Seafood+建立消费者对海鲜的信心以促进消费-Building seafood consumer confidence to boost consumption 2023

ProudlyrepresentingSeafoodfromNorway

Buildingseafood

consumerconfidencetoboostconsumption

Originmatters

Buildingseafoodconsumerconfidencetoboostconsumption

CONTENTS

Forewordpage3

Evolvinglandscapes:

Exploringthebiggerpictureandtrendspage4

Consumerinsights:

Unlockingattitudestowardsseafoodpage6

Naturallynutritious:

Theroleofseafoodinhealthydietspage9

Originlabelling:

Buildingconsumerconfidenceinseafoodpage11

Inspireandeducate:

Gettingseafoodbackontothetablepage15

NORWEGIANSEAFOODCOUNCIL2

Buildingseafoodconsumerconfidencetoboostconsump-tion

Foreword

Theseafoodmarkethasgonethroughturbulenceoverrecentyears,withdietsandlifestyleschangingdramaticallyduetoforcesincludingthepandemic,environmentandeconomicconcerns.Thegoodnewsisthatseafoodistheperfectfitforconsumerswantinghealthy,sustainableanddeliciousmealoptions.Weseeconsumersregularlyseekingreassuranceonvalueformoneyintermsofspend,andalsoonsustainabilityandethicalissues.Fortunately,originlabellingnotonlyaddsvaluetoproducts,butitalsoprovidesopportunitiesforourindustrytosatisfythesetrends,whileatthesametime

addressingemerginginitiativesforgreatertransparency.

Theworld’ssecondlargestexporterofseafood1,Norwayhasunderstooditsresponsibilitytohelpdrivetheglobalsustainabilityagenda.Asalong-termUKtradepartner,wehavecollaboratedforyears,

establishingasolidbilateralrelationshipfocusedonstrengtheninganddevelopingseafoodtradeandrelations.Andweworktogetheronareasincludingsustainability,toreassureconsumersthatproductsmeetoursharedstandardsforpeopleandtheplanet.

Inthisreport,weshareconsumerandmarketinsightonthedynamicsdrivingseafoodchoicesin

theUK.Wehighlightopportunitiestomeetconsumerexpectationsintheseafoodcategory.Plus,weproviderecommendationsonhowseafoodbuyersandcategorymanagerscaneffectivelybuildconsumerconfidencethroughimprovedvisibilityandinformationonoriginandprovenance.

WealsorevealourinspirationalSeafoodfromNorway‘Explore’campaign,settolaunchthisOctobertosupporttheseafoodcategory.Improvingconsumerawareness,championingoriginlabelling,andcollaboratingwithindustrytomakesureweallhavedelicioussustainableseafoodforyearstocome.

1FoodandAgricultureOrganisationoftheUnitedNations.

NORWEGIANSEAFOODCOUNCIL3

Buildingseafoodconsumerconfidencetoboostconsumption

Evolvinglandscapes:

Exploringthe

biggerpicture

andtrends

NORWEGIANSEAFOODCOUNCIL4

Buildingseafoodconsumerconfidencetoboostconsumption

Theseas

ofchange…

Overthelastfewyears,we’veseenunprecedentedchange.Lifestyleshavebeentransformeddue

tothepandemic,leadingtoanincreasedtrendofworkingfromhome.Dietshaveevolvedtomeethealthandsustainabilityneeds.Eatingandshoppinghabitshavechanged.Andnowintertwined,weareundergoingaperiodof

inflationaryliving.

6%

Morepeopleeatingathome

thanbeforethepandemic

OOHiscominghome.Consumershavestartedtoreallocatespend2witheatingout

ofhome(OOH)turningtotakeaways,andtakeawaystoin-homemeals.‘Treating’is

ingrowthastheyseeksomethingdeliciousandspecialtoreplacethemealsenjoyedOOHbefore.Evenforstrugglinghouseholds,‘treating’asamissionformainmeals

hasincreased,3makingthepotentialtoinspirewithtastyfishrecipes,andvalue-addedrangeslikefishwithsaucesandseasonings–andtwiststomeat-basedclassics.

Occasionshavegrown.Workingfromhomehasledtochangesineatinghabits,so

eatingathomeisnow6%biggerthanpre-pandemic4.Thishasalsoledtoanincreaseinfishproductsbeingconsumed,forexamplesushihasseenstronggrowth,5posinganexcitingopportunityfordishesusuallyenjoyedfordinner.

Convenienceiskey.Scratchcookinghasdeclinedoverthelastthreeyearsaswe’ve

emergedfromthepandemicandthepaceoflifehasquicklyincreased.Instead,

consumerswantmealsolutionsforquickbitesandmealsinfrontoftheTVorcomputer.Inlinewiththis,there’sbeenrisingdemandforassembledandconveniencemeals.In

conjunction,thefrozencategoryhasshowngrowth,meetingneedsforbothconvenienceandeaseofpreparation6.

“Consumersaredoingwhattheycantooffsettheimpactofinflation

andsavvyshoppershavebeencontinuingtoswervethefullforceofprice

increases.Weareseeingshopperslooktotradedownandsavewherethey

can.Themostprominentchangewe’veseenisthatpeoplearepreparing

simplerdisheswithfeweringredients”.

NathanWard,BusinessUnitDirector,KantarWorldpanel.

2NielsenStateoftheNation2023.

3Kantar(Dec2022).

4KantarWorldpanel2022.

5NielsenScantrack2022.

6KantarUsage|IH/COoccasions|occasions(%growth/decline)|52w/e25thDec2022.

NORWEGIANSEAFOODCOUNCIL5

Buildingseafoodconsumerconfidencetoboostconsumption

Consumerinsights:

Unlockingattitudes

towardsseafood

NORWEGIANSEAFOODCOUNCIL6

Buildingseafoodconsumerconfidencetoboostconsumption

Attitudes

areshifting

Seafoodisahotcontender.Itperfectlyfits

consumerneedsforhealthy,sustainable,anddeliciousproteins.Consumersaremoreawareofitsjourneyfromoceantofork.Theywantgreaterguidanceonprovenancetohelpthemmaketherightchoices.

Dietsareevolving.Healthcameintosharpfocusfollowingthepandemicandhasseenlongtermgrowth.Flexitarianismcontinuestogrow,and14%ofUKhouseholdsnowcontainsomeonewhoiscuttingbackontheirmeatconsumption.7Proteinsarebeingimpactedbythecostoflivingasconsumersmanagespendthroughbuyingless8.

49%

ofallfoodanddrinkpurchases

relatetoa‘health’mission9.

Consciousnessisincreasing.Alongside

healthanddespiteincreasedcostof

living,sustainabilityremainsimportantforconsumers–buttheyputtheirtrustintheretailertobuyresponsibly.Awarenessoftheoceantoplatejourneyisalsogrowing,andwhenweaskedwhatsustainability

meanstoseafoodconsumers,answers

focusedontransparencyandanethicallysoundvaluechain.10

Whatdoessustainabilitymeantoyou?

50%

40%

30%

20%

10%

0%

soundvalue

chain

Ethically

EnvironmentPositives

Socialsustainabilityisapriority.

Our

TopSeafoodTrends2023

explainshow

sustainabilityconsciousnesshasevolved,revealingseafoodconsumersarenowmoreawareofitssocialdimension.Thereisnowalsoincreasingdemandforcompanies

todocumentsocialsustainabilityacrosstheentirevaluechainaswellastheirownactivitiestomeettheUN’ssustainable

developmentgoals(SDG)by2030.

7KantarFMCGPurchasePanel-N=17,101,DietsofBritainLinkQSurveyOctober2021,52w/e28Nov2021.

8NIQ,Homescan,May23.

9KantarUsage,Health,August2022.

10NSCConsumerInsightDeepdive2021.

NORWEGIANSEAFOODCOUNCIL7

Buildingseafoodconsumerconfidencetoboostconsumption

Greaterguidance

isneeded

Consumersareconfused.Despitetheir

desiretoeatmorehealthilyandsustainably,nearlyhalfofUKconsumersstruggleto

understandwhattheyneedtodo.11Less

thanhalfbelievetheirprincipalgrocerystorestockstheproductstheyneedforhealthyandsustainableeating.They’relookingtoretailerstoprovidecleareasy-to-understandlabelling,whichhelpsthemmakechoicesthatsuittheirneeds.

Originlabellingisimportant.When

weaskedUKconsumerswhatwasmost

importantwhenbuyingwhitefishfrom

retailers,originlabellingwasintheirtopfivepurchasedrivers12demonstratingcontinuedinterestinprovenanceandtransparency

throughoutthevaluechain.

WhentrackingUKconsumerawarenessforallseafoodproducingcountries,Norway

comesthirdafterScotlandwhenitcomestocodandhaddock.

Retailplaysakeyrolein

seafoodconsumption.

Weseethatthemajorityofseafood

consumedispurchasedthroughretail(67%),theremaindersellingthroughfoodservice

andasmallnumberofindependent

fishmongers.13Withretaildominatingthe

consumptionsource,thisshowcasesthe

hugeopportunityforretailerstoengage

consumerswithseafoodinstoreandonline.

Asharedagendafortransparencyrising.

Newinitiativesarecomingtothefore,asconsumers,government,andtheindustrydemandgreatertraceability,provingtheneedforgreatervisibilityofprovenancemessagingonpack.Thissharedagendaprovidesthepotentialforgreater

collaborationandtransparency–enablingindustryplayerstoworktogethertoget

sustainableseafoodfrontofmind–and

addedtobasket.

67%

ofseafoodconsumedintheUK

ispurchasedthroughretail

11McKinseyGlobalFutureofFoodSurvey2022.

12NorwegianSeafoodCouncil:ConsumerDeepDive,DEC2021.

13SeafishSeafoodConsumption(2023Update).

NORWEGIANSEAFOODCOUNCIL8

Buildingseafoodconsumerconfidencetoboostconsumption

Naturallynutritious:

Theroleofseafood

inhealthydiets

NORWEGIANSEAFOODCOUNCIL9

Buildingseafoodconsumerconfidencetoboostconsumption

Seafood:

TheProtein

Powerhouse

Lowinsaturatesandagoodsourceofprotein,seafoodispackedwithvaluablenutrients.It’sthe

onlyproteinwithnaturallyoccurringomega-3s,whichsupportgoodheartandbrainfunction.

Recognisingtheirimportance,nationalguidelinesrecommendtwoportionsoffish(oneoily)aweek14tomakesurepeoplearegettingthese.

OilyfishisoneofthefewfoodsthatnaturallycontainsvitaminD,whichpromoteshealthybones,teethandmuscles.Othernaturalsourcesaresunlightandalimitednumberoffoods,causing

nationalguidelinestorecommendsupplementsforsomepopulations.

Seafoodcanalsohelpplugthegapforawiderangeofnutrients,providingpotassium,iodineandselenium,withsomespeciesalsoofferingB2,ironandzinc.Assuch,thisproteinpowerhouseplaysavaluableroleaspartofabalancedhealthydiet.Despitethis,UKconsumersareonlyeatingabouthalfoftherecommendedweeklyportions15.

“Withadizzyingarrayofprotein-richfoodsonoffer,seafoodisoftenforgotten

aboutwhenconsideringsustainableandhealthydiets.Withfoodand

nutritionalsecurityahottopic–onanationalandgloballevel–there’snever

beenabettertimetopromoteseafood’suniquequalitiesandtoreinforce

itsroleindietsofthefuture.”

JulietteKellow,RegisteredDietitian

14SACNAdviceonFishConsumption(Gov.uk).

15DefraFamilyFoodandSeafishSeafoodConsumptionreport(2023update).

NORWEGIANSEAFOODCOUNCIL10

Buildingseafoodconsumerconfidencetoboostconsumption

Originlabelling:

Buildingconsumerconfidence

inseafood

NORWEGIANSEAFOODCOUNCIL11

Buildingseafoodconsumerconfidencetoboostconsumption

“Therearesomestrongheadwindsaffectingthemarket,buttherearestill

opportunities,eveninthisdifficultclimate.Theseafoodcategoryhasbreadthinthe

optionsitprovides,fromfreshthroughtofrozen,thatcanoffershoppersavariety

ofpricepoints,cookingmethodsandsimple,tasty,healthymeals.Seafoodworks

withsomeofthelonger-termunderlyingtrendsinconsumerbehaviour,withthe

greattaste,easeofcookingandhealth,keyelementswhichthemarketneedsto

communicateclearlytothriveindifficultconditions.”

NathanWard,BusinessUnitDirector,KantarWorldpanel.

Inaneramarkedbygrowingconsumer

consciousnessandadesirefortransparency,ourindustryfacesauniquechallenge

andopportunity.Asconsumersbecome

increasinglyawareoftheethicaland

environmentalimplicationsoftheir

purchasingdecisions,there’sapressingneedforustoworktogethertocommunicate

seafoodprovenanceeffectively.Byprovidingclearandaccurateoriginlabelling,wecannotonlybuildconsumerconfidenceandloyalty,wecancapturetheheartsandmindsof

conscientiousconsumers.

Ourresponsibilityasamajorseafood

nation.SeafoodfromNorwayisunique

becauseitnotonlyoriginatesfromcold,clearwaters,italsobenefitsfromgenerationsof

experience,modernknowledge,innovation

andtechnologyandisharvestedand

farmedinasustainablemanner.Seafoodfitsperfectlywithconsumermegatrends,such

assustainabilityandhealth,andasamajorseafoodnationNorwayhasaresponsibilitytodowhatitcantoliftsustainableseafoodintothewiderfooddebate.

Wealsoprideourselvesonourstrong,

collaborativepartnershipswiththeseafood

industry.Campaigningtogetheracross

marketstodemonstratethatoriginmatterswhenitcomestosustainableseafood.

Abluesolution.Theworldpopulation

isincreasing,andtheeffectsofclimate

changeimpactinghowmuchfoodwecanproduce.AccordingtotheUnitedNations(UN),weneedtoproduce70%morefoodtomeetdietaryneedsby205016.Land-basedagriculturecannotmeettheserequirementsalone,soweneedtolooktoalternatives.

Theoceanscanprovidethesolution:

leadingscientistsclaimouroceanscouldpotentiallyproducesixtimes17morefoodthantheydotoday.

Ourprovenancestamp.The“Seafood

fromNorway”trademarkprovides

reassuranceforconsumersandbusinessesthattheseafoodbearingitembodies

theseuniquequalities.Tomakesureit

remainstruetoourorigincommitments,wehaveguidelinesforuse.WeuseitinallourmarketingandpromotionalmaterialsoutsideNorway,andwegrantlicences

toseafoodindustrypartnersforusein

promotionalactivityaroundorigin.

16UnitedNations:WorldResourcesReport:CreatingaSustainableFoodFuture.

17HighLevelPanelforaSustainableOceanEconomy.

NORWEGIANSEAFOODCOUNCIL12

“I’mproudtoraiseawarenessandappreciationforsustainable

seafoodinhealthydiets,whileinspiringthepublictoeat,enjoyand

getcookingwithfish-athomeandinrestaurants.”

MichelRoux,hospitalityveteran,twoMichelin-starred

chefandSeafoodfromNorwaychefpartner.

Ifcustomersunderstandwheretheirfishhascomefrom,andthelengthstowhichtheindustryisgoingtoensurethefutureofsustainablefishing,theywillbetterseeitsplaceasahealthy,sustainableproteinsource–onethat’sgoodforthem,andtheplanettoo.

NORWEGIANSEAFOODCOUNCIL13

Areversatile

63%

Buildingseafoodconsumerconfidencetoboostconsumption

Topofmindbenefits18

associatedwith

Norwegiancod

Emotionalcharacteristics

Helpsmemaintainahealthy

diet/eatinghabits

67%

Givesmeasense

ofenjoyment

58%

Makessureeverybodygets

somethingtheyenjoy

56%

Helpsmecarefor

myfamily

55%

Givesanexciting

tasteexperience

53%

Functionalcharacteristics

Arequickandeasy

toprepare

74%

Arenatural/has

noadditives

68%

Areahealthyalternative67%

Areatastyalternative64%

18NSCDriveranalysisandBrandMentalMarketNetworksinUK.

NORWEGIANSEAFOODCOUNCIL