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

Buildingseafoodconsumerconfidencetoboostconsumption

Originmatters

Buildingseafoodconsumerconfidencetoboostconsumption

NORWEGIANSEAFOODCOUNCIL2

CONTENTS

Forewordpage3

Evolvinglandscapes:

Exploringthebiggerpictureandtrendspage4

Consumerinsights:

Unlockingattitudestowardsseafoodpage6

Naturallynutritious:

Theroleofseafoodinhealthydietspage9

Originlabelling:

Buildingconsumerconfidenceinseafoodpage11

Inspireandeducate:

Gettingseafoodbackontothetablepage15

Buildingseafoodconsumerconfidencetoboostconsump-tion

1FoodandAgricultureOrganisationoftheUnitedNations.

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Foreword

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

Theworld’ssecondlargestexporterofseafood1,Norwayhasunderstooditsresponsibilitytohelpdrivetheglobalsustainabilityagenda.Asalong-termUKtradepartner,wehavecollaboratedforyears,establishingasolidbilateralrelationshipfocusedonstrengtheninganddevelopingseafoodtradeandrelations.Andweworktogetheronareasincludingsustainability,toreassureconsumersthatproductsmeetoursharedstandardsforpeopleandtheplanet.

Inthisreport,weshareconsumerandmarketinsightonthedynamicsdrivingseafoodchoicesintheUK.Wehighlightopportunitiestomeetconsumerexpectationsintheseafoodcategory.Plus,weproviderecommendationsonhowseafoodbuyersandcategorymanagerscaneffectivelybuildconsumerconfidencethroughimprovedvisibilityandinformationonoriginandprovenance.

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

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Evolvinglandscapes:

Exploringthe

biggerpicture

andtrends

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Theseas

ofchange…

Overthelastfewyears,we’veseenunprecedentedchange.Lifestyleshavebeentransformedduetothepandemic,leadingtoanincreasedtrendofworkingfromhome.Dietshaveevolvedtomeethealthandsustainabilityneeds.Eatingandshoppinghabitshavechanged.Andnowintertwined,weareundergoingaperiodofinflationaryliving.

6%

Morepeopleeatingathome

thanbeforethepandemic

OOHiscominghome.Consumershavestartedtoreallocatespend2witheatingoutofhome(OOH)turningtotakeaways,andtakeawaystoin-homemeals.‘Treating’isingrowthastheyseeksomethingdeliciousandspecialtoreplacethemealsenjoyedOOHbefore.Evenforstrugglinghouseholds,‘treating’asamissionformainmealshasincreased,3makingthepotentialtoinspirewithtastyfishrecipes,andvalue-addedrangeslikefishwithsaucesandseasonings–andtwiststomeat-basedclassics.

Occasionshavegrown.Workingfromhomehasledtochangesineatinghabits,soeatingathomeisnow6%biggerthanpre-pandemic4.Thishasalsoledtoanincreaseinfishproductsbeingconsumed,forexamplesushihasseenstronggrowth,5posinganexcitingopportunityfordishesusuallyenjoyedfordinner.

Convenienceiskey.Scratchcookinghasdeclinedoverthelastthreeyearsaswe’veemergedfromthepandemicandthepaceoflifehasquicklyincreased.Instead,consumerswantmealsolutionsforquickbitesandmealsinfrontoftheTVorcomputer.Inlinewiththis,there’sbeenrisingdemandforassembledandconveniencemeals.Inconjunction,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.

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Consumerinsights:

Unlockingattitudes

towardsseafood

50%

40%

30%

20%

10%

0%

Buildingseafoodconsumerconfidencetoboostconsumption

Attitudes

areshifting

Seafoodisahotcontender.Itperfectlyfitsconsumerneedsforhealthy,sustainable,anddeliciousproteins.Consumersaremoreawareofitsjourneyfromoceantofork.Theywantgreaterguidanceonprovenancetohelpthemmaketherightchoices.

49%

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

ofallfoodanddrinkpurchases

relatetoa‘health’mission9.

Consciousnessisincreasing.Alongsidehealthanddespiteincreasedcostofliving,sustainabilityremainsimportantforconsumers–buttheyputtheirtrustintheretailertobuyresponsibly.Awarenessoftheoceantoplatejourneyisalsogrowing,andwhenweaskedwhatsustainabilitymeanstoseafoodconsumers,answersfocusedontransparencyandanethicallysoundvaluechain.10

Whatdoessustainabilitymeantoyou?

EthicallyEnvironmentPositives

soundvalue

chain

Socialsustainabilityisapriority.

Our

TopSeafoodTrends2023

explainshowsustainabilityconsciousnesshasevolved,revealingseafoodconsumersarenowmoreawareofitssocialdimension.ThereisnowalsoincreasingdemandforcompaniestodocumentsocialsustainabilityacrosstheentirevaluechainaswellastheirownactivitiestomeettheUN’ssustainabledevelopmentgoals(SDG)by2030.

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

8NIQ,Homescan,May23.

9KantarUsage,Health,August2022.

10NSCConsumerInsightDeepdive2021.

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Greaterguidance

isneeded

Consumersareconfused.Despitetheirdesiretoeatmorehealthilyandsustainably,nearlyhalfofUKconsumersstruggletounderstandwhattheyneedtodo.11Lessthanhalfbelievetheirprincipalgrocerystorestockstheproductstheyneedforhealthyandsustainableeating.They’relookingtoretailerstoprovidecleareasy-to-understandlabelling,whichhelpsthemmakechoicesthatsuittheirneeds.

Originlabellingisimportant.WhenweaskedUKconsumerswhatwasmostimportantwhenbuyingwhitefishfromretailers,originlabellingwasintheirtopfivepurchasedrivers12demonstratingcontinuedinterestinprovenanceandtransparencythroughoutthevaluechain.

WhentrackingUKconsumerawarenessforallseafoodproducingcountries,NorwaycomesthirdafterScotlandwhenitcomestocodandhaddock.

Retailplaysakeyrolein

seafoodconsumption.

Weseethatthemajorityofseafoodconsumedispurchasedthroughretail(67%),theremaindersellingthroughfoodservice

11McKinseyGlobalFutureofFoodSurvey2022.

12NorwegianSeafoodCouncil:ConsumerDeepDive,DEC2021.

13SeafishSeafoodConsumption(2023Update).

andasmallnumberofindependentfishmongers.13Withretaildominatingtheconsumptionsource,thisshowcasesthehugeopportunityforretailerstoengageconsumerswithseafoodinstoreandonline.

Asharedagendafortransparencyrising.

Newinitiativesarecomingtothefore,asconsumers,government,andtheindustrydemandgreatertraceability,provingtheneedforgreatervisibilityofprovenancemessagingonpack.Thissharedagendaprovidesthepotentialforgreatercollaborationandtransparency–enablingindustryplayerstoworktogethertogetsustainableseafoodfrontofmind–andaddedtobasket.

67%

ofseafoodconsumedintheUK

ispurchasedthroughretail

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Naturallynutritious:

Theroleofseafood

inhealthydiets

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Seafood:

TheProtein

Powerhouse

Lowinsaturatesandagoodsourceofprotein,seafoodispackedwithvaluablenutrients.It’stheonlyproteinwithnaturallyoccurringomega-3s,whichsupportgoodheartandbrainfunction.Recognisingtheirimportance,nationalguidelinesrecommendtwoportionsoffish(oneoily)aweek14tomakesurepeoplearegettingthese.

OilyfishisoneofthefewfoodsthatnaturallycontainsvitaminD,whichpromoteshealthybones,teethandmuscles.Othernaturalsourcesaresunlightandalimitednumberoffoods,causingnationalguidelinestorecommendsupplementsforsomepopulations.

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).

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Originlabelling:

Buildingconsumerconfidence

inseafood

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“Therearesomestrongheadwindsaffectingthemarket,buttherearestill

opportunities,eveninthisdifficultclimate.Theseafoodcategoryhasbreadthinthe

optionsitprovides,fromfreshthroughtofrozen,thatcanoffershoppersavariety

ofpricepoints,cookingmethodsandsimple,tasty,healthymeals.Seafoodworks

withsomeofthelonger-termunderlyingtrendsinconsumerbehaviour,withthe

greattaste,easeofcookingandhealth,keyelementswhichthemarketneedsto

communicateclearlytothriveindifficultconditions.”

NathanWard,BusinessUnitDirector,KantarWorldpanel.

Inaneramarkedbygrowingconsumerconsciousnessandadesirefortransparency,ourindustryfacesauniquechallengeandopportunity.Asconsumersbecomeincreasinglyawareoftheethicalandenvironmentalimplicationsoftheirpurchasingdecisions,there’sapressingneedforustoworktogethertocommunicateseafoodprovenanceeffectively.Byprovidingclearandaccurateoriginlabelling,wecannotonlybuildconsumerconfidenceandloyalty,wecancapturetheheartsandmindsofconscientiousconsumers.

Ourresponsibilityasamajorseafoodnation.SeafoodfromNorwayisuniquebecauseitnotonlyoriginatesfromcold,clearwaters,italsobenefitsfromgenerationsofexperience,modernknowledge,innovationandtechnologyandisharvestedandfarmedinasustainablemanner.Seafoodfitsperfectlywithconsumermegatrends,suchassustainabilityandhealth,andasamajorseafoodnationNorwayhasaresponsibilitytodowhatitcantoliftsustainableseafoodintothewiderfooddebate.

Wealsoprideourselvesonourstrong,collaborativepartnershipswiththeseafood

industry.Campaigningtogetheracrossmarketstodemonstratethatoriginmatterswhenitcomestosustainableseafood.

Abluesolution.Theworldpopulationisincreasing,andtheeffectsofclimatechangeimpactinghowmuchfoodwecanproduce.AccordingtotheUnitedNations(UN),weneedtoproduce70%morefoodtomeetdietaryneedsby205016.Land-basedagriculturecannotmeettheserequirementsalone,soweneedtolooktoalternatives.Theoceanscanprovidethesolution:leadingscientistsclaimouroceanscouldpotentiallyproducesixtimes17morefoodthantheydotoday.

Ourprovenancestamp.The“SeafoodfromNorway”trademarkprovidesreassuranceforconsumersandbusinessesthattheseafoodbearingitembodiestheseuniquequalities.Tomakesureitremainstruetoourorigincommitments,wehaveguidelinesforuse.WeuseitinallourmarketingandpromotionalmaterialsoutsideNorway,andwegrantlicencestoseafoodindustrypartnersforuseinpromotionalactivityaroundorigin.

16UnitedNations:WorldResourcesReport:CreatingaSustainableFoodFuture.

17HighLevelPanelforaSustainableOceanEconomy.

“I’mproudtoraiseawarenessandappreciationforsustainable

seafoodinhealthydiets,whileinspiringthepublictoeat,enjoyand

getcookingwithfish-athomeandinrestaurants.”

MichelRoux,hospitalityveteran,twoMichelin-starredchefandSeafoodfromNorwaychefpartner.

Buildingseafoodconsumerconfidencetoboostconsumption

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

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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%

Areversatile

63%

18NSCDriveranalysisandBrandMenta