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

7

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

18

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