Complexities of the U.S. Seafood Market...Some Description of Unbreaded Fish Products No of Brands...

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Complexities of the U.S. Seafood Market MADAN M DEY, Ph.D. Professor, Aquaculture/Fisheries Center, University of Arkansas at Pine Bluff

Transcript of Complexities of the U.S. Seafood Market...Some Description of Unbreaded Fish Products No of Brands...

Page 1: Complexities of the U.S. Seafood Market...Some Description of Unbreaded Fish Products No of Brands No of Product Forms No of Product Styles Number of products (UPCs) Number of packagin

Complexities of the U.S. Seafood Market

MADAN M DEY, Ph.D.

Professor,

Aquaculture/Fisheries Center,

University of Arkansas at Pine Bluff

Page 2: Complexities of the U.S. Seafood Market...Some Description of Unbreaded Fish Products No of Brands No of Product Forms No of Product Styles Number of products (UPCs) Number of packagin

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

Page 3: Complexities of the U.S. Seafood Market...Some Description of Unbreaded Fish Products No of Brands No of Product Forms No of Product Styles Number of products (UPCs) Number of packagin

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

Page 4: Complexities of the U.S. Seafood Market...Some Description of Unbreaded Fish Products No of Brands No of Product Forms No of Product Styles Number of products (UPCs) Number of packagin

Major categories of products

Canned,

Frozen unbreaded,

Frozen breaded,

Entrée

Seafood market in the U.S.

Page 5: Complexities of the U.S. Seafood Market...Some Description of Unbreaded Fish Products No of Brands No of Product Forms No of Product Styles Number of products (UPCs) Number of packagin

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

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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

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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

Page 8: Complexities of the U.S. Seafood Market...Some Description of Unbreaded Fish Products No of Brands No of Product Forms No of Product Styles Number of products (UPCs) Number of packagin

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

Page 9: Complexities of the U.S. Seafood Market...Some Description of Unbreaded Fish Products No of Brands No of Product Forms No of Product Styles Number of products (UPCs) Number of packagin

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

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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

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Page 12: Complexities of the U.S. Seafood Market...Some Description of Unbreaded Fish Products No of Brands No of Product Forms No of Product Styles Number of products (UPCs) Number of packagin

Unbreaded shrimp

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50.00

100.00

150.00

200.00

250.00

Sales Value Index

Sales Volume Index

Unit Price Index

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ENTRÉE TOTAL

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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

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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

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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

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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

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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

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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

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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

Page 20: Complexities of the U.S. Seafood Market...Some Description of Unbreaded Fish Products No of Brands No of Product Forms No of Product Styles Number of products (UPCs) Number of packagin

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

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BREADED HADDOCK

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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

Page 22: Complexities of the U.S. Seafood Market...Some Description of Unbreaded Fish Products No of Brands No of Product Forms No of Product Styles Number of products (UPCs) Number of packagin

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

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BREADED CATFISH

0.00

50.00

100.00

150.00

200.00

250.00

300.00CATFISH VALUE INDEX

CATFISH VOLUME INDEX

CATFISH PRICE INDEX

Page 24: Complexities of the U.S. Seafood Market...Some Description of Unbreaded Fish Products No of Brands No of Product Forms No of Product Styles Number of products (UPCs) Number of packagin

Important Seafood Product Characteristics

-form, style and variety

Page 25: Complexities of the U.S. Seafood Market...Some Description of Unbreaded Fish Products No of Brands No of Product Forms No of Product Styles Number of products (UPCs) Number of packagin

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

Page 26: Complexities of the U.S. Seafood Market...Some Description of Unbreaded Fish Products No of Brands No of Product Forms No of Product Styles Number of products (UPCs) Number of packagin

Diverse category

About 46% of the value and 51% of the volume of the products are sold under promotion

Unbreaded Fish

Page 27: Complexities of the U.S. Seafood Market...Some Description of Unbreaded Fish Products No of Brands No of Product Forms No of Product Styles Number of products (UPCs) Number of packagin

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

Page 28: Complexities of the U.S. Seafood Market...Some Description of Unbreaded Fish Products No of Brands No of Product Forms No of Product Styles Number of products (UPCs) Number of packagin

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

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81.37

3.552.89 2.60 2.25

Top 5 Unbreaded Product Forms: % share in Total $ Sales

FILET

STEAK

TAIL

PIECE

SLICED

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84.41

5.17

3.81 2.82 2.67

Salmon Unbreaded: Product form % shares in Sales $

FILLET

PIECE

PORTION

SLICED

PATTIE

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95.19

3.241.33

0.24

Tilapia Unbreaded: Product form % shares in Sales $

FILLET

WHOLE

CUT

PIECE

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97

3

Basa/Boucourti/Swai: Product form % shares in Sales $

FILLET

PIECE

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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

Page 34: Complexities of the U.S. Seafood Market...Some Description of Unbreaded Fish Products No of Brands No of Product Forms No of Product Styles Number of products (UPCs) Number of packagin

About 41% and 51% of the value and volume sold through promotional sales.

Breaded Fish Products

Page 35: Complexities of the U.S. Seafood Market...Some Description of Unbreaded Fish Products No of Brands No of Product Forms No of Product Styles Number of products (UPCs) Number of packagin

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 $

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91.4

5.8 2.4 0.34

BREADED CATFISH SALES 2010: % $ SHARES OF PRODUCT FORMS

NUGGET

STRIPS

N/A

FILLET

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63.70

18.13

15.43

2.45 0.30

BREADED TILAPIA PRODUCT SALES: $ SHARES OF DIFFERENT FORMS

FILLET

FILLET TENDERS

STICK

UNKNOWN

TENDER

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93.31

0.156.54

BREADED FLOUNDER SALES: $ SHARES OF DIFFERENT PRODUCT

FORMS

FILLET

UNKNOWN

WHOLE FILLET

Page 39: Complexities of the U.S. Seafood Market...Some Description of Unbreaded Fish Products No of Brands No of Product Forms No of Product Styles Number of products (UPCs) Number of packagin

- Promising opportunity for domestic industry

Entrée products

Page 40: Complexities of the U.S. Seafood Market...Some Description of Unbreaded Fish Products No of Brands No of Product Forms No of Product Styles Number of products (UPCs) Number of packagin

About 46% of the sales value and 52% of volume are realized in promotional sales.

Entrée Products in 2010

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0.00

5.00

10.00

15.00

20.00

25.00

30.00

35.00

Entree products: % Share in sales $

% 'sales $

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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

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96.132

3.393 0.475

Entree Products: % share of different product styles

NON-MICROWAVE

MICROWAVE

REGULAR

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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

Page 45: Complexities of the U.S. Seafood Market...Some Description of Unbreaded Fish Products No of Brands No of Product Forms No of Product Styles Number of products (UPCs) Number of packagin

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

Page 46: Complexities of the U.S. Seafood Market...Some Description of Unbreaded Fish Products No of Brands No of Product Forms No of Product Styles Number of products (UPCs) Number of packagin

Some information on sales of entrée, unbreaded and breaded fish

Little Rock City: Seafood Sales 2010

Page 47: Complexities of the U.S. Seafood Market...Some Description of Unbreaded Fish Products No of Brands No of Product Forms No of Product Styles Number of products (UPCs) Number of packagin

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

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Trends in weekly sales over the year

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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

Page 50: Complexities of the U.S. Seafood Market...Some Description of Unbreaded Fish Products No of Brands No of Product Forms No of Product Styles Number of products (UPCs) Number of packagin

All entrée products: Trends in weekly sales

0

20

40

60

80

100

120

140

160

180

200

VALUE INDEX

VOLUME INDEX

PRICE INDEX

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Unbreaded Fish Products: Trends in Weekly Sales

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50.00

100.00

150.00

200.00

250.00VALUE INDEX

VOLUME INDEX

PRICE INDEX

Page 52: Complexities of the U.S. Seafood Market...Some Description of Unbreaded Fish Products No of Brands No of Product Forms No of Product Styles Number of products (UPCs) Number of packagin

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

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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 $

Page 54: Complexities of the U.S. Seafood Market...Some Description of Unbreaded Fish Products No of Brands No of Product Forms No of Product Styles Number of products (UPCs) Number of packagin

About 40% sold under promotion.

Unbreaded Products

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48

15

15

4 4

Top-5 Unbreaded Products in Little Rock($ Share)

CATFISH

SALMON

TILAPIA

CRAWFISH

COD

Page 56: Complexities of the U.S. Seafood Market...Some Description of Unbreaded Fish Products No of Brands No of Product Forms No of Product Styles Number of products (UPCs) Number of packagin

About 31% of the value and 37% of the volume comes from promotional sales

Tilapia, cod, catfish and haddock are important products

BREADED PRODUCTS

Page 57: Complexities of the U.S. Seafood Market...Some Description of Unbreaded Fish Products No of Brands No of Product Forms No of Product Styles Number of products (UPCs) Number of packagin

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

Page 58: Complexities of the U.S. Seafood Market...Some Description of Unbreaded Fish Products No of Brands No of Product Forms No of Product Styles Number of products (UPCs) Number of packagin

Questions?

Page 59: Complexities of the U.S. Seafood Market...Some Description of Unbreaded Fish Products No of Brands No of Product Forms No of Product Styles Number of products (UPCs) Number of packagin