JULIA BROOKS, MARKET INSIGHT ANALYST, SEAFISH

Shellfish and bivalve markets in the UK

Sources: CEFAS 2015, MMO UK And Foreign Vessels Landings By UK Port And UK Vessel Landings Abroad Underlying Dataset March 2017: 2014, 2015, 2016 And 2017 (Year To Date) Published 26 May’17, HMRC via BTS 2016, The NPD Group/CREST® YE June '17, Tecnmonic Menu Monitor Q1 2017, NPD Group Food Service UK, State of the Nation Presentation YE December 2016, Nielsen ScanTrack & HomeScan MAT 09.09.17, Nielsen State of the Nation

Aquaculture Landings Imports

Commercial Foodservice

Retail Exports

Consumers

Opportunities

Aquaculture* Shellfish: 24,157t (+12%), £37m (+5%), £1.55/kg (-6%)

Sea mussels 79.7% Sea mussels

67.9%

Common edible cockle 12.6% Common edible

cockle 20.3%

Pacific cupped oyster 7.5% Pacific cupped oyster 11.2%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

24,157t £37mSea mussels £1.32/kg Common edible cockle £2.50/kg

Pacific cupped oyster £2.30/kg European flat oyster £6.27/kg

Japanese carpet shell (=Manila clam) £3.50/kg Great Atlantic scallop £15.69/kg

Northern quahog (=Hard clam) £3.50/kg Queen scallop £2.75/kg

All others 0.2% All others 0.6%

Sources: *CEFAS 2015

UK Vessel Landings into UK* Shellfish: 134,346t (+2%), £307m (+21%), £2.29/kg (+19%)

Sources:2016 MMO UK And Foreign Vessels Landings By UK Port And UK Vessel Landings Abroad Underlying Dataset March 2017: 2014, 2015, 2016 And

2017 (Year To Date) Published 26 May’17 *Live Weight

Crusteacean 49%

Crusteacean 62%

Bivalve 45%

Bivalve 29%

Other 6% Other 9%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

134,346t (+2%) £307m (+21%)

Crusteacean £2.89/kg Bivalve £1.49/kg

Other £3.27/kg

Scallops 53%

Scallops 71%

Whelks 36%

Whelks 25%

Cockles 8%

Cockles 4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

59,992t (-8%) £89m (+11%)

Scallops £2.01/kg Whelks £1.01/kg

Cockles £0.71/kg Mussels £0.13/kg

Oysters £3.14/kg

All others 3% All others 0.4%

Bivalve

Imports* Shellfish: 102,825t (+9%), £793m (+11%), £7.71/kg (+2%)

Sources: HMRC via BTS 2016 *Includes landings by foreign vessels into UK

Bivalve: 10,422t (+27%), £61.9m (+34%), £5.94/kg (+6%)

1,463t (2%)

Aquaculture

24,157t / 10% £37m / 3%

Landings

134,346t / 51% £307m / 27%

Imports

102,825t / 39% £793m / 70%

Commercial Foodservice

Retail Exports

Consumers

Opportunities

261,328t (+5%), £1,137m (+13%)

15.6 20.7

15.6

23.3 10.9

13.4 9.7

8.1 16.8 1.1

30.9 33.2

0.5 0.2

% Total SeafoodServings (+4.1%)

% Total ShellfishServings (+1.4%)

All Others

Quick ServiceRestaurants (excl F&C)

Fish & Chips

Workplace/educationCanteens

Travel & Leisure

Full Service Restaurants

Pubs

Source: The NPD Group/CREST® YE June '17

3.2

%

3.3

%

2.2

%

1.3

%

0.7

%

1.2

%

0.0

%

% Visits Including Shellfish

Commercial Foodservice Shellfish: 208m servings (+1.4%)

516

139

417 (-19%)

120 (-14%)

Menu Incidence Operators Menuing

Q1 2016 Q1 2017

Contemporary CDR

12%

Fast Casual

1%

Fine Dining 43%

Midscale 1%

Pub Groups

8%

Quick Service

0%

Traditional CDR 23%

Upscale CDR 12%

Commercial Foodservice Menus Bivalve: 417 listings (-19%)

Source: Tecnmonic Menu Monitor Q1 2017. Base: Menu Items Across 254 Restaurant Operators in the UK. Key: CDR = Casual Dining Restaurant

San Carlo: King Scallop

Horseback – Wrapped in

bacon and served on a bed

of wild rice. £9.95

Simon Radley: Helford

Oysters – Poached and

fried. Yuzu curd and Hass

avocado

The Florentine: Josper

Roasted Mussels – Fresh

lemon, parsley, and skinny

fries. £10.95

akkasan: Wok-Fried Razor

Clam – In XO sauce with lily

bulb and bamboo shoot,

available on the Only At

Hanway Menu, locally

sourced ingredients are

subject to availability.

£28.80

Dean Street Townhouse:

Cod – Pumpkin, cockles

and pickled walnut. £24.00

Bentley’s Oyster Bar &

Grill: Seashore Sharing

Platter – Oysters, mussels,

cockles, whelks, Clams,

Crevettes. £45.00

Source: Tecnmonic Menu Monitor Q1 2017. Base: Menu Items Across 254 Restaurant Operators in the UK

Commercial Foodservice Menus In 2017 bivalves are increasingly being used in Asian noodle mains.

Both rich and fresh flavours are growing among dishes.

Adapt

Unique outlets

Locations

Service methods

Innovate

Differentiate

Ethics

Healthy

Waste

Excel

Quality

Eating experience

Source: NPD Group Food Service UK, State of the Nation Presentation YE December 2016

Foodservice outlets need to move with the times…

Retail Shellfish: 176m units (+2%)

Total Seafood £3.2bn (+3%)

322,348t (-2%) £9.97/kg (+5%)

1.2bn units (-2%) £2.74/unit (+5%)

Shellfish £538m (+1%)

39,453t (+2%) £13.65/kg (-0.4%)

176m units (+2%) £3.07/unit (-0.04%)

62.4

(+0.7%)

£2.75

(-0.2%)

8.8

(+0.4%)

11.4kg

(+0.4%)

SHELLFISH

96.9

(+0.2%)

30.8

(-0.4%)

15.1kg

(-2.5%)

Penetration

Frequency

AWoP

Volume

£ per

Unit

£2.49

(+4.5%)

TOTAL

Source: Nielsen ScanTrack & HomeScan MAT 09.09.17

Mussels (+10%)

48% Scallops (-7%) 34%

Cockles (+1%) 12%

Clams (+98%)

3%

Oysters (-20%)

3%

Winkles (-69%)

0%

Bivalve £47m (+3%)

5,137t (+6%) £9.2/kg (-2.8%)

18m units (+3%) £2.59/unit (+0.01%)

£47m

(+3%)

17.4

(+2.3%)

£2.26

(+5.1%)

3.7

(+0.9%)

4.5kg

(-0.1%)

Penetration

Frequency

AWoP

Volume

£ per

Unit

Retail Bivalve: 18m units (+3%)

Source: Nielsen ScanTrack & HomeScan MAT 09.09.17

Retail What’s in store …

Retail What’s in store …

Retail What’s in store …

Retail What’s in store …

Retail What’s in store …

Seeking

Good value

Promotions

Range

Convenience

Positive in-store experience

Influencers

Economic change

Informed decision making

Omni channel

Disparate lifestages

Time pressures

Source: Nielsen State of the Nation (Homescan Survey (GB), Nielsen Shopper Trends January 2017)

Retailers need to keep ahead of changing demands of

shoppers…

Seafood 62.6%, 60.1%

Shellfish 68.4%, 58.4%

Seafood 58.0%, 87.1%

Shellfish 60.0%, 88.1%

55

60

65

70

75

80

85

90

95

57 58 59 60 61 62 63 64 65 66 67 68 69

% S

ale

s V

alu

e £

/Se

rvin

gs

Ag

ed

Ove

r 3

5

% Sales Value £/Servings Social Class ABC1

Retail

Foodservice

Source: Nielsen HomeScan MAT 12.08.17, The NPD Group/Crest® YE June '17

Consumers

Consumer Motivations

Traditional Favourite

Premium Treat

Food Theatre / Interaction

Confidence in Prepared Options

Healthy Finger Food

New Exotic Flavours

Consumer Barriers

Old Fashioned

Lack of Recipe Inspiration

Expensive Indulgence

Wasteful

Intimidating

Appearance / Messy / Smelly

Quality Misconceptions / Preparation Concerns

Time Consuming

Netherlands

5,909t (-11%)

Italy

3,272t (-5%)

I.Republic

1,036t

(+93%)

Spain

2,345t

(-10%)

Exports** Shellfish: 71,580t (+11%), £472.5m (+27%), £6.60/kg (+15%)

Source: HMRC via BTS 2016, ** Includes landings by UK vessels abroad

Bivalve: 22,931t (+8%), £145.8m (+27%), £6.36/kg (+18%)

Scallops

12,898t (+10%)

Clams.

cockles &

arkshells

4,686t (+55%) Mussels

3,607t

(-31%)

Oysters

1,740t

(+34%)

16,392t (-7%)

Aquaculture

24,157t / 10% £37m / 3%

Landings 134,346t / 51% £307m / 27%

Imports

102,825t / 39% £793m / 70%

Commercial Foodservice 208m servings

(+1%)

Retail 176m units (+2%)

39,453t (+2%)

Exports 71,580t (+11%)

Opportunities

261,328t (+5%), £1,137m (+13%)

111,033t (+7%) 384 items (+1%)

Foodservice

Quick service restaurants

Food on the move

Innovative options

Retail

Molluscs innovation

Convenience

Savvy shopper

Consumer

Younger

More affordable

Convenience

Exports

Target key markets

• New recipes & flavours

• Recreate favourites with twist Inspire

• Meal occasions e.g. snacking, sharing

• Cater for different budgets Range

Development

• Minimise mess, smell, time, waste

• Alternative packaging options Convenience

• Value for money

• Health and quality credentials Assurance

Opportunities

Defra 2040 Market Insight

6 - 13 October 2017

Thank you

Julia Brooks, Market Insight Analyst, Seafish

J_Brooks@Seafish.co.uk