, by gender and age, 2003
 
The future for fresh fish
 
More money – more fish
 
Figure 32: Expenditure on fresh fish in last week, by income and working status, 2003
 
The working barrier
 
A North/South divide
 
Figure 33: Expenditure on fresh fish in last week, by region, 2003
 
Children weaned off of fresh fish
 
Figure 34: Expenditure on fresh fish in last week, by presence of children and household size, 2003
 
The fresh and frozen divide
 
Figure 35: Expenditure on fresh fish in last week, by consumption of frozen fish products, 2003
 
Fish enthusiasts
 
Penetration and frequency of use
 
High use, low frequency
 
Figure 36: Consumption and frequency of using frozen fish products, by country, 2003
 
Figure 37: Trends in consumption of frozen fish products, GB, 2002 and 2003
 
Frozen fish demographics
 
Figure 38: Consumption and frequency of using frozen fish products, by gender and age, 2003
 
Low income and the frozen enthusiasts
 
Figure 39: Consumption and frequency of using frozen fish products, by income and working status, 2003
 
Regional divide
 
Figure 40: Consumption and frequency of using frozen fish products, by region, 2003
 
Small households – the true fish consumers
 
Figure 41: Consumption and frequency of using frozen fish products, by presence of children and household size, 2003
 
Attitudes towards sit-down meals
 
Figure 42: Expenditure on fresh fish in last week, by attitudes towards sit-down family meals, 2003
 
Fresh fish for the family
 
Attitudes towards convenience foods
 
Figure 43: Expenditure on fresh fish in last week, by level of receptiveness to convenience foods, 2003
 
Fish shunned by convenience culture
 
Attitudes towards food content and food scares
 
Figure 44: Expenditure on fresh fish in last week, by attitudes towards food content and diet, 2003
 
Attitudes towards NPD
 
Figure 45: Expenditure on fresh fish in last week, by level of receptiveness to new recipes or food product ideas, 2003
 
Attitudes towards frozen food
 
Figure 46: Agreement with the statement ‘frozen foods are as good for you as fresh foods’, 1997-2003
 
Fish fingers
 
Figure 47: Penetration and weight of usage of frozen fish fingers, 2002 and 2003
 
Fish finger demographics
 
Other frozen fish
 
Figure 48: Penetration and weight of usage of other frozen fish products, 2002 and 2003
 
Heavy user increase
 
Other frozen fish demographics
 
Detailed Demographics
 
Figure 49: Penetration and weight of usage of frozen fish fingers, by demographic sub-group, 2003
 
Figure 50: Penetration and weight of usage of other frozen fish products, by demographic sub-group, 2003
 
The Future
 

 
Safety in labelling
 
Labelling for health
 
All about breeding
 
Innovation, innovation, innovation
 
Promotion possibilities
 
For the convenience generation…
 
Frozen positioned for youth appeal
 
Forecast
 
A steady outcome from a complex market
 
Figure 77: Forecast of UK retail sales of fish at current sterling prices, 2004-09
 
Convenience particularly important to fish
 
Figure 78: Forecast of UK retail sales of fish at constant sterling prices, 2004-09
 
Supply side considerations come into play
 
Figure 79: Forecast of UK retail sales of fish at current Euro prices, 2004-09
 
Canned sales lose out
 
Figure 80: Forecast of UK retail sales of fish at constant Euro prices, 2004-09
 
Tackling the older profile
 
Factors used