SPAIN
Understanding and reversing the recent fall in Spanish seafood consumption
Challenges facing the seafood products market in Spain Consumption of fish in Spain continues to decline, as reported by “La Alimentación en España 2015”, a study by the Spanish Ministry of Agriculture and Fisheries, Food and Environment (MAPAMA). A trade association, AECOC/GS 1 Spain, is among those trying to do something about it.
I
t highlights a 2.4 drop in seafood consumption over the year to 2015 in Spain. According to the data, average consumption of fish and aquaculture products, per person, per year 25.5 kg, representing a drop of more than 4 kg over the last 5 years. And despite Spain being one of Europe’s biggest consumers of fish and aquaculture products, people in Spain consume less than 31 kg per annum recommended by WHO.
How to get young people to eat more fish? Socio demographic changes have had an effect on every aspect of people’s buying and eating habits and are also affecting their consumption of fish and shellfish. The consumer is choosing different formats, product types and sources, such that the industry needs to take notice and adapt to consumer needs to slow the downward trend in consumption. According to a recent report by AECOC/GS 1 Spain (a trade association of manufacturers and distributors comprising more than 26,000 companies) for the ministry on young consumers of seafood products, Spain’s young people (20-35) say they eat less fish both at home and when eating out. So, the challenge faced by the industry is attracting younger people, as it is they who decide future consumption trends. www.eurofishmagazine.com
08_SPAIN (ES).indd 37
The reasons and the possible solutions Their profile can be described as aged between 20 and 35, householders, who eat fish/shellfish at least twice a month. They see this product category as healthy and this is what largely drives them to buy the product. In fact 76 of those interviewed said that they were conscious of the fact that they should eat fish at least twice per week. And it would appear that flavour is a determining factor in repeat purchases. On the other hand, the same young people see the following as disincentives for purchasing fresh or frozen fish: – Unpleasant flavour or smell. – Lack of product knowledge such as benefits, preparation, cuts, recipes etc. – Lack of time due to pace of life not being compatible with buying and preparing fish. – There is a perception that it is expensive. Faced with these negative perceptions, possible initiatives to encourage younger people to consume more fish include: – Product innovations presenting fast, practical and easy solutions for the purchase, storage and preparation of the product. Innovation could include adventurous new dishes that
The association AECOC/GS1 Spain stays abreast of market developments by holding a seafood congress among other activities.
make the best of the flavour and aesthetics, but always with healthy food in mind. – Make more of the social aspect of eating fish. Eating fish can be social and entertaining. – Provide more information and transparency regarding the origin and properties of the product. Suggest different preparation techniques and recipes. – Offer the option of seasonal fish or special offers to keep the price down.
It’s all about convenience It is worth noting that generally speaking, in Spain, sales are heavily influenced by convenience when buying, cooking (usually on the grill) and eating. In other words, the consumer seeks out those products that ease the whole process of buying and eating. One
example is sushi, which has seen considerable market penetration in recent years, finding its way into households despite the relatively high cost. This is a highly practical product, easy to prepare, healthy and somewhat fashionable. According to Shopper View, GS1-AECOC’s study into seafood buying trends, 47 of consumers buy fish and shellfish in supermarkets, 38 in traditional fishmongers and 15 in hypermarkets. Also noteworthy is that online sales, although still in their infancy, are fast gaining ground amongst younger consumers.
Fishmongers lose ground to retail chains Traditional outlets are losing relevance year after year compared to other sales channels. However, sales by weight in traditional outlets
Eurofish Magazine 6 / 2016
37
28/11/16 11:10 PM