2018 SEAFOOD REPORT A NEW ERA FOR SEAFOOD IN FRANCE
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2018 SEAFOOD REPORT A NEW ERA FOR SEAFOOD IN FRANCE
2018 SEAFOOD REPORT: A NEW ERA FOR SEAFOOD IN FRANCE
03
Norway is cold.
Very cold.
But while this may create
some challenges for humans,
our fish thrive.
For thousands of years
CONTENT
Norwegians have lived in
harmony with the forces of
nature. It has taught us how
to innovate and preserve,
to nurture and harvest.
In our cold climate and
crystal clear waters, the
seafood grows slowly
– developing a perfect
taste and texture. SOURCES: INTRODUCTION: Seafood consumers on the move
page 05
Survey France 2018
Origin matters.
Carried out by TNS Kantar on behalf of
the Norwegian Seafood Council between
the 31st of May and 6th of June 2018.
01/ SEAFOOD CONSUMPTION IN FRANCE
Sample size: N = 1 000
page 06
Seafood Consumer Insight
Yearly tracker, 2012 – 2018.
Carried out by TNS Kantar on behalf of
02/ EVOLVING SHOPPER HABITS
the Norwegian Seafood Council page 12
in February and March every year.
2012 sample size: N = 1 000
2013 sample size: N = 1 001 03/ SEAFOOD TOWARDS A NEW ERA
2014 sample size: N = 1 023 page 21
2015 sample size: N = 1 012
2016 sample size: N = 1 012
2017 sample size: N = 1 000
2018 sample size: N = 1 003
CONCLUSIONS: Seafood, disrupted?
page 30
Kantar Worldpanel/NSC
Sample size: 12 000 households.
Focus groups France 2017
Carried out by TNS Kantar on behalf of
the Norwegian Seafood Council between
the 13th and 17th of November 2017.
Four focus groups with consumers were
carried out; 2 in Paris and 2 in Bordeaux.
Ages of consumers varied between
25 and 60 y.o.
2018 SEAFOOD REPORT: A NEW ERA FOR SEAFOOD IN FRANCE
05
INTRODUCTION
Seafood consumers on the move
by Maria Grimstad de Perlinghi
Director France
NORWEGIAN SEAFOOD COUNCIL
In our rapidly changing world, where new French consumers are also among the world’s
technologies allow for immediate access most knowledgeable when it comes to food
to information, consumers’ perceptions, production and understanding the value
expectations and choices are evolving at high chain.
speed. A few years back, all French consumers
would ask for was fresh and tasty seafood.
Issues like sustainability or animal welfare Our aim for this report is to provide our
were something the media talked about, but partners with knowledge about how the
these questions were simply too far-fetched French seafood consumers are evolving,
for consumers to care about when they were and to share previously unpublished insights
doing their everyday shopping. about how new trends are impacting their
perceptions and attitudes. What is the
status for seafood consumption in France?
Today, fresh and tasty food is still a Who is eating more, and who is eating
prerequisite for the French, but in just a few less? How are attitudes towards seafood in
years, many new concerns have started e-commerce evolving? What’s up with the
to impact not only how they think about image of farmed seafood among the French?
seafood, but also their shopper attitudes. And how is the “vegan wave” impacting the
All of a sudden, consumers are starting to behavior of seafood consumers? Are there
ask whether their seafood is produced in any perspectives for growth for seafood in
an environmentally friendly way, or whether the French market? These are some of the
the fish was treated with respect. For years, questions we will answer throughout this
these issues were almost disregarded in the report.
seafood business because they were not
drivers for consumption, but is it any different
now? We will certainly have a thorough look We hope you will enjoy this little journey
at that in this report. inside the French seafood consumers’ minds.
To this, we can add the fact that e-commerce Happy reading!
has brought new opportunities to seafood.
Consumers seek convenience and might
be ready to change the way they shop, but
how much are they willing to compromise
on other needs to get food delivered without
breaking a sweat?
Insights are more than ever a key to survival
for any business. This is no less true in the
seafood business. At the Norwegian Seafood
Council, we invest considerable efforts in
obtaining world class insights about seafood
consumers in our most important markets.
In France, one of our top consumer markets,
insights are essential to help us analyze and Maria Grimstad de Perlinghi
assess how tomorrow’s seafood consumers
might think and act regarding food in
general, and seafood in particular. France
is definitely one of the leading markets Director France
when it comes to adopting new trends, and Norwegian Seafood Council
2018 SEAFOOD REPORT: A NEW ERA FOR SEAFOOD IN FRANCE /01 - SEAFOOD CONSUMPTION
07
/01.
SEAFOOD
CONSUMPTION
IN FRANCE
In this introductory chapter, we will look at the
basics in French seafood consumption; French
consumers’ habits and how have they evolved
over the last few years.
2018 SEAFOOD REPORT: A NEW ERA FOR SEAFOOD IN FRANCE /01 - SEAFOOD CONSUMPTION
09
SEAFOOD CONSUMPTION
The annual seafood consumption per capita 3 OUT OF 10 FRENCH EAT SEAFOOD HIGH FREQUENT CONSUMERS HAVE THE HIGHEST VALUE SHARE
in France is 34 kilos (wet weight). TWICE A WEEK OR MORE
4 %3 % 3%
2%
7%
7% 7%
8%
8% Twice a week or more often 8% High frequency
28,7 %
Once a week Medium frequency
37%%
34 37 %
2-3 times a month Even though the high frequent seafood Low frequency
1519
% % Once a month consumers - those who eat seafood twice a 19 %
PER PERSON PER YEAR 6 times a year or less week or more - only represent 34 % of the
71,1 %
Never eat population, they definitely carry the larger
part of the value in the French seafood
26% %
27 26 %
market. As a matter of fact, they represent
as much as 71 % of the value. This means
The average consumption has been that they could be considered as the more
steadily declining over the last years. Back 27 % of consumers eat only once a week, and the remaining 34 % even important consumer segment for seafood;
in 2011 it was 2 kilos higher: 36 kilos per more rarely than that. 4 % never eat seafood, which is also slightly more both because they consume the major FRENCH CONSUMERS STATE MANY GOOD REASONS TO EAT SEAFOOD
person per year. Throughout this chapter, than two years ago. part of the seafood, and because their
0,80
we will go into details of French seafood value share indicates that they are also 0,70
consumption, and try to uncover some This means that French consumers seem to pull back on their seafood willing to pay more for their seafood than 0,60
of the explanatory factors of this decline. consumption, and throughout this report we will try to observe some of other consumers. Consumers who eat once 0,50
the reasons for this drop in consumption. a week represent 28,7 % of the value share, 0,40
Given the increasing focus on healthy and although they total as much as 42 % of the 0,30
HIGH FREQUENT CONSUMER SEGMENTS French poulation. Lastly, the remaining 19 % 0,20
sustainable food from both media and
Let us focus a little bit on the consumers who eat the most seafood. Who of the population who eat seafood only 0,10
influencers, one could expect that
are they? In most countries, the older consumers tend to eat more seafood once a month or less, only represent 0,2 %
0,00
consumers would progressively turn to
e
e
s
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ly
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ey
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it
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than the younger consumers. They generally have better economy, more
nd
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of the value share
ep
ep
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rie
sg
seafood as a preferred choice of protein.
lik
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m
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be
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pr
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lf
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time to cook, and are more concerned with their health. But 2018 has a
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ck
sy
en
ue
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ui
iri
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sp
little surprise for us: when we look at the period from 2013 until now, this
Th
A
ro
In
Meanwhile, we will see that there is some-
vi
En
trend seems to turn around. 2012 2013 2014 2015 2016 2017 2018
times a world of difference between what is
in the media spotlight and how consumers
actually behave in their busy everyday There is a surprisingly positive development among Millennials.
lives. These consumers, generally defined as those born between 1981 and 1996,
have a set of particular characteristics that make them worth following.
2/ Although the elements «environmentally friendly» and «safe to
eat» have quite low scores in this chart, they are definitely showing
quick progression.
MILLENNIALS EAT MORE!
FRENCH CONSUMERS STATE MANY In 2012, only 7 % stated that environmental aspects were a good reason
GOOD REASONS TO EAT SEAFOOD to eat seafood. This has more than doubled since then. Food safety also
90
But one thing has not changed: French seems like a growing concern among consumers; 13 % now state that food
85
consumers still state many good reasons safety is a good reason to choose seafood, against only 7 % back in 2012.
80
to eat seafood. Along with health benefits,
75
taste is the most important reason for
70
eating seafood. In the chart, there are a
65
few elements that stand out;
60
1/ It seems like the fact that seafood
55
50
We might suggest that the awareness and knowledge of seafood as
On the positive side, we still observe that 2013 2014 2015 2016 2017 2018 might be a lean alternative is less safe and sustainable foods have increased, and that these elements are
as many as 97 % of French consumers do Millennials Generation X Baby Boomers important to French consumers now becoming more important to some consumers.
Linear (Millennials) Linear (Generation X) Linear (Baby Boomers)
eat seafood, even though as much as 66 % than earlier.
eat seafood at a low frequency; 2-3 times As we can also see in this chart, over 40 % of consumers think that seafood
a month or less. This could be a result of several things, such is easy to prepare. The fact that seafood is easy to prepare is also increasingly a
as common awareness of seafood as lean «good reason to choose seafood», together with environmental and safety
This chart shows trendlines for the number of seafood meals consumed
If we look at the full picture when it comes aspects of seafood.
by each generation. Baby boomers, who, in most markets, are those who protein, but also in general a seemingly
to consumption frequency in France, we
have the highest seafood consumption, show a clear decline in their decreasing focus on the need to eat less
observe that only 34 % of consumers When we look at the full picture of resons why people eat seafood in
number of seafood meals. They have actually gone from 86 seafood fatty. These days, focus is rather on eating
actually sustain the recommended seafood France, it could give us a few ideas how to to inspire consumers to eat
meals a year in 2013, down to 69 meals this year. Millennials, however, have the right kinds of fats – and seafood
intake, with a weekly consumption of two more fish.
gone from 58 up to 72 meals in the same period! If this trend continues, inarguably has a strong case in this field!
meals or more. That’s a 3 % drop from 2016.
Millennials may create a bump in tomorrow’s seafood consumption.
2018 SEAFOOD REPORT: A NEW ERA FOR SEAFOOD IN FRANCE /01 - SEAFOOD CONSUMPTION
11
Consumers have been falling off from
AVERAGE PRICE OF SEAFOOD VS. PRICE OF 20 MOST POPULAR SPECIES*
the top consuming segments since 2016.
2 PORTIONS of seafood 30,0
2 197 702 less consumers now eat seafood
on twice a week or more, in only two years.
per week: is the recommended 26,3
lm €
Sa ,40
25,0
This means about 80 million less seafood
seafood intake 18 d €
Co ,60
15 d meals, or about 10 000 metric tons
20,0 18,4 18,2 oo
17,8
af € seafood less each year since 2016.
16,5 15,9 15,7 15,6 15,5 Se ,10
1 1
15,0 13,8 13,3 12,8
12,2 11,9
11,1 10,7 10,2 10,0
10,0 8,4
7,4
6,9
2 197 702
5,0
TWO PORTIONS PER WEEK
sh
p
am
le
h
r
a
ns
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k
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)
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rin
So
oo
Co
fi
ou
kfi
aw
do
o
Tu
ys
Cr
al
as
(B
re
lfi
ay
Even though health is the single most
H
lm
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aw
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af
(L
on
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on
ad
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oa
ng
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le
ss
Cr
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ss
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ib
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Ba
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ic
e
a
important reason for French consumers
ith
pr
a
Se
Se
Sa
e
ag
er
to eat seafood, it seems like the barriers
Av
* natural fresh - last 12 months ending march 2018
towards seafood consumption are still
keeping consumers from eating enough
seafood. DEVELOPMENT IN AVERAGE PRICE (EUR) OF FRESH SEAFOOD IN DIFFERENT CHANNELS FRANCE: AT THE LOWER END OF SEAFOOD CONSUMPTION
As a matter of fact, both French and inter- 16,00 Seafood consumption in selected countries - share of consumers eating seafood twice a week
national health authorities state that we
15,00
should eat 2 portions of seafood per week 80 % 75 %
14,00
in order to reap essential health benefits 70 %
71 %
67 %
from nutrients such as omega 3, vitamin 13,00
60 %
60 %
D and iodine. 12,00
11,00 This also means that the percentage of 50 % 48 %
43 %
10,00
French consumers who are not getting 40 % 38 %
36 % 34 %
9,00
enough of the nutrients seafood offer has 31 %
30 %
gone up to 66 %. That is 43 million people.
8,00 20 %
7,00
FRANCE; AT THE LOWER END OF 10 %
6,00
2012 Q4 2013 Q4 2014 Q4 2015 Q4 2016 Q4 2017 Q4
SEAFOOD CONSUMPTION 0%
Also, when comparing France to some Portugal Norway Spain Japan Italy Great Britain USA Sweden France Germany
Discounts Hypermarkets
Neighbourhood Stores Online
of its European neighbours, France seems
2 PORTIONS of seafood Specialists Supermarkets
to be on the lower end of seafood con-
per week: health benefits from sumption frequency.
nutrients such as omega 3, CONSUMERS ARE FALLING OFF THE TOP FREQUENCIES
While only about a third of French
vitamin D & iodine If we look at the number of consumers who eat seafood twice a week or more over
consumers (34 %) eat seafood twice a week
time, we are a little bit below the 2012 level, while there was a peak in 2015, when 38 %
or more, southern European countries
of French consumers had the recommended amount of seafood.
such as Spain and Portugal are true
SEAFOOD PRICES ON THE RISE seafood champions; they can show for a
Seafood consumption in selected countries - share of consumers eating seafood twice
We know that price might be an issue considerably higher share of consumers
a week
for many consumers. Average prices on who eat seafood at this rate (Portugal 75
seafood are on the rise in France, and %, Spain 67 %).
CONSUMERS WHO EAT SEAFOOD TWICE A WEEK OR MORE
this is probably not helping. When we
asked consumers 2 years ago what could Norway is also naturally a seafood-
be done to help them eat more seafood, loving country; two thirds of the Norwegian
39 %
«better prices» was among the answers population (71 %) eat the recommended
we received. On the other hand, there 38 % 38 %
two portions of seafood every week.
has also been higher media attention
37 %
on seafood, and many undocumented 37 % Among countries it is natural to compare
36 %
sources claim that seafood might not 36 %
36 %
with, only Germans have a lower share of
be as healthy for us as authorities tell 35 % high frequent seafood consumers; only
35 %
us, while others will claim that seafood 35 % 3 out of 10 Germans put seafood on the
34 %
– wild or farmed – is not sustainable, de- 34 % table twice a week.
spite the fact that seafood in general 33 %
has an excellent environemental profile
compared to other sources of animal 32 %
2012 2013 2014 2015 2016 2017 2018
protein.
High
2018 SEAFOOD REPORT: A NEW ERA FOR SEAFOOD IN FRANCE /02 - EVOLVING SHOPPER HABITS
13
/02.
EVOLVING
SHOPPER
HABITS
After the latest updates on the basics in
French seafood consumption, we have been
able to establish that the seafood consumption
in France is declining, but that there are some
positive developments, for instance among
Millennials.
In this chapter we will focus on shopper
habits and how they evolve. We will focus on
the fast-moving attitudes towards online
grocery shopping, but also look into the changes
in consumer choices when it comes to seafood.
This part of the report has a few surprises in store!
2018 SEAFOOD REPORT: A NEW ERA FOR SEAFOOD IN FRANCE /02 - EVOLVING SHOPPER HABITS
15
WHERE CONSUMERS BUY SEAFOOD SEAFOOD IS CATHING UP WITH GROCERIES IN E-COMMERCE
CHILDREN MAKE THE DIFFERENCE!
As of today, there is no major shift in where Even though the likeliness of buying groceries online is not progressing very fast, there
French shoppers buy their seafood. Hyper- are some very positive developments when it comes to seafood shopping through this
People with children are more likely to buy seafood online
and supermarkets and local grocery stores channel.
70 %
are still by far the most important channel, 63 %
with close to 90 % of consumers buying In these charts, we can see how seafood is keeping up with other groceries through e- 60 %
seafood here. However, it is interesting to commerce. In 2016, we found that the barrier for buying seafood online was considerably 50 %
look at where different segments shop. In higher than for buying other groceries. This year, we observe that there is only a slight in-
40 %
the chart, we have divided segments into crease in the likelihood of buying groceries online, while there is a 3 % progression in the 36 %
32 %
high, medium and low frequency. It is likelihood of buying seafood. 30 %
very clear that the more seafood you buy, 20 % 17 % 18 %
14 %
the more likely you are to buy seafood But the most significant progress is to be found among those who already buy online. 11 % 9%
This means that seafood is definitely 10 %
through channels such as specialized deli- Again, there is a mere 1 % progression in the share of people who state that they already
catching up with other groceries, and that
catessen stores or fish shops. The price buy groceries online. For seafood, however, there is a 6 % increase! 0%
the online trend seems to have less negative Not likely / not likely Indifferent Likely / extremely Already buy online
levels tend to be significantly higher in at all likely
impact for seafood than earlier.
these channels, compared to hyper- No children 1 + child
and supermarkets, and this only goes to SEAFOOD IS CATCHING UP WITH GROCERIES IN E-COMMERCE
show that the high frequent segments are
considerably more willing to pay for seafood Likelihood - groceries vs seafood Already buy - groceries vs. seafood
that meets their requirements.
20 %
18 %
18 % 14 % 13 % CHILDREN MAKE THE DIFFERENCE!
17 %
If we look at the development in online 12 % 12%
16 %
shopping, we still observe that this channel 14 % When we look precisely at the types
10 %
has limited market share. Meanwhile, it 12 % 11 % 9% of consumers who are most likely to
remains a relatively more important channel 10 %
8%
8%
buy seafood online, children seem to
for high frequent seafood consumers than 8% 6% make the difference.
for the total population. 6%
4% 3%
4%
2%
In fact, people with children are about
2%
twice as likely to shop for seafood
0% 0%
Likelihood groceries Likelihood seafood Already buying groceries online Already buying seafood online online than consumers without chil-
2016 2018 2016 2018 dren.
We also observe that the income level
of the household has an impact on the
CONSUMERS WHO BUY ONLINE ARE MUCH LESS RELUCTANT TO INCLUDE likelihood of buying online; higher
SEAFOOD IN THEIR SHOPPING BASKETS THAN EARLIER
incomes are more willing to do
When we look into those who state that they are likely to buy groceries online, we also
their seafood shopping through e-
observe a very positive change; they are considerably less reluctant to buying seafood
commerce. It is reasonable to assume
than they were two years ago. There is a 11 % drop in the share of consumers who would
that consumers with children and a
not consider including seafood in their shopping basket. Now, only 1 out of 4 consumers
Two years ago, we started asking consumers demanding professional situation find
who buy groceries online stay skeptical to buying seafood here.
how likely they were to buy groceries online shopping convenient and
online. Most retail chains now offer drives time-saving in their busy everyday
or home delivery, and the trend of taking lives, and that they are willing to
down physical hypermarkets seems clear. CONSUMERS* WHO BUY ONLINE ARE EVEN LESS RELUCTANT overlook barriers that are still too
TO INCLUDE SEAFOOD IN THEIR SHOPPING BASKETS
People want more convenience; they want strong for other consumer segments.
more time and energy for the important 50 %
46 %
things in life. However, French consumers 45 %
are famous for their attention to- and 38 %
40 %
interest in food, so at some level, maybe
35 % 33 %
grocery shopping is part of what people 21 %
still are ready to spend time on? 30 %
25 %
25 %
19 %
In fact, 51 % of French shoppers are still 20 %
reluctant to buying groceries online. This 15 %
14 %
is 11 % - or 7,2 million people – less than 10 %
in 2016, but one might have expected the
5%
skepticism to drop faster.
0%
Not likely / not likely at all Indifferent Likely / extremely likely
2016 Seafood 2018 Seafood
* Out of consumers who declare that they are likely to buy groceries online
2018 SEAFOOD REPORT: A NEW ERA FOR SEAFOOD IN FRANCE /02 - EVOLVING SHOPPER HABITS
17
BUYING SEAFOOD ONLINE: ARE
MILLENNIALS DIFFERENT? BUYING SEAFOOD ONLINE: ARE MILLENNIALS DIFFERENT?
Previously in this report, we established
45 %
Why consumers don’t buy seafood online
that Millennials show a very positive trend 40 %
with regards to seafood consumption. 40 %
38 %
1/ I WANT TO SEE THE PRODUCT
They have significantly increased the 35 %
number of meals they eat during a year, 30 %
and are also increasingly eating seafood 25 %
2/ I WANT TO CHOOSE THE PRODUCT
25 %
23 %
out of their homes; in restaurants or on the 19 % 18 % 19 %
run.
20 %
17 % 3/ I DOUBT THE FRESHNESS
15 %
10 % 4/ I DOUBT THE COLD CHAIN
What about Millennials’ shopping 5%
5/ I DON’T TRUST THE RETAILER TO CHOOSE FOR ME
habits? Are they any different from 0%
Indifferent
Not likely / not likely at all Likely / extremely likely Already buy online
the total population? Total Millennials
As a generation with full internet fluency,
one might expect Millennials to be more MILLENNIALS’ SHOPPING PATTERN
likely to shop online. In reality, the difference
is quite small; a mere 2 % more Millennials 100 %
90 %
declare that they are likely to buy seafood
80 %
online in the next 12 months.
70 %
60 %
The difference is the same among those 50 %
who already buy seafood online: 19 % of 40 %
Millennials already buy online, against 30 %
17 % for the total population. 20 %
10 %
MILLENNIALS’ SHOPPING PATTERN 0%
So where do the Millennials shop for
e
n
ry
i
t
r
sh
ge
in
ke
se
ce
nl
Su
es
ar
on
ro
O
rm
at
m
lg
seafood? Clearly, there seems to be a wish
ik
sh
pe
ca
el
l fi
su
Lo
/d
na
-/
of going back to traditional fishmongers
op
tio
er
sh
yp
di
sh
a
H
Tr
Fi
and specialist stores, to the detriment of Millennials Gen X Baby boomers
hyper- and supermarkets. However, they
buy more seafood online than the older
generations, and they buy significantly
more ready-made sushi to take home or
eat on the go.
Our hypothesis is that this generation tends
to do big grocery shopping in supermarkets,
or sometimes online, and then supplement
with fresh products such as seafood from
specialist stores in their neighborhoods
throughout the week. At least, many
indicators point in that direction.
Even though attitudes towards online shopping are progressing, the
fact is still that over half of the French population do not wish to
buy groceries online, and even less seafood. We asked them about
the reasons for this, and the results clearly show that there is a
fundamental lack of trust in the online retailers. Consumers want to
see and choose the products for themselves, otherwise they doubt
both the freshnesss and the cold chain. Bottom line is, as stated in
the overview, that consumers don’t trust the retailer to make the
choice for them.
2018 SEAFOOD REPORT: A NEW ERA FOR SEAFOOD IN FRANCE /02 - EVOLVING SHOPPER HABITS
19
AGE IMPACTS BARRIERS
BARRIERS TOWARDS BUYING SEAFOOD ONLINE - AGE VARIATIONS
The barriers towards buying online also
vary largely with age. Consumers aged
When we break down the elements that SHOPPERS LOOK FOR:
90 %
consumers declare that they have started
35-54 have much more distrust in the
80 % 78 %
to care about, it is very clear that there
retailer than younger and older consumers.
70 % is still need for more reassurance about 1/ DETAILED INFORMATION ABOUT
In addition, they have considerable doubts 63 %
60 % the quality of the fish and its provenance. PRODUCTION AND CONTENT
about the cold chain. Also, we observe that 60 %
55 % 56 %
48 % 49 %
50 % 50 % Consumers seem to want much more
the older age group (55-65) are the ones 50 %
2/ FREE FROM GMO / ANTIBIOTICS /
42 % detailed information about the seafood
who are most bothered by the fact that 40 % ANIMAL PROTEIN (IN FEED)
33 % they buy; they wish to know how the fish
they cannot see the product for them- 30 %
25 % 25 % is produced, and what it contains. They 3/ A TRUSTWORTHY COUNTRY OF
selves when shopping online. However, 17 %
20 %
also look for a country of origin they trust. ORIGIN
doubts about the freshness of the prod- 10 %
10 % Among high frequent seafood consumers,
ucts, and the wish to choose the products
0% the tendency to look for these items are 4/ SUSTAINABLE CAUGHT / FARMED
themselves are common across all age I don’t trust the retailer I doubt the cold chain I doubt its freshness I want to choose I am not able to
to choose for me the product myself see the product even stronger than for other consumers.
groups. 5/ ORGANIC
Age 20 - 34 Age 35 - 54 Age 55 - 65 For example, they are 5% more looking
for detailed information about production
This means that the online channels such
method and content of the product,
as we know them today – and the seafood
compared to the average seafood
offer in e-commerce – are not adapted to
consumer.
all the needs and expectations that go
deep beyond the need for convenience.
3 10
WHAT ARE CONSUMERS CONCERNED
ABOUT?
Clearly, there are still some important OUT OF
barriers towards buying food – and
seafood – through online channels. The HAVE NEW CONCERNS
hypothesis is that shopping through WHEN BUYING SEAFOOD
the screen weakens the already fragile
confidence consumers have in retailers.
Also, we can add new concerns that
shoppers may have developed when buying
seafood. As mentioned before, there has WHAT HAS RECENTLY* BECOME IMPORTANT TO CONSUMERS WHEN BUYING SEAFOOD?
been a relatively heavy media focus on The result is rather astonishing: 30 % of French consumers state that when
foods in general, including many types of buying seafood, they pay attention to other things today than they did 12
Detailed information about production method/content 44 %
Free from antibiotics/OGM/not fed with animal protein 42 %
seafood, which might have led consumers months ago. A country of origin I trust 37 %
to ask themselves questions that they did The seafood is sustainably farmed/caught 36 %
not bother with earlier. Presence of «BIO» label 34 %
RISE OF NEW CONCERNS WHEN BUYING SEAFOOD (LAST 12 MONTHS) The product has a quality label 33 %
Respect of animal welfare in the production 29 %
Total population The seafood is very fresh 28 %
The seafood is wild caught 26 %
+9% The quality of the seafood 24 %
Among high 20 % The product comes from France 21 %
frequent
High frequent
A fishmonger prepares the product for me 20 %
seafood
consumers seafood consumers It’s a product that I am used to buying 12 %
48 % The product looks appetizing 11 %
* Last 12 months
15 % Premium packaging 9%
41 % Just below the top five, we can see that consumers are increasingly looking for quality
32 %
labels, and that concerns linked to animal welfare are also starting to emerge: 29 % of
44 % respondents state that they pay attention to whether animal welfare has been respected
in the production.
Same as before I pay attention to new factors Don’t know
In order to adapt the seafood offer to
consumers’ needs, it is essential to gain If we look further into the segments, we also see that the share of consum-
insight into what consumers actually look ers who have new concerns is considerably higher among high frequent
for when they buy a seafood product. In consumers than among the general population; 44 % state that they look
our latest survey, we asked consumers if for certain elements in their seafood now, that they did not seek out last
there is anything that seems important
year.
to them when buying seafood today, that
they did not find (as) important 12 months
ago.2018 SEAFOOD REPORT: A NEW ERA FOR SEAFOOD IN FRANCE /03 - SEAFOOD TOWARDS A NEW ERA
21
/03.
LABELS ARE GAINING AWARENESS!
LABELS ARE GAINING AWARENESS
With “BIO” and quality labels in the 5th
and 6th positions among consumers’
new concerns, it is reasonable to assume 90 %
that this is an expression of the fact that 80 %
82 %
78 %
consumers need reassurance on the quality 80 %
70 % 70 %
of their seafood, and that labels to some 70 %
63 %
extent can provide this reassurance. 60 %
50 %
For sure, labels are gaining awareness 41 % 40 %
38 %
among French consumers. Even labels
40 % 36 % 35 %
30 %
such as Label Rouge and AB – Agriculture 30 % 28 %
25 %
22 %
biologique (“BIO”), which have been well 20 %
20 %
known for years, see their awareness
13 %
10 % 7% 7%
5%
progressing. But the labels that had very
0%
limited awareness in France two years ago, Label Rouge Agriculture Saveur de Appellation Indication Fairtrade Euroleaf MSC ASC Friends of the sea
biologique l’Année d’origine géographique
such as MSC and ASC, observe a tremendous protégée protégée
development; MSC has gone from being 2016 2018
practically unknown to being recognized
SEAFOOD
by 35 % of the population, while ASC has
seen a 300 % growth in awareness; the
label is now recognized by 20 % of the
French population. MORE LABELS ARE BECOMING IMPORTANT FOR CHOICE
TOWARDS
The quality of foods and production
conditions have been largely present
90 %
80 %
on the media agenda these last years, 80 %
and both journalists and opinion leaders 70 %
A NEW ERA
70 %
within food, such as chefs, tend to 62 %
59 %
63 %
60 %
recommend certain labels to consumers.
The huge quantity of information – both 50 %
44 %
documented and fallacious – about foods 40 %
38 % 37 %
35 %
that is available to consumers probably 30 %
28 %
32 %
27 %
30 %
makes some of them unsure about what 25 %
22 %
25 %
20 %
to choose, and labels may offer some 20 % 17 %
support in this context. 10 %
5%
7%
0% In this third and last part of this report,
MORE LABELS ARE BECOMING Label Rouge Agriculture
biologique
Saveur de MSC Indication Appellation
d’origine
Euroleaf Fairtrade ASC Friends of the sea
we will have a closer look at evolving
l’Année géographique
IMPORTANT FOR CHOICE protégée protégée
Indeed, labels appear to become more 2016 2018
important for the consumers’ choices and emerging consumer attitudes, with
when buying seafood, but we observe by media lately, showing that labels may a particular focus on environmental and
a shift in the impact of the different not be the perfect answer to quality in
labels. The most well-established labels foods. This has maybe also encouraged animal welfare aspects.
in France, Label Rouge and “BIO”, are still consumers to seek for new players to
the ones which have the strongest impact trust in when it comes to food quality and
on consumers’ choices, with 62 % and 59 production conditions. In addition, different „We could eat less fish,
% respectively who declare that these
labels are important for their choices.
labels cater to different consumer needs; These subjects seem to be rising to the but of better quality.
some wish to have the best tasting product,
However, they seem to have lost some whereas other may seek for labels that top of the agenda – not only in politics By respecting the
trust among consumers these two
last years; in 2016, 80 % declared that
guarantee a more sustainable production
or higher level of animal welfare. The shift
and in the media – but also among animal, for example
Label Rouge was important when buying
seafood; now, only 62 % say the same. The
we see in impact may also be a signal that consumers. by allowing it to have
French consumers are starting to value
development for the “BIO” label is very similar, sustainability more than earlier. more space (...) we could
although a little less dramatic (11 % drop in
importance for choice). Furthermore, French people are known to
consume a product of
distrust larger organizations and structures, better quality, hence
On the other hand, we should notice that and often tend to have more confidence
the less known labels are gaining power in smaller players. Maybe the democrat- also a healthier product.“
among French seafood shoppers, versus ization and growth of i.e. the “BIO” label
the well established labels. Earlier, we has made people more skeptical towards
observed that labels in general are gaining the guarantees of the label? And maybe
42 year old male consumer,
awareness, probably due to high media the newcomers therefore seem more trust- Paris
attention around foods. But the labels worthy? This might also play a part in the
themselves – especially the most known development in impact of labels.
– have also come under critical scrutiny2018 SEAFOOD REPORT: A NEW ERA FOR SEAFOOD IN FRANCE /03 - SEAFOOD TOWARDS A NEW ERA
23
WHAT IS QUALITY IN SEAFOOD?
DEVELOPMENT IN ATTRIBUTES TO FARMED, WILD AND ORGANIC SEAFOOD
We know that quality is very important
to French consumers. But what is quality?
WHAT IS QUALITY
What does it mean? In terms of seafood, IN SEAFOOD? 60 %
the consumers’ answer is clear: Clean 50 %
water is by far the most important factor 1/ CLEAN WATER
for quality in seafood, according to French 40 %
consumers. However, concerns about feed 2/ BALANCED FEED
30 %
quality and feed composition in farmed
3/ GOOD FISH WELFARE
fish also seems to be on the rise; two 20 %
elements regarding feed are in the top 5 4/ NATURAL FEED 10 %
items that consumers consider important
for quality in fish. They seem to expect that 5/ WILD CAUGHT 0%
Risky Good value Sustainable Nutritious Safe Animal Environmental Tasty Healthy Good quality Natural
the fish feed has a balanced composition for money friendly friendly
for the fish – which also touches up on fish Farmed 2016 Farmed 2018 Wild 2016 Wild 2018 Organic 2016 Organic 2018
welfare – but also that the fish feed is very
similar to what the fish would eat in the
WHAT IS QUALITY IN SEAFOOD? We can probably hope for further positive
wild. FARMED IS CONSIDERED MORE «SUSTAINABLE» THAN WILD,
change in how consumers consider farmed WILD IS CONSIDERED MORE «NATURAL» THAN FARMED
Clean water 81 %
seafood in the foreseeable future, but we
Fish welfare is also climbing on this list, Farmed seafood is more «sustainable» than wild seafood Wild seafood is the champion of «natural»
Balanced feed 77 %
are not quite there yet. When comparing i.e.
and has entered the podium this year,
Respect of good fish welfare 74 % farmed, wild and organic seafood, we see Organic 2018 19 % Organic 2018 39 %
witnessing the increased focus on how
Feed naturally consumed in the wild 73 % that farmed seafood is catching up with
farmed animals are treated. Indeed, Organic 2016 14 % Organic 2016 33 %
both wild and organic on the attribution
consumers seem to establish a link between Wild caught fish 71 %
of several features; farmed seafood is now Wild 2018 14 % Wild 2018 56 %
good treatment of animals and the quality Capture method 71 %
more often considered “sustainable” than
of the end product they consume. Low stocking density in farms 65 % Wild 2016 6% Wild 2016 51 %
wild seafood, and pretty much just as
Organically farmed 63 %
“environmentally friendly” as wild seafood. Farmed 2018 17 % Farmed 2018 25 %
This could be illustrated by the statement Low stress level during transportation of live fish 61 %
It is also seen as “animal friendly” almost
of a 42-year-old male consumer from Paris Farmed 2016 9% Farmed 2016 15 %
Ethical slaughtering 60 %
as often as wild fish. The same picture
during one of our recent focus groups: “We 0% 5% 10 % 15 % 20 % 25 % 0% 10 % 20 % 30 % 40 % 50 % 60 %
0% 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % applies for the attributes “healthy” and
could eat less fish, but of better quality. By
Total
“nutritious”.
respecting the animal, i.e. by allowing it to
have more space (…) we would consume
However, wild seafood is still the champion
a product of better quality, hence also a FARMED SEAFOOD IS CATCHING UP WITH WILD AND ORGANIC ON ENVIRONMENTAL ISSUES
HOW DO CONSUMERS PERCIEVE FARMED, WILD AND ORGANIC SEAFOOD? of “natural”. Clearly, consumers seem to
healthier product.”
Indeed, consumers’ perceptions of farmed seafood seem to evolve at high speed – and think that “natural” is linked to the fact 50 %
44 %
in the right direction. When we asked consumers two years ago what they thought were that the product is made solely by nature 45 %
On the other hand, the fact that the 40 % 36 %
the most important features of farmed fish, results were overall mediocre, except on the itself, without help from the human hand.
seafood is wild caught seems to become 35 %
“value for money”-aspect. When this question was asked again this year, there was quite Also, even though consumers consider 30 % 28 % 27 % 27 %
less important for consumers’ evaluation 23 %
a surprise in store: consumers evaluate farmed fish in a considerably more positive way farmed as much less “risky” than two years 25 % 22 % 21 %
of quality. 20 % 17 %
19 % 19 %
now than two years ago. Twice as many consumers now state that farmed fish is healthy, ago, wild and organic still have a stronger 15 %
14 % 14 %
15 % 15 %
11 %
and almost half as many think that seafood is risky to eat. On other positive attributes, such position versus this feature. Farmed 10 %
9%
6%
as “animal friendly” or “environmentally friendly”, the number of consumers responding seafood also has a way to go on the 5%
0%
affirmatively has almost doubled. This leads us to ask: are we witnessing a paradigm perception of “tastiness” versus the other Sustainable Animal friendly Environmental friendly
change when it comes to farmed seafood vs. wild seafood? types of seafood, but when it comes to Farmed 2016 Farmed 2018 Wild 2016 Wild 2018 Organic 2016 Organic 2018
“value for money”, farmed seafood is the
unchallenged winner.
CHARACTERISTICS OF FARMED FISH ACCORDING TO FRENCH CONSUMERS MENTIONS OF «GOOD QUALITY» AS A MAIN FEATURE IN
With regards to quality in seafood, wild ORGANIC, WILD AND FARMED SEAFOOD
45 %
40 % is still the most highly considered among
40 %
36 % 36 % consumers; it is mentioned as a character- Organic 2018
35 % 44 %
31 % istic of wild seafood by 49 % of consumers.
30 % 27 %
25 % 26 % 25 % However, farmed has done a big leap Organic 2016 35 %
25 % 22 %
14 % 19 % ahead on quality perception these two
20 % 17 % 17 %
16 %
15 % 14 %
15 % last years, and good quality is considered Wild 2018 49 %
15 %
10 %
9%
8%
10 % 11 %
8%
as a main feature for farmed seafood by
Wild 2016 44 %
5%
almost as many consumers (40 %, up from
0%
26 %). What is also interesting to notice is Farmed 2018 40 %
Ri
sk
y
on
ey
na
b le
io
us
Sa
fe
en
d ly
en
d ly
Ta
s ty
al
th
y
lity
tu
ral that wild is more often considered to be of
m ai rit fri fri ua
r st
t He q Na
lue
fo
Su
Nu
im
al
ta
lly
Go
od good quality than organic seafood, and Farmed 2016 26 %
va An en
G oo
d
v iro
nm that farmed seafood is catching up with 0% 10 % 20 % 30 % 40 % 50 % 60 %
En
organic.
2016 20182018 SEAFOOD REPORT: A NEW ERA FOR SEAFOOD IN FRANCE /03 - SEAFOOD TOWARDS A NEW ERA
25
The results of a similar question support It is also very interesting to look into which
GENERAL IMPRESSIONS OF FARMED FISH VALUE FOR MONEY
the conclusion that positive perceptions of these elements consumers combine to
are starting to emerge around farmed 70 get the impression of good value for money.
Freshness 44 %
seafood. When consumers were asked 60
There are quite astonishing disparities Presence of quality label 37 %
to tell us about their general impressions among segments here. Quality of the fish
A country of origin I trust 31 %
35 %
50
of farmed fish, the progress is also very Free from antibiotics/GMO/is not fed with animal protein 30 %
The product comes from France 30 %
positive. On all positive aspects, such as 40 For instance, one type of consumers seem The product looks appetizing 27 %
“environmentally friendly” and “I like farmed to be particularly interested in the quality Wild caught 27 %
30 A fishmonger prepares the product for me 24 %
fish”, the results are favorable. On the of the fish, together with an appetizing Presence of «bio» label 24 %
negative aspects too – use of antibiotics 20 look of the product and a premium Detailed info about production method/content
22 %
23 %
Sustainability farmed/caught
and hormones – results are also very 10
packaging. Low price 21 %
It’s a product that is familiar to me 20 %
promising; consumers to a lesser degree Respect of the animal welfare 16 %
0
think that antibiotics and hormones are s es ity st
e ly ic ey h ed h h A second type of consumers seem to Premium packaging 5%
tic on al nd an on fis fis fis
io ta rie rm
ed ed
used in fish farming. an
tib
ho
rm
od
qu
Go
o d
al
f
be
org
or
m
ar
m
ed
no
t fa
ar
m rm frequently combine the wish to see a quality 0% 5% 10 % 15 % 20 % 25 % 30 % 35 % 40 % 45 % 50 %
of of Go en
t n u ef rf re ef y
fa
e Ca l o lik bu
e us
e
Us
vi
ro
nm
od
va
fa
ref
lik
ea I
pi
ly label or “bio” label together with a trust-
ns
iv
En Go we
l sI ap
ie
1 OUT OF 3 FRENCH CONSUMERS Ex
tre
2016 2018 Go
od
Sp
ec Ih worthy country of origin and reassurance
HAPPILY BUY FARMED FISH with regards to GMO, antibiotics and/
The total picture shows us that the or animal proteins in the feed.
perception of quality in seafood among
French consumers seems to be on the 1 OUT OF 3 FRENCH CONSUMERS HAPPILY BUY FARMED FISH A third frequent combination of criteria
rise, and that also farmed seafood have for perceived value for money is the
brighter days ahead. This should be sustainability aspect together with
impacting shopper behavior too; indeed,
31 % of French consumers now state that ? respect of animal welfare.
they “happily buy farmed fish”, which is 5 The different ways consumers have to
% up since 2016. The share of consumers combine criteria tell us that value for money
who are not happy to buy farmed fish is is so much more than just an attractive
also down by 6 % compared to two years price tag. In fact, few consumers get the
ago. impression of good value for money merely
by getting a low price. It is probably
Many factors are united to see seafood reasonable to assume that quality and
consumption move in the right direction freshness are must-have factors that
again in France. However, the price level consumers take into account, but in order
keeps coming up as one of the reasons to build a stronger value for money position
why people don’t buy more seafood; and Disagree Neutral Agree Don’t know for seafood, we can also capitalize on other
in this context it is good news that at least aspects, such as sustainability and animal
farmed seafood is already considered as welfare.
good value for money, combined with the
fact that perceptions of aquaculture are
steadily improving.
VALUE FOR MONEY DO CONSUMERS CARE ABOUT EATING
FOODS THAT ARE GOOD BOTH FOR
THEIR HEALTH AND THE PLANET?
1/ FRESHNESS
WHAT IS VALUE FOR MONEY? In the introduction of this report, we saw
But it is not so straightforward to under- 2/ PRESENCE OF QUALITY LABELS that health is among the top reasons why
stand what people define as a “good price” people eat seafood. Meanwhile, consumers
on a product, or “good value for money”. 3/ QUALITY OF THE FISH are starting to care more about the origin
What does it mean? Is it the lowest possible of the products they buy, and seek out
4/ TRUSTWORTHY COUNTRY OF
price, or a promotion on a product that is detailed information about production
ORIGIN
considered premium? Or is it an acceptable methods, sustainability and animal wel-
price given the different sets of criteria 5/ FREE FROM GMO/ANTIBIOTICS/ fare. The two latter are among the fastest
consumers apply when buying seafood? FED WITHOUT ANIMAL PROTEIN growing drivers in seafood markets
around the world, although they are not
In our latest survey, we dug into what (yet) very powerful.
“value for money” might mean when it fish. In the top five, we could also find that
But they had a few surprises for us; This trend looks like it encourages not only a «healthier» lifestyle, but also a higher level
comes to seafood. There are quite a few consumers get the impression of better But several indicators point towards the
actually, the price showed up at the lower of respect for the environment as a whole, including animals. How is this trend impacting
interesting findings that we will now look value when the product comes from a strengthening of these drivers. Lately,
end of the list; only 21 % of consumers French consumers? Are mainstream consumers starting to take to these lifestyles? Are
into. country of origin they can trust, and when there has been quite substantial media
selected “price” as a component when they they affecting their actual attitudes and behaviour? And how does seafood position
the product information says that the attention towards vegetarian and vegan
evaluated value for money on a product. versus this new trend?
When asking French seafood consumers product is free from GMO or antibiotics, lifestyles, and subsequent focus among
At the top of the list, freshness was a clear
about value for money, we were expecting or is fed without animal proteins. influencers, then consumers.
winner (44 %), together with presence of We therefore asked a series of questions destined to uncover whether consumers really
to see “price” rise to the top of the ranking. care about making food choices that are good for both their health and the planet, and
quality labels (37 %) and the quality of the
whether this affects their attitudes towards different foods.2018 SEAFOOD REPORT: A NEW ERA FOR SEAFOOD IN FRANCE /03 - SEAFOOD TOWARDS A NEW ERA
27
CONSUMERS CARE ABOUT MAKING For the first time, we are able to establish
CONSUMERS CARE ABOUT MAKING HEALTHY AND SUSTAINABLE FOOD CHOICES! 32 % OF CONSUMERS WISH TO INCREASE THEIR SEAFOOD CONSUMPTION
HEALTHY AND SUSTAINABLE FOOD that one third of French consumers
CHOICES! Importance of choosing foods that are good for the health and for the planet (32 %) wishes to increase their seafood
I try to increase my seafood consumption
Consumers definitely care about their consumption for reasons linked to health
food choices, and strive to eat foods that Very important 43 % and environment. 35 %
32 %
are good both for their health and the 30 %
Quite important 35 %
environment. 94 % of consumers state If we dive into this segment, we discover 25 %
24 %
that this is important at some level, and A little important 17 % that they are overrepresented in big cities,
20 %
as many as 43 % say that this is very and that they eat more seafood than the
15 %
important to them. If we look into the high Not important at all 3% average. What is interesting to take note
10 %
frequent seafood consumers, this result of is that these consumers, who appear to
Don’t know 3%
comes across as even stronger; half of be actively looking to eat more seafood, 5%
those who eat seafood twice a week or are not so much concerned about the 0%
more (48 %) declare that it is very important. price of their seafood, but rather detailed Doesn’t fit Fits well
information about the production meth-
The general awareness towards plant- I TRY TO INCREASE MY CONSUMPTION od and contents of their seafood.
based foods as healthy and sustainable I TRY TO REDUCE MY MEAT CONSUMPTION
OF PLANT-BASED FOODS
appears to grow, and there is increasing Importance of choosing food that are good for the health Importance of choosing food that are good for the health In addition, they might be looking for
and for the planet and for the planet
emphasis on the need to limit consumption labels when shopping. They are also
of meat, both for health and environmental 50 % 37 % proportionally much more attached to SEAFOOD IS THE PREFERRED CHOICE TO REPLACE MEAT
46 % 36 %
45 %
reasons. Meanwhile, some advance the 40 %
36 %
buying seafood at the fishmonger – or at
36 %
argument that these are “issues of the 35 % the serviced fish counter in supermarkets 6% 2%
35 %
30 %
elites” in society, and that people in general 25 %
24 % 35 % – so that they can get help and advice 7%
34 %
have more down-to-earth everyday 20 %
15 % 34 % from a seafood professional. Seafood
33 %
concerns. This is why we wanted to learn 10 % 33 %
Vegetables
5% 33 %
about the size of the segments in France 0% 32 %
SEAFOOD IS THE PREFERRED CHOICE 16 % 41 %
which consider these questions. Doesn’t fit Fits well 32 % TO REPLACE MEAT Beans & legumes
Doesn’t fit Fits well
In addition, we obtained information Vegang or vegetarian
meat substitutions
When it comes to the wish or effort to about which food items people would
Carbohydrates (pasta,
increase the consumption of plant-based choose as a substitute for meat. Among bread..)
foods such as fruits, vegetables, legumes those who wish to reduce their meat 27 % Other
or even meat substitutes, a quarter of consumption (36 %), the greater share (41 %)
the French population confirm that this of consumers prefer to replace meat
applies to them. However, when we ask with seafood rather than plant-based
whether people try to reduce their meat alternatives.
consumption, the share is even higher.
Over one third (36 %) of French consumers
strive to reduce their meat intake. „I have become more aware of what I eat.
Not only from a health perspective, but from
WHAT ABOUT SEAFOOD?
a sustainable perspective. We need to allocate
From qualitative studies, we already knew
the planet‘s resources and we can‘t just keep
that seafood probably has a much more
consuming red meat. We need to look at
comfortable position than red meat – green alternatives and fish as sustainable
and even white meat – when it comes to replacements.“
consumer perceptions about health and
sustainability. 46-year-old male, Bordeaux
This confirms that seafood is well
positioned within the trend of healthy and
sustainable eating; indeed, seafood has
a better health and environmental profile
among consumers than meat, while still
being an animal protein that is considered
as a worthy replacement of meat.
To sum up, consumers’ new-found concern
for health and environments encourages
them to eat more seafood and plant-
based foods.2018 SEAFOOD REPORT: A NEW ERA FOR SEAFOOD IN FRANCE /03 - SEAFOOD TOWARDS A NEW ERA
29
21 million
„Fish is lighter than meat, and I prefer fish over meat.
It’s easier to digest and it contains less calories.
I eat meat once or twice a week, but fish more
frequently. Salmon is a fat fish, but remains less fatty
than a piece of meat (...), it brings proteins, with less fat
compared to an entrecôte.“
Based on these data, we can make some assumptions about potential opportunities and
36-year-old male, Bordeaux
growth perspectives in the French seafood market. For instance, if we consider the 32 % of
consumers who state that they wish to increase their seafood consumption, this means
that we have 21 million French people seeking to eat seafood more often.
WHAT DOES IT MEAN TO EAT HEALTHY AND SUSTAINABLE FOODS?
Let’s say we manage to help these consumers find seafood products that correspond to
their needs and expectations, so that they actually choose to eat more seafood. What
24 %
would happen then?
INCREASE their 32 %
Try to INCREASE
If every consumer who wishes to eat
consumption
their SEAFOOD
POTENTIAL more seafood added one fish meal
per month to their diet, that would
of PLANT-BASED
consumption represent 252 million meals more
FOODS* each year. That would add close to
30 000 metric tons to the current
SEAFOOD MEALS EVERY YEAR consumption
36 % 41 %Have SEAFOOD
This would mean a 5 % upturn in the value of the French seafood market. But a less
conservative estimation – considering the possibility that consumers in this segment
could eat one extra seafood meal every week - would provoke a 20 % value growth in
Try to REDUCE their has their preferred the market! Clearly, the trend for eating healthier and more sustainable foods offer great
MEAT consumption choice to REPLACE opportunities for seafood to grow the market.
MEAT
POSSIBLE VALUE GROWTH
NEW CONCERNS
AROUND HEALTH
AND ENVIRONMENT
ENCOURAGE
CUSTOMERS TO EAT
MORE SEAFOOD
AND PLANT-BASED
FOODS2018 SEAFOOD REPORT: A NEW ERA FOR SEAFOOD IN FRANCE /03 - SEAFOOD TOWARDS A NEW ERA
31
SEAFOOD, DISRUPTED?
Not yet, but soon.
That is our firm conviction.
Throughout the «2018 Seafood Report», we But we still have some work left. Some
have been able to establish a few truths important barriers persist. Consumers are
about seafood consumption in France; not yet satisfied with the level of information
some of them are harsh – like the fact that about production methods and contents
the seafood consumption is declining, and available for seafood on offer in France
that consumers in the top frequencies are today. There is also a significant lack of
falling off – but some of them are also very trust towards retailers that is curbing the
exciting – like the fact that the image of seafood consumption. The seafood
farmed seafood might be on the verge of a business is still a relatively traditional
paradigm change, or that French consum- business which has not yet yielded the
ers actually wish to eat more seafood! benefits from the tremendous techno-
logical development of our time. But
The availability of seafood is better than technology can and will disrupt the
THANK
ever in France. Even through e-commerce, seafood business too, and thereby break
consumers have access to a wide range down many of these barriers. It is only a
of species, making it more convenient for matter of time, and when it happens, it will
busy families to put seafood on their dinner certainly give seafood a significant nudge
YOU
plates and reap all the health-benefits forward!
that seafood bring. We have observed that
the barriers towards buying seafood online We hope this report has brought you
have softened down, and that seafood is some new insights – and hopefully some
now competing on more equal terms with heartening surprises. If you have any
other foods in the online channels. thoughts or comments, please feel free to
contact us for a spirited discussion on the
We have also discovered a relatively French seafood market.
dramatic change in how consumers perceive
farmed seafood, which has gone from an
overall mediocre image two years ago, to
catching up with wild and organic seafood
on quality aspects - and even beating wild
seafood when it comes to sustainability! Paris, June 2018
Farmed seafood definitely have brighter
days ahead, making reasonably-priced
and sustainable seafood more available to
a broader range of consumers.
The «veggie» (or «vegan») wave has also
washed over France lately, promoting
«healthier and more sustainable eating».
Indeed, French consumers are also
becoming more attached to choosing
foods that are good both for their health
and the planet, and this is definitely
swaying the market in the right direction
for seafood! Consumers wish to eat less
meat and more fish. In fact, our estimations
show that by offering seafood that
corresponds to the needs of today’s
consumers, the potential value growth in
the market could be somewhere between
5 % and 20 %. When we know that one
third of French consumers actively seek
to eat more seafood, that seems like one
big opportunity to jump on for everyone
working within the seafood business!Norway is the second largest exporter of
perle.no photos © Seafood from Norway 06 | 2018
seafood in the world. But what makes
Norwegian seafood so popular?
We believe it’s a dedication to superior
quality, the thorough controls we’ve put
in place throughout the food chain, and
our pioneering attitude to sustainability.
The Norwegian Seafood Council (NSC)
was founded in 1991 by the Ministry of
Fisheries with the aim of communicating
these strengths to the world.
Norwegian Seafood Council
Stortorget 1
NO-9291 Tromsø, Norway
Tel. : 0047 77 60 33 33
Email : norge.fr@seafood.no
For more information :
seafood.no
This presentation must not be published
or used in any external presentation, nor
sent to third parties, without approval
from NSC France.You can also read
