Complexities of the U.S. Seafood Market...Some Description of Unbreaded Fish Products No of Brands...
Transcript of Complexities of the U.S. Seafood Market...Some Description of Unbreaded Fish Products No of Brands...
Complexities of the U.S. Seafood Market
MADAN M DEY, Ph.D.
Professor,
Aquaculture/Fisheries Center,
University of Arkansas at Pine Bluff
Importance of market information
Broad description for the U.S. and Little Rock markets on:
Number of products, species, brands, categories of products,
Market shares and recent trends in sales for important products
Outline
Marketing equally important as production
Traditional market structure changing, with consolidation and growth of large retail chains
Enables production and marketing to be in tune with market trends
Specifically for processors and farmers: to know finer details about retail sales behavior
Importance of market information
Major categories of products
Canned,
Frozen unbreaded,
Frozen breaded,
Entrée
Seafood market in the U.S.
Category Total
no of
brands
Share of top-
10 brands in
total
sales(%)
Share of top-
5 brands in
total sales
(%)
Total no of
products
(UPC)
Number of
packaging
sizes
available
Breaded Fish 67 98 95 404 64
Breaded Shrimp 57 97 90 177 22
Canned Shrimp 53 91 79 98 17
Entrée 216 67 49 773 75
Tuna shelf stable 112 99 96 573 573
Unbreaded Crab 101 73 63 207 20
Unbreaded Fish 278 74 64 1123 40
Unbreaded
Shrimp
266 82 75 1869 29
Some description of seafood sales of 2010
Some Description of Unbreaded Fish Products
No of
Brands
No of
Product
Forms
No of
Product
Styles
Number
of
products
(UPCs)
Number
of
packagin
g sizes
Total Unbreaded fish
(includes 84 different
fish groups)
278 34 102 1123 40
Tilapia 68 4 6 141 18
Salmon 59 12 52 183 25
Basa/Bocourti/Swai 12 3 4 23 6
Catfish / Channel Catfish 36 7 5 91 16
Some description of breaded fish products
No of
Brands
No of
Product
Forms
No of
Product
Styles
Number of
UPCs
Number of
packaging
Sizes
Total Breaded
fish
(31 groups of
fish)
67 21 72 404 64
“FISH”
(unspecified)24 13 48 257 59
Tilapia 14 5 11 22 8
Flounder 13 3 10 17 9
Catfish 14 4 4 19 7
Entrée
Products
No of
Brands
No of
Product
Varieties
No of
Product
Styles
Number of
products
(UPCs)
Number of
packaging
sizes
Total entrée fish
(40 different fish
groups)
216 4 3 773 75
Shrimp 59 4 3 185 34
Tilapia 32 3 3 99 19
Salmon 38 3 3 25 111
Crawfish 18 2 1 27 13
Catfish 3 1 1 6 5
Some description of entrée products
1,031.05
693.06
685.57
281.26
195.61 8.39
SALES VALUE (IN MILLION US$) OF MAJOR SEAFOOD CATEGORIES IN 2010
TUNA SHELF STABLE
ALL CANNED
ALL UNBREADED FROZEN
ENTRÉE
ALL BREADED FROZEN
ANCHOVIE PRODUCTS
28.70
25.7612.40
9.44
7.83
3.62
2.642.33
1.82
1.38
1.14
0.44
0.23
MAJOR 18 SEAFOOD SUB-CATEGORIES: SHARE IN SALES
TUNA-SHELF STABLE
SHRIMP - UNBREADED - FROZEN
FISH-UNBREADED-FROZEN
FISH - BREADED - FROZEN
ENTREES
SALMON - CANNED
SHRIMP - BREADED - FROZEN
SARDINES - CANNED
REMAINING-UNBREADED-FROZEN
SEAFOOD - REMAINING - CANNED
CRAB-UNBREADED-FROZEN
OYSTERS - CANNED
CRAB-CANNED
SHRIMP - CANNED
ANCHOVIES
CLAMS-CANNED
REMAINING-BREADED-FROZEN
ANCHOVY PASTE
Unbreaded shrimp
0.00
50.00
100.00
150.00
200.00
250.00
Sales Value Index
Sales Volume Index
Unit Price Index
ENTRÉE TOTAL
0.00
20.00
40.00
60.00
80.00
100.00
120.00
140.00
160.00
180.00
ENTRÉE Sales Value Index
ENTRÉE Sales Volume Index
ENTRÉE Price Index
ENTRÉE SHRIMP
0.00
20.00
40.00
60.00
80.00
100.00
120.00
140.00
160.00
SHRIMP SALES VALUE INDEX
SHRIMP SALES VOLUME INDEX
SHRIMP PRICE INDEX
ENTRÉE TILAPIA
0.00
50.00
100.00
150.00
200.00
250.00
300.00
TILAPIA SALES VALUE INDEX
TILAPIA SALES VOLUME INDEX
TILAPIA PRICE INDEX
ENTRÉE CATFISH
0.00
20.00
40.00
60.00
80.00
100.00
120.00
140.00
160.00
180.00
CATFISH SALES VALUE INDEX
CATFISH SALES VOLUME INDEX
CATFISH PRICE INDEX
UNBREADED TOTAL SALES
0.00
50.00
100.00
150.00
200.00
250.00
UNBREADED FISH VALUE INDEX
UNBREADED FISH VOLUME INDEX
UNBREADED FISH PRICE INDEX
UNBREADED CATFISH
0.00
20.00
40.00
60.00
80.00
100.00
120.00
140.00
160.00
180.00
200.00
UB CATFISH SALES VALUE INDEX
UB CATFISH SALES VOLUME INDEX
UB CATFISH PRICE INDEX
UNBREADED BASA/SWAI/BOCOURTI
0.00
50.00
100.00
150.00
200.00
250.00
300.00
350.00
400.00
UB BASA VALUE INDEX
UB BASA VOLUME INDEX
UB BASA PRICE INDEX
TOTAL BREADED FISH PRODUCT SALES
0.00
50.00
100.00
150.00
200.00
250.00
300.00
350.00
INDEX- VALUE-BREADED
INDEX- VOLUME-BREADED
INDEX- PRICE-BREADED
BREADED HADDOCK
0.00
50.00
100.00
150.00
200.00
250.00
300.00
350.00
400.00
450.00
500.00
HADDOCK VALUE INDEX
HADDOCK VOLUME INDEX
HADDOCK PRICE INDEX
BREADED TILAPIA
0.00
50.00
100.00
150.00
200.00
250.00
300.00
350.00
400.00
TILAPIA VALUE INDEX
TILAPIA VOLUME INDEX
TILAPIA PRICE INDEX
BREADED CATFISH
0.00
50.00
100.00
150.00
200.00
250.00
300.00CATFISH VALUE INDEX
CATFISH VOLUME INDEX
CATFISH PRICE INDEX
Important Seafood Product Characteristics
-form, style and variety
About 53% of the value and 65% of the volume sold under promotion.
266 brands selling 407 different types of processed unbreaded shrimp
Unbreaded Shrimp
Diverse category
About 46% of the value and 51% of the volume of the products are sold under promotion
Unbreaded Fish
32.31
18.38
7.17
6.05
5.06
4.61
3.012.64
2.08 2.00
Unbreaded Fish Products: $ Shares of top 10 Species
TILAPIA
SALMON
WHITING
CATFISH
COD
FLOUNDER
CRAWFISH
MAHI MAHI
ORANGE ROUGHY
HALIBUT
0.00
5.00
10.00
15.00
20.00
25.00
30.00
35.00
40.00
45.00
% Total $ share
% promo sales share
Unbreaded Fish Products: Top 10 species with their Share in Total and Promotional Sale Values
81.37
3.552.89 2.60 2.25
Top 5 Unbreaded Product Forms: % share in Total $ Sales
FILET
STEAK
TAIL
PIECE
SLICED
84.41
5.17
3.81 2.82 2.67
Salmon Unbreaded: Product form % shares in Sales $
FILLET
PIECE
PORTION
SLICED
PATTIE
95.19
3.241.33
0.24
Tilapia Unbreaded: Product form % shares in Sales $
FILLET
WHOLE
CUT
PIECE
97
3
Basa/Boucourti/Swai: Product form % shares in Sales $
FILLET
PIECE
76.25
22.00
0.600.520.34
0.290.003
Catfish Unbreaded: Product form % shares in Sales $
FILLET
NUGGET
WHOLE
STEAK
STRIP
FINGER
PIECE
About 41% and 51% of the value and volume sold through promotional sales.
Breaded Fish Products
0 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000 14,000,000 16,000,000
TILAPIA
HADDOCK
FLOUNDER
POLLACK
HALIBUT
CATFISH
COD
TOP SELLING FISH GROUPS IN BREADED FISH CATEGORY ($) 2010
SALES $
91.4
5.8 2.4 0.34
BREADED CATFISH SALES 2010: % $ SHARES OF PRODUCT FORMS
NUGGET
STRIPS
N/A
FILLET
63.70
18.13
15.43
2.45 0.30
BREADED TILAPIA PRODUCT SALES: $ SHARES OF DIFFERENT FORMS
FILLET
FILLET TENDERS
STICK
UNKNOWN
TENDER
93.31
0.156.54
BREADED FLOUNDER SALES: $ SHARES OF DIFFERENT PRODUCT
FORMS
FILLET
UNKNOWN
WHOLE FILLET
- Promising opportunity for domestic industry
Entrée products
About 46% of the sales value and 52% of volume are realized in promotional sales.
Entrée Products in 2010
0.00
5.00
10.00
15.00
20.00
25.00
30.00
35.00
Entree products: % Share in sales $
% 'sales $
0.00
2.00
4.00
6.00
8.00
10.00
12.00
14.00
Average Price of Entree Products ($/lb): 2010
Average Price
96.132
3.393 0.475
Entree Products: % share of different product styles
NON-MICROWAVE
MICROWAVE
REGULAR
99.096
0.711
0.1920.001
0.193
Entre Products: % share of different product varieties
REGULAR
STEAM IN BAG
BOIL IN BAG
BAKE IN BAG
About 44% of the sales value and 48% of the volume are realized during promotional sales.
57 brands, dealing on about 9 types of physical forms and 7 types of dressing styles.
Breaded Shrimp
Some information on sales of entrée, unbreaded and breaded fish
Little Rock City: Seafood Sales 2010
Number
of
product
forms
Number of
product
varieties
Number
of product
Styles
Number
of brands
Number of
UPCs
Number of
Packaging
Size
All Breaded fish
(5 varieties of fish)
5 - 20 7 55 27
Breaded catfish 2 - 3 3 3 2
Breaded tilapia 1 - 2 2 2 2
All entrée
(28 varieties of fish)
- 1 76 28 89 29
Entrée shrimp - 1 30 17 34 13
Entrée tilapia - 1 13 9 13 5
UNBREADED FISH
(21 varieties of fish)
6 - 26 118 16
Unbreaded catfish 2 - 9 18 8
Unbreaded tilapia 1 - 8 14 8
Unbreaded shrimp - - 62 22 102 14
Some description of seafood products in Little Rock
Trends in weekly sales over the year
Total breaded product: Trends in sales
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50.00
100.00
150.00
200.00
250.00
300.00
VALUE INDEX
VOLUME INDEX
PRICE INDEX
All entrée products: Trends in weekly sales
0
20
40
60
80
100
120
140
160
180
200
VALUE INDEX
VOLUME INDEX
PRICE INDEX
Unbreaded Fish Products: Trends in Weekly Sales
0.00
50.00
100.00
150.00
200.00
250.00VALUE INDEX
VOLUME INDEX
PRICE INDEX
About 42% and 43% of the value and volume respectively are sold under promotion
Catfish is not on the list of products sold.
Entrée products
0
10
20
30
40
50
60
SHRIMP TILAPIA SALMON FISH FILLET CRAB CAKE CRAWFISH
Top-5 Entree Products in Little Rock and their % $ share
% SALES $
About 40% sold under promotion.
Unbreaded Products
48
15
15
4 4
Top-5 Unbreaded Products in Little Rock($ Share)
CATFISH
SALMON
TILAPIA
CRAWFISH
COD
About 31% of the value and 37% of the volume comes from promotional sales
Tilapia, cod, catfish and haddock are important products
BREADED PRODUCTS
U.S. seafood market has many products
Domestic catfish serves a small portion of it
Need to have a holistic view (including competitive products)
Need to look for niche markets (place, market segments, consumer, etc).
Conclusions
Questions?