SeaFood Business

MAY 2013

SeaFood Business is the global trusted authority for seafood buyers and sellers. We are the seafood industry's leading trade magazine with more than 30 years of experience. Our coverage is based on the "business" of buying and selling seafood.

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What's in Store Data for 52-week period ending Mar. 26, 2013 Dollar percentage change vs. 2011 Prepared seafood meals are showing signs of growth at U.S. supermarkets. Volume percentage change vs. 2011 9.9% Sub-Category deli-prepared foods Deli Department seafood entrées 13.0% prepared seafood Meals Clam Meals Fish/Seafood Meals Lobster Meals Other Meals Scallop Meals Seafood Meals Shrimp Meals Seafood Meals Total 115 8% -6 5% -55 1% 53 2% 0 1% 3 2% 4 4% 3.2% 59 0% -11 0% -58 6% 66 5% -10 7% -0 5% 4 1% -0.5% other prepared seafood Other Prepared Seafood Platters Prepared Crustaceans Prepared Fish Prepared Mollusks Seafood - Other Prepared Seafood Other Prepared Seafood Total 15 0% -0 1% 4 7% 6 5% 10 0% 5 2% 5.2% -4 3% 0 4% 2 0% 3 5% 11 1% 3 2% 3.2% prepared suriMi seafood Imitation Crab Imitation Lobster Imitation Scallops Seafood - Surimi Seafood Surimi Seafood Total 1 5% -13 0% -49 8% 0 8% 0.8% 5 0% -15 1% -51 8% 3 7% 3.7% 4.7% 3.3% prepared seafood total Good to go Seafood carves a niche in prepared-meals trend By ChriStine BlAnk S upermarket sales of prepared foods have risen signifcantly in the past few years, yet many stores lack a variety of customized, portable seafood options. Grocery stores and fsh markets can play to consumers' growing desire for ethnic favors, customized retail meals and individual portions to boost ready-toeat seafood sales. Since the recession, some retailers have been wary about featuring prepared seafood meals because they are typically priced higher than meals with other meats. However, experts say it 32 SeaFood Business May 2013 makes sense to play up seafood's premium positioning. "Sometimes, accentuating the quality of a premium ofering, while also highlighting its restaurant-like resemblance, could prove to be a proftable strategy that retailers could follow to better compete with restaurant dishes," says John Frank, category manager, consumer packaged goods-food and drink, for research frm Mintel. "A big trend we see in retail meal solutions is 'premiumization': ofering more upscale dishes than in the past as part of that restaurantquality positioning. Seafood suits that goal perfectly," adds Jenny Anderson, director of research and consulting for foodservice research and consulting frm Technomic. For example, retailers that have carving stations featuring prime rib, turkey and other meats could ofer freshly flleted salmon and portions as well. "You might also see fsh tacos at a station specializing in Source: Nielsen Perishables Group Super-Category Unique stufngs, marinades and sauces also set supermarkets' prepared seafood menus apart from other retailers — and even restaurants. For example, Gig Harbor, Wash.-based Harbor Greens Market, which has two stores, carries baconwrapped salmon skewers, bacon-wrapped scallops, salmon with crab and shrimp stufng among other items. "It's hard to compete as far as prices with the major supermarkets. You have got to have something that sets you apart, such as unique [prepared meal] recipes," says Alex Swenson, meat and seafood director for Harbor Greens. In addition, emphasizing ethnic favors, allowing shoppers to customize their seafood meals and ofering individual portions will help boost the popularity of supermarkets' ready-to-eat meals, consultants say. As the popularity of ethnic cuisines grows, consumers are looking for ethnic meals in supermarkets and at grocery stores; 93 percent of people have prepared ethnic food at home or eaten it at a restaurant, according to a survey conducted for Mintel's Ethnic Foods-U.S. report. In addition, consumers are most interested in trying Tai, Caribbean and Japanese foods. "A big trend we see in retail meal solutions is 'premiumization': offering more upscale dishes. Seafood suits that goal perfectly." — Jenny Anderson, director of research and consulting, Technomic tacos," Anderson says. Many retailers' ready-to-eat meals featuring seafood are still less costly than comparable restaurant options, Anderson and Frank point out. "Manufacturers and retailers have an opportunity to provide fsh and seafood kits, either frozen or refrigerated, that contain all the Continued on page 42 Visit us online at www.seafoodbusiness.com

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