1.2.7 european organic market study-2010.attachment

Business Research & Intelligence www.bimb2b.com

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Organic Seafood & Premium Products Retail Market Study

Germany, Austria & Switzerland

Máirtín Walsh

An Bord Iascaigh Mhara

March 2010


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Acknowledgement

This Study was carried out in conjunction with An Bord Bia, The study was carried out at various location in Düsseldorf, Köln (Cologne) Wien (Vienna) and Zürich between the 15th and 20th March 2010. An Bord Iascaigh Mhara would like to thank An Bord Bia for their assistance in facilitating the study and would like to thank Ms. Judith Derichs in particular for her assistance in facilitating and carrying out the study.


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Table of Contents

Summary of Market Study.............................................................................................4 1. German Retail Overview .......................................................................................5 1.1 Metro......................................................................................................................7 1.2 Kaufland................................................................................................................9 1.3 Galeria Kaufhof ..................................................................................................12 1.4 SuperBiomarkt ....................................................................................................14 1.5 Edeka...................................................................................................................15 1.6 Globus .................................................................................................................18 1.7 Rewe City............................................................................................................20 1.8 Basic....................................................................................................................21 1.9 Vierlinden Bio Supermarkt .................................................................................21 1.10 Hit .......................................................................................................................22 1.11 Temma ................................................................................................................24 1.12 Erdkorn Bio-Discount.........................................................................................25 1.13 Alnatura...............................................................................................................26 2. Austrian Retail Overview ...................................................................................27 2.1 Spar & Spar Gourmet..........................................................................................29 2.2 Zielpunkt .............................................................................................................32 2.3 BioMarkt Maran..................................................................................................32 2.4 Billa.....................................................................................................................33 2.5 Merkur.................................................................................................................35 2.6 Julius Meinl.........................................................................................................36 2.7 Hofer / Aldi .........................................................................................................39 2.8 Magnet ................................................................................................................39 3. Swiss Retail Overview........................................................................................41 3.1 Migros .................................................................................................................43 3.2 Denner.................................................................................................................49 3.3 Coop....................................................................................................................50 3.4 Globus .................................................................................................................53 4. Conclusions.........................................................................................................55

4.1 Smoked Salmon Products ............................................................................55 4.2 Novel Smoked Salmon Products .................................................................55 4.3 Specialised Organic Retailers ......................................................................55 4.3 Niche ............................................................................................................55 4.4 Premium Products ........................................................................................55 4.5 Organic & Sustainability Certification ........................................................56

Appendixes ..................................................................................................................57


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Summary of Market Study Irish Organic and Premium seafood products are reasonably widespread in the German, Swiss and Austrian markets. Smoked salmon is the most commonly available Irish seafood product, usually found under the Friedrichs, Bio-Verde or retailers own brands. Irish organic smoked salmon appears to be generally achieving a slight price premium over other organic smoked salmon products such as Scottish, Norwegian and wild Alaskan smoked salmon. There appears to be consumer demand for smoked salmon products such as Hors d'oeuvres, prepared starters and mixed platters. Prices for smoked salmon products, and other seafood products, appear to be reasonably static when compared to market studies carried out previously in Germany and Austria. It appears that there may be opportunities for Irish producers to increase the appeal of their products in these markets if they were to develop more diverse product ranges. The scale of the organic market in Europe is much larger than in Ireland, specialist organic retailers are reasonably widespread and may offer Irish producers opportunities to increase their volume of sales, particularly in Germany where Alnatura, Basic and Super Bio-Markt are just some of the specialised retailers in the organic sector. It should be noted that these outlets present opportunities for prepared, smoked or frozen products only, none of the stores visited had traditional wetfish counters. There appears to be a strong awareness amongst consumers about the issues surrounding the sustainability of various seafoods, Marine Stewardship Council (MSC) certification is very common and is highlighted on display units, packaging and promotional materials. Organic certification in all three countries appears to be dominated by Naturland, with AB and Bio Suisse also reasonably common. There are a number of specialised retail and food service chains that despite, modest size may present opportunities for Irish seafood producers, the Gosch Sylt chain are an emerging seafood specialist restaurant in Germany. The Globus retail chain in Switzerland (not to be confused with the German hypermarket of the same name) is a premium department store with a strong focus on bringing high quality, international food products into the Swiss market at premium prices, the chain appears to stock a number of premium and organic seafood products. The Hit retail chain, although relatively small by German standards appear to have a strong focus on seafood, particularly sustainable and organic seafood and the chain produces promotional materials specifically for their seafood range. There may also be opportunities for Irish seafood processors to introduce some Irish shellfish into the German, Austrian and Swiss markets. Frozen, prepared scallop and mussel dishes appear reasonably popular and there may also be opportunities for oyster producers to achieve some success, particularly in Germany and Switzerland where the quality of C. gigas oysters being offered in retail settings appeared relatively poor.


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1. German Retail Overview

Germany: Market Share of Major Retailers 2010

Edeka 19.80%

Lidl & Schwarz 16.70%

Rewe 17.20%Aldi 14.10%

Metro Group 5.20%

Tengelmann 1.10%

Norma 1.70%

Others, 24.20%

Source IGD

Germany: Retailer by Store Numbers 2009

11,46610,142

4,286 3,739

1,249 708 650 333 106 430

2,000

4,000

6,000

8,000

10,000

12,000

14,000

Edeka

ReweAldi

Lidl &

Schwarz

Norma

Büntin

g

Tengelm

ann

Metro G

roupDohle

Globus

Sto

re N

umbe

rs (2

009)

Source IGD


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Germany: Major Retailers Gross Turnover 2009

32,334

26,648 26,519

22,081

8,575 8,575

2,282 1,416 1,383 1,282

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

Edeka

Lidl &

Schwarz

ReweAldi

Metro G

roup

Norma

Tengelm

ann

Dohle

Büntin

g

Globus

Gro

cery

Tur

nove

r 20

09 (€

m)

Source IGD Germany: General Economic Data

2005 2006 2007 2008 2009 2010 GDP (Nominal €bn) 2,243.20 2,321.50 2,422.90 2,492.90 2,355.80 2,360.70 Real GDP Growth (%) 1.5 3.4 4.4 2.9 -5.3 0.3 GDP per Capita (€) 27,210.80 28,202.70 29,469.30 30,345.80 26,253.20 26,373.49 Unemployment (%) 10.6 9.8 8.4 7.3 8.9 10.7 Food Price Inflation (%) 0.4 1.9 2.9 5.3 3.8 4.4 Consumer Price Inflation (%) 1.9 1.8 2.3 2.8 0.1 -0.4

Source IGD


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1.1 Metro

The Metro group are a German retail group that operate in 33 countries and have a turnover of €65.5 billion (2009), 40% of which is generated in Germany alone. The Group operates a number of store formats including, Real Hypermarkets, Metro Cash & Carry and Galeria Kaufhof Department Stores. The metro group have a number of private label brands including Real Bio for organic products and Real Select for Premium products. A Metro Cash & Carry and a Galeria Kaufhof Department Store were visited as a part of the store audits for this report Fresh / Chilled Products Metro stocked a wide range of products. There was a large, well stocked wet fish counter with very diverse offering including whole, gutted Norwegian salmon in various sizes, salmon cutlets and fillets and a wide range of shellfish including Irish C. gigas oysters (sold by piece). There was a large stand alone display unit for chilled mussels, the bulk of which consisted of large size vacuum packed tubs and packs. The bulk of the mussels appeared to be of Galician and Dutch origin, prices and quality varied considerably. Some showed heavy fouling and foaming.

Fresh Mussels on sale at Metro. Origins: Holland (L) and Spain (R)


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Bottled Mussels (Dutch processed Chilean Mussels)

Pasteurised chilled Mussels (Spain) Frozen Products Metro stocked a wide range of frozen products; however there were no organic products in evidence. Irish branded frozen Crab was located in the frozen foods section. Smoked Products The Friedrichs brand dominated the smoked salmon display, various types and sizes of smoked salmon portions were being offered for sale at Metro. The availability of larger unit sizes and products of Alaskan origin were noticeable. Irish organic smoked salmon was stocked under the Friedrichs Brand. Ambient Products Metro also stocked a diverse range of ambient products including bottled mussels in brine and vinegar. Metro also stocked a diverse range of canned products such as canned pacific salmon with shrimps and flavourings.


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1.2 Kaufland

Lidl & Schwarz group Kaufland is a part of the Lidl & Schwarz group, Kaufland is large retailer with a diverse product range; the stores are generally hypermarkets and tend to be located away from city centres. The Lidl & Schwarz group had 570 hypermarkets in Germany with a turnover of €12.2 billion in 2009. Fresh / Chilled Products This store stocked Norwegian farmed salmon, both cutlets and fillets at their wet fish counter. The wet fish counter was relatively small and did not feature any obvious organic products, sustainability certification was obvious at the wet fish counter, this was mainly the retailers own sustainability certification with some MSC certified products. Frozen Products Frozen Salmon and Trout were strongly in evidence in this store. Large frozen Salmon fillets with flavourings were offered for very low prices. The products were reasonably well presented but damage to the packs was evident, likely a result of customers trying to inspect the product. This retailer carried an interesting Escal ready meal, it consisted of 12 stuffed mussels frozen on the half shell. The product was Dutch made with Chilean mussels. The product was a 110g pack with mussel meat accounting for 55% of the product w/w.

Escal Prepared Mussels on half shell


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EWE frozen Salmon fillet with “Provence” Herb Flavouring 700g (Norway)

Paulus Salmon Fillet with “Scandinavian” and “Italian” flavourings 600g (Norway)


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Ostsee Fisch Hot Smoked Salmon cutlet with Pepper and Herbs (UK) It should be noted that there appears to be a trend of offering large size frozen Salmon fillets for Barbeques and family meals (700g). Large frozen fillets with flavourings and cook-in-bag application were widely observed. There may be some opportunities for Irish processors to offer organic or conventional frozen Salmon fillets, however, achieving suitable prices may be a problem as the existing Ewe and Paulus conventional ranges are relatively cheap. Smoked Products This store stocked mainly Laschinger (Morpol) smoked Salmon. There were a number of small hot smoked flavoured cutlets available, mainly Scottish Salmon being offered under German brands. Overall the smoked fish section was relatively small considering the size of the store. The selection of smoked products in a Kaufland store is unsurprising due to the sentral purchasing that is practices by Lidl and Schwarz. is to be expected. Kaufland may present some opportunities for Irish smoked Salmon producers, particularly producers of organic smoked Salmon which was noticeably absent in this store. Ambient Products This store had a selection of ambient products mainly canned salmon, jars of mussel meats and herring rollmops. No organic products or particularly innovative Ambient products were observed.


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1.3 Galeria Kaufhof

Galeria Kaufhof is a part of the Metro group, the store concept is based on offering premium and high quality brands and a wide selection of international products. Galeria Kauhof operates 141 stores and 2 markets in Germany and Belgium. These department stores are mostly located in city centres - above all in prime inner-city locations. This store offered a wide selection of seafood and the standard of the presentation of frozen products was quite good. The bulk of the offering was conventional products such as breaded frozen fish, fish fingers, roll mops etc. This store also offered a range of smoked products with the Friedrichs brand featuring strongly. Fresh / Chilled Products This store had a reasonably well stocked wet fish counter that and offered organic and conventional Irish and Scottish salmon fillets. It was interesting to note that organic and conventional Irish salmon was being sold at the same price and conventional Scottish salmon for slightly less. Poor quality, small, misshapen C. gigas oysters were offered for sale at the wet fish counter. Frozen Products This store offered a wide selection of seafood and the standard of the presentation of frozen products was quite good. The bulk of the offering was conventional products such as breaded frozen fish, fish fingers etc. This store offered some frozen pacific salmon fillets (2 per pack). An interesting frozen product from the Escal brand was observed, 2 filled Scallop shells containing scallop, mussel, shrimp and sauce. Smoked Products This store featured a significant quantity of smoked Salmon, the Friedrichs brand was dominant in this store, and Irish organic smoked salmon was observed. There was also a Farne, Scottish lightly smoked “Tsar fillet” product, this product was made with conventional salmon but achieved a premium price compared to other conventional salmon products. Ambient Products No ambient products of worthy of particular note were observed


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Farne brand Scottish mild smoked “Tsar Filet”


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1.4 SuperBiomarkt

This store is a specialist organic food and grocery retailer with 15 stores in north western Germany (6 in Münster and 2 each in Düsseldorf and Osnabrück) The stores are generally centrally located and offer a complete range of fresh, ambient, chilled organic foods and other organic products. This store had a limited offering of seafood, this was to be expected due their insistence on organic products. Fresh / Chilled No fresh or chilled seafood products were on offer. Frozen Products This store stocked a limited selection of frozen fish, the store stocked a Biopolar branded frozen organic Salmon product from Scotland. The store also stocked a Scottish frozen Salmon product in a curry marinade, this product appeared to be of poor quality (colour) This store carried Followfish branded frozen organic salmon from Norway. Smoked Products This store stocked Bio-verde branded organic smoked Salmon from Scotland, and Bio-verde Branded organic smoked Trout from Italy.

Bio-verde Smoked Trout (L) & Smoked Salmon (R)


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1.5 Edeka

Edeka are the largest retailer in the German Market, they are a large cooperative that own a wide range of stores under the banners of Edeka, Netto, Spar, Plus and others The Group operates over 11,600 stores and reported turnover of €65 billion and sales of €39.9 billion in 2009. The group operates convenience stores, discount stores, cash and carry/wholesalers, supermarkets and hypermarkets. Supermarkets and Discount stores accounted for the bulk (63%) of the groups sales in 2009. The Edeka group has a number of well developed private labels including, “Gut und Günstig” (value) and Bio Wertkost (Organic) During the store audits for this report 2 Edeka outlets were visited, one well established but small, city centre supermarket, and a new, very large suburban supermarket. There was a strong contrast in the services available in the stores and the range of products that each carried. Fresh / Chilled Products The larger Edeka supermarket, stocked a wide range of fresh seafood products including salmon, cod, scallop meats etc. No fresh Irish salmon was observed during the store visits, Norwegian fresh salmon appears to be dominant in this chain. A large pre-packed Salmon carpaccio platter by Stührk was observed during the visit, the product was well presented and appealing. There was also a range of Dutch mussel meats preserved in sauce and oil available. Frozen Products This store had a large and diverse offering of frozen seafood products, however, the bulk of the products available were standard fare such as fish fingers, breaded fillets, and imported Asian prawns etc. This retail chain has an own brand range of seafood products including frozen Norwegian Salmon portions. Irish Frozen mussels were available under the Costa brand, the product was flavoured with a piquant tomato sauce and the packaging clearly referenced Ireland as the country of origin.


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Costa branded Irish frozen Mussels (Front)

Costa branded Irish frozen Mussels (Back) Smoked Products Edeka stores appear to be well stocked with smoked seafood products, the stores visited featured various brands of smoked Salmon including Abrahams, Stührk and Merl, several organic smoked salmon products of Irish origin were observed in the larger of the 2 stores visited, including Krone brand Irish organic smoked salmon. Whole, gutted hot smoked mackerel were also available.


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Krone brand Irish Organic Smoked Salmon. Ambient Products There was a range of ambient products available including Dutch mussels meats, canned fish etc. Ambient products were generally conventional, low to mid price products of no particular interest.


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1.6 Globus

Globus are a private company that operate 64 hypermarkets in Germany (43), Czech Republic (15) and Russia (6). The group had sales of €4.0 billion in 2009 (€2.1 billion grocery sales). Globus are a part of the Edeka buying group and Edeka own a 10% stake in Globus. Stores are large hypermarkets usually located at the outskirts of cities. This retail visit was carried out at a hypermarket on the outskirts of Köln. Fresh / Chilled Products This store carried fresh Salmon fillets and smoked Salmon at the wet fish counter, the seafood products were well presented and there was a strong focus on sustainability and the origin of the various products. There was also a noticeable effort being made to inform customers about preparing seafood, including the provision of a magazine and the provision of herbal seasonings for preparing mussel dishes. Frozen Products This store was well stocked with frozen products, mostly conventional fare such as breaded fish, frozen fillets and fish fingers etc. There was a relatively weak effort being made with shellfish in this store. The Followfish brand was again prominent with frozen organic or sustainable Rainbow Trout, Cod, Tuna and Salmon all being offered in this outlet. Irish frozen trout was stocked in this store under the Clew Bay brand.

Followfish brand Organic Cod fillets


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Followfish brand Rainbow Trout fillets

Followfish brand Organic Salmon Smoked Products This store carried a range of smoked products, The Friedrichs brand was dominant and smoked salmon was offered from a number of countries including Ireland, Norway the US (Alaska) and Scotland. Conventional and Organic salmon were offered side by side, amongst the organic products, Irish smoked salmon commanded a slight premium.


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1.7 Rewe City

The Rewe Group are Germanys 2nd largest retailer with 16.3% market share, the group has over 9,000 supermarkets as well and 175 hypermarkets in Germany, the group has a range of formats, including Cash and Carry, Convenience stores, supermarkets etc. The Rewe group own the Billa, Merkur, Adeg and Penny Market brands. The Rewe Group turned over €50.6 billion in 2009 and generated 67% of their sales in Germany and a further 25% in other western European countries. Rewe generates approximately 25% of its sales from private label brands such as the Erlenho (Premium) and Fülhorn (organic) labels During the store audits for this report 2 Rewe City outlets were visited, these were small city centre outlets that functioned like a middle ground between a supermarket and a convenience store. Fresh / Chilled Products The stores visited were small and did not have wet fish counters. Frozen Products The seafood range on offer was limited, mostly standard products like breaded fish, and fish fingers from major brands like Iglo. Several frozen Salmon products were on offer, mostly comprising Pacific Salmon. Smoked Products Smoked products were offered in only one of the two Rewe City units visited, the smoked products offered included Krone brand smoked Salmon. Smoked trout products were offered under the Weschlers and Merl brands.


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1.8 Basic

Basic are an Organic Supermarket with 24 stores throughout Germany and 2 in Austria. The store visited was a small unit in a city centre location, the store carried a wide range of organic products and organic versions of all common food products, meats, breads, eggs, fruit and vegetables etc. Fresh / Chilled The store visited did not have a wet fish counter. Frozen Products This store stocked a limited range of organic seafood, the Followfish brand was prominent in the frozen seafood section, including Tuna, Cod and Salmon This store stocked one Irish organic smoked Salmon product, a Dunns of Dublin, frozen smoked Damon product. Smoked Products No smoked products of particular interest were observed other than the frozen smoked salmon described above. 1.9 Vierlinden Bio Supermarkt

Vierlinden Bio Supermarkt is a small retail chain within the Rewe Group that specialises in organic products. The store that was visited was in central Köln (Cologne) and it was a medium sized outlet. The store was well presented and well stocked with a wide range of products. Fresh / Chilled Products This store did not have a wet fish counter. Frozen Products This store had a modest selection of frozen organic seafood products, the store stocked mainly Biopolar brand products, including Scottish organic Salmon. Prices for frozen seafood products at this store appeared to be noticeably more expensive than other retailers. This store stocked Dunn of Dublin frozen smoked salmon. Smoked Products This store had a relatively small selection of smoked seafood products, the store stocked Weschlers branded products including Irish organic smoked Salmon.


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1.10 Hit

Hit are a family owned chain that are controlled by the Dohle family through the Dohle Handelsgruppe Gmbh, the group consists of 110 stores (of which 106 are grocery stores) with a combined turnover of €1.4 billion in 2009. Hit hypermarkets contribute significantly to the groups overall turnover. The group has a market share of less than 1% of the German market and sources products through the Rewe Group. Fresh / Chilled Products This store featured a reasonable selection of fresh fish at the wet fish counter, the counter strongly featured information on origin and sustainability of the products on offer. The wet fish counter featured a sign stating that certain species had been removed form the product range due to sustainability concerns. The wet fish counter did not appear to have any Irish salmon products on offer. Norwegian, conventional salmon was offered at the wet fish counter. Pre-packed Dutch mussels were on sale at a relatively cheap price. Frozen Products Frozen products offered were standard fare, and were dominated by major brands like Iglo etc. Smoked Products This store stocked a range of smoked Salmon products, the Friedrichs brand was dominant in the store in terms of diversity and quantity offered. The strong position of Friedrich brand is not surprising considering the group source through the Rewe group.

Smoked Salmon and Trout in a display unit at Hit store. Irish Salmon marked in red.


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Hit Promotional Material Note the focus on Organic & MSC


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1.11 Temma

The Temma retail chain is an organic retail chain that is a part of the Rewe group. The chain operates on a high quality, premium price concept. The stores are of a moderate size with a strong focus on making shopping a pleasant experience for the customer, significant expense appears to have been incurred on the decor, furniture and equipment used in the store. The store visited was well presented with ample staff on hand to assist and there was a Temma restaurant/café operating in the store. Temma stores appear to be an ideal fit for high quality Irish organic seafood products, the stores are focused on offering the best quality organic products to customers and providing a high quality shopping experience. Fresh / Chilled Products This store did not have a wet fish counter Frozen Products This store offered some frozen organic products, mainly the Followfish brand. The store also offered Norwegian organic salmon with De-bio certification as well as a Biopolar branded Salmon topped pizza. Smoked Products This store featured some smoked Salmon products, including Irish smoked salmon sold under the Rewe brand.

Temma cheese counter


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Temma wine stock. 1.12 Erdkorn Bio-Discount

Erdkorn Bio Discount is a small chain of specialist organic retailers with 8 stores in north western Germany including 4 in their home city of Hamburg. Despite the name of the chain, prices at the store visited appeared broadly in line with those of other specialist organic retailers. Discounts applied to seafood products appeared to be motivated by remaining shelf life considerations rather than an desire to offer organic seafood products at a strong discount. Fresh / Chilled Products This store did not have a wet fish counter Frozen Products This store had a very limited stock of frozen seafood products. Smoked Products This store stocked a limited range of smoked products including two Irish smoked salmon products, Bio-verde and Dunns of Dublin branded products.


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1.13 Alnatura

Alnatura is a chain of specialist organic and natural products retailers, the chain has 55 stores in over 35 cities throughout Germany, mostly in western and southern Germany. Fresh / Chilled Products This store did not have a wet fish counter Frozen Products This store had a limited stock of frozen seafood products. The store stocked own brand farmed Salmon portions, Alaskan Pollock fillets and Wilkes brand German farmed Trout. Smoked Products This store stocked a limited range of smoked products including two Irish smoked salmon products, Bio-verde and Dunns of Dublin branded products.

Wilkes brand Rainbow Trout


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2. Austrian Retail Overview

Austria: Major retailers Grocery Sales 2009

5,2594,783

4,252

3,395

1,300 1,007550 450 441

0

1,000

2,000

3,000

4,000

5,000

6,000

Rewe Aus

tria

Spar A

ustria

Billa, M

erkur,

Penny

Hofer (Aldi)

Markan

t Austr

iaAde

gLid

l

M-Prei

s

Plus / Z

ielpu

nkt (T

engelm

ann)

Gro

cery

Sal

es 2

009

(€m

)

Source IGD

Austria: Market share of key players 2008

Rewe Group incl. Billa,

Merkur, Penny, Adeg, 29.40%

Spar Austria, 22.40%

Hofer (Aldi), 15.80%

Zev Markant, 6.10%

Plus/Zielplunkt (Tengelmann),

4.00%

Lidl, 2.60%

M-preis, 2.10%

Others, 17.60%

Source IGD


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Austria: Retailer by store numbers

2,188

1,438 1,4131,096

750430 361

180 156

0

500

1,000

1,500

2,000

2,500

Rewe Aus

tria

Billa, M

erkur,

Penny

,

Spar A

ustria

Markan

t Austr

iaAde

g

Hofer (Aldi)

Plus / Z

ielpu

nkt (T

engelm

ann) Lid

l

M-Prei

s

Sto

re n

umbe

rs (2

009)

Austria General Economic Data

2003 2004 2005 2006 2007 2008 GDP (Nominal €bn) 223.3 232.8 244.5 257.3 270.8 282.2 GDP Growth (%) 2.3 2 3.3 3.3 2.7 2.4 GDP per Capita (€) 26330 26812 27387 28209 29026 29490 Unemployment(%) 4.3 4.8 5.2 4.8 4.4 3.8 Consumer Price Inflation (%) 1.3 2 2.1 1.7 2.2 3.2 Food Price Inflation % 1.5 1.7 1.1 1.5 4.2 6.4 Av. Exchange Rate (US$ : €) 1.13 1.24 1.25 1.26 1.36 1.35

Source IGD

Source IGD


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2.1 Spar & Spar Gourmet

The Spar chain has 59 hypermarkets and 1,354 Supermarkets/Superstores in Austria (IGD 2009) The chain is well represented and is the largest stand alone retailers in Austria (the Rewe Group has more stores but under different banners) Overall Spar International is the 2nd largest retailer in Austria behind the Rewe Group in terms of grocery sales, store numbers and market share. Spar operates stores under different concepts Spar, Eurospar and Spar Gourmet are supermarket/superstores and Interspar are hypermarkets. 50% of Austrian Spar stores are privately owned and Spar Austria is the largest private company in the country. A Eurospar outlet and a Spar Gourmet outlet were investigated Fresh / Chilled Products The stores visited had no wet fish counters. The stores featured chilled ready meals under the Spar brand, including a Spar Vital Pasta with Salmon ready meal with a strong health and nutritional focus was identified in Spar. There is a clear differentiation between the Eurospar and the Spar Gourmet concepts, the latter being stocked with a more diverse product range with a stronger emphasis on organic, healthy and gourmet products. Frozen Products This store featured a number of frozen wild salmon products, including MSC certified pacific salmon fillets. It was noticeable that similar products were available at various price points and quality brands, e.g. 250g packs consisting of 2 x 125g fillets of Salmon were available under Spar Premium, Spar Vital and Spar Budget brands. Frozen New Zealand Greenshell mussels were stocked in a 1 kg pack (€8.99/kg) Ambient Products Several ambient products were observed, including canned oysters under the Schenkels brand (€2.29/unit) Canned mussel meats (€1.59 to €1.99/unit) canned salmon (€2.69/unit) and bottled Spanish Tuna chunks in oil. Smoked Products Both stores visited featured similar products including Elfin, Kulmer, Stuhrk and Freidrichs brand smoked Salmon. (price ranged from Kulmer €17.45/kg to Friedrichs €49.90/kg) Smoked Sea Trout was available under the Royal Greenland Brand and Smoked whole mackeral was offered (€6.99/kg)


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Spar Vital 250g with nutritional info.

Spar Premium 250g with MSC logo.

Spar Vital ready meal 330g with nutritional info.

Spar Budget 250g

A selection of Spar branded frozen and chilled Salmon products.


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Kulmer (L) & Elfin (R) branded conventional smoked Salmon (200g packs)

Schenkels brand canned smoked oysters in oil (L) & Mayflower brand canned mussels in tomato sauce (R)

Sanford brand Frozen Greenshell Mussels (1kg)


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2.2 Zielpunkt

Plus/Zielpunkt is a part of the Tengelmann Group, the Plus/Zielpunkt brand has a market share of 2.7% in Austria and has been declining in recent years. The brand had 664 stores and a turnover of €994million in 2009. In Austria the group had 330 stores and a turnover of €557 million in 2009 A small suburban Zielpunkt outlet was visited, the store was in a residential area beside a busy road. The store visited was small and clean but did not appear to be particularly well kept. The store appeared to function as a neighbourhood convenience store / supermarket. The store was not well stocked with premium type products. Frozen Products This store stocked standard fare in terms of frozen seafood products, breaded fillets, fish fingers etc. Smoked Products This store stocked two types of smoked Salmon, wild pacific salmon under the Abrahams brand and Norwegian conventional salmon under the Laschinger brand. 2.3 BioMarkt Maran

BioMarkt Maran is a small retail chain with 5 outlets in Austria, they are a specialist organic products supermarket. The store visited was very clean, well staffed and well laid out with an apparent effort to make shopping an enjoyable experience. Fresh Products This store had a limited stock of fresh seafood, fresh Scottish organic Salmon was being sold at €39.90/kg. Smoked Products This stores stocked Scottish organic smoked Salmon under two brands Weschlers at €52.90/kg and Bio-verde at €59.90/kg Frozen products This store stocked various organic and sustainable seafood including Salmon, Cod, Tuna, Sea trout etc. under the Followfish brand.


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2.4 Billa

See Rewe Group information in Section 1.7 Frozen Products This store stocked mostly standard frozen seafoods, and no organic frozen seafood was seen. The store stocked an interesting frozen scallop product under the Escal brand, it consisted 12 frozen scallops on the half shell with garlic butter sauce. Smoked Products This store stocked a range of conventional farmed and wild smoked Salmon products under the Norsson and Labeyrie brands. The Labeyrie brand differentiates the product clearly by national origin whereas the Norsson brand uses packaging that states that the product could come from any one of several countries including Ireland, Norway, Scotland, Chile etc. The Norsson product found was of Norwegian origin with a French production number. Prices for smoked farmed Salmon ranged from €19.91/kg to €39.90/kg, smoked wild Salmon was €49.90/kg

Labeyrie brand smoked salmon with clear national origins.


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Labeyrie brand wild Alaskan smoked Salmon (MSC certified)

Norsson brand farmed Norwegian Salmon. French production number.

Escal brand stuffed Scallop shells.


35

2.5 Merkur

See Rewe Group information in Section 1.7 Fresh / Chilled Products This store stocked Norwegian farmed salmon under the Eisvogel brand, the products were mainly cutlets and portions pre-packed very simply in styrofoam trays. It was noted that the portions offered were relatively large sizes circa 300g-400g. The store also offered pre-packed salmon tails for soup making at €4.29/kg. Italian farmed trout was offered under the Eisvogel brand at €9.49/kg. The store highlighted that there were seafood special promotions every Thursday, this indicated a trend towards consumption of fish on Fridays. Frozen Products This store stocked mostly standard fare in terms of frozen seafood, the store did stock Pastemar brand frozen pasteurised Galician mussels at €7.99/kg. Some frozen wild salmon fillets were offered. Well presented Polar Frost frozen mussels (NE Atlantic origin) were also offered at €6.99/kg Smoked Products This store stocked a number of smoked Salmon products, the products consisted of Merkur Selected and Novomare brand smoked conventionally farmed Norwegian Salmon. Prices ranged from €19.95/kg to €27.90/kg

Polar Frost brand Mussels (1kg)


36

2.6 Julius Meinl

Julius Meinl is a specialist gourmet food retailer, located in downtown Vienna, the store is a part of the Julius Meinl group, a specialist coffee roaster and coffeehouse. The group have a small number of outlets worldwide mainly focusing on coffee products. The Julius Meinl store could be likened to a Harrods type retailer. Fresh / Chilled Products This store has a modestly sized, but well stocked wet fish counter. Irish organic smoked Salmon was offered at the wet fish counter at €168/kg and fresh Irish organic Salmon offered at €52/kg. Conventional fresh Norwegian salmon was offered at €34.90/kg. Scallop meat was offered at €59.00/kg Smoked Products This store had a large, well stocked and diverse premium seafood display unit, which contained mostly smoked products, roes, caviars, seafood terrines and prepared soups. The display featured mostly Freidrichs and Labeyrie brand smoked salmon products including Friedrichs brand conventional and organic Irish smoked Salmon (€72.90/kg – €89.90/kg) and Labeyrie brand Irish conventional smoked Salmon offered in 6 slices (61.06/kg) A well presented Salmon terrine was also offered at €16.90/unit (€99.41/kg). A number of Labeyrie brand bottled soups were offered, the soups were smoked Salmon and also Scallop, however, these appeared to be of poor quality and appeared to be drying out or to have split. The Labeyrie soups had been discounted. This store also stocked smoked Charr from two different Austrian smokers (79.90/kg & €42.90/kg)

Hink Wein Salmon terrine with Dijon mustard.


37

Labeyrie bottled soups, note the poor appearance of both and the reductions applied.

Labeyrie brand Irish smoked salmon


38

Friedrichs brand Irish smoked Salmon, conventional (L) organic (mislabelled) (R)

Questers (L) and Schloss Fuschl (R) Austrian smoked Charr.


39

2.7 Hofer / Aldi

Hofer are a part of the Aldi group, the Hofer name is used in Auatria and Slovenia only. The chain has a market share of 15.3% in 2009 in Austria and is showing slight decline in market share from 2008 and 2007. The group is a hard discounter and may not be a commercially viable proposition for Irish manufacturers of premium price or organic products. Smoked Products This store has a very limited stock of smoked Salmon, the store stocked Laschinger brand smoked wild Salmon from Alaska and farmed conventional salmon from Norway (€26.57/kg to €15.95/kg) Frozen Products This store had a limited selection of frozen products, mostly standard fare such as breaded fillets and fish fingers. The store stocked Aldi/Hofer own brand frozen Salmon fillets. 2.8 Magnet

See Rewe Group information in Section 1.7 The store visited was a medium sized supermarket in a suburban area. Frozen Products This store stocked standard fare in frozen foods section, breaded fillets, fish fingers etc. The store stocked frozen Dragon Bay Pangasius fillets and Quality first sushi products

Quality First Sushi pack.


40

Dragon Bay Pangasius fillets (L) Frozen Mackeral fillets (R)

Chilled seafood selection at Magnet store.

Royal Crown brand smoked Salmon


41

3. Swiss Retail Overview

Switzerland: Grocery Sales 2009 (€m)

11,493.30

8,071.19

397 385.65 325.81 213.28 650.00

2,000.00

4,000.00

6,000.00

8,000.00

10,000.00

12,000.00

14,000.00

Migros (

inc D

enne

r)

Coop Sch

weiz Aldi

SPAR Switz

erlan

d

Manor*

Magro

(Cas

ino)

Lidl**

Gro

cery

Sal

es 2

009

(€m

)

Source IGD

Switzerland: Retailer by store numbers

1,407

1,077

158 11233 30 12

0

200

400

600

800

1,000

1,200

1,400

1,600

Migros (

inc D

enne

r)

Coop Sch

weiz

SPAR Switz

erlan

dAldi

Manor*

Lidl**

Magro

(Cas

ino)

Stor

e nu

mbe

rs (2

009)

Source IGD


42

Switzerland: Market Share of key players 2009

Others 42%

Coop Schweiz 22.40%

Aldi 1.10% Manor 0.90%Magro (Casino)

0.60%

Lidl 0.20%

SPAR Switzerland

1.10%

Migros (inc Denner) 32%

Source IGD

Switzerland: General Economic Data

2006 2007 2008 2009 2010 GDP (Nominal, €bn) 311.79 317.12 341.68 354.62 358.8 Real GDP Growth (%) 3.63 3.61 1.78 -1.95 0.48 Nominal GDP per Capita (€) 40,695.47 40,315.39 42,458.58 43,657.36 43,804.68 Unemployment (%) 3.02 2.49 2.66 3.9 4.6 Food Price Inflation (%) -1 0.5 3.1 -0.16 -0.37 Consumer Price Inflation (%) 1.05 0.73 2.43 -0.6 -0.3

Source IGD


43

3.1 Migros

Migros are a Swiss retail group with limited operations in France and Germany. The group is the largest retailer in Switzerland with 1,587 stores, including Hypermarkets, Supermarkets and Convenience stores. The chain reported turnover of over €16 billion in 2008, 99% of which was generated in Switzerland. A large Migros store close to central Zurich was visited, the store was located in the same building as the group corporate headquarters. The store was large, very well presented and stocked a very large and diverse product range. Fresh / Chilled Products This store had a large and well stocked, wet fish counter. The store offered trout fillets at €24.42/kg. Norwegian farmed salmon at €30.35/kg for fillet and €21.63/kg for cutlets. Pre-packed Norwegian Salmon portions in MAP was offered at €30.35/kg. Fresh pre-packed Danish trout was offered at €18.14/kg Skinned fillets of Monkfish from the UK were offered at €49.54/kg and US white Scallop meats were offered at €43.2/kg. French C. gigas oysters were offered at €1.19 per piece and large Spanish mussels were offered at €9.07/kg. Fresh Icelandic Cod in MAP was offered at €23.03 and €18.84/kg for salted and lightly salted. Qualimar and Migros own brand mussels were offered pre-packed at €7.61/kg Pacific Albacore tuna in MAP was offered at €34.19/kg. Frozen Products This store had a very large and diverse offering of Frozen seafood, including a noticeably diverse offering of frozen Asia shellfish, mainly various Nephropidae (lobster) species. Frozen Salmon, including Chinese processed MSC certified Sockeye and farmed Norwegian and Chilean salmon was available under the Pelican brand. Prices for frozen salmon ranged from €20.10/kg to €24.84/kg. Frozen Scallops were available under the Luxor brand at €37.68/kg. Scottish frozen mussels were offered in 500g packs at €12.42/kg. Hake nuggets from South Africa were offered at €19.26/kg. A product labelled as “Whitefish” and of Irish origin was found, the product was labeled Coregonus, this product may have been Lough Neagh Pollan, it was offered at €17.45/kg Smoked Products This store had a large and diverse selection of smoked products, smoked salmon being the dominant product. A Migros own brand product of note was a pack containing 3 different types of smoked salmon, Wild, Scottish Farmed and Graved Lax for €56.28/kg, the product was reduced to a lower price but the reduction was attributed to short remaining shelf life. A Migros own brand, Scottish smoked Salmon product with Migros own organic certification was offered at €68.38/kg.


44

Migros own brand smoked salmon labeled “Ireland” was offered at €59.31/kg, however the product featured a UK plant number. Various Alaskan, Scottish and Norwegian smoked salmon were offered at prices between €43.26/kg and €48.85/kg Ambient Products Migros own brand Danish mussel meats were offered at €6.98/kg (glass jar)

Migros Alaskan Chum Salmon


45

Seafood section at Migros store. Smoked products are on the left.

Migros own brand Mussel products in brine (L) Fresh (R)


46

Migros own brand Trout fillets

Pelican brand Pollan fillets. Labelled as Irish.


47

Migros Irish smoked Salmon (100g)

Pre-packed Norwegian farmed Salmon portion


48

Migros brand “Toastlachs” Scottish smoked salmon

Migros brand smoked Salmon selection with 300g Salmon & 20g dill sauce.


49

3.2 Denner

Denner are a part of the Migros group, they are a discounter and have 752 stores throughout Switzerland. Denner has responded to pressure from other discounters by refurbishing stores and launching premium and healthy eating own brand labels. The Denner outlet visited was a relatively small store located in central Zurich. Frozen Products This store stocked standard frozen fare such as breaded fillets and fish fingers etc. Smoked Products This store stocked Laschinger brand Norwegian and Pacific smoked Salmon. Prices ranged from €18.35/kg to €34.54/kg


50

3.3 Coop

Coop are the second largest retailer in Switzerland, they operate 8 store formats and have 1,077 grocery stores in Switzerland with turnover of €8 billion. The store visited was a Supermarket located in central Zurich, the store was very modern clean and well presented with a wide range of products. Fresh / Chilled Products Irish Organic Salmon was offered at €30.70/kg for single portions in MAP. Norwegian organic salmon was also offered at €30.70/kg. C. gigas oysters from France were offered at €1.60 per piece and Spanish mussels were offered a €8.72/kg. Poorly processed but well presented Spanish salted seaweed was offered at €52.34/kg Norwegian conventional fillets were offered in a ready to cook tray with thyme flavouring under the Coop own brand with the IDEE Betty Bossi label at €28.96/kg Frozen Products The store had a large selection of frozen seafood products, however it was standard fare of breaded fillets and fish fingers etc. Smoked products There was very strong representation of Irish products in the smoked seafood section, Movenpick brand Irish smoked salmon and smoked salmon appetizers made with Irish smoked salmon were offered at premium prices (€68.28/kg - €85.13/kg for loin) Coop brand Naturaplan Irish smoked salmon was offered at €71.87/kg. A product consisting of Norwegian organic smoked Salmon trimmings was offered at €15.50/kg, this product seemed to be offered as sandwich filling etc. A Weightwatchers branded Scottish smoked Salmon product was offered at €68.61/kg.


51

Coop Naturaplan Irish Smoked Salmon

Movenpick appetizers made with Irish smoked Salmon


52

Movenpick Alaskan smoked Salmon tartare with sauce portion.


53

3.4 Globus

Globus is a premium department store with 14 locations throughout Switzerland, the chain has a delicatessen section with a strong focus on premium products, imported products and organic products. The chain has a distinctive organic range that is branded in a very simple and contemporary manner; this chain is not believed to be associated with the Germany retailer of the same name. The store visited was a large store near central Zurich, the store had a large delicatessen in the basement that was very well presented and well stocked with diverse luxury products. Fresh / Chilled Products The store stocked a reasonable selection of seafood at premium prices. Irish organic Salmon fillet with skin on was offered at €52.34/kg, skinless trimmed, Scottish conventional fillet was offered at the same price, however, the cut was better trimmed and the Irish organic product. French C. gigas oysters were offered at €20.93/kg, French bouchot mussels were offered at 12.56/kg. Frozen Products Whole frozen cooked lobsters were offered at €40.47/kg, large dressed scallops on the half shell were offered at €13.61/kg. Frozen Chilean mussel meats were offered at €17.58/kg, New Zealand Greenshell mussels were offered at €17.45/kg Smoked Products Scottish organic smoked Salmon was offered at €131.88/kg, Irish and Scottish conventional Salmon was offered at €96.60/kg. Alaskan smoked wild salmon was offered at €90/kg . Shetland conventional smoked Salmon was offered at €117.93/kg Prepacked Norwegian smoked Salmon cheeks were offered at €101.18/kg under the Dhyrberg brand.


54

Globus promotional material for “Organic” label, Scottish smoked Salmon (L) and Swiss Trout fillets (R)


55

4. Conclusions 4.1 Smoked Salmon Products Irish organic smoked salmon is relatively easy to find in many major retailers and it appears to be achieving a price premium over Scottish and Norwegian organic smoked salmon. Irish smoked salmon was most commonly seen in Germany and Austria under brands like Friedrichs and Bioverde and under retailer own brands in Coop and Migros in Switzerland. The presence of Irish smoked salmon products appears stronger in Germany and Switzerland than in Austria and there may be opportunities to develop the Austrian market further. The strong position of Migros and Coop in Switzerland in terms of market share, appears to suggest that Irish producers can gave reasonable expectation of achieving good sales in Switzerland through these retailers. 4.2 Novel Smoked Salmon Products There seems to be a move towards innovation in smoked salmon products especially in Austria and Switzerland where pre-packed smoked salmon appetizers and starters appear popular. A salmon starter platter, smoked salmon trimmings for sandwiches and a salmon topped pizza were found during the study indicating a willingness amongst some processors such as Stührk and Biopolar innovate with smoked salmon. 4.3 Specialised Organic Retailers There appears to be an increasing market niche for specialised organic or natural products retailers, Alnatura, Vierlinden, SuperBioMarkt, Basic, Biomarkt Maran and Erdkorn are just some chains that focus on organic products in Germany and Austria. Irish producers may be able to capitalise on these retailers because, despite their lower market share and number of retail outlets, their entire customer base are actively seeking organic products by using these stores. 4.3 Niche The Globus department store chain in Switzerland may be a relatively small chain but they appear to present opportunities for companies that can deliver premium or organic seafood, either fresh or frozen. The Gosch-Sylt restaurant chain in Germany may also be an interesting target for Irish seafood producers, the chain is a popular high street fish restaurant that offers high quality seafood dishes in stylish surroundings, prices appear to be significantly higher than other chains like Nordsee, and their seafood offerings are much more diverse and sophisticated. 4.4 Premium Products There also appears to be opportunities for Irish seafood processors to introduce high quality products into these markets, Irish organic mussels, either frozen or fresh would likely achieve excellent consumer acceptance and a price premium as would good quality C. gigas oysters and frozen dressed crab or scallop products.


56

4.5 Organic & Sustainability Certification The German, Austrian and Swiss markets appear to be strongly concerned and motivated by organic and sustainability certification, the presence of certified organic and sustainable products is particularly noticeable in the German market. Naturland (organic) Marine Stewardship Council (sustainability) appear to be the most common forms of certification in these markets with AB, Bio Suisse and Friends of the Sea certification being also observed albeit, at much lower frequency. Retailers are now offering products that are certified to their own standards rather than those of recognized certification bodies, for example Coop operate several of their own organic, quality and sustainability certification labels.


57

Appendixes

Market Research & Intelligence www.bimb2b.com 58

Retailer Product Format Origin Pack size

Price/unit Price/kg Brand Observations

METRO Mussels Chilled Spain 2kg 10.48 5.24 Summa vacuum packed in tub (encrusted) METRO Mussels Chilled Spain 2kg 8.01 4.00 Qualimar vacuum packed in tub METRO Mussels Chilled Holland 1kg 2.77 2.77 Classic vacuum packed in tub METRO Mussels Chilled NE Atlantic 1.5kg 6.20 4.13 Neptunus vacuum packed in tub METRO Mussels Chilled Spain 1kg 6.85 6.85 Pastemar vacuum packed in tub METRO Mussels Fresh Spain weight 3.52 METRO Oysters Fresh Ireland piece 0.94 METRO Oysters Fresh Netherlands piece 0.89 METRO Trout Fresh Italy weight 8.01 METRO Salmon Fresh Norway weight 8.55 Large selection, whole gutted METRO Salmon (Sashimi) Fresh Norway weight 9.08 METRO Tuna Fresh Sri Lanka weight 2.95 Line caught. Wrapped in muslin +

vacuum packed. FOS certified METRO Salmon Smoked Ireland weight 46.50 Wechslers Organic. Naturland Certified.

Marine Harvest METRO Trout Smoked Greece weight 23.48 Wechslers METRO Salmon Smoked Norway weight 37.40 Friedrichs METRO Salmon Smoked Alaska weight 32.05 Friedrichs METRO Crab Frozen Ireland weight 8.29 Connemara

Seafoods

METRO Mussels Ambient (Glass jar)

Chile via Holland

unit 2.94

METRO Mussels Canned Spain 115g 1.59 13.83 METRO Mussels Canned Spain 115g 0.99-1.06 8.87 price/kg assumes €1.02 per unit METRO Salmon Canned Norway via

Lithuania 200g 2.13 10.65

METRO Oncorhynchus Canned Pacific 125g 2.02 16.16 75g drained with shrimps&sauce METRO Tuna Canned 1,400g 4.06 2.90 catering size KAUFLAND Salmon Fresh Norway 10.90 Portions KAUFLAND Salmon Fresh Noway 12.90 Fillets




KAUFLAND Salmon Frozen Norway Whole 5.49 Whole, head on, gutted. Poor Quality

KAUFLAND Salmon Frozen Norway 800g 6.99 8.73 Paulus Frozen fillet w/sauce in foil+box. Poor Quality

KAUFLAND Salmon Frozen Chile 700g 3.99 5.70 Ewe Frozen fillet w/sauce in foil+box. Poor Quality

KAUFLAND Salmon Frozen Wild 300g 3.29 10.96 Frosta 2 portions vac-pac+box . MSC Certified

KAUFLAND Salmon Frozen Chile 220g 2.69 12.23 Paulus - Premium 2 portions w/sauce. vac-pac+box KAUFLAND Salmon Smoked Scotland 100g 3.49 34.90 Laschinger/Morpol KAUFLAND Salmon Hot Smoked Scotland 125g 1.99 7.96 Laschinger/Morpol Cutlet with flavourings KAUFLAND Trout Smoked Turkey via

Holland 125g 1.39 11.12 W Kok

KAUFLAND Mussels Frozen Chile 110g 3.99 36.27 Escal 12 mussels with sauce (55% mussels w/w)

KAUHOF Salmon Fresh Ireland 79.90 Organic Fillets KAUHOF Salmon Fresh Ireland 79.90 Conventional Fillets KAUHOF Salmon Smoked Scotland 64.90 Conventional Fillets KAUHOF Salmon Smoked Alaska 150g 6.49 Friedrichs MSC Certified KAUHOF Salmon Smoked Ireland 100g 7.99 79.99 Friedrichs Organic. Naturland Certified.

Marine Harvest KAUHOF Salmon Smoked Scotland 150g 7.99 Friedrichs KAUHOF Salmon Smoked Norway 125g 4.99 Labeyrie KAUHOF Tuna-Albacore Smoked 80g Labeyrie KAUHOF Salmon Smoked Scotland 150g 9.99 Farne Tsar Fillet. In Box with window KAUHOF Salmon Frozen Pacific 280g 5.49 Iglo 2 Fillets in oven bag + box. KAUHOF Scallop Frozen 250g Escal 2 filled shells with mussels

prawns & sauce KAUHOF Oysters Fresh Piece 1.79 Poor quality, small & misshapen EDEKA Salmon Smoked Norway 100g 2.79 27.9 Suempol Pack + Box with window EDEKA Salmon Smoked Scotland 100g 3.49 34.9




EDEKA Salmon Smoked Norway 50g 1.79 35.8 Abrahams Oven smoked EDEKA Salmon Smoked Norway 100g 2.99 29.9 Stuhrk 2 small portions EDEKA Mussels Canned NE-Atlantic 100g 1.39 13.9 Havesta Curry sauce. 60% mussels w/w EDEKA 2 Salmon Smoked Ireland 100g 3.99 39.90 Krone Organic Irish Sea Spray EDEKA 2 Salmon Smoked Ireland 150g 5.29 Merl EDEKA 2 Salmon Smoked Alaska 50g 1.89 Abrahams MSC certifed, sockeye EDEKA 2 Salmon Smoked 130g 3.99 Nolls Hot smoked cutlet with herbs EDEKA 2 Salmon Smoked Alaska 150g 3.79 Suempol MSC certified "Sockeye" EDEKA 2 Salmon Smoked Alaska 200g 2.79 Suempol Poor colour & quality EDEKA 2 Salmon Smoked Norway 200g 7.99 Stuhrk Salmon Carpaccio - Large platter EDEKA 2 Trout Smoked Spain 2.19 9.99 Vacuum packed whole. EDEKA 2 Trout Smoked 125g 22.32 Hot smoked with herbs EDEKA 2 Mussels Ambient (Oil) Chile 340g 4.99 Werner Lauenroth Meats in plastic tub. 200g drained EDEKA 2 Mussels Frozen Ireland 450g 3.78 Costa Rope mussels in tomato sauce EDEKA 2 Salmon Frozen Chile 250g 2.99 Edeka 2 portions. "Gut und Gunstig" GLOBUS Salmon Fresh Norway 15.90 Fillet GLOBUS Salmon Smoked ? 44.90 Fillet GLOBUS Salmon Smoked Norway 125g (e) 19.92 Hot Smoked Cutlet GLOBUS Salmon Frozen Norway 125g 3.99 31.92 Globus Reduced to €2.50/unit short shelf-

life GLOBUS Salmon Smoked Scotland 150g 6.59 43.92 Friedrichs Organic GLOBUS Salmon Smoked Ireland 100g 4.99 49.90 Friedrichs Marine Harvest Organic GLOBUS Salmon Frozen Norway 200g 2.79 13.95 ? GLOBUS Cod Frozen Scotland 200g 3.99 19.95 Followfish 2 fillets. Vacuum packed + box.

Shetlands GLOBUS Trout Frozen Ireland 200g 3.99 19.95 Clew Bay 2 fillets. AB certified. ISPG. GLOBUS Trout Frozen Ewe Whole. Vacuum-packed & frozen GLOBUS Pollock Frozen 300g 4.49 14.96 Schär 10 fish fingers. Gluten free. GLOBUS "Whitefish" Frozen 300g 1.69 5.63 Iglo 10 fish fingers. MSC certified




GLOBUS Salmon Frozen Alaska 700g 4.99 7.13 Caldenhof Fisch Fillet. Foil wrapped in box. Boxes damaged by public

GLOBUS Salmon Frozen Alaska 550g 4.99 9.07 Ewe Fillet. Foil wrapped in box. Boxes damaged by public

REWE CITY Salmon Smoked Norway 200g 3.29 Krone REWE CITY Salmon Smoked Norway 150g 2.99 Krone REWE CITY Salmon Smoked Norway 50g 1.59 Krone REWE CITY Salmon Smoked Ireland 100g 3.49 Rewe Bio Marine Harvest REWE CITY Salmon Frozen 320g 6.99 Deutsche See 2 x fillets REWE CITY Salmon Frozen NE Pacific 250g 3.69 Iglo Vac-pac fillets in Box. MSC

certified REWE CITY Salmon Frozen Pacific 280g 1.99 Iglo Fish Fingers x10. 58% Fish. Made

from Fillets REWE CITY Trout Smoked Greece 125g 3.49 Wechslers REWE CITY Trout Smoked 125g 2.99 Merl REWE CITY 2 Salmon Frozen Pacific 280g 1.99 Iglo Fish Fingers x10. 58% Fish. Made

from Fillets REWE CITY 2 Pike Perch Frozen Fish & More WWF & MSC certified BIO-SUPERMARKT

Salmon Smoked Scotland 100g 5.49 54.90 Bioverde Naturland Certified. Pack with sleeve

BIO-SUPERMARKT

Salmon Frozen Scotland 300g 36.90 2 fillets. Poor colour. In curry marinade

BIO-SUPERMARKT

Salmon Frozen 300g 13.99 2 Portions

BIO-SUPERMARKT

Salmon Frozen Scotland 160g 7.59 Biopolar 1 Portion. Naturland Certified

BIO-SUPERMARKT

Trout Smoked Italy 100g 5.99 Bioverde Vacuum-packed with sleeve

VIERLINDEN Salmon Smoked Ireland 100g 5.49 54.9 Wechslers VIERLINDEN Salmon Frozen Scotland 160g 7.29 Biopolar 2 x 80g Fillets VIERLINDEN Salmon Frozen Scotland 171g 7.99 Biopolar "Provence" style 3 x 57g pieces




VIERLINDEN Salmon Frozen-Smoked Ireland 100g 5.99 59.9 Dunns of Dublin Frozen-Smoked product ALNATURA Salmon Smoked Ireland 100g 5.79 57.90 Bio-verde Organic ALNATURA Salmon Smoked Ireland 75g 4.79 Clare Island Organic- Naturland certified ALNATURA Salmon Smoked NE Atlantic 100g 4.99 49.9 Organic- Naturland certified ALNATURA Trout Frozen Germany 300g 24.97 Wilkies Organic- Naturland certified HIT Salmon Smoked Ireland 100g 6.49 64.9 Friedrichs Organic HIT Salmon Smoked 100g 4.99 49.9 Friedrichs Conventional HIT Salmon Frozen Scotland 27.9 Deutsche See Organic. Very poor colour HIT Mussels Chilled NE Atlantic 1kg 2.99 2.99 Zeeland Roem Vac-pac Tub. TEMMA Salmon Frozen Norway 200g 5.49 Followfish DE-Bio certified. 2 x 100g fillets TEMMA Salmon Frozen Scotland Biopolar Frozen Pizza topped with Salmon. TEMMA Salmon Smoked Ireland 100g 3.49 Naturland certified BIO-DISCOUNT Salmon Smoked Ireland 100g 6.49 64.90 Bio-verde 30% discount sticker attached BIO-DISCOUNT Salmon Smoked Ireland 100g 5.99 59.90 Dunns of Dublin frozen GOSCH-SYLT Salmon Meal Portion 14.50 Lunch + Potato & Veg GOSCH-SYLT Bream Meal Portion 12.50 Lunch + Potato & Veg NORDSEE Salmon Meal Alaska Portion 7.50 Lunch + Potato & Veg SPAR Salmon Ready Meal 330g 2.99 10.00 Spar Pasta with Salmon ready meal.

Health claims on packaging SPAR Salmon Smoked Norway 200g 3.49 17.45 Kulmer Smoked in Austria SPAR Salmon Smoked Norway 200g 5.49 27.45 Elfin Smoked in Denmark SPAR Salmon Smoked Norway 100g 4.99 49.90 Friedrichs SPAR Salmon Frozen Norway 200g 5.99 29.95 Followfish SPAR Salmon Frozen Pacific 250g 3.99 15.96 Spar Vital MSC Certified. Strong Nutritional

data on packaging SPAR Salmon Frozen Pacific 250g 2.99 11.96 Spar Budget Cheap Brand. 2 x 125g portions SPAR Salmon Frozen Pacific 250g 4.99 19.96 Spar MSC Certified. 2 x 125g Portions.

Sockeye SPAR Mackerel Smoked NE-Atlantic 150g 13.27 PL various flavours ZIELPUNKT Salmon Smoked Pacific 100g 3.99 39.90 Abrahams MSC Certified




ZIELPUNKT Salmon Smoked Norway 200g 3.49 17.45 Laschinger JULIUS MEINL Salmon Smoked Norway 100g 7.29 72.90 Friedrichs Conventional JULIUS MEINL Salmon Smoked Ireland 100g 8.99 89.90 Friedrichs Organic - Labelled as German. JULIUS MEINL Salmon Smoked Ireland 180g 10.99 61.06 Labeyrie Labelled as Irish - French

Production Number. 6 slices JULIUS MEINL Salmon Smoked Scotland 150g 13.49 89.84 Friedrichs Conventional JULIUS MEINL Salmon Bottled Soup France 500ml 6.99 Labeyrie Very poor quality, lumpy & split.

Reduced by €2.00 JULIUS MEINL Scallop Bottled Soup France 500ml 6.99 Labeyrie Very poor quality, lumpy & split.

Reduced by €2.00 JULIUS MEINL Salmon Smoked Ireland 168.00 Organic- Wet fish counter - sold

by weight JULIUS MEINL Salmon Wet fish Ireland 52.00 Organic- Wet fish counter - sold

by weight JULIUS MEINL Salmon Wet fish Norway 34.90 Conventional - Wet fish counter -

sold by weght JULIUS MEINL Charr Smoked Austria 100g 7.99 79.90 Questers Omega 3 content highlighted on

pack JULIUS MEINL Charr Smoked Austria 100g 4.29 42.90 Schloss Fuschl Simple vac-pac. JULIUS MEINL Scallops Wet fish NW-Atlantic 59.00 SPAR GOURMET

Oyster Canned- Smoked

85g 2.29 26.95 Schenkel

SPAR GOURMET

Salmon Canned US 200g 2.69 13.45 Schenkel

SPAR GOURMET

Mussel Canned 115g 1.59 to 1.99

Canned meats

SPAR GOURMET

Salmon Smoked Norway 200g 5.49 27.45 Elfin

SPAR GOURMET

Salmon Smoked Norway 200g 3.49 17.45 Kulmer

SPAR GOURMET

Salmon Smoked Norway 100g 4.99 49.9 Friedrichs




SPAR GOURMET

Salmon Smoked Norway 50g 1.99 39.8 Stührk

SPAR GOURMET

Sea Trout Smoked 150g 4.99 33.27 Royal Greenland

SPAR GOURMET

Mackerel Smoked whole 6.99

SPAR GOURMET

Mussels Frozen New Zealand 1kg 8.99 8.99 Sanford Greenshell Mussels. Vac-pac in Box.

BIO-MARKT MARAN

Salmon Smoked Scotland 100g 5.99 59.90 Bio-verde

BIO-MARKT MARAN

Salmon Wet fish Scotland 100g 3.99 39.90

BIO-MARKT MARAN

Salmon Smoked Scotland 100g 5.29 52.90 Wechslers

BIO-MARKT MARAN

Various Frozen Followfish

BILLA Pike-Perch Frozen 500g 8.99 17.98 Quality First Fillets. Vac-pac.Box with window BILLA Salmon Smoked Norway 150g 2.99 19.91 Norsson Conventional. French smoked.

Various origin BILLA Salmon Smoked Norway 50g 1.99 39.80 Norsson Conventional. French smoked.

Various origin BILLA Salmon Smoked Scotland 100g 3.99 39.90 Labeyrie BILLA Salmon Smoked Norway 100g 3.59 35.90 Labeyrie BILLA Salmon Smoked Alaska 100g 4.99 49.90 Labeyrie BILLA Scallop Frozen 150g Escal 12 Frozen dressed Scallops on

half shell HOFER/ALDI Salmon Smoked Norway 200g 3.19 15.95 Laschinger Morpol HOFER/ALDI Salmon Smoked Alaska 150g 3.99 26.57 Laschinger Morpol HOFER/ALDI Salmon Frozen 250g 2.99 11.96 Hofer/Aldi 2 x 125g Frozen Fillets MERKUR Mussels Frozen Spain 1kg 7.99 7.99 Pastemar Pastuerised and vac-pac. MERKUR Salmon Fresh -

Prepacked Norway 329g 7.86 23.90 Eisvogel Prepacked portions of relatively

large sizes. Price by weight




MERKUR Salmon Smoked Norway 200g 3.99 19.95 Merkur "Selected" Danish smoked MERKUR Salmon Smoked Norway 200g 3.99 19.95 Novomare Danish smoked MERKUR Salmon Smoked Norway 100g 2.79 27.90 Merkur "Selected" Danish smoked MERKUR Salmon Wet fish Norway 19.90 Eisvogel Cutlets. Sold by weight MERKUR Salmon Fresh -

Prepacked Norway 4.29 Eisvogel Tails x 2. For making soup. Sold

by weight MERKUR Trout Fresh -

Prepacked Italy 9.49 Eisvogel Prepacked gutted fish with head

on. Sold by weight MERKUR Mussels Frozen NE Atlantic 1kg 6.99 6.99 Polar Frost Vac-pac in Box. MAGNET Salmon Smoked 200g 3.99 19.95 Royal Crown MAGNET Various Frozen 217g 5.99 27.86 Quality First Sushi. 10 pieces. Strongly

featuring salmon MAGNET Mackeral Frozen Austria 2kg 10.49 5.25 Polar Frost MIGROS Trout Fresh-

Prepacked Denmark 250g 4.54 18.14 Migros 3-4 fillets/pack. Reduced to €4.53

MIGROS Mussel Ambient (Glass Jar)

Denmark 350g 2.44 6.98 Migros 200g of meats/unit

MIGROS Salmon Smoked Various 300g 16.89 56.28 Migros 3x 100g Wild/Scot/Graved. Reduced to €12.50

MIGROS Salmon Smoked Scotland 200g 8.65 43.26 Migros "Toast Cut" 2 x100g portions. Reduced to €5.93

MIGROS Salmon Smoked Norway 100g 6.21 62.10 Migros includes 20g of Dill or Mustard Sauce.

MIGROS Salmon Smoked Norway 100g 4.81 48.15 Migros MIGROS Salmon Smoked Norway 75g 3.35 44.65 Migros MIGROS Salmon Smoked Norway 100g 4.75 47.45 Migros MIGROS Salmon Smoked Alaska 64g 3.14 48.85 Migros MIGROS Salmon Smoked Scotland 100g 6.84 68.38 Migros Migros Organic Certified MIGROS Salmon Smoked Ireland 100g 5.93 59.31 Migros British Production number

BD009EC




MIGROS Salmon Fresh-Prepacked

Norway 30.35 Migros Skinned portion. (MAP)

MIGROS Mussels Chilled NE Atlantic 1kg 7.61 7.61 Migros MIGROS Tuna Albacore Chilled-MAP Pacific 34.19 3 pieces MIGROS Salmon Smoked Norway 200g 3.14 12.56 Migros Trimmings MIGROS Mussels Chilled NE Atlantic 1 kg 7.61 7.61 Qualimar Possibly Dutch origin MIGROS Mussels Frozen Scotland 500g 6.21 12.42 with garlic butter or white wine

sauce MIGROS Hake Frozen S. Africa 250g 4.81 19.26 MSC certified. 12 nuggets MIGROS Salmon Frozen China 250g 24.84 Pelican "Sockeye" MSC; Pelican

MIGROS own label MIGROS Salmon Frozen Norway 140g 44.38 Pelican NPD: smokes salmon carpaccio

with hazelnuts dressing MIGROS Salmon Frozen Chile 250g 20.10 Pelican 2 portions vacuum packed MIGROS Scallops Frozen NE-Atlantic 37.68 Luxor tray MIGROS Whitefish

(Coregonus) Frozen Ireland 400g 17.45 Pelican Fillets

MIGROS Crab meat Frozen Vietnam 44.66 Migros Selection Portunus species MIGROS Cod Chilled-MAP Iceland 23.03 Salted MIGROS Cod Chilled-MAP Iceland 18.84 Lightly salted MIGROS Trout Wet fish 24.42 Fillet MIGROS Salmon Wet fish Norway 30.35 Fillet MIGROS Salmon Wet fish Norway 21.63 Cutlet MIGROS Monkfish Wet fish UK 49.54 Skinned Fillets MIGROS Scallop Wet fish USA 43.26 White meats only MIGROS Oysters Wet fish France Piece 1.19 MIGROS Mussles Wet fish Spain 0.00 9.07 Large mussels DENNER Salmon Smoked 100g 3.45 34.54 Laschinger Includes 16ml Sauce. DENNER Salmon Smoked Norway 150g 2.76 18.35 Morpol DENNER Salmon Smoked Pacific 100g 3.14 31.40 Morpol




DENNER Pangasius Frozen 1kg 9.63 9.63 Reduced to €6.94 Poor Presentation

COOP Salmon Smoked Ireland 70g 4.78 68.28 Movenpick Appetisers COOP Salmon Smoked Ireland 113g 9.14 80.89 Movenpick Appetisers COOP Salmon Smoked Ireland 0.00 71.87 COOP Naturaplan Organic COOP Salmon Smoked Ireland 85.13 Movenpick Smoked Loin COOP Oysters Wet fish France Piece 1.60 COOP Mussels Wet fish Spain 8.72 Large Mussels COOP Seaweed Chilled &

Salted Spain 100g 5.23 52.34 COOP Poorly processed but well

presented in tub with sleeve COOP Mackerel Smoked NE-Atlantic 18.14 COOP Provencal flavouring COOP Salmon Chilled Ireland 30.70 COOP organic, one portion in tray, MAP COOP Salmon Smoked Norway 165g 2.72 COOP Trimmings COOP Salmon Chilled Norway 250g 28.96 IDEE Betty Bossi 2 Portions with a thyme-lemon

topping in tray for oven COOP Salmon Smoked Scottish 60g 4.12 68.61 Weight Watchers COOP Salmon Wet fish Norway 30.70 Organic COOP Prawns Frozen NE-Atlantic 500g 9.28 18.56 Arbi Whole Nephrops, 21/30 GLOBUS Oysters Wet fish France 20.93 GLOBUS Mussels Wet fish France 12.56 Buchot mussels GLOBUS Scallop Frozen 2 pieces 13.61 With Hollandaise & Parmesan.

Tray with shrink wrap GLOBUS Lobster Frozen -

Cooked Whole 40.47 Tray with shrink wrap

GLOBUS Mussels Frozen Chile 250g 4.40 17.58 Frozen meats GLOBUS Mussels Frozen New Zealand 1kg 17.45 17.45 Greenshell mussels GLOBUS Salmon Smoked Scotland 131.88 Organic GLOBUS Salmon Smoked Alaska 90.71 Wild GLOBUS Salmon Smoked Ireland 97.69 Conventional GLOBUS Salmon Smoked Shettland 117.93 Conventional




GLOBUS Salmon Smoked Norway 101.18 Dhyrberg Smoked Salmon cheeks GLOBUS Prawns Wet fish South Africa 146.54 Nephrop tails, defrosted GLOBUS Salmon Wet fish Ireland 52.34 Organic, Fillet, skin on GLOBUS Salmon Wet fish Scotland 52.34 conventinal, fillet, skin-off, better

trimmed than the Irish SPAR Salmon Smoked Norway 34.02 Canapeé SPAR Salmon Smoked Poland 48.85 Portions

1.2.7 european organic market study-2010.attachment

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