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Retail Report Convenience strengthens prepared seafood category Department subcategory increases 15 percent in fi ve years C onsumers' con- tinued focus on convenience contributed to the sales growth of prepared seafood during the 52 weeks ending March 31. Prepared grew not only in the latest 52 weeks, but has also maintained up- ward movement over the past fi ve years. In the latest seafood reached $1,014 seafood volume 52 weeks, weekly pre- pared sales per store. Contrary to other department sub- categories, prepared sales increased compared to the previous 52-week period, despite average retail price increases across the department. Average retail prices increased 3.2 percent for prepared seafood, which was the small- est price increase across seafood categories. However, the relation- ship between prepared seafood's volume sales and average retail price was a seasonal one. During the winter holidays in particular, prepared seafood was more price-inelastic, with chasing seafood chased consumers pur- regardless of higher prices. Consumers also pur- higher-priced prepared items, such as seafood platters, dur- ing the holidays. Dur- ing the non-seasonal periods, negative there was between volume contribution seafood price, yet less so than with fresh seafood. Prepared rose during the latest 52-week 79.5% Prepared product dollar contribution to department 52 weeks ending March 31 Fresh seafood Prepared seafood Other seafood 16.6% 3.9% and platters. Items were included in the other prepared seg- ment if there had been any method of prepa- ration to the cooked or raw item, i.e. mari- nades or breadings. Prepared a relationship and seafood's to department period. Na- tionally, prepared sea- food contributed 16.6 percent to the seafood department, a 0.5 per- centage point increase from the previous year. Prepared seafood sales were largely driven by the segment, "other prepared" which in- cludes prepared fi sh, crustaceans, mollusks Year-end holidays spur price increases Volume spikes during same sales period 1,500 2,375 3,250 4,125 5,000 the dollar sales during the latest 52 weeks fol- lowed similar weekly trending versus the prior year, but had higher peaks. Prepared seafood signifi cantly outperformed sales from last year dur- ing the 2011 winter holiday season, with weekly sales peaking at $2,093 per store during the week of Christmas. T e weeks of the Fourth of July, T anksgiving and Lent had higher dollars than the 52-week average. Regionally, the East had the highest aver- age weekly sales of Nowhere but up Historical dollars per store, per week seafood $850 $900 $950 $1,000 $1,050 2007 2008 prepared seafood, sell- ing $1,698 per store, a $65 increase from the previous year. At 19.8 percent, pre- pared seafood in the Central region had the highest contribution to seafood department dollars, 3.2 percentage points higher than the national average. T e South region led in dollar sales growth Volume, in thousands of pounds Average retail price $2.0 $3.5 $5.0 $6.5 $8.0 2009 versus 2010 the 2011 previous year and increased av- erage dollars 9.5 per- cent to $880 per store per week. seafood in the West region had the sec- ond-highest contribu- tion of all the regions (17.7 percent), and the lowest average dollar growth compared to the previous year. Prepared $5.0$55 $335$ 5 This sales review is provided by the Nielsen Perishables Group, which specializes in research, analytics, marketing communications, category development, promotional best practices and shopper insights. Reported results are for the 52 weeks ending March 31, 2012, compiled from grocery stores nationwide representing 63.1 percent of national supermarket ACV share. For more information, contact Kelli Beckel at: (773) 929-7013; kelli.beckel@ nielsen.com. 14 SeaFood Business July 2012 Visit us online at www.seafoodbusiness.com 25-Jun 11-Jun 28-May 14-May 30-Apr 16-Apr 1-Apr 18-Mar 4-Mar 18-Feb 4-Feb 21-Jan 7-Jan 24-Dec 10-Dec 26-Nov 12-Nov 29-Oct 15-Oct 1-Oct 17-Sep 3-Sep 20-Aug 6-Aug 23-Jul 9-Jul Lent