Europe’s frozen fish market continues to show significant development potential, despite being under pressure from the popularity of chilled formats in some markets. The sector is well placed to take advantage of the European consumer need for more convenience and to promote its ecological credentials concerning less wastage and improvements in sustainable sourcing.
Source: Mintel
Of all major European markets, the processed fish sector as a whole has grown fastest in Russia, with retail sales up 29.5% 2009-2014. This growth has been driven by strong gains in frozen fish especially with sales up 67.1%, despite this being a substantially smaller sub-segment versus chilled, and even smaller than shelf stable (frozen accounts for 20% of sales, versus 24% for shelf stable and 56% for chilled).
In other major European markets, however, chilled fish has generally been the better performer, especially in frozen and shelf stable dominated markets such as Italy and Spain. In both the UK and France, where chilled fish/seafood is already comfortably the leading format, the share for frozen fish has been eroded gradually to around 30%, whilst in the traditionally large frozen fish market of Germany, chilled fish sales have now also overtaken frozen in recent years. Innovation from branded chilled offerings, such as from Young’s, The Saucy Fish Co and The Big Prawn Co in the UK for example has fuelled recent interest in the chilled segment.
Frozen fish product launch activity has grown significantly in recent years as producers try and inject interest into the category and capitalise on latest trends. Total European launch numbers were up 15% in 2014, on the back of 21% growth in 2013. Italy (18% share of launches), Germany (16%), France (13%), Spain (9%) and the UK (6%) accounted for almost two-thirds of all European frozen fish innovation activity in 2014. Russia’s share was 4%.
Environmentally friendly product claims, principally Marine Stewardship Council (MSC)-certified, are now comfortably the leading claims seen on frozen fish launches, growing from use on just over a quarter of launches in 2012 to almost four in 10 in 2014. Convenience claims have also grown in importance, with ease of use (most often associated with packaging innovation which allows the consumer to reduce preparation time and clean-up), microwaveability and speed of preparation claims all growing.
The attempt to upgrade the quality perception of the category is also evident with no additive/preservative claims and premium product positioning also consistently growing. Most active in launch activity has been branded manufacturers with a 60% share of launch activity in 2014, versus private label’s 40%. Iglo Group (9% share of all launch activity in 2014) and Findus (6% share) dominate as the branded players.
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