Retail Report
Total U.S finfish dollar share by sub-category 52 weeks ending Aug. 25
Tilapia gains ground
Average price drops almost 3 percent, drives increased sales
T
ilapia continues to gain traction within the sea-
food department with a 24.9 percent dollar share of finfish sales. A product with nearly complete distribution (at 99.6 percent ACV selling), tilapia is the second highest-selling finfish behind salmon, and gained 7.2 percent in total dollar sales during the 52 weeks ending Aug. 25, 2012. Tis whitefish con- tributed 9.4
percent
to seafood department sales over the 52-week period,
with the prior year. Nationally,
weekly sales averaged $608 per store, up 3.5 percent from the prior year. Each U.S. re- gion, with the excep- tion of the Central re- gion, increased tilapia average weekly
consistent tilapia
during the 52 weeks. Te highest average ti- lapia weekly sales were in the Southern region at $766 per store, up 5.2 percent from the prior year. Te Eastern region had the greatest growth of all regions, as average weekly sales increased 6.5 percent to $582 per store. Te Central region gener- ated the third-highest average weekly tilapia sales at $543 per store, down a slight 0.8 per- cent from the prior year. Weekly tilapia sales in the West aver- aged $381 per store, steady from the prior year (up 0.6 percent). Tilapia had an av-
sales
erage retail price of $3.88 per pound at the national level, down 2.9 percent from the prior year. Average retail prices for
tilapia decreased
Salmon Tilapia Catfish
Cod/scrod Other fresh fish Flounder Haddock Tuna
Whiting Trout
All others 1.6% 5.5% 6.6% 10.2% 24.9% 37.5% 2.7% 2.4% 1.7% 2.3% 4.7%
across all regions, aid- ing the category's sales increase as consum- ers were drawn in by low prices. Te highest-selling
week for tilapia oc- curred the week end- ing Feb. 25, 2012, which with of
the sales Lent. reached
corresponded beginning Weekly $798
per store, on aver- age. Four of the five top-selling weeks
fell
within the window of Ash Wednesday and Easter. Te highest non-Lenten week for tilapia sales occurred the week ending Jan. 14, 2012, as per-store sales averaged $736.
Lower retails push sales Average weekly dollar sales per store, 52 weeks ending Aug. 25
$200 $400 $600 $800 $1,000
2012 2011
This sales review is provided by Nielsen Perishables Group. Based in Chicago, Nielsen Perishables Group specializes in measurement, analytics, marketing communications, category development, promotional best practices and shopper insights. Reported results are for Sept. 3, 2011, through Aug. 25, 2012. Results were compiled from key U.S. grocery, mass/supercenter and club chains, including 17,000 stores nationwide. For more information, contact Kelli Beckel at the Perishables Group: (773) 929-7013; kelli. beckel@nielsen.com.
16 SeaFood Business December 2012 Visit us online at www.seafoodbusiness.com
Strong sales in the South Average weekly dollars per store
$200 $400 $600 $800
$0 Central East South West
Total U.S.
est
Tilapia had the low- sales during and
around other holi- days; the weeks lead- ing up to Halloween,
Tanksgiving, Christ- mas, New Year's Day and the week after Tanksgiving
gener-
ated the five lowest av- erage weekly sales for this fish species.
2012 2011
10-Sep 24-Sep
22-Oct 8-Oct
19-Nov 5-Nov
17-Dec 3-Dec
31-Dec 14-Jan 28-Jan 11-Feb 25-Feb 10-Mar 24-Mar
21-Apr 7-Apr
19-May 5-May
16-Jun 2-Jun
30-Jun 14-Jul
11-Aug 28-Jul
25-Aug