Retail Consumer

Research

Seafood SucceSSPowered by Alaska

Tr

yin

g T

o

inc

re

Ase

Co

ns

um

pT

ion

Tr

yin

g T

o

dec

reAs

eC

on

su

mp

Tio

n

nearly half of all Consumers are Trying To inCrease Their seafood ConsumpTion

Desired Change In Consumption By Protein Type n Affluent n General

Fish/ nuts chicken beAns veggie beeF Pork seAFood burgers

49% 48%

3% 7%

38%

42%

7% 9%

32% 36%

6% 8%

32%

38%

9% 9%

25% 28%

10%

13%

15%

23%

28% 26%

12%

17%

20%

27%

m o r e s a m e l e s s

27% 71% 1%

50% 46% 4%

20% 74% 6%

32% 66% 2%

59% 41% 0%

Seafood and pl ant-baSed are the only protein SourceS

that conSumerS began conSuming more of during the pandemic

Preferred Protein Type Consumption n o w vs l a s T y e a r

chicken

seAFood

beeF

Pork

PlAnt-bAsed

There’s so much to the story of

seafood from Alaska. Wild-caught

by generations of dedicated families

amid majestic snow-capped

mountains, rugged coastal shores

and pristine icy waters. Alaska is

where the best quality seafood

originates and according to

Datassential, calling out “Alaska

seafood” increases shoppers’

willingness to purchase. Read on

to learn more about consumer

seafood preferences and how Alaska

is a call-to-action, empowering the

supermarkets that promote it.

Consumers Want More Seafood

50%of consumers are choosing seafood more often than they did a year ago

unpreCedenTed growTh in 2020

huge grow Th aCross The seafood aisles

AnnuAl seAFood sAles by dePArtment 28% 36%2020

totAl seAFood sales increased

2020 Frozen seAFood

sales increased

new customers!

d e pa r T m e n T

Fresh seAFood

Frozen seAFood

grocery seAFood

totAl seAFood

$ $ C h a n g e

$ 7,157,261,912 24.9%

$ 6,792,090,847 35.7%

$ 2,680,811,593 21.3%

$ 16,630,164,352 28.4%

meAt

Produce

deli

seAFood

bAkery

18.7%

11.3%

0.3%

28.4%

–2.3%

According to the 2021 FMI Power of Seafood Report, the seafood department was a leader in the growth of grocery sales with an increase of

neArly 30% much stronger than meat, produce, deli and bakery.

26%of general consumerspurchased seafood for

the first time ever during the pandemic

Source: 2021 FMI Power of Seafood Report/Nielsen IQ

Source: 2021 FMI Power of Seafood Report/Nielsen IQ Source: 2021 FMI Power of Seafood Report/Nielsen IQ Source: 2021 FMI Power of Seafood Report/Nielsen IQ

35%of consumers are cooking more seafood

at home during the pandemic, with

MOST planning to continue after the

pandemic ends

continue cooking seafood at home after pandemic ends:

affluent 74%general 61%

heAlth & tAste lead the way as top 2 reasons

For choosing seAFood over other proteins

reaSonS for chooSing Seafood over other proteinS

n Affluent n General

It’s healthier overall

Prefer the taste

People in my household like seafood

It has more protein

It’s easier to prepare/cook

It’s more sustainable

I used to purchase it from restaurants, now I purchase

to cook from home

It’s more versatile

More variety available where I shop

Less of an environmental

impact

It’s been most available during the pandemic

It’s a better value

80% 61%

55% 57%

32% 23%

30% 24%

27% 21%

23% 26%

23% 16%

21% 22%

18% 12%

15% 10%

11% 9%

10% 15%

health & Flavor

Yet when it

comes to flavor

seafoodoutshines

55%while

plant-basedfalters

24%

for their

healthy appeal

Consumers select seafood

73%and

plant-basedfoods

74%

Consumer Shopping Behavior & Seafood

Cr avings and promoTions drive se afood purChases

Seafood purchaSing motivatorS n Affluent n General

Sales/promotions at the store

Had a craving for it

Saw a recipe for a seafood dish

Recommendations from friend/family

Displays at the grocery store

Family member asked for it

Recommendations from store employee

Saw an ad for a seafood dish

Free samples at store

54% 49%

50% 53%

34% 33%

22% 24%

19% 20%

18% 17%

15% 13%

14% 17%

12% 20%

your seAFood sAles stAFF is the

#1for consumers

looking for information on

seafood

resource

Fresh Freezer deli cAnned online seAFood Aisle counter Food counter Aisle

69% 57%

60%

69%

33% 42%

49%

59%

21% 25%

once a month+ Seafood purchaSing by grocery Store arean Affluent n General

where Consumers are shopping in The sTore

for encouraging consumers to eat more seafood at home

store ProvidedreciPe ideAs—

the #1 choice

5 toP

C o n s u m e rm o t i v a t o r s

for

choosingseAFood

over other

Proteins

More fresh optionsMore frozen options

Easy recipe ideasHealthy recipe ideas

Knowing the health benefitsKnowing the origin

Knowing the catch date

100% naturalLow cholesterol levels

Non-GMOOrganic

Product of the U.S.Wild caught

Sustainably sourcedEnvironmentally friendly

46%

35%

43%

44%

42%

38%

37%

49%

41%

35%

29%

42%

36%

43%

37%

42%

45%

42%

42%

40%

42%

42%

36%

39%

37%

39%

40%

42%

39%

41%

88%

80%

85%

85%

82%

80%

79%

86%

80%

72%

68%

83% 82%

78% 78%

en

vir

o

so

ur

ce

h

eAl

th

inFo

rm

Atio

n

vAr

iety

moTivaTors To Choose seafood over oTher proTeins when groCery shopping

n Yes, definitelyn Yes, maybe

#1 More fresh options 88%

#2 100% natural options 86%

#3* Easy recipe ideas 85%

#3* Healthy recipe ideas 85%

#4 Product of U.S.A. 83%

#5 Wild-caught 82%

*tied

Seafood attribute importance: at-home conSumption

n Affluent n General

Freshness

Taste/flavor

Superior quality

Is a real, whole food

Type of fish/shellfish

Appearance/visual appeal

Low level of mercury

Good texture/mouthfeel

Consistency

All natural

Price/affordability

No antibiotics

High in protein

Product of the U.S.

Brand you know & trust

69% 64%

68% 65%

54% 52%

53% 54%

54% 50%

50% 52%

48% 50%

46% 47%

41% 45%

42% 41%

31% 52%

38% 39%

36% 42%

32% 38%

30% 39%

superior quality

While less important overall, product of u.S. and known brand are much more important to general consumers compared to affluents.

TasTe and freshness are The mosT imporTanT aTTribuTes for Consumers followed by qualiTy

76%of consumers

are likely to purchase

frozen fish

Consumers Want to Know the Origin…

and that it’s Wild-caught

Wild-cAught, origin And sustAinAbility are verY important when seleCting fish/seafood

Seafood attribute importance for ah preparation

n Affluent n General

The fish/seafood I buy is naturally

caught or wild

I know the source or origin of the

fish/seafood I buy

The fish/seafood I buy is sustainable

The fish/seafood I buy is caught close

to where I live

68%

62%

64%

64%

62%

65%

41%

42%

3 toP

reasons Consumers

prefer wild-Caught

seafood

tAste

less hArmFul Additives

heAlthier

5:1to farmed

Wildis preferred

Alaska Is Powerful and Drives Sales

Alaska king crab

Alaska pollock

Alaska king crab

Alaska pollock

Sablefish

Wild Alaska pollock

Wild-caught Alaska salmon

Alaska salmon

Wild Alaska cod

Alaska pollock

Alaska sole/flounder

Alaska halibut

Russia king crab

Swai/pangasius

King crab

Pollock

Previously frozen sablefish

Alaska pollock

Wild-caught salmon

Atlantic salmon

Pacific cod

Tilapia

Product of USA sole/ flounder

Fresh halibut

P R E F E R R E D S E A FO O D T Y P E S n Affluent n General

92% 85%

88% 80%

80% 72%

76% 73%

76% 65%

75% 69%

72% 70%

71% 68%

70% 67%

59% 52%

58% 50%

54% 55%

8% 15%

12% 21%

20% 28%

24% 28%

24% 35%

25% 31%

28% 30%

29% 32%

30% 33%

41% 48%

42% 50%

46% 46%

3 toP Consumer

desCriptors of seafood from alaska

nAturAl sAFe to eAt

suPeriorquAlity

Consumers prefer

AlAskAsAlmonvs. atl antiC salmon

7 10out oF

7 10out oFConsumers preferpolloCk when

WildAlAskAare Called out

and

Consumers prefer al ask a seafood by a wide margin

top agreement StatementS: Seafood generallyn Affluent n General

Consumers love al ask a seafood and believe The seafood is safe, naTur al and wild

Alaska seafood Alaska seafood Alaska seafood Alaska seafood Alaska seafood is safe to eat is natural is wild fisheries are is not as fresh cert. sustainable as farm-raised

86% 80% 77% 73%

69% 64% 52%

60%

23%

31%

promoTing The alaska origin is key To purChase

+ logo = $

impact of al aSk a Seafood on perceptionSn Affluent n General

Mentioning “Alaska seafood” increases consumers’ willingness to purchase and seeing the logo increases it even more

more likely to purchase

Unaffected

leSS likely to purchase

73% +4%

66% +6%

26% –4%

33% –6%

1% –1%

1% 0%

Change fromlogo addiTion

77%of affluent consumers are more likely to purchase seafood when they see the Alaska Seafood logo

72%of general consumers are more likely to purchase seafood when they see the Alaska Seafood logo

73%of consumers would paY more for seafood displaying the Alaska Seafood logo

the AlAskA seAFood logoextends beyond purchasing behavior,

including positive perceptions of the

grocery store overall, especially signaling

quality and sustainability

Store has high quality seafood

Store cares about seafood quality

Store recommends Alaska seafood

Store supports sustainable fisheries

Would recommend store’s seafood

82%

81%

77%

76%

72%

aSmi logo effect on Store perception

of consumers believe when a store features the Alaska Seafood logo that store supports

sustainable fisheries

76%

of consumers believe a store that displays the Alaska Seafood logo means the store sells

high qualitY seafood

82%

Research MethodologyConducted by Datassential, this online study drew from 1,000 nationally representative consumers consisting of the following:

n 600 affluent consumers between the ages of 25-74, college degree, HHI $100k+

n 400 general consumers

All consumers were required to have purchased salmon and one other type of seafood to eat at home over a 3-month consecutive time period.

Available resources

• Educational materials• Recipes• Consumer trends data• Training in the selection, handling

and uses of all varieties of wild Alaska seafood

• Promotional support

• Photographs, videos and artwork to customize your needs

• Ready access to seafood marketing consultants

• Directory of Alaska seafood suppliers

• Social media support

The Alaska Seafood Marketing Institute (ASMI) has the tools and resources to make it easy for you to build successful promotions.

Alaska Seafood Marketing Institute(800) 478-2903311 N. Franklin St., Suite 200Juneau, AK 99801-1147

for more informaTion:

Please contact us at 800-478-2903alaskaseafood.org/retail

©2021 ASMI #130-028