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Retail Report Salmon tops fnfsh category Total fnfsh dollar share by sub-category, 52 weeks ending Jan. 26 Salmon dollars up Promo volume accounts for one-quarter of overall sales Salmon 6.5% Tilapia 5.4% 7.2% Catﬁsh All Others 2.5% 10.2% 2.3% 1.7% .7% .3% Cod/Scrod S almon remains a popular choice among American consumers seeking healthful meal options. Average weekly dollar sales of the omega-3 and antioxidant-rich fsh increased 11.4 percent during the 52 weeks ending Jan. 26, 2013. Overall, sales trends continued to grow for salmon, the largest contributor to fresh seafood department sales. Decreased promotional pricing spurred sales of the promotionaldriven category, and contributed to steady gains throughout the year. An increase in ads also generated more sales for this popular species. Fresh seafood contributed 79.2 percent This sales review is provided by the Nielsen Perishables Group. Based in Chicago, Nielsen Perishables Group specializes in retail measurement, analytics, marketing communications, category development, promotional best practices and shopper insights. Reported results are for the 52 weeks ending January 26, 2013. Results were compiled from key U.S. grocery, mass/supercenter and club chains, including 18,000 stores nationwide. For more information, contact Kelli Beckel at (773) 929-7013; kelli.beckel@ nielsen.com. 18 SeaFood Business of dollars to the seafood department, with salmon's contribution to fresh seafood reaching 14.3 percent overall, a 0.9 percentage point rise over the prior year. Within the fnfsh category, salmon accounted for 38 percent of sales, up 2.9 percentage points from the previous year's contribution. Dollar sales for the fnfsh category were up from the prior year, in part because of salmon's continued growth. Nationally, salmon's weekly average sales increased to $937 per store. Coastal regions accounted for the bulk of weekly sales, with the East and West posting $1,367 and $1,020 per store, respectively. Te Central region underperformed compared to the total U.S. performance, with $842 per store. Te South posted the lowest average weekly salmon sales at $770 per store, but experienced the largest gain, up 14.6 percent compared to the previous year. Although department sales traditionally peak during the New Year's holiday, salmon's strongest May 2013 Other Fresh Fish 38% 25.2% Flounder Haddock Whiting Perch Sea Bass/Sea Bream Eastern region carries heavy load Average weekly dollar sales, by region, 52 weeks ending Jan. 26 $1,500 2012 2013 $1,200 $900 $600 $300 $0 Central week was that of the Fourth of July, reaching $1,156 per store. Tis sales peak was an 18 percent increase over the prior year and implies salmon is gaining traction as a grill option during summer celebrations. Salmon sales on or around winter holidays, however, did not fare as well. Tanksgiving and Christmas were two of the slowest weeks for salmon during the year, with weekly sales for both holidays dipping below East South $700 per store. Seafood sales were heavily driven by promotions during the 52 weeks, and salmon was no exception. When on promotion, salmon experienced a 97.7 percent volume lift. Promotional volume accounted for approximately onequarter of total salmon sales. Salmon's average promotional retail price declined 10 percent during the latest 52 weeks, ofering shoppers a lower sale price. Te Eastern region West Total U.S. led salmon's promotional sales, accounting for 33.2 percent of total sales. Te South had success at 43.1 percent promotional efciency, (the overall efectiveness of the promotion in generating sales lift after factoring out what would have sold regardless of the promotion). Tis led to a 123.2 percent volume lift on promotion, which was more than 25.5 points higher than the U.S. average. An increase in prominent fnfsh Visit us online at www.seafoodbusiness.com