2017 Retail Seafood Review Seafood department SaleS performance 12 months ending Nov. 30, 2016
52.9% 39.2%
increaSed decreaSed Stayed the Same
7.8% net change: 1.6%
Seafood department SaleS proJected for total 2017
40.4% 55.8%
On Promotion In the area of effective promotional activities, temporary price reductions continue to rule the waves, with seafood executives giving them a 4.40 rating — a slight decline from last year’s 4.90 — on a 1-to-6 scale. Otherwise, respondents have been rethinking the efficacy of their core strategies over the past year, as BOGOs have shot up to second place from fifth, and product demos/sampling events have descended a notch to the third most successful promo. Rounding out the list are mix-and-match bundles (up from No. 10 last year), flash sales (down two rungs), social media (up a notch), point-of-purchase information (down from fourth place), direct mail (holding steady at No. 8), cross-promotion within the store (down from sixth place) and online marketing (down a spot). Among other tried-and-true approaches, a number of respondents cited advertising, particularly in newspapers; in-store signage; and couponing, both digital and traditional, as important parts of their promotional budgets. Although it wasn’t mentioned by Retail Seafood Review survey participants, communicating a product’s sustainability would appear to be a wise move, since a 2016 survey by London-based nonprofit Marine Stewardship Council (MSC) found that 72 percent of seafood consumers agreed
increaSe decreaSe Stay the Same
3.8% net change: 3.4% Source: Progressive Grocer Market Research, 2017
conSUmer demand
increaSed
decreaSed
Stayed the Same
-
In the past year, here’s how retailers report that consumer demand has changed: U.S. Wild-caUght Seafood 57.4% ValUe-added prodUctS 54.3 ValUe-priced 53.1 free-from prodUctS (antibiotic-free, hormone-free, msg-free, additive-free, etc.) 51.6 Smaller portionS/pack SizeS 444437.5 farm-raiSed Seafood 26.5 imported Wild-caUght Seafood 25.0
4.4% 12.0 5.2 4.4 9.4 19.1 20.6
38.2% 33.7 41.7 44.0 53.1 54.4 54.4
Source: Progressive Grocer Market Research, 2017
March 2017 | progressivegrocer.com |
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