retail overview q4 2010

supporting the seafood industry for a sustainable, profitable futuresupporting the seafood industry for a sustainable, profitable future

Retail OverviewQ4 2010Source: Nielsen Scan Track epos data to w/e 25.12.10

R Watson


Total Seafood Retail Market Slows • In the 52 weeks to 25th December 2010 GB seafood retail market

was worth £2.840 billion, up 0.64% on last year.

Source: Nielsen Scan Track till roll data

MAT TO WE 22.03.08 MAT TO WE 21.03.09 MAT TO WE 20.03.102,650

2,700

2,750

2,800

2,850

2,716

2,8222,840

GB seafood retail market by value MAT 20.03.10

Valu

e / £

mill

ions

3.88%

0.64%


Chilled Sector Drives Value GrowthValue/ £000s MAT TO WE 25.12.08 MAT TO WE 25.12.09 MAT TO WE 25.12.10 MAT % Chg YA

TOTAL SEAFOOD 2,716,008 2,821,581 2,839,766 0.6

AMBIENT 464,347 509,995 486,547 -4.6

CHILLED 1,498,686 1,542,935 1,592,947 3.2

FROZEN 752,975 768,650 760,271 -1.1

TOTAL MEALS¹ 199,428 204,747 211,430 3.3

TOTAL CHILLED MEALS 125,715 133,103 150,412 13.0

TOTAL FROZEN MEALS 73,712 71,644 61,018 -14.8

TOTAL SHELLFISH MEALS 36,656 41,400 51,097 23.4

TOTAL SHELLFISH² 426,941 440,805 447,135 1.4

TOTAL SHELLFISH 463,597 482,205 498,232 3.3

TOTAL AMBIENT SHELLFISH 14,481 14,103 13,618 -3.4

TOTAL CHILLED SHELLFISH 285,365 303,948 320,540 5.5

TOTAL FROZEN SHELLFISH 163,752 164,154 164,073 0.0

¹ includes shellfish meals, ² excludes shellfish meals



Total Seafood Retail Market Volume Falls• In the year ending 25.12.2010, 377,468 tonnes of seafood was sold

in the GB retail market, falling -1%


MAT TO WE 25.12.08 MAT TO WE 25.12.09 MAT TO WE 25.12.10374,000

375,000

376,000

377,000

378,000

379,000

380,000

381,000

382,000

383,000

384,000383,036

381,130

377,468

GB seafood retail market by volume MAT 25.12.10

Volu

me

/ ton

nes

-1%

-0.5%


Chilled Sector Drives Volume GrowthVolume (tonnes) MAT TO WE 25.12.08 MAT TO WE 25.12.09 MAT TO WE 25.12.10 MAT % Chg YA

TOTAL SEAFOOD 383,036 381,130 377,468 -1.0

AMBIENT 108,592 104,950 100,414 -4.3

CHILLED 135,859 140,884 142,980 1.5

FROZEN 138,585 135,295 134,074 -0.9

TOTAL MEALS¹ 42,517 42,404 40,704 -4.0

TOTAL CHILLED MEALS 20,097 21,567 23,834 10.5

TOTAL FROZEN MEALS 22,419 20,837 16,869 -19.0

TOTAL SHELLFISH MEALS 5,832 6,613 8,093 22.4

TOTAL SHELLFISH² 39,394 40,890 40,535 -0.9

TOTAL SHELLFISH 45,225 47,503 48,628 2.4

TOTAL AMBIENT SHELLFISH 1,560 1,525 1,452 -4.8

TOTAL CHILLED SHELLFISH 25,483 27,987 28,584 2.1

TOTAL FROZEN SHELLFISH 18,183 17,991 18,592 3.3





Market Segmentation Remains Unchanged

• Chilled seafood still accounts for 56% of the market by value. There have been no significant changes in the segmentation of the seafood market compared to Q4 2009


% market share by value % market share by volume0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

17%27%

56% 38%

27% 36%

Market share by value and volume, 52 w/e 25.12.10

FROZEN

FRESH

AMBIENT% M

arke

t sha

re


Total Seafood De-values (Q4 2009 vs Q4 2010)

Value/ £000s Q4: 12 WKS TO 26.12.09

Q4: 12 WKS TO 25.12.10 % Chg

Volume/ tonnes

Q4: 12 WKS TO 26.12.09

Q4: 12 WKS TO 25.12.10 % Chg

TOTAL SEAFOOD 649,741 662,879 2 TOTAL

SEAFOOD 86,097 84,799 -2

CHILLED 360,197 371,952 3 CHILLED 32,639 31,941 -2

FROZEN 180,262 183,135 2 FROZEN 30,795 31,653 3

AMBIENT 109,282 107,791 -1 AMBIENT 22,663 21,204 -6

• Q4 De-valuation lead by chilled and the strong de-valuation of Ambient



Frozen Sales Rally in Final Quarter of 2010

Value/ £000s Q3: 12 WKS TO 02.10.10

Q4: 12 WKS TO 25.12.10 % Chg

Volume/ tonnes

Q3: 12 WKS TO 02.10.10

Q4: 12 WKS TO 25.12.10 % Chg

TOTAL SEAFOOD 640,243 662,879 4 TOTAL

SEAFOOD 85,508 84,799 -1

FRESH 356,346 371,952 4 FRESH 31,802 31,941 0

FROZEN 168,581 183,135 9 FROZEN 30,254 31,653 5

AMBIENT 115,316 107,791 -7 AMBIENT 23,451 21,204 -10

• Overall seafood sales for Q4 2010 are up compared to Q3, with only Ambient performing poorly



Chilled Market Segmentation

• Chilled Natural and Prepared are the largest segments in the Chilled sector with a combined 80% of the Chilled market by value and 70% by volume


MAT 25.12.2010

52%

28%

9%4% 4% 3%1%0.1%

% share of value

42%

28%

16%

6%5% 2% 1% 0.1%

% share of volumeCHILLED NATURALCHILLED PREPAREDCHILLED SAUCECHILLED CAKESCHILLED BREADEDCHILLED SUSHICHILLED BATTERCHILLED FINGERS


Frozen Market Segmentation

• Segments in the frozen sector are much more evenly spread• Natural has the largest share of the market by value


27%

17%16%

16%

14%7%

3%

% share of value

20%

21%

16%15%

16%

6% 4%

% share of volume

FROZEN NATURALFROZEN FINGERSFROZEN BATTERFROZEN BREADEDFROZEN SAUCEFROZEN PREPAREDFROZEN CAKES

MAT 25.12.2010


Chilled Segment Driven by Chilled PreparedValue/ £000s MAT 2YA MAT YA MAT TY to 25.12.10 MAT % Chg YA

TOTAL CHILLED 1,498,686 1,542,935 1,592,947 3.2

CHILLED NATURAL 815,041 824,284 825,998 0.2

CHILLED PREPARED 390,511 412,784 444,402 7.7

CHILLED SAUCE 126,596 128,367 144,927 12.9

CHILLED CAKES 60,550 65,405 64,478 -1.4

CHILLED BREADED 50,048 53,899 57,230 6.2

CHILLED SUSHI 40,897 47,154 45,868 -2.7

CHILLED BATTER 13,671 9,817 8,504 -13.4

CHILLED FINGERS 598 446 866 94.4

• Prepared and Sauce are also showing good growth up 7.7% and 12.9% respectively

• Fingers are growing at +94% (albeit from a small base) up further from the 77% in Q3



Chilled Volume Growth SlowsVolume/ tonnes MAT 2YA MAT YA MAT TY to 25.12.10 MAT % Chg YA

TOTAL CHILLED 135,859 140,884 142,980 1.5

CHILLED NATURAL 61,945 62,675 59,638 -4.8

CHILLED PREPARED 35,121 37,473 40,196 7.3

CHILLED SAUCE 19,787 20,375 22,628 11.1

CHILLED CAKES 7,759 8,837 8,468 -4.2

CHILLED BREADED 6,240 6,573 7,244 10.2

CHILLED SUSHI 2,967 3,539 3,534 -0.2

CHILLED BATTER 1,749 1,162 1,012 -12.9

CHILLED FINGERS 69 52 99 89.0

• Chilled volume growth is slowing with Natural, Cakes, Sushi & Batter and in decline.



Frozen Segment in DeclineValue/ £000s MAT 2YA MAT YA MAT TY to 25.12.10 MAT % Chg YA

TOTAL FROZEN 752,975 768,650 760,271 -1.1

FROZEN NATURAL 191,959 209,124 206,784 -1.1

FROZEN FINGERS 124,157 129,867 127,833 -1.6

FROZEN BATTER 125,610 121,886 123,560 1.4

FROZEN BREADED 132,936 122,963 123,143 0.1

FROZEN SAUCE 98,890 107,746 102,962 -4.4

FROZEN PREPARED 59,107 56,260 54,956 -2.3

FROZEN CAKES 20,316 20,745 20,981 1.1

• Frozen Sauce halts its growth on the back of NPD push• Frozen Batter and Frozen Breaded have stabilised after a period of

decline



• Although frozen Sauce sales remain steady the decline in volume may indicate the market is becoming more premium than the traditional products they replace


Volume/ tonnes MAT 2YA MAT YA MAT TY to 25.12.10 MAT % Chg YA

TOTAL FROZEN 138,585 135,295 134,074 -0.9

FROZEN NATURAL 25,356 26,000 26,690 2.7

FROZEN FINGERS 29,565 28,871 28,616 -0.9

FROZEN BATTER 21,277 20,829 22,104 6.1

FROZEN BREADED 20,785 19,538 20,660 5.7

FROZEN SAUCE 27,518 26,060 21,957 -15.7

FROZEN PREPARED 8,558 8,388 8,050 -4.0

FROZEN CAKES 5,527 5,598 5,985 6.9

Frozen Volume Decline Stabilises


Three Year Value Trends


WE 01.12.07

WE 23.02.08

WE 17.05.08

WE 09.08.08

WE 01.11.08

WE 24.01.09

WE 18.04.09

WE 11.07.09

WE 03.10.09

WE 26.12.09

WE 20.03.10

WE 10.07.10

WE 02.10.10

WE 25.12.10

0

100

200

300

400

500

600

700

800

12 weekly value trends '07 to 25.12.10

TOTAL AMBIENT CHILLED FROZEN

Val

ue/ m

illion

s


Three Year Volume Trends


WE 01.12.0

7

WE 23.02.0

8

WE 17.05.0

8

WE 09.08.0

8

WE 01.11.0

8

WE 24.01.0

9

WE 18.04.0

9

WE 11.07.0

9

WE 03.10.0

9

WE 26.12.0

9

WE 20.03.1

0

WE 10.07.1

0

WE 02.10.1

0

WE 25.12.1

0

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

100,000

12 weekly volume trends '07 to 25.12.10

TOTAL AMBIENT CHILLED FROZEN

Volu

me/

tonn

es


Top 5 Species by Sector – to 24.12.10

RANK MAT -2 MAT -1 LAT MAT RANK MAT -2 MAT -1 LAT MAT VALUE VOLUMETOTAL AMBIENT 461,797 509,230 485,601 109,828 104,529 100,814 -4.6 -3.6

TUNA 1 273,663 316,717 298,176 1 72,924 72,415 70,042 -5.9 -3.3 SALMON 2 93,079 92,390 83,746 2 15,569 12,214 10,894 -9.4 -10.8 SARDINES 3 31,077 33,083 33,125 3 8,237 7,947 7,957 0.1 0.1MACKEREL 4 28,466 30,630 33,054 4 5,549 5,030 5,368 7.9 6.7PILCHARDS 5 6,604 7,684 7,599 5 4,285 3,834 3,471 -1.1 -9.5 ANCHOVY 6 6,578 6,547 7,363 8 362 364 411 12.5 13.0

CRAB 7 6,178 6,236 5,920 6 573 576 532 -5.1 -7.6 COCKLES 8 3,963 4,048 4,035 7 475 489 488 -0.3 -0.1

KIPPER 9 2,165 2,096 2,209 10 414 373 343 5.4 -8.0 HERRING 10 2,043 1,859 2,091 9 412 362 357 12.5 -1.4 MUSSELS 11 2,052 1,882 1,948 11 282 267 281 3.5 5.6COD ROE 12 1,346 1,605 1,635 12 288 249 236 1.8 -5.0

SILD 13 853 1,162 1,237 13 112 121 119 6.5 -1.7 CAVIAR 14 765 801 552 22 23 22 14 -31.1 -36.8

OYSTERS 15 592 516 476 18 30 26 22 -7.8 -14.2 OCTOPUS 16 384 360 341 19 29 25 22 -5.2 -11.6 LOBSTER 17 267 242 260 24 14 11 11 7.5 1.4

HERRING ROE 18 204 199 251 17 29 18 23 26.0 23.9SQUID (CALAMARI) 19 214 203 199 21 19 17 17 -2.1 -3.2

WARM WATER PRAWNS 20 373 250 186 15 53 48 34 -25.3 -29.8 CLAMS 21 222 177 174 14 55 41 36 -1.7 -12.3 SPRATS 22 116 161 168 16 29 33 30 4.6 -7.6

COLD WATER PRAWNS 23 247 159 144 20 32 21 18 -9.6 -16.2 SALMON ROE 24 0 0 140 26 0 0 1 544446.3 280520.0

GEFILTE 25 48 47 99 23 7 7 13 109.8 83.8SCALLOPS 26 34 26 35 25 2 1 2 36.1 34.1

COD 27 105 38 5 27 13 4 0 -86.3 -90.0 CARP 28 10 5 2 28 1 1 0 -63.5 -67.0

CRAYFISH 29 81 0 0 29 5 0 0 #DIV/0! #DIV/0!

• New species

RANK MAT -2 MAT -1 LAT MAT RANK MAT -2 MAT -1 LAT MAT VALUE VOLUMETOTAL FRESH 1,517,750 1,556,252 1,612,162 135,978 139,618 143,196 3.6 2.6

SALMON 1 469,334 491,080 500,708 1 31,137 31,905 30,091 2.0 -5.7 WARM WATER PRAWNS 2 129,969 133,461 145,996 3 9,216 9,657 10,859 9.4 12.4

COD 3 127,273 123,202 129,421 6 8,461 8,508 9,392 5.0 10.4HADDOCK 4 118,068 119,752 124,123 5 8,915 9,656 10,435 3.6 8.1

COLD WATER PRAWNS 5 106,774 112,546 114,316 2 11,280 11,562 11,230 1.6 -2.9 MACKEREL 6 62,481 62,897 64,844 4 10,220 10,349 10,467 3.1 1.1

TUNA 7 41,011 36,877 34,078 12 2,148 1,928 1,599 -7.6 -17.1 TROUT 8 42,393 39,365 33,717 9 4,673 4,242 3,688 -14.3 -13.1 SOLE 9 23,619 22,408 23,247 14 1,522 1,436 1,530 3.7 6.5

SEA BASS 10 19,825 20,599 21,814 13 1,139 1,275 1,545 5.9 21.2PLAICE 11 22,914 20,864 21,184 11 2,091 1,871 1,895 1.5 1.3

MUSSELS 12 15,613 20,894 20,740 8 2,744 3,955 3,981 -0.7 0.7CRABSTICK 13 17,897 16,734 17,873 7 4,997 4,040 4,380 6.8 8.4

KIPPER 14 11,201 13,585 13,999 10 2,390 2,593 2,738 3.1 5.6SCALLOPS 15 9,137 9,850 12,463 17 360 395 559 26.5 41.7

CRAB 16 9,363 8,578 9,402 19 522 431 474 9.6 10.0SCAMPI 17 4,565 5,356 8,866 16 317 458 840 65.5 83.3HERRING 18 6,380 6,072 5,272 15 1,112 1,026 845 -13.2 -17.7

MONKFISH 19 5,067 5,026 5,027 32 135 108 95 0.0 -11.9 SEA BREAM 20 4,210 4,377 4,262 21 284 326 298 -2.6 -8.5

SQUID (CALAMARI) 21 2,236 2,393 4,230 22 190 165 237 76.8 43.4BASA 22 4,069 3,519 4,142 18 469 380 481 17.7 26.4

HALIBUT 23 4,525 3,477 3,841 30 169 102 105 10.5 3.5ANCHOVY 24 2,660 3,520 3,578 24 160 199 201 1.6 1.1POLLOCK 25 8,458 8,348 3,417 20 1,320 1,171 442 -59.1 -62.2

SKATE/RAY 26 3,263 3,013 3,052 31 113 102 102 1.3 0.1CRAYFISH 27 4,992 4,791 3,011 23 416 366 216 -37.2 -40.8 LOBSTER 28 3,677 2,955 3,000 29 89 87 113 1.5 29.8WHITING 29 2,025 2,187 2,216 26 110 123 130 1.3 6.1

SARDINES 30 1,561 1,743 2,161 25 191 167 198 24.0 18.7HAKE 31 3,776 3,226 2,068 27 385 256 119 -35.9 -53.4

TILAPIA 32 2,816 1,658 1,848 34 116 69 77 11.5 10.7COLEY 33 2,018 2,013 1,782 28 143 138 116 -11.5 -16.5

SWORDFISH 34 2,100 1,740 1,316 35 82 75 57 -24.3 -24.8 EEL 35 1,498 1,493 1,248 33 113 108 94 -16.4 -12.4

RANK MAT -2 MAT -1 LAT MAT RANK MAT -2 MAT -1 LAT MAT VALUE VOLUMETOTAL FROZEN 750,000 771,460 761,485 138,492 135,380 133,395 -1.3 -1.5

COD 1 215,147 192,923 188,348 1 37,121 32,441 32,916 -2.4 1.5HADDOCK 2 91,617 94,126 101,235 3 13,786 13,879 16,361 7.6 17.9POLLOCK 3 48,109 68,885 82,495 2 11,309 15,033 17,185 19.8 14.3

WARM WATER PRAWNS 4 41,678 51,847 54,516 7 4,170 5,131 5,395 5.1 5.1SCAMPI 5 52,548 52,976 52,869 5 5,568 5,771 6,215 -0.2 7.7

COLD WATER PRAWNS 6 57,434 53,311 51,927 4 7,451 6,434 6,664 -2.6 3.6SALMON 7 30,292 42,915 46,691 6 3,997 5,314 5,816 8.8 9.5

BASA 8 1,542 4,906 7,999 8 209 668 992 63.0 48.3PLAICE 9 9,943 8,741 6,957 9 1,364 1,134 944 -20.4 -16.7 SOLE 10 4,244 4,721 5,036 12 411 467 450 6.7 -3.8

COLEY 11 6,409 5,648 4,853 10 1,083 954 769 -14.1 -19.4 TUNA 12 3,838 3,571 3,589 13 483 440 413 0.5 -6.0

SCALLOPS 13 4,815 4,787 3,488 16 293 322 239 -27.1 -25.6 KIPPER 14 2,930 3,140 2,824 11 541 575 507 -10.1 -11.9

SEA BASS 15 3,030 2,934 2,343 18 178 164 137 -20.1 -16.8 HAKE 16 1,336 3,952 2,142 15 206 546 292 -45.8 -46.5

SQUID (CALAMARI) 17 2,517 1,892 1,309 17 370 236 146 -30.8 -38.4 CRABSTICK 18 1,123 996 1,125 14 342 280 307 12.9 9.7LOBSTER 19 1,189 648 793 21 76 42 59 22.4 37.8MUSSELS 20 1,599 667 475 20 285 127 106 -28.8 -16.5 MACKEREL 21 181 523 296 22 19 56 28 -43.5 -49.0 COCKLES 22 211 213 295 26 11 13 19 38.5 49.2SARDINES 23 488 249 287 19 90 85 125 15.1 47.0

DAB 24 431 349 271 23 41 29 23 -22.5 -20.3 LANGOUSTINE 25 706 296 141 27 90 38 19 -52.2 -50.9

WHITING 26 213 274 114 24 43 57 20 -58.2 -64.3 CRAB 27 34 95 93 25 2 15 19 -1.9 25.3

TILAPIA 28 15 32 63 28 3 7 13 92.8 99.7TROUT 29 596 1,024 27 29 50 93 2 -97.4 -97.6

SWORDFISH 30 3 10 6 31 0 1 0 -40.5 -59.1 CHAR 31 250 99 1 30 27 16 0 -98.7 -98.3

SNAPPER 32 187 6 0 32 10 1 0 -92.0 -77.8 MULLET 33 4 0 0 34 1 0 0 #DIV/0! #DIV/0!

SEA BREAM 34 0 49 0 33 0 5 0 -99.8 -98.8 GEFILTE 35 0 0 0 35 0 0 0 #DIV/0! #DIV/0!

RANK MAT -2 MAT -1 LAT MAT RANK MAT -2 MAT -1 LAT MAT VALUE VOLUMETOTAL FISH 2,729,547 2,836,941 2,859,249 384,298 379,526 377,406 0.8 -0.6

SALMON 1 592,704 626,386 631,145 2 50,703 49,433 46,801 0.8 -5.3 TUNA 2 318,512 357,164 335,844 1 75,555 74,783 72,055 -6.0 -3.6 COD 3 342,525 316,163 317,775 3 45,596 40,953 42,309 0.5 3.3

HADDOCK 4 209,685 213,878 225,358 4 22,700 23,535 26,797 5.4 13.9WARM WATER PRAWNS 5 172,020 185,558 200,698 7 13,439 14,837 16,288 8.2 9.8COLD WATER PRAWNS 6 164,455 166,017 166,387 5 18,763 18,017 17,912 0.2 -0.6

MACKEREL 7 91,128 94,049 98,194 8 15,788 15,435 15,864 4.4 2.8POLLOCK 8 56,567 77,233 85,912 6 12,629 16,204 17,627 11.2 8.8SCAMPI 9 57,113 58,332 61,736 10 5,885 6,229 7,056 5.8 13.3

SARDINES 10 33,126 35,075 35,573 9 8,517 8,198 8,280 1.4 1.0TROUT 11 42,989 40,388 33,744 13 4,723 4,336 3,691 -16.5 -14.9 SOLE 12 27,863 27,129 28,283 17 1,933 1,903 1,980 4.3 4.0

PLAICE 13 32,858 29,605 28,141 16 3,455 3,005 2,839 -4.9 -5.5 SEA BASS 14 22,855 23,533 24,158 18 1,317 1,439 1,682 2.7 16.9MUSSELS 15 19,264 23,443 23,164 12 3,312 4,348 4,368 -1.2 0.5

KIPPER 16 16,296 18,821 19,032 14 3,345 3,541 3,588 1.1 1.3CRABSTICK 17 19,020 17,731 18,998 11 5,339 4,320 4,687 7.1 8.5SCALLOPS 18 13,987 14,663 15,986 23 655 718 800 9.0 11.5

CRAB 19 15,575 14,909 15,415 21 1,097 1,022 1,026 3.4 0.3BASA 20 5,611 8,425 12,140 19 678 1,049 1,472 44.1 40.4

ANCHOVY 21 9,238 10,068 10,941 25 522 563 613 8.7 8.8PILCHARDS 22 6,604 7,684 7,599 15 4,285 3,834 3,471 -1.1 -9.5 HERRING 23 8,423 7,931 7,363 20 1,524 1,389 1,202 -7.2 -13.4 COLEY 24 8,428 7,661 6,635 22 1,226 1,092 885 -13.4 -19.0

SQUID (CALAMARI) 25 4,967 4,489 5,738 27 579 418 399 27.8 -4.7 MONKFISH 26 5,337 5,075 5,027 34 146 110 95 -1.0 -13.6 COCKLES 27 4,703 4,853 4,630 24 711 762 645 -4.6 -15.4

SEA BREAM 28 4,210 4,426 4,262 28 284 331 298 -3.7 -9.8 HAKE 29 5,112 7,178 4,210 26 591 802 411 -41.4 -48.7

LOBSTER 30 5,133 3,844 4,053 30 179 141 183 5.4 30.0HALIBUT 31 4,581 3,477 3,841 32 171 102 105 10.5 3.5

SKATE/RAY 32 3,263 3,013 3,052 33 113 102 102 1.3 0.1CRAYFISH 33 5,074 4,791 3,011 29 421 366 216 -37.2 -40.8 WHITING 34 2,238 2,460 2,330 31 153 179 151 -5.3 -16.1 TILAPIA 35 2,831 1,690 1,911 35 119 76 90 13.1 18.5

VOLUME 000's KGsVALUE £000'S MAT % CHG

RANK MAT -2 MAT -1 LAT MAT RANK MAT -2 MAT -1 LAT MAT VALUE VOLUMETOTAL FROZEN 108,592 131,634 142,091 17,366 21,195 22,646 7.9 6.8

POLLOCK 1 56,567 77,233 85,912 1 12,629 16,204 17,627 11.2 8.8SEA BASS 2 22,855 23,533 24,158 2 1,317 1,439 1,682 2.7 16.9

BASA 3 5,611 8,425 12,140 3 678 1,049 1,472 44.1 40.4COLEY 4 8,428 7,661 6,635 4 1,226 1,092 885 -13.4 -19.0

SQUID (CALAMARI) 5 4,967 4,489 5,738 6 579 418 399 27.8 -4.7 HAKE 6 5,112 7,178 4,210 5 591 802 411 -41.4 -48.7

TILAPIA 7 2,831 1,690 1,911 7 119 76 90 13.1 18.5LANGOUSTINE 8 992 638 660 9 99 47 33 3.4 -30.2

OCTOPUS 9 507 515 577 8 36 35 38 12.0 6.3CARP 10 56 71 76 11 2 2 2 7.0 -13.3

MEGRIM 11 54 68 59 10 4 5 7 -13.4 42.8CHAR 12 260 106 14 12 28 16 1 -87.0 -95.8

CATFISH 13 11 6 0 13 1 0 0 -93.0 -88.8 BARRAMUNDI 14 340 19 0 14 57 8 0 -99.5 -99.8

WHELKS 15 2 2 0 15 0 0 0 -98.5 -98.5

New Species Frozen


Limited Supply Keeps Salmon Prices High (Q3 vs Q4 2010)

Value (£'000) Volume (tonnes)

Q3 (to 02/10/2010) Q4 (to 25/12/10) % change Q3 (to 02/10/2010) Q4 (to 25/12/10) % change

TOTAL SALMON 139,515 154,549 11 10,154 10,840 7

CHILLED SALMON 110,061 124,086 13 6,360 6,970 10

AMBIENT SALMON 19,161 20,368 6 2,456 2,604 6

FROZEN SALMON 10,293 10,095 -2 1,339 1,267 -5

• Norwegian Salmon export prices rose 20.2% in 2010 ( Globefish)

• By the close of 2010 the Chilean industry is showing signs of recovery. But continued demand and limited supply will keep prices high into 2011


TESC

O

SAIN

SBUR

Y

ASDA

MO

RRIS

ONS

WAI

TRO

SE

SOM

ERFI

ELD

ICEL

AND

TOTA

L CO

OP

M&S

ALDI

LIDL

NETT

O

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

31.3%

17.4%16.5%

13.2%

4.7%

1.1%

2.7% 3.0%2.1% 2.3% 2.9%

1.0%

28.1%

17.6%

13.5% 13.7%

6.6%

1.0%

5.6%

2.3%

5.4%

1.8%2.6%

0.8%

Share of Trade Analysis - November 2010 (52 Weeks)

Share of GroceryShare of Seafood

Retailer

% S

hare


TESC

O

SAIN

SBUR

Y

ASDA

MO

RRIS

ONS

WAI

TRO

SE

SOM

ERFI

ELD

ICEL

AND

TOTA

L CO

OP

M&S

ALDI

LIDL

NETT

O

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

31.3%

17.4%16.5%

13.2%

4.7%

1.1%2.7% 3.0%

2.1% 2.3% 2.9%

1.0%

27.0%

21.0%

11.9%

13.7%

9.0%

0.9%0.1%

2.6%

10.4%

0.9% 1.3%0.3%

Share of Trade Analysis - Chilled Seafood - November 2010 (52 Weeks)

Share of GroceryShare of Fresh Seafood

Retailer

% S

hare


TESC

O

SAIN

SBUR

Y

ASDA

MO

RRIS

ONS

WAI

TRO

SE

SOM

ERFI

ELD

ICEL

AND

TOTA

L CO

OP

M&S

ALDI

LIDL

NETT

O

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

31.3%

17.4%16.5%

13.2%

4.7%

1.1%2.7% 3.0%

2.1% 2.3% 2.9%

1.0%

29.0%

14.7% 14.4%

12.0%

4.2%

1.0%

13.7%

1.8% 1.4%2.8% 3.3%

0.8%

Share of Trade Analysis - Frozen Seafood - November 2010 (52 Weeks)

Share of GroceryShare of Frozen Fish

Retailer

% S

hare


Q4 Trends analysis• Total seafood value grew by 4% in Q4, principally driven by an 11%

increase in total Salmon. Caused by seasonal demand and easing of supply. (2.0% over 52 wks)

• Compared to Q3, the value of chilled sector grew by 4% and frozen by 9%. With ambient falling by -7%.

• Compared to Q4 2009, the value of the chilled sector is up +2%, with both chilled and frozen up by 2% and 3% respectively.


Summary 2010 • In the 52 weeks to 25th Dec 2010 the GB seafood retail market slowed.

Worth £2.839 billion, up 0.6% on last year, with volume sales falling -1.0% to 377,468 tonnes.

• This modest value growth was driven by the chilled sector (3.2%) by positive growth in the top 3 chilled species: salmon (2%), Warm Water Prawns (9.4%), and Cod (5%).

• Both the value and volume of ambient fell sharply (-4.6% and -4.3% respectively), as a result of a corresponding fall in the volume and value of tuna and salmon. Wholesale skipjack prices rose by nearly 100% at the beginning of 2010 (Infofish Trade News) . With the recent reduction in catch quota, rising demand from new markets (Asia) and uncertainty over oil and tinplate prices, further price increases are predicted for 2011 (Globefish)


Summary…….

• Both the value and volume of frozen fell (-1.1 and -0.9% respectively), driven by corresponding falls in frozen natural, frozen fingers and frozen sauce.

• Chilled fingers continue their rapid value growth up +94%, from 77% in Q3 albeit still from a small base.

• The popularity of chilled meals continues, with value up 13%. Whilst frozen meals have experienced a corresponding fall.

• Shellfish meals increased by +23%. • The chilled shellfish category continues to perform well, whilst frozen

shellfish and ambient shellfish are steady or in decline.


What Does 2011 hold?

• Changing global dynamics as ‘new’ markets (Russia, Brazil, Mexico, Middle East & West Africa, displacing EU, USA and Japan, creating new opportunities

• Salmon: Chilean ISA crisis settles, brisk demand and limited supply will keep prices high

• Groundfish: Sustainability, pushed to counter falling prices resulting from pressure from Tilapia and Pangasius

• Tuna: Reduced quota and increased canning costs to drive prices

• Prawns: High demands and low harvests continue to drive costs


Globefish Highlights and European Price reports are available from: http://www.globefish.org/price-reports.html

And will be available free from the Seafood Information Network in Summer 2011

Global Market 2010

http://www.globefish.org/price-reports.html

http://www.globefish.org/price-reports.html


Definitions• All data is sourced to Nielsen Scan Track EPOS (till roll data).• MAT = moving annual total – 52 weeks• Segment definitions

– Sushi – include all sushi, where fish & seafood are contained within. – Fingers – include all fish & seafood which are described as fingers. – Cakes – include all fish & seafood which are described as cakes. – Sauce – include all fish & seafood which is described as being in a sauce. – Batter –include all fish & seafood which is described as being coated in batter or battered. – Breaded – include all fish & seafood which is described as being coated in breadcrumbs or

breaded. – Prepared – include all fish & seafood which has been treated/prepared in some way and is

not included within the above values. Eg all fish & seafood sticks including sticks with a dipping sauce.

– Natural – include all fish & seafood which has not been treated in any way. – The Cake or Finger value is a more important value, than Batter or Breaded.

• All segments can be further broken down into smoked/unsmoked and organic/standard


Seafish Market Information IndexNielsen Reports on the Seafood Information Network ( 10 new reports pcm): • Main SIN Marketing Department Services page• Nielsen Grocery Reports: Nielsen Retail Performance & Nielsen Essential Retail reports • Nielsen Retail Market Tracking Data: Ambient, context, prawn, cod, chilled, smoked, scampi & langoustine & salmon reports • Food Service Reports to Dec 10 Reports On Seafish.org ( 7 new reports pcm): Main Market Planning publications page

• Total seafood imports/exports by country (Seafish web resources are currently being rationalised. Latest Import Information is now on the Seafood Information Network here)

• Imports/exports by species and country • Imports/exports by species and presentation • Cod haddock and prawn imports by top chilled and frozen codes (a new report that breaks out the top chilled and frozen

codes (by value) for cod, haddock and prawns by country of origin) Key Reports & Information: Retail market overview 2010 Protein comparisons March 2010. 2009 Seafood Supply Chain Trade Summary 2009 Scottish Sea Fisheries Statistics: http://www.scotland.gov.uk/News/Releases/2010/05/26113316 Worldwide seafood production data - see FAO website: http://www.fao.org/fishery/statistics/programme/3,1,1/en

http://sin.seafish.org/portal/site/sin/collaboration/index.jsp?epi-content=COLLAB_HOST&oid=folder-1.11.18633




http://www.seafish.org/land/market.asp?p=fd564







http://www.scotland.gov.uk/News/Releases/2010/05/26113316

http://www.fao.org/fishery/statistics/programme/3,1,1/en

retail overview q4 2010

Documents