Frozen Seafood in Italy: Attracting Sustainability-Minded Italians

Fish and seafood are projected for slow growth as the economy improves in Italy, with the quest for healthier lifestyles being one of the main drivers for the category. As of late, more Italian consumers are looking for taste, value, origin and sustainability details on fish and seafood.

By Patty Johnson, Global Food and Drink Analyst at Mintel

Italians are moderate fish and seafood consumers, with per capita expenditures of USD52 in 2014, according to Mintel estimates. Compared to seafood-loving Spaniards, at USD106, and French consumers, at USD100, Italians’ seafood expenditures more closely align with Germany and the UK.

The category is expected to grow slowly

The processed fish and seafood market is slowly growing in Italy with the total market value projected to increase at a CAGR of 1.7% over the next five years, to reachEUR€2.5bn by 2019, driven by improvement in the economy and health-seeking behavior. Italy’s economy experienced a slight lift in the first quarter of 2015 and this general economic improvement is good news for the fish and seafood category as it will spur consumer movement into value-added and premium products.

According to Mintel estimates, shelf stable fish and seafood products lead category sales in Italy, accounting for 57% of sales value in 2014, compared to frozen at 28% and chilled at 15%. Breaded and battered fish are the most commonly consumed fish product formats in Italy, eaten by half of Italians, followed by tinned fish/seafood, marinated/...

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