2018 SEAFOOD REPORT A NEW ERA FOR SEAFOOD IN FRANCE

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2018 SEAFOOD REPORT A NEW ERA FOR SEAFOOD IN FRANCE
2018 SEAFOOD REPORT
A NEW ERA FOR
SEAFOOD IN FRANCE
2018 SEAFOOD REPORT A NEW ERA FOR SEAFOOD IN FRANCE
2018 SEAFOOD REPORT: A NEW ERA FOR SEAFOOD IN FRANCE

                                                                                                                        03

Norway is cold.
Very cold.

But while this may create
some challenges for humans,
our fish thrive.

For thousands of years

                                                                             CONTENT
Norwegians have lived in
harmony with the forces of
nature. It has taught us how
to innovate and preserve,
to nurture and harvest.

In our cold climate and
crystal clear waters, the
seafood grows slowly
– developing a perfect
taste and texture.                                            SOURCES:        INTRODUCTION: Seafood consumers on the move
                                                                                 page 05
                                                     Survey France 2018
Origin matters.
                                 Carried out by TNS Kantar on behalf of
                               the Norwegian Seafood Council between
                                   the 31st of May and 6th of June 2018.
                                                                              01/ SEAFOOD CONSUMPTION IN FRANCE
                                                   Sample size: N = 1 000
                                                                                 page 06
                                            Seafood Consumer Insight
                                              Yearly tracker, 2012 – 2018.
                                 Carried out by TNS Kantar on behalf of
                                                                              02/ EVOLVING SHOPPER HABITS
                                        the Norwegian Seafood Council            page 12
                                      in February and March every year.
                                              2012 sample size: N = 1 000
                                              2013 sample size: N = 1 001     03/ SEAFOOD TOWARDS A NEW ERA
                                              2014 sample size: N = 1 023        page 21
                                              2015 sample size: N = 1 012
                                              2016 sample size: N = 1 012
                                              2017 sample size: N = 1 000
                                              2018 sample size: N = 1 003
                                                                              CONCLUSIONS: Seafood, disrupted?
                                                                                 page 30
                                               Kantar Worldpanel/NSC
                                        Sample size: 12 000 households.

                                              Focus groups France 2017
                                 Carried out by TNS Kantar on behalf of
                               the Norwegian Seafood Council between
                                    the 13th and 17th of November 2017.
                                 Four focus groups with consumers were
                                carried out; 2 in Paris and 2 in Bordeaux.
                                     Ages of consumers varied between
                                                            25 and 60 y.o.
2018 SEAFOOD REPORT A NEW ERA FOR SEAFOOD IN FRANCE
2018 SEAFOOD REPORT: A NEW ERA FOR SEAFOOD IN FRANCE

                                                                                                          05

INTRODUCTION
Seafood consumers on the move
  by Maria Grimstad de Perlinghi
  Director France
  NORWEGIAN SEAFOOD COUNCIL

                  In our rapidly changing world, where new           French consumers are also among the world’s
                  technologies allow for immediate access            most knowledgeable when it comes to food
                  to information, consumers’ perceptions,            production and understanding the value
                  expectations and choices are evolving at high      chain.
                  speed. A few years back, all French consumers
                  would ask for was fresh and tasty seafood.
                  Issues like sustainability or animal welfare       Our aim for this report is to provide our
                  were something the media talked about, but         partners with knowledge about how the
                  these questions were simply too far-fetched        French seafood consumers are evolving,
                  for consumers to care about when they were         and to share previously unpublished insights
                  doing their everyday shopping.                     about how new trends are impacting their
                                                                     perceptions and attitudes. What is the
                                                                     status for seafood consumption in France?
                  Today, fresh and tasty food is still a             Who is eating more, and who is eating
                  prerequisite for the French, but in just a few     less? How are attitudes towards seafood in
                  years, many new concerns have started              e-commerce evolving? What’s up with the
                  to impact not only how they think about            image of farmed seafood among the French?
                  seafood, but also their shopper attitudes.         And how is the “vegan wave” impacting the
                  All of a sudden, consumers are starting to         behavior of seafood consumers? Are there
                  ask whether their seafood is produced in           any perspectives for growth for seafood in
                  an environmentally friendly way, or whether        the French market? These are some of the
                  the fish was treated with respect. For years,      questions we will answer throughout this
                  these issues were almost disregarded in the        report.
                  seafood business because they were not
                  drivers for consumption, but is it any different
                  now? We will certainly have a thorough look        We hope you will enjoy this little journey
                  at that in this report.                            inside the French seafood consumers’ minds.

                  To this, we can add the fact that e-commerce       Happy reading!
                  has brought new opportunities to seafood.
                  Consumers seek convenience and might
                  be ready to change the way they shop, but
                  how much are they willing to compromise
                  on other needs to get food delivered without
                  breaking a sweat?

                  Insights are more than ever a key to survival
                  for any business. This is no less true in the
                  seafood business. At the Norwegian Seafood
                  Council, we invest considerable efforts in
                  obtaining world class insights about seafood
                  consumers in our most important markets.
                  In France, one of our top consumer markets,
                  insights are essential to help us analyze and             Maria Grimstad de Perlinghi
                  assess how tomorrow’s seafood consumers
                  might think and act regarding food in
                  general, and seafood in particular. France
                  is definitely one of the leading markets                        Director France
                  when it comes to adopting new trends, and                  Norwegian Seafood Council
2018 SEAFOOD REPORT A NEW ERA FOR SEAFOOD IN FRANCE
2018 SEAFOOD REPORT: A NEW ERA FOR SEAFOOD IN FRANCE /01 - SEAFOOD CONSUMPTION

                                                                                 07

/01.

   SEAFOOD
   CONSUMPTION
   IN FRANCE
In this introductory chapter, we will look at the
basics in French seafood consumption; French
consumers’ habits and how have they evolved
over the last few years.
2018 SEAFOOD REPORT A NEW ERA FOR SEAFOOD IN FRANCE
2018 SEAFOOD REPORT: A NEW ERA FOR SEAFOOD IN FRANCE /01 - SEAFOOD CONSUMPTION

                                                                                                                                                                                                                                                                                                                   09

SEAFOOD CONSUMPTION
The annual seafood consumption per capita                                                                                                      3 OUT OF 10 FRENCH EAT SEAFOOD                              HIGH FREQUENT CONSUMERS HAVE THE HIGHEST VALUE SHARE

in France is 34 kilos (wet weight).                                                                                                            TWICE A WEEK OR MORE
                                                                    4 %3   %                                                                                                                                                     3%
                                                                                                                                                                                                                                  2%
                                                                7%
                                                               7%                                                                                                                                                      7%
                                                       8%
                                                      8%                                                  Twice a week or more often                                                                         8%                                                                         High frequency
                                                                                                                                                                                                              28,7 %
                                                                                                          Once a week                                                                                                                                                                   Medium frequency
                                                                                   37%%
                                                                                   34                                                                                                                                                             37 %
                                                                                                          2-3 times a month                   Even though the high frequent seafood                                                                                                     Low frequency

                                                    1519
                                                       %   %                                              Once a month                        consumers - those who eat seafood twice a                    19 %
           PER PERSON PER YEAR                                                                            6 times a year or less              week or more - only represent 34 % of the
                                                                                                                                                                                                                                                    71,1 %
                                                                                                          Never eat                           population, they definitely carry the larger
                                                                                                                                              part of the value in the French seafood
                                                                     26% %
                                                                     27                                                                                                                                                       26 %
                                                                                                                                              market. As a matter of fact, they represent
                                                                                                                                              as much as 71 % of the value. This means
The average consumption has been                                                                                                              that they could be considered as the more
steadily declining over the last years. Back   27 % of consumers eat only once a week, and the remaining 34 % even                            important consumer segment for seafood;
in 2011 it was 2 kilos higher: 36 kilos per    more rarely than that. 4 % never eat seafood, which is also slightly more                      both because they consume the major                     FRENCH CONSUMERS STATE MANY GOOD REASONS TO EAT SEAFOOD
person per year. Throughout this chapter,      than two years ago.                                                                            part of the seafood, and because their
                                                                                                                                                                                               0,80
we will go into details of French seafood                                                                                                     value share indicates that they are also         0,70
consumption, and try to uncover some           This means that French consumers seem to pull back on their seafood                            willing to pay more for their seafood than       0,60
of the explanatory factors of this decline.    consumption, and throughout this report we will try to observe some of                         other consumers. Consumers who eat once          0,50
                                               the reasons for this drop in consumption.                                                      a week represent 28,7 % of the value share,      0,40

Given the increasing focus on healthy and                                                                                                     although they total as much as 42 % of the       0,30
                                               HIGH FREQUENT CONSUMER SEGMENTS                                                                French poulation. Lastly, the remaining 19 %     0,20
sustainable food from both media and
                                               Let us focus a little bit on the consumers who eat the most seafood. Who                       of the population who eat seafood only           0,10
influencers, one could expect that
                                               are they? In most countries, the older consumers tend to eat more seafood                      once a month or less, only represent 0,2 %
                                                                                                                                                                                               0,00
consumers would progressively turn to

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seafood as a preferred choice of protein.

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                                               trend seems to turn around.                                                                                                                            2012             2013             2014                2015              2016             2017                2018
times a world of difference between what is
in the media spotlight and how consumers
actually behave in their busy everyday         There is a surprisingly positive development among Millennials.
lives.                                         These consumers, generally defined as those born between 1981 and 1996,
                                               have a set of particular characteristics that make them worth following.
                                                                                                                                                                                                    2/ Although the elements «environmentally friendly» and «safe to
                                                                                                                                                                                                    eat» have quite low scores in this chart, they are definitely showing
                                                                                                                                                                                                    quick progression.

                                                                               MILLENNIALS EAT MORE!
                                                                                                                                              FRENCH CONSUMERS STATE MANY                      In 2012, only 7 % stated that environmental aspects were a good reason
                                                                                                                                              GOOD REASONS TO EAT SEAFOOD                      to eat seafood. This has more than doubled since then. Food safety also
                                               90
                                                                                                                                              But one thing has not changed: French            seems like a growing concern among consumers; 13 % now state that food
                                               85
                                                                                                                                              consumers still state many good reasons          safety is a good reason to choose seafood, against only 7 % back in 2012.
                                               80
                                                                                                                                              to eat seafood. Along with health benefits,
                                               75
                                                                                                                                              taste is the most important reason for
                                               70
                                                                                                                                              eating seafood. In the chart, there are a
                                               65
                                                                                                                                              few elements that stand out;
                                               60

                                                                                                                                                1/ It seems like the fact that seafood
                                               55

                                               50
                                                                                                                                                                                               We might suggest that the awareness and knowledge of seafood as
On the positive side, we still observe that            2013           2014          2015          2016           2017              2018         might be a lean alternative is less            safe and sustainable foods have increased, and that these elements are
as many as 97 % of French consumers do                Millennials                 Generation X                        Baby Boomers              important to French consumers now              becoming more important to some consumers.
                                                      Linear (Millennials)        Linear (Generation X)               Linear (Baby Boomers)
eat seafood, even though as much as 66 %                                                                                                        than earlier.
eat seafood at a low frequency; 2-3 times                                                                                                                                                      As we can also see in this chart, over 40 % of consumers think that seafood
a month or less.                                                                                                                              This could be a result of several things, such   is easy to prepare. The fact that seafood is easy to prepare is also increasingly a
                                                                                                                                              as common awareness of seafood as lean           «good reason to choose seafood», together with environmental and safety
                                               This chart shows trendlines for the number of seafood meals consumed
If we look at the full picture when it comes                                                                                                                                                   aspects of seafood.
                                               by each generation. Baby boomers, who, in most markets, are those who                          protein, but also in general a seemingly
to consumption frequency in France, we
                                               have the highest seafood consumption, show a clear decline in their                            decreasing focus on the need to eat less
observe that only 34 % of consumers                                                                                                                                                            When we look at the full picture of resons why people eat seafood in
                                               number of seafood meals. They have actually gone from 86 seafood                               fatty. These days, focus is rather on eating
actually sustain the recommended seafood                                                                                                                                                       France, it could give us a few ideas how to to inspire consumers to eat
                                               meals a year in 2013, down to 69 meals this year. Millennials, however, have                   the right kinds of fats – and seafood
intake, with a weekly consumption of two                                                                                                                                                       more fish.
                                               gone from 58 up to 72 meals in the same period! If this trend continues,                       inarguably has a strong case in this field!
meals or more. That’s a 3 % drop from 2016.
                                               Millennials may create a bump in tomorrow’s seafood consumption.
2018 SEAFOOD REPORT A NEW ERA FOR SEAFOOD IN FRANCE
2018 SEAFOOD REPORT: A NEW ERA FOR SEAFOOD IN FRANCE /01 - SEAFOOD CONSUMPTION

                                                                                                                                                                                                                                                                                                                                                                                                             11

                                                                                                                                                                                                                                                                   Consumers have been falling off from
                                                                   AVERAGE PRICE OF SEAFOOD VS. PRICE OF 20 MOST POPULAR SPECIES*
                                                                                                                                                                                                                                                                   the top consuming segments since 2016.
 2 PORTIONS of seafood                         30,0
                                                                                                                                                                                                                                                                   2 197 702 less consumers now eat seafood
                                                                                on                                                                                                                                                                                 twice a week or more, in only two years.
 per week: is the recommended                            26,3
                                                                             lm €
                                                                           Sa ,40
                                               25,0
                                                                                                                                                                                                                                                                   This means about 80 million less seafood
 seafood intake                                                              18                                                          d €
                                                                                                                                       Co ,60
                                                                                                                                         15                                                                          d                                             meals, or about 10 000 metric tons
                                              20,0                18,4      18,2                                                                                                                                  oo
                                                                                       17,8
                                                                                                                                                                                                              af €                                                 seafood less each year since 2016.
                                                                                                16,5       15,9     15,7     15,6      15,5                                                                 Se ,10
                                                                                                                                                                                                              1 1
                                               15,0                                                                                                13,8      13,3     12,8
                                                                                                                                                                                12,2      11,9
                                                                                                                                                                                                    11,1       10,7       10,2      10,0
                                               10,0                                                                                                                                                                                        8,4
                                                                                                                                                                                                                                                    7,4
                                                                                                                                                                                                                                                             6,9

                                                                                                                                                                                                                                                                                                                                                            2 197 702
                                                5,0

TWO PORTIONS PER WEEK

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important reason for French consumers

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to eat seafood, it seems like the barriers

                                                                                                                                                                                Av
                                                                                                                                                                             * natural fresh - last 12 months ending march 2018
towards seafood consumption are still
keeping consumers from eating enough
seafood.                                              DEVELOPMENT IN AVERAGE PRICE (EUR) OF FRESH SEAFOOD IN DIFFERENT CHANNELS                                                                                                                                                                                                     FRANCE: AT THE LOWER END OF SEAFOOD CONSUMPTION

As a matter of fact, both French and inter-    16,00                                                                                                                                                                                                                                                             Seafood consumption in selected countries - share of consumers eating seafood twice a week
national health authorities state that we
                                               15,00
should eat 2 portions of seafood per week                                                                                                                                                                                                                                                                        80 %    75 %
                                               14,00
in order to reap essential health benefits                                                                                                                                                                                                                                                                       70 %
                                                                                                                                                                                                                                                                                                                                   71 %
                                                                                                                                                                                                                                                                                                                                            67 %
from nutrients such as omega 3, vitamin        13,00
                                                                                                                                                                                                                                                                                                                                                    60 %
                                                                                                                                                                                                                                                                                                                 60 %
D and iodine.                                  12,00

                                               11,00                                                                                                                                                                                                               This also means that the percentage of        50 %                                       48 %
                                                                                                                                                                                                                                                                                                                                                                       43 %

                                               10,00
                                                                                                                                                                                                                                                                   French consumers who are not getting          40 %                                                               38 %
                                                                                                                                                                                                                                                                                                                                                                                           36 %     34 %

                                                9,00
                                                                                                                                                                                                                                                                   enough of the nutrients seafood offer has                                                                                                  31 %
                                                                                                                                                                                                                                                                                                                 30 %
                                                                                                                                                                                                                                                                   gone up to 66 %. That is 43 million people.
                                                8,00                                                                                                                                                                                                                                                             20 %

                                                7,00
                                                                                                                                                                                                                                                                   FRANCE; AT THE LOWER END OF                   10 %

                                                6,00
                                                          2012 Q4        2013 Q4          2014 Q4       2015 Q4        2016 Q4         2017 Q4
                                                                                                                                                                                                                                                                   SEAFOOD CONSUMPTION                           0%

                                                                                                                                                                                                                                                                   Also, when comparing France to some                  Portugal   Norway   Spain   Japan   Italy   Great Britain   USA    Sweden   France   Germany
                                                                Discounts                                         Hypermarkets
                                                                Neighbourhood Stores                              Online
                                                                                                                                                                                                                                                                   of its European neighbours, France seems
 2 PORTIONS of seafood                                          Specialists                                       Supermarkets
                                                                                                                                                                                                                                                                   to be on the lower end of seafood con-
 per week: health benefits from                                                                                                                                                                                                                                    sumption frequency.
 nutrients such as omega 3,                   CONSUMERS ARE FALLING OFF THE TOP FREQUENCIES
                                                                                                                                                                                                                                                                   While only about a third of French
 vitamin D & iodine                           If we look at the number of consumers who eat seafood twice a week or more over
                                                                                                                                                                                                                                                                   consumers (34 %) eat seafood twice a week
                                              time, we are a little bit below the 2012 level, while there was a peak in 2015, when 38 %
                                                                                                                                                                                                                                                                   or more, southern European countries
                                              of French consumers had the recommended amount of seafood.
                                                                                                                                                                                                                                                                   such as Spain and Portugal are true
SEAFOOD PRICES ON THE RISE                                                                                                                                                                                                                                         seafood champions; they can show for a
                                              Seafood consumption in selected countries - share of consumers eating seafood twice
We know that price might be an issue                                                                                                                                                                                                                               considerably higher share of consumers
                                              a week
for many consumers. Average prices on                                                                                                                                                                                                                              who eat seafood at this rate (Portugal 75
seafood are on the rise in France, and                                                                                                                                                                                                                             %, Spain 67 %).
                                                                                    CONSUMERS WHO EAT SEAFOOD TWICE A WEEK OR MORE
this is probably not helping. When we
asked consumers 2 years ago what could                                                                                                                                                                                                                             Norway is also naturally a seafood-
be done to help them eat more seafood,                                                                                                                                                                                                                             loving country; two thirds of the Norwegian
                                                39 %
«better prices» was among the answers                                                                                                                                                                                                                              population (71 %) eat the recommended
we received. On the other hand, there           38 %                                                       38 %
                                                                                                                                                                                                                                                                   two portions of seafood every week.
has also been higher media attention
                                                37 %
on seafood, and many undocumented                                                                                     37 %                                                                                                                                         Among countries it is natural to compare
                                                                                              36 %
sources claim that seafood might not            36 %
                                                                                                                                   36 %
                                                                                                                                                                                                                                                                   with, only Germans have a lower share of
be as healthy for us as authorities tell                                        35 %                                                                                                                                                                               high frequent seafood consumers; only
                                                35 %
us, while others will claim that seafood                         35 %                                                                                                                                                                                              3 out of 10 Germans put seafood on the
                                                                                                                                               34 %
– wild or farmed – is not sustainable, de-      34 %                                                                                                                                                                                                               table twice a week.
spite the fact that seafood in general          33 %
has an excellent environemental profile
compared to other sources of animal             32 %
                                                          2012           2013        2014           2015       2016         2017        2018
protein.
                                                                                           High
2018 SEAFOOD REPORT A NEW ERA FOR SEAFOOD IN FRANCE
2018 SEAFOOD REPORT: A NEW ERA FOR SEAFOOD IN FRANCE /02 - EVOLVING SHOPPER HABITS

                                                                                     13

/02.

   EVOLVING
   SHOPPER
   HABITS
After the latest updates on the basics in
French seafood consumption, we have been
able to establish that the seafood consumption
in France is declining, but that there are some
positive developments, for instance among
Millennials.

In this chapter we will focus on shopper
habits and how they evolve. We will focus on
the fast-moving attitudes towards online
grocery shopping, but also look into the changes
in consumer choices when it comes to seafood.
This part of the report has a few surprises in store!
2018 SEAFOOD REPORT A NEW ERA FOR SEAFOOD IN FRANCE
2018 SEAFOOD REPORT: A NEW ERA FOR SEAFOOD IN FRANCE /02 - EVOLVING SHOPPER HABITS

                                                                                                                                                                                                                                                                                                                                                                               15

WHERE CONSUMERS BUY SEAFOOD                     SEAFOOD IS CATHING UP WITH GROCERIES IN E-COMMERCE
                                                                                                                                                                                                                                                                                                       CHILDREN MAKE THE DIFFERENCE!
As of today, there is no major shift in where   Even though the likeliness of buying groceries online is not progressing very fast, there
French shoppers buy their seafood. Hyper-       are some very positive developments when it comes to seafood shopping through this
                                                                                                                                                                                                                                                                                      People with children are more likely to buy seafood online
and supermarkets and local grocery stores       channel.
                                                                                                                                                                                                                                                                                        70 %
are still by far the most important channel,                                                                                                                                                                                                                                                        63 %

with close to 90 % of consumers buying          In these charts, we can see how seafood is keeping up with other groceries through e-                                                                                                                                                   60 %

seafood here. However, it is interesting to     commerce. In 2016, we found that the barrier for buying seafood online was considerably                                                                                                                                                 50 %

look at where different segments shop. In       higher than for buying other groceries. This year, we observe that there is only a slight in-
                                                                                                                                                                                                                                                                                        40 %
the chart, we have divided segments into        crease in the likelihood of buying groceries online, while there is a 3 % progression in the                                                                                                                                                               36 %
                                                                                                                                                                                                                                                                                                                                                 32 %

high, medium and low frequency. It is           likelihood of buying seafood.                                                                                                                                                                                                           30 %

very clear that the more seafood you buy,                                                                                                                                                                                                                                               20 %                                              17 %                   18 %
                                                                                                                                                                                                                                                                                                                                14 %
the more likely you are to buy seafood          But the most significant progress is to be found among those who already buy online.                                                                                                                                                                                     11 %                               9%
                                                                                                                                                                                                                       This means that seafood is definitely                            10 %
through channels such as specialized deli-      Again, there is a mere 1 % progression in the share of people who state that they already
                                                                                                                                                                                                                       catching up with other groceries, and that
catessen stores or fish shops. The price        buy groceries online. For seafood, however, there is a 6 % increase!                                                                                                                                                                     0%
                                                                                                                                                                                                                       the online trend seems to have less negative                            Not likely / not likely   Indifferent   Likely / extremely Already buy online
levels tend to be significantly higher in                                                                                                                                                                                                                                                      at all                                  likely
                                                                                                                                                                                                                       impact for seafood than earlier.
these channels, compared to hyper-                                                                                                                                                                                                                                                                                       No children         1 + child

and supermarkets, and this only goes to                                SEAFOOD IS CATCHING UP WITH GROCERIES IN E-COMMERCE
show that the high frequent segments are
considerably more willing to pay for seafood      Likelihood - groceries vs seafood		                                                      Already buy - groceries vs. seafood
that meets their requirements.
                                                 20 %

                                                  18 %
                                                                       18 %                                                            14 %                      13 %                                                                       CHILDREN MAKE THE DIFFERENCE!
                                                              17 %
If we look at the development in online                                                                                                12 %             12%
                                                  16 %
shopping, we still observe that this channel      14 %                                                                                                                                                                                      When we look precisely at the types
                                                                                                                                       10 %
has limited market share. Meanwhile, it           12 %                                                   11 %                                                                                        9%                                     of consumers who are most likely to
remains a relatively more important channel       10 %
                                                                                                   8%
                                                                                                                                           8%
                                                                                                                                                                                                                                            buy seafood online, children seem to
for high frequent seafood consumers than          8%                                                                                       6%                                                                                               make the difference.
for the total population.                         6%
                                                                                                                                           4%                                                3%
                                                  4%
                                                                                                                                           2%
                                                                                                                                                                                                                                            In fact, people with children are about
                                                  2%
                                                                                                                                                                                                                                            twice as likely to shop for seafood
                                                  0%                                                                                       0%
                                                           Likelihood groceries               Likelihood seafood                                Already buying groceries online        Already buying seafood online                        online than consumers without chil-
                                                                              2016       2018                                                                           2016          2018                                                  dren.

                                                                                                                                                                                                                                            We also observe that the income level
                                                                                                                                                                                                                                            of the household has an impact on the
                                                CONSUMERS WHO BUY ONLINE ARE MUCH LESS RELUCTANT TO INCLUDE                                                                                                                                 likelihood of buying online; higher
                                                SEAFOOD IN THEIR SHOPPING BASKETS THAN EARLIER
                                                                                                                                                                                                                                            incomes are more willing to do
                                                When we look into those who state that they are likely to buy groceries online, we also
                                                                                                                                                                                                                                            their seafood shopping through e-
                                                observe a very positive change; they are considerably less reluctant to buying seafood
                                                                                                                                                                                                                                            commerce. It is reasonable to assume
                                                than they were two years ago. There is a 11 % drop in the share of consumers who would
                                                                                                                                                                                                                                            that consumers with children and a
                                                not consider including seafood in their shopping basket. Now, only 1 out of 4 consumers
Two years ago, we started asking consumers                                                                                                                                                                                                  demanding professional situation find
                                                who buy groceries online stay skeptical to buying seafood here.
how likely they were to buy groceries                                                                                                                                                                                                       online shopping convenient and
online. Most retail chains now offer drives                                                                                                                                                                                                 time-saving in their busy everyday
or home delivery, and the trend of taking                                                                                                                                                                                                   lives, and that they are willing to
down physical hypermarkets seems clear.                                 CONSUMERS* WHO BUY ONLINE ARE EVEN LESS RELUCTANT                                                                                                                   overlook barriers that are still too
                                                                          TO INCLUDE SEAFOOD IN THEIR SHOPPING BASKETS
People want more convenience; they want                                                                                                                                                                                                     strong for other consumer segments.
more time and energy for the important             50 %
                                                                      46 %
things in life. However, French consumers          45 %
are famous for their attention to- and                                                                                                                                                        38 %
                                                   40 %
interest in food, so at some level, maybe
                                                   35 %                                                                                                                        33 %
grocery shopping is part of what people                                              21 %
still are ready to spend time on?                   30 %
                                                                                      25 %
                                                    25 %
                                                                                                                                       19 %
In fact, 51 % of French shoppers are still         20 %

reluctant to buying groceries online. This          15 %
                                                                                                                         14 %

is 11 % - or 7,2 million people – less than         10 %
in 2016, but one might have expected the
                                                     5%
skepticism to drop faster.
                                                    0%
                                                                  Not likely / not likely at all                             Indifferent                                   Likely / extremely likely

                                                                                                                   2016 Seafood      2018 Seafood

                                                                                                           * Out of consumers who declare that they are likely to buy groceries online
2018 SEAFOOD REPORT A NEW ERA FOR SEAFOOD IN FRANCE
2018 SEAFOOD REPORT: A NEW ERA FOR SEAFOOD IN FRANCE /02 - EVOLVING SHOPPER HABITS

                                                                                                                                                                                                                                                               17

BUYING SEAFOOD ONLINE: ARE
MILLENNIALS DIFFERENT?                                           BUYING SEAFOOD ONLINE: ARE MILLENNIALS DIFFERENT?

Previously in this report, we established
                                                    45 %
                                                                                                                                                                                                        Why consumers don’t buy seafood online
that Millennials show a very positive trend                                                                                                       40 %
with regards to seafood consumption.                40 %
                                                                                                                                           38 %
                                                                                                                                                                                                   1/     I WANT TO SEE THE PRODUCT
They have significantly increased the               35 %

number of meals they eat during a year,             30 %

and are also increasingly eating seafood                          25 %
                                                                                                                                                                                                   2/     I WANT TO CHOOSE THE PRODUCT
                                                    25 %
                                                                              23 %
out of their homes; in restaurants or on the                                                          19 %          18 %                                                              19 %

run.
                                                    20 %
                                                                                                                                                                             17 %                  3/     I DOUBT THE FRESHNESS
                                                    15 %

                                                    10 %                                                                                                                                           4/     I DOUBT THE COLD CHAIN

   What about Millennials’ shopping                  5%

                                                                                                                                                                                                   5/     I DON’T TRUST THE RETAILER TO CHOOSE FOR ME
   habits? Are they any different from               0%
                                                                                                       Indifferent
                                                           Not likely / not likely at all                                          Likely / extremely likely               Already buy online
   the total population?                                                                                               Total       Millennials

As a generation with full internet fluency,
one might expect Millennials to be more                                                     MILLENNIALS’ SHOPPING PATTERN
likely to shop online. In reality, the difference
is quite small; a mere 2 % more Millennials                            100 %

                                                                         90 %
declare that they are likely to buy seafood
                                                                         80 %
online in the next 12 months.
                                                                         70 %

                                                                         60 %
The difference is the same among those                                   50 %
who already buy seafood online: 19 % of                                  40 %

Millennials already buy online, against                                  30 %

17 % for the total population.                                           20 %

                                                                         10 %

MILLENNIALS’ SHOPPING PATTERN                                             0%

So where do the Millennials shop for
                                                                                                                                       e
                                                                                       n

                                                                                                   ry

                                                                                                                                                    i

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                                                                                                                       r

                                                                                                                                                   sh
                                                                                                                      ge

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                                                                                                                                                                    ke
                                                                                     se

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                                                                                   es

                                                                                                                                                                  ar
                                                                                                                    on
                                                                                                 ro

                                                                                                                                   O

                                                                                                                                                                 rm
                                                                                  at

                                                                                                                m
                                                                                              lg

seafood? Clearly, there seems to be a wish
                                                                                ik

                                                                                                              sh

                                                                                                                                                               pe
                                                                                             ca
                                                                              el

                                                                                                             l fi

                                                                                                                                                            su
                                                                                            Lo
                                                                          /d

                                                                                                          na

                                                                                                                                                            -/

of going back to traditional fishmongers
                                                                         op

                                                                                                        tio

                                                                                                                                                          er
                                                                      sh

                                                                                                                                                       yp
                                                                                                       di
                                                                    sh

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                                                                   Fi

and specialist stores, to the detriment of                                                        Millennials              Gen X           Baby boomers

hyper- and supermarkets. However, they
buy more seafood online than the older
generations, and they buy significantly
more ready-made sushi to take home or
eat on the go.

Our hypothesis is that this generation tends
to do big grocery shopping in supermarkets,
or sometimes online, and then supplement
with fresh products such as seafood from
specialist stores in their neighborhoods
throughout the week. At least, many
indicators point in that direction.
                                                                                                                                                                                                Even though attitudes towards online shopping are progressing, the
                                                                                                                                                                                                fact is still that over half of the French population do not wish to
                                                                                                                                                                                                buy groceries online, and even less seafood. We asked them about
                                                                                                                                                                                                the reasons for this, and the results clearly show that there is a
                                                                                                                                                                                                fundamental lack of trust in the online retailers. Consumers want to
                                                                                                                                                                                                see and choose the products for themselves, otherwise they doubt
                                                                                                                                                                                                both the freshnesss and the cold chain. Bottom line is, as stated in
                                                                                                                                                                                                the overview, that consumers don’t trust the retailer to make the
                                                                                                                                                                                                choice for them.
2018 SEAFOOD REPORT A NEW ERA FOR SEAFOOD IN FRANCE
2018 SEAFOOD REPORT: A NEW ERA FOR SEAFOOD IN FRANCE /02 - EVOLVING SHOPPER HABITS

                                                                                                                                                                                                                                                                                                             19

AGE IMPACTS BARRIERS
                                                       BARRIERS TOWARDS BUYING SEAFOOD ONLINE - AGE VARIATIONS
The barriers towards buying online also
vary largely with age. Consumers aged
                                                                                                                                                                                                        When we break down the elements that                        SHOPPERS LOOK FOR:
                                               90 %
                                                                                                                                                                                                        consumers declare that they have started
35-54 have much more distrust in the
                                               80 %                                                                                                                                      78 %
                                                                                                                                                                                                        to care about, it is very clear that there
retailer than younger and older consumers.
                                                70 %                                                                                                                                                    is still need for more reassurance about                    1/ DETAILED INFORMATION ABOUT
In addition, they have considerable doubts                                                                                                                                        63 %
                                                                                                                                               60 %                                                     the quality of the fish and its provenance.                    PRODUCTION AND CONTENT
about the cold chain. Also, we observe that    60 %
                                                                                                                                                      55 % 56 %
                                                                                                                   48 % 49 %
                                                                                                                            50 %                                           50 %                         Consumers seem to want much more
the older age group (55-65) are the ones       50 %
                                                                                                                                                                                                                                                                    2/ FREE FROM GMO / ANTIBIOTICS /
                                                                                             42 %                                                                                                       detailed information about the seafood
who are most bothered by the fact that         40 %                                                                                                                                                                                                                    ANIMAL PROTEIN (IN FEED)
                                                                                                    33 %                                                                                                they buy; they wish to know how the fish
they cannot see the product for them-          30 %
                                                                  25 %                25 %                                                                                                              is produced, and what it contains. They                     3/ A TRUSTWORTHY COUNTRY OF
selves when shopping online. However,                                    17 %
                                               20 %
                                                                                                                                                                                                        also look for a country of origin they trust.                  ORIGIN
doubts about the freshness of the prod-                    10 %
                                                10 %                                                                                                                                                    Among high frequent seafood consumers,
ucts, and the wish to choose the products
                                                0%                                                                                                                                                      the tendency to look for these items are                    4/ SUSTAINABLE CAUGHT / FARMED
themselves are common across all age                   I don’t trust the retailer   I doubt the cold chain        I doubt its freshness    I want to choose               I am not able to
                                                       to choose for me                                                                    the product myself             see the product               even stronger than for other consumers.
groups.                                                                                                                                                                                                                                                             5/ ORGANIC
                                                                                                Age 20 - 34             Age 35 - 54            Age 55 - 65                                              For example, they are 5% more looking
                                                                                                                                                                                                        for detailed information about production
This means that the online channels such
                                                                                                                                                                                                        method and content of the product,
as we know them today – and the seafood
                                                                                                                                                                                                        compared to the average seafood
offer in e-commerce – are not adapted to
                                                                                                                                                                                                        consumer.
all the needs and expectations that go
deep beyond the need for convenience.

                                                3                                                   10
WHAT ARE CONSUMERS CONCERNED
ABOUT?
Clearly, there are still some important                         OUT OF
barriers towards buying food – and
seafood – through online channels. The                              HAVE NEW CONCERNS
hypothesis is that shopping through                                 WHEN BUYING SEAFOOD
the screen weakens the already fragile
confidence consumers have in retailers.
Also, we can add new concerns that
shoppers may have developed when buying
seafood. As mentioned before, there has                                                                                                                                                                     WHAT HAS RECENTLY* BECOME IMPORTANT TO CONSUMERS WHEN BUYING SEAFOOD?
been a relatively heavy media focus on        The result is rather astonishing: 30 % of French consumers state that when
foods in general, including many types of     buying seafood, they pay attention to other things today than they did 12
                                                                                                                                                                                                         Detailed information about production method/content               44 %
                                                                                                                                                                                                         Free from antibiotics/OGM/not fed with animal protein              42 %
seafood, which might have led consumers       months ago.                                                                                                                                                                             A country of origin I trust           37 %
to ask themselves questions that they did                                                                                                                                                                            The seafood is sustainably farmed/caught               36 %
not bother with earlier.                                                                                                                                                                                                                Presence of «BIO» label             34 %
                                                   RISE OF NEW CONCERNS WHEN BUYING SEAFOOD (LAST 12 MONTHS)                                                                                                                    The product has a quality label             33 %
                                                                                                                                                                                                                    Respect of animal welfare in the production             29 %
                                                                                                                                                  Total population                                                                     The seafood is very fresh            28 %
                                                                                                                                                                                                                                    The seafood is wild caught              26 %
                                                       +9%                                                                                                                                                                           The quality of the seafood             24 %
                                                   Among high                                                                              20 %                                                                                The product comes from France                21 %
                                                    frequent
                                                                                      High frequent
                                                                                                                                                                                                                      A fishmonger prepares the product for me              20 %
                                                    seafood
                                                   consumers                        seafood consumers                                                                                                                    It’s a product that I am used to buying            12 %
                                                                                                                                                                                       48 %                                       The product looks appetizing              11 %
                                                                                                                                                                                                                                                                                          * Last 12 months
                                                                                      15 %                                                                                                                                                  Premium packaging                9%

                                                                                                           41 %                                                                                         Just below the top five, we can see that consumers are increasingly looking for quality
                                                                                                                                          32 %
                                                                                                                                                                                                        labels, and that concerns linked to animal welfare are also starting to emerge: 29 % of
                                                                                    44 %                                                                                                                respondents state that they pay attention to whether animal welfare has been respected
                                                                                                                                                                                                        in the production.
                                                                                                                              Same as before          I pay attention to new factors       Don’t know

In order to adapt the seafood offer to
consumers’ needs, it is essential to gain     If we look further into the segments, we also see that the share of consum-
insight into what consumers actually look     ers who have new concerns is considerably higher among high frequent
for when they buy a seafood product. In       consumers than among the general population; 44 % state that they look
our latest survey, we asked consumers if      for certain elements in their seafood now, that they did not seek out last
there is anything that seems important
                                              year.
to them when buying seafood today, that
they did not find (as) important 12 months
ago.
2018 SEAFOOD REPORT: A NEW ERA FOR SEAFOOD IN FRANCE /03 - SEAFOOD TOWARDS A NEW ERA

                                                                                                                                                                                                                                                                                        21

                                                                                                                                                                                                                   /03.
LABELS ARE GAINING AWARENESS!
                                                                                                       LABELS ARE GAINING AWARENESS
With “BIO” and quality labels in the 5th
and 6th positions among consumers’
new concerns, it is reasonable to assume             90 %
that this is an expression of the fact that                 80 %
                                                                    82 %
                                                                                  78 %
consumers need reassurance on the quality            80 %

                                                                           70 %                 70 %
of their seafood, and that labels to some            70 %
                                                                                         63 %
extent can provide this reassurance.                 60 %

                                                     50 %
For sure, labels are gaining awareness                                                                          41 %           40 %
                                                                                                                                           38 %
among French consumers. Even labels
                                                     40 %                                                                                                36 %             35 %
                                                                                                         30 %
such as Label Rouge and AB – Agriculture             30 %                                                               28 %
                                                                                                                                        25 %
                                                                                                                                                      22 %
biologique (“BIO”), which have been well             20 %
                                                                                                                                                                                      20 %

known for years, see their awareness
                                                                                                                                                                                                      13 %
                                                     10 %                                                                                                            7%                          7%
                                                                                                                                                                                 5%
progressing. But the labels that had very
                                                      0%
limited awareness in France two years ago,                  Label Rouge    Agriculture    Saveur de      Appellation      Indication   Fairtrade       Euroleaf       MSC         ASC         Friends of the sea
                                                                           biologique     l’Année        d’origine        géographique
such as MSC and ASC, observe a tremendous                                                                protégée         protégée

development; MSC has gone from being                                                                                       2016           2018

practically unknown to being recognized

                                                                                                                                                                                                                      SEAFOOD
by 35 % of the population, while ASC has
seen a 300 % growth in awareness; the
label is now recognized by 20 % of the
French population.                                                                MORE LABELS ARE BECOMING IMPORTANT FOR CHOICE

                                                                                                                                                                                                                      TOWARDS
The quality of foods and production
conditions have been largely present
                                                     90 %

                                                             80 %
on the media agenda these last years,                80 %

and both journalists and opinion leaders                                   70 %

                                                                                                                                                                                                                      A NEW ERA
                                                     70 %

within food, such as chefs, tend to                                62 %
                                                                                  59 %
                                                                                          63 %

                                                     60 %
recommend certain labels to consumers.
The huge quantity of information – both              50 %
                                                                                                44 %

documented and fallacious – about foods              40 %
                                                                                                                 38 %           37 %
                                                                                                                                               35 %
that is available to consumers probably                                                                   30 %
                                                                                                                         28 %
                                                                                                                                                              32 %
                                                                                                                                                                         27 %
                                                     30 %
makes some of them unsure about what                                                                                                     25 %
                                                                                                                                                       22 %
                                                                                                                                                                     25 %
                                                                                                                                                                                       20 %
to choose, and labels may offer some                 20 %                                                                                                                                              17 %

support in this context.                             10 %
                                                                                                                                                                                  5%
                                                                                                                                                                                                  7%

                                                      0%                                                                                                                                                           In this third and last part of this report,
MORE LABELS ARE BECOMING                                    Label Rouge    Agriculture
                                                                           biologique
                                                                                          Saveur de          MSC         Indication     Appellation
                                                                                                                                        d’origine
                                                                                                                                                       Euroleaf      Fairtrade        ASC     Friends of the sea

                                                                                                                                                                                                                   we will have a closer look at evolving
                                                                                          l’Année                        géographique
IMPORTANT FOR CHOICE                                                                                                     protégée       protégée

Indeed, labels appear to become more                                                                                      2016          2018

important for the consumers’ choices                                                                                                                                                                               and emerging consumer attitudes, with
when buying seafood, but we observe                by media lately, showing that labels may                                                                                                                        a particular focus on environmental and
a shift in the impact of the different             not be the perfect answer to quality in
labels. The most well-established labels           foods. This has maybe also encouraged                                                                                                                           animal welfare aspects.
in France, Label Rouge and “BIO”, are still        consumers to seek for new players to
the ones which have the strongest impact           trust in when it comes to food quality and
on consumers’ choices, with 62 % and 59            production conditions. In addition, different                                                                                                                                                                   „We could eat less fish,
% respectively who declare that these
labels are important for their choices.
                                                   labels cater to different consumer needs;                                                                                                                       These subjects seem to be rising to the            but of better quality.
                                                   some wish to have the best tasting product,
However, they seem to have lost some               whereas other may seek for labels that                                                                                                                          top of the agenda – not only in politics              By respecting the
trust among consumers these two
last years; in 2016, 80 % declared that
                                                   guarantee a more sustainable production
                                                   or higher level of animal welfare. The shift
                                                                                                                                                                                                                   and in the media – but also among                  animal, for example
Label Rouge was important when buying
seafood; now, only 62 % say the same. The
                                                   we see in impact may also be a signal that                                                                                                                      consumers.                                       by allowing it to have
                                                   French consumers are starting to value
development for the “BIO” label is very similar,   sustainability more than earlier.                                                                                                                                                                              more space (...) we could
although a little less dramatic (11 % drop in
importance for choice).                            Furthermore, French people are known to
                                                                                                                                                                                                                                                                    consume a product of
                                                   distrust larger organizations and structures,                                                                                                                                                                      better quality, hence
On the other hand, we should notice that           and often tend to have more confidence
the less known labels are gaining power            in smaller players. Maybe the democrat-                                                                                                                                                                       also a healthier product.“
among French seafood shoppers, versus              ization and growth of i.e. the “BIO” label
the well established labels. Earlier, we           has made people more skeptical towards
observed that labels in general are gaining        the guarantees of the label? And maybe
                                                                                                                                                                                                                                                                    42 year old male consumer,
awareness, probably due to high media              the newcomers therefore seem more trust-                                                                                                                                                                                              Paris
attention around foods. But the labels             worthy? This might also play a part in the
themselves – especially the most known             development in impact of labels.
– have also come under critical scrutiny
2018 SEAFOOD REPORT: A NEW ERA FOR SEAFOOD IN FRANCE /03 - SEAFOOD TOWARDS A NEW ERA

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      23

WHAT IS QUALITY IN SEAFOOD?
                                                                                                                                                                                                                                                                                                                          DEVELOPMENT IN ATTRIBUTES TO FARMED, WILD AND ORGANIC SEAFOOD
We know that quality is very important
to French consumers. But what is quality?
                                                     WHAT IS QUALITY
What does it mean? In terms of seafood,              IN SEAFOOD?                                                                                                                                                                                                                60 %

the consumers’ answer is clear: Clean                                                                                                                                                                                                                                           50 %

water is by far the most important factor             1/ CLEAN WATER
for quality in seafood, according to French                                                                                                                                                                                                                                     40 %

consumers. However, concerns about feed               2/ BALANCED FEED
                                                                                                                                                                                                                                                                                30 %
quality and feed composition in farmed
                                                      3/ GOOD FISH WELFARE
fish also seems to be on the rise; two                                                                                                                                                                                                                                          20 %

elements regarding feed are in the top 5              4/ NATURAL FEED                                                                                                                                                                                                           10 %
items that consumers consider important
for quality in fish. They seem to expect that         5/ WILD CAUGHT                                                                                                                                                                                                             0%
                                                                                                                                                                                                                                                                                       Risky   Good value   Sustainable   Nutritious       Safe            Animal       Environmental         Tasty           Healthy        Good quality            Natural
the fish feed has a balanced composition                                                                                                                                                                                                                                                       for money                                                   friendly     friendly

for the fish – which also touches up on fish                                                                                                                                                                                                                                                                Farmed 2016      Farmed 2018      Wild 2016          Wild 2018       Organic 2016         Organic 2018

welfare – but also that the fish feed is very
similar to what the fish would eat in the
                                                                                                                          WHAT IS QUALITY IN SEAFOOD?                                                                                                                           We can probably hope for further positive
wild.                                                                                                                                                                                                                                                                                                                                                                            FARMED IS CONSIDERED MORE «SUSTAINABLE» THAN WILD,
                                                                                                                                                                                                                                                                                change in how consumers consider farmed                                                            WILD IS CONSIDERED MORE «NATURAL» THAN FARMED
                                                                                                       Clean water                                                                                                                                            81 %
                                                                                                                                                                                                                                                                                seafood in the foreseeable future, but we
Fish welfare is also climbing on this list,                                                                                                                                                                                                                                                                                                        Farmed seafood is more «sustainable» than wild seafood                                                      Wild seafood is the champion of «natural»
                                                                                                  Balanced feed                                                                                                                                        77 %
                                                                                                                                                                                                                                                                                are not quite there yet. When comparing i.e.
and has entered the podium this year,
                                                                              Respect of good fish welfare                                                                                                                                          74 %                        farmed, wild and organic seafood, we see                           Organic 2018                                                       19 %                     Organic 2018                                                 39 %
witnessing the increased focus on how
                                                               Feed naturally consumed in the wild                                                                                                                                               73 %                           that farmed seafood is catching up with
farmed animals are treated. Indeed,                                                                                                                                                                                                                                                                                                                Organic 2016                                         14 %                                   Organic 2016                                          33 %
                                                                                                                                                                                                                                                                                both wild and organic on the attribution
consumers seem to establish a link between                                                      Wild caught fish                                                                                                                            71 %

                                                                                                                                                                                                                                                                                of several features; farmed seafood is now                            Wild 2018                                         14 %                                      Wild 2018                                                                      56 %
good treatment of animals and the quality                                                       Capture method                                                                                                                              71 %
                                                                                                                                                                                                                                                                                more often considered “sustainable” than
of the end product they consume.                                          Low stocking density in farms                                                                                                                          65 %                                                                                                                 Wild 2016                       6%                                                          Wild 2016                                                               51 %
                                                                                                                                                                                                                                                                                wild seafood, and pretty much just as
                                                                                             Organically farmed                                                                                                               63 %
                                                                                                                                                                                                                                                                                “environmentally friendly” as wild seafood.                        Farmed 2018                                                 17 %                            Farmed 2018                                   25 %
This could be illustrated by the statement        Low stress level during transportation of live fish                                                                                                                     61 %
                                                                                                                                                                                                                                                                                It is also seen as “animal friendly” almost
of a 42-year-old male consumer from Paris                                                                                                                                                                                                                                                                                                          Farmed 2016                                9%                                               Farmed 2016                         15 %
                                                                                             Ethical slaughtering                                                                                                       60 %
                                                                                                                                                                                                                                                                                as often as wild fish. The same picture
during one of our recent focus groups: “We                                                                                                                                                                                                                                                                                                                         0%           5%         10 %        15 %       20 %          25 %                           0%       10 %       20 %      30 %       40 %        50 %     60 %
                                                                                                                     0%              10 %        20 %                30 %                       40 %   50 %        60 %              70 %              80 %              90 %   applies for the attributes “healthy” and
could eat less fish, but of better quality. By
                                                                                                                                                               Total
                                                                                                                                                                                                                                                                                “nutritious”.
respecting the animal, i.e. by allowing it to
have more space (…) we would consume
                                                                                                                                                                                                                                                                                However, wild seafood is still the champion
a product of better quality, hence also a                                                                                                                                                                                                                                                                                                          FARMED SEAFOOD IS CATCHING UP WITH WILD AND ORGANIC ON ENVIRONMENTAL ISSUES
                                                 HOW DO CONSUMERS PERCIEVE FARMED, WILD AND ORGANIC SEAFOOD?                                                                                                                                                                    of “natural”. Clearly, consumers seem to
healthier product.”
                                                 Indeed, consumers’ perceptions of farmed seafood seem to evolve at high speed – and                                                                                                                                            think that “natural” is linked to the fact                         50 %
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          44 %

                                                 in the right direction. When we asked consumers two years ago what they thought were                                                                                                                                           that the product is made solely by nature                          45 %
On the other hand, the fact that the                                                                                                                                                                                                                                                                                                               40 %                                                                                                                                                            36 %
                                                 the most important features of farmed fish, results were overall mediocre, except on the                                                                                                                                       itself, without help from the human hand.
seafood is wild caught seems to become                                                                                                                                                                                                                                                                                                             35 %

                                                 “value for money”-aspect. When this question was asked again this year, there was quite                                                                                                                                        Also, even though consumers consider                               30 %                                                                                                        28 %                       27 %             27 %
less important for consumers’ evaluation                                                                                                                                                                                                                                                                                                                                                                                                        23 %
                                                 a surprise in store: consumers evaluate farmed fish in a considerably more positive way                                                                                                                                        farmed as much less “risky” than two years                         25 %                                                                         22 %                    21 %
of quality.                                                                                                                                                                                                                                                                                                                                        20 %                  17 %
                                                                                                                                                                                                                                                                                                                                                                                                      19 %                                                                                       19 %

                                                 now than two years ago. Twice as many consumers now state that farmed fish is healthy,                                                                                                                                         ago, wild and organic still have a stronger                         15 %
                                                                                                                                                                                                                                                                                                                                                                                       14 % 14 %
                                                                                                                                                                                                                                                                                                                                                                                                                                        15 %                                       15 %
                                                                                                                                                                                                                                                                                                                                                                                                                        11 %
                                                 and almost half as many think that seafood is risky to eat. On other positive attributes, such                                                                                                                                 position versus this feature. Farmed                               10 %
                                                                                                                                                                                                                                                                                                                                                                  9%
                                                                                                                                                                                                                                                                                                                                                                                 6%

                                                 as “animal friendly” or “environmentally friendly”, the number of consumers responding                                                                                                                                         seafood also has a way to go on the                                 5%
                                                                                                                                                                                                                                                                                                                                                    0%
                                                 affirmatively has almost doubled. This leads us to ask: are we witnessing a paradigm                                                                                                                                           perception of “tastiness” versus the other                                                      Sustainable                                            Animal friendly                                     Environmental friendly

                                                 change when it comes to farmed seafood vs. wild seafood?                                                                                                                                                                       types of seafood, but when it comes to                                                            Farmed 2016           Farmed 2018            Wild 2016         Wild 2018            Organic 2016        Organic 2018

                                                                                                                                                                                                                                                                                “value for money”, farmed seafood is the
                                                                                                                                                                                                                                                                                unchallenged winner.

                                                                      CHARACTERISTICS OF FARMED FISH ACCORDING TO FRENCH CONSUMERS                                                                                                                                                                                                                                                   MENTIONS OF «GOOD QUALITY» AS A MAIN FEATURE IN
                                                                                                                                                                                                                                                                                With regards to quality in seafood, wild                                                                   ORGANIC, WILD AND FARMED SEAFOOD
                                                  45 %
                                                                                                                                                                                                                                                40 %                            is still the most highly considered among
                                                  40 %
                                                                                 36 % 36 %                                                                                                                                                                                      consumers; it is mentioned as a character-                        Organic 2018
                                                  35 %                                                                                                                                                                                                                                                                                                                                                                                                                                44 %
                                                                                                                                                                                                                         31 %                                                   istic of wild seafood by 49 % of consumers.
                                                  30 %                                                                                                                                          27 %
                                                            25 %                                                                                                                                                                      26 %                         25 %         However, farmed has done a big leap                               Organic 2016                                                                                                 35 %
                                                  25 %                                                                                                              22 %
                                                                      14 %                                                                  19 %                                                                                                                                ahead on quality perception these two
                                                  20 %                                                        17 %                                                                                          17 %
                                                                                                                              16 %
                                                                                                                                                                                      15 %                         14 %
                                                                                                                                                                                                                                                           15 %                 last years, and good quality is considered                           Wild 2018                                                                                                                                      49 %
                                                  15 %

                                                  10 %
                                                                                                         9%
                                                                                                                      8%
                                                                                                                                        10 %               11 %
                                                                                                                                                                                                       8%
                                                                                                                                                                                                                                                                                as a main feature for farmed seafood by
                                                                                                                                                                                                                                                                                                                                                     Wild 2016                                                                                                                        44 %

                                                   5%
                                                                                                                                                                                                                                                                                almost as many consumers (40 %, up from
                                                   0%
                                                                                                                                                                                                                                                                                26 %). What is also interesting to notice is                      Farmed 2018                                                                                                               40 %

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                                                                                                                                                    2016                       2018
2018 SEAFOOD REPORT: A NEW ERA FOR SEAFOOD IN FRANCE /03 - SEAFOOD TOWARDS A NEW ERA

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  25

The results of a similar question support                                                                                                                                                                                                                                                                                                     It is also very interesting to look into which
                                                                                                                                 GENERAL IMPRESSIONS OF FARMED FISH                                                                                                                                                                                                                                                                                             VALUE FOR MONEY
the conclusion that positive perceptions                                                                                                                                                                                                                                                                                                      of these elements consumers combine to
are starting to emerge around farmed                              70                                                                                                                                                                                                                                                                          get the impression of good value for money.
                                                                                                                                                                                                                                                                                                                                                                                                                                               Freshness                                                                                            44 %
seafood. When consumers were asked                                60
                                                                                                                                                                                                                                                                                                                                              There are quite astonishing disparities                                          Presence of quality label                                                                                37 %

to tell us about their general impressions                                                                                                                                                                                                                                                                                                    among segments here.                                                                    Quality of the fish
                                                                                                                                                                                                                                                                                                                                                                                                                               A country of origin I trust                                                                31 %
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    35 %

                                                                  50
of farmed fish, the progress is also very                                                                                                                                                                                                                                                                                                                                                      Free from antibiotics/GMO/is not fed with animal protein                                                               30 %
                                                                                                                                                                                                                                                                                                                                                                                                                       The product comes from France                                                                  30 %
positive. On all positive aspects, such as                        40                                                                                                                                                                                                                                                                          For instance, one type of consumers seem                                     The product looks appetizing                                                        27 %

“environmentally friendly” and “I like farmed                                                                                                                                                                                                                                                                                                 to be particularly interested in the quality                                                  Wild caught                                                        27 %
                                                                  30                                                                                                                                                                                                                                                                                                                                          A fishmonger prepares the product for me                                                      24 %
fish”, the results are favorable. On the                                                                                                                                                                                                                                                                                                      of the fish, together with an appetizing                                           Presence of «bio» label                                                    24 %

negative aspects too – use of antibiotics                         20                                                                                                                                                                                                                                                                          look of the product and a premium                        Detailed info about production method/content
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     22 %
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            23 %
                                                                                                                                                                                                                                                                                                                                                                                                                         Sustainability farmed/caught
and hormones – results are also very                              10
                                                                                                                                                                                                                                                                                                                                              packaging.                                                                                        Low price                                           21 %
                                                                                                                                                                                                                                                                                                                                                                                                                     It’s a product that is familiar to me                                     20 %
promising; consumers to a lesser degree                                                                                                                                                                                                                                                                                                                                                                                   Respect of the animal welfare                               16 %
                                                                       0
think that antibiotics and hormones are                                                 s                        es                  ity                st
                                                                                                                                                           e                    ly                     ic                        ey                          h                       ed                        h                          h   A second type of consumers seem to                                                    Premium packaging              5%
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                                                                       of                          of                 Go                                         en
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1 OUT OF 3 FRENCH CONSUMERS                       Ex
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                                                                                                                                                                             2016                 2018              Go
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                                                                                                                                                                                                                                                  ec                                                 Ih                                       worthy country of origin and reassurance
HAPPILY BUY FARMED FISH                                                                                                                                                                                                                                                                                                                       with regards to GMO, antibiotics and/
The total picture shows us that the                                                                                                                                                                                                                                                                                                           or animal proteins in the feed.
perception of quality in seafood among
French consumers seems to be on the                                                                     1 OUT OF 3 FRENCH CONSUMERS HAPPILY BUY FARMED FISH                                                                                                                                                                                   A third frequent combination of criteria
rise, and that also farmed seafood have                                                                                                                                                                                                                                                                                                       for perceived value for money is the
brighter days ahead. This should be                                                                                                                                                                                                                                                                                                           sustainability aspect together with
impacting shopper behavior too; indeed,
31 % of French consumers now state that                                                                    ?                                                                                                                                                                                                                                  respect of animal welfare.

they “happily buy farmed fish”, which is 5                                                                                                                                                                                                                                                                                                    The different ways consumers have to
% up since 2016. The share of consumers                                                                                                                                                                                                                                                                                                       combine criteria tell us that value for money
who are not happy to buy farmed fish is                                                                                                                                                                                                                                                                                                       is so much more than just an attractive
also down by 6 % compared to two years                                                                                                                                                                                                                                                                                                        price tag. In fact, few consumers get the
ago.                                                                                                                                                                                                                                                                                                                                          impression of good value for money merely
                                                                                                                                                                                                                                                                                                                                              by getting a low price. It is probably
Many factors are united to see seafood                                                                                                                                                                                                                                                                                                        reasonable to assume that quality and
consumption move in the right direction                                                                                                                                                                                                                                                                                                       freshness are must-have factors that
again in France. However, the price level                                                                                                                                                                                                                                                                                                     consumers take into account, but in order
keeps coming up as one of the reasons                                                                                                                                                                                                                                                                                                         to build a stronger value for money position
why people don’t buy more seafood; and                      Disagree                               Neutral                  Agree                 Don’t know                                                                                                                                                                                  for seafood, we can also capitalize on other
in this context it is good news that at least                                                                                                                                                                                                                                                                                                 aspects, such as sustainability and animal
farmed seafood is already considered as                                                                                                                                                                                                                                                                                                       welfare.
good value for money, combined with the
fact that perceptions of aquaculture are
steadily improving.
                                                       VALUE FOR MONEY                                                                                                                                                                                                                                                                        DO CONSUMERS CARE ABOUT EATING
                                                                                                                                                                                                                                                                                                                                              FOODS THAT ARE GOOD BOTH FOR
                                                                                                                                                                                                                                                                                                                                              THEIR HEALTH AND THE PLANET?
                                                       1/ FRESHNESS
WHAT IS VALUE FOR MONEY?                                                                                                                                                                                                                                                                                                                      In the introduction of this report, we saw
But it is not so straightforward to under-             2/ PRESENCE OF QUALITY LABELS                                                                                                                                                                                                                                                          that health is among the top reasons why
stand what people define as a “good price”                                                                                                                                                                                                                                                                                                    people eat seafood. Meanwhile, consumers
on a product, or “good value for money”.               3/ QUALITY OF THE FISH                                                                                                                                                                                                                                                                 are starting to care more about the origin
What does it mean? Is it the lowest possible                                                                                                                                                                                                                                                                                                  of the products they buy, and seek out
                                                       4/ TRUSTWORTHY COUNTRY OF
price, or a promotion on a product that is                                                                                                                                                                                                                                                                                                    detailed information about production
                                                          ORIGIN
considered premium? Or is it an acceptable                                                                                                                                                                                                                                                                                                    methods, sustainability and animal wel-
price given the different sets of criteria             5/ FREE FROM GMO/ANTIBIOTICS/                                                                                                                                                                                                                                                          fare. The two latter are among the fastest
consumers apply when buying seafood?                      FED WITHOUT ANIMAL PROTEIN                                                                                                                                                                                                                                                          growing drivers in seafood markets
                                                                                                                                                                                                                                                                                                                                              around the world, although they are not
In our latest survey, we dug into what                                                                                                                                                                                                                                                                                                        (yet) very powerful.
“value for money” might mean when it                                                                                                                                                              fish. In the top five, we could also find that
                                                 But they had a few surprises for us;                                                                                                                                                                                                                                                                                                          This trend looks like it encourages not only a «healthier» lifestyle, but also a higher level
comes to seafood. There are quite a few                                                                                                                                                           consumers get the impression of better                                                                                                      But several indicators point towards the
                                                 actually, the price showed up at the lower                                                                                                                                                                                                                                                                                                    of respect for the environment as a whole, including animals. How is this trend impacting
interesting findings that we will now look                                                                                                                                                        value when the product comes from a                                                                                                         strengthening of these drivers. Lately,
                                                 end of the list; only 21 % of consumers                                                                                                                                                                                                                                                                                                       French consumers? Are mainstream consumers starting to take to these lifestyles? Are
into.                                                                                                                                                                                             country of origin they can trust, and when                                                                                                  there has been quite substantial media
                                                 selected “price” as a component when they                                                                                                                                                                                                                                                                                                     they affecting their actual attitudes and behaviour? And how does seafood position
                                                                                                                                                                                                  the product information says that the                                                                                                       attention towards vegetarian and vegan
                                                 evaluated value for money on a product.                                                                                                                                                                                                                                                                                                       versus this new trend?
When asking French seafood consumers                                                                                                                                                              product is free from GMO or antibiotics,                                                                                                    lifestyles, and subsequent focus among
                                                 At the top of the list, freshness was a clear
about value for money, we were expecting                                                                                                                                                          or is fed without animal proteins.                                                                                                          influencers, then consumers.
                                                 winner (44 %), together with presence of                                                                                                                                                                                                                                                                                                      We therefore asked a series of questions destined to uncover whether consumers really
to see “price” rise to the top of the ranking.                                                                                                                                                                                                                                                                                                                                                 care about making food choices that are good for both their health and the planet, and
                                                 quality labels (37 %) and the quality of the
                                                                                                                                                                                                                                                                                                                                                                                               whether this affects their attitudes towards different foods.
2018 SEAFOOD REPORT: A NEW ERA FOR SEAFOOD IN FRANCE /03 - SEAFOOD TOWARDS A NEW ERA

                                                                                                                                                                                                                                                                                                   27

CONSUMERS CARE ABOUT MAKING                                                                                                                                               For the first time, we are able to establish
                                                           CONSUMERS CARE ABOUT MAKING HEALTHY AND SUSTAINABLE FOOD CHOICES!                                                                                              32 % OF CONSUMERS WISH TO INCREASE THEIR SEAFOOD CONSUMPTION
HEALTHY AND SUSTAINABLE FOOD                                                                                                                                              that one third of French consumers
CHOICES!                                          Importance of choosing foods that are good for the health and for the planet                                            (32 %) wishes to increase their seafood
                                                                                                                                                                                                                         I try to increase my seafood consumption
Consumers definitely care about their                                                                                                                                     consumption for reasons linked to health
food choices, and strive to eat foods that           Very important                                               43 %                                                    and environment.                               35 %
                                                                                                                                                                                                                                                                32 %
are good both for their health and the                                                                                                                                                                                   30 %
                                                    Quite important                                               35 %
environment. 94 % of consumers state                                                                                                                                      If we dive into this segment, we discover      25 %
                                                                                                                                                                                                                                                24 %
that this is important at some level, and          A little important                                              17 %                                                   that they are overrepresented in big cities,
                                                                                                                                                                                                                         20 %
as many as 43 % say that this is very                                                                                                                                     and that they eat more seafood than the
                                                                                                                                                                                                                         15 %
important to them. If we look into the high      Not important at all                                              3%                                                     average. What is interesting to take note
                                                                                                                                                                                                                         10 %
frequent seafood consumers, this result                                                                                                                                   of is that these consumers, who appear to
                                                         Don’t know                                                3%
comes across as even stronger; half of                                                                                                                                    be actively looking to eat more seafood,        5%

those who eat seafood twice a week or                                                                                                                                     are not so much concerned about the            0%

more (48 %) declare that it is very important.                                                                                                                            price of their seafood, but rather detailed                           Doesn’t fit    Fits well
                                                                                                                                                                          information about the production meth-
The general awareness towards plant-                  I TRY TO INCREASE MY CONSUMPTION                                                                                    od and contents of their seafood.
based foods as healthy and sustainable                                                                           I TRY TO REDUCE MY MEAT CONSUMPTION
                                                             OF PLANT-BASED FOODS
appears to grow, and there is increasing          Importance of choosing food that are good for the health     Importance of choosing food that are good for the health   In addition, they might be looking for
                                                  and for the planet                                           and for the planet
emphasis on the need to limit consumption                                                                                                                                 labels when shopping. They are also
of meat, both for health and environmental       50 %                                                           37 %                                                      proportionally much more attached to                      SEAFOOD IS THE PREFERRED CHOICE TO REPLACE MEAT
                                                                           46 %                                                                     36 %
                                                 45 %
reasons. Meanwhile, some advance the             40 %
                                                                                                                36 %
                                                                                                                                                                          buying seafood at the fishmonger – or at
                                                                                                                36 %
argument that these are “issues of the           35 %                                                                                                                     the serviced fish counter in supermarkets                     6%       2%
                                                                                                                35 %
                                                 30 %
elites” in society, and that people in general   25 %
                                                                                         24 %                   35 %                                                       – so that they can get help and advice                 7%
                                                                                                                34 %
have more down-to-earth everyday                 20 %
                                                 15 %                                                           34 %                                                      from a seafood professional.                                                                     Seafood
                                                                                                                                     33 %
concerns. This is why we wanted to learn         10 %                                                           33 %
                                                                                                                                                                                                                                                                           Vegetables
                                                  5%                                                            33 %
about the size of the segments in France          0%                                                            32 %
                                                                                                                                                                          SEAFOOD IS THE PREFERRED CHOICE                  16 %                                     41 %

which consider these questions.                                         Doesn’t fit   Fits well                 32 %                                                      TO REPLACE MEAT                                                                                  Beans & legumes

                                                                                                                                  Doesn’t fit    Fits well
                                                                                                                                                                          In addition, we obtained information                                                             Vegang or vegetarian
                                                                                                                                                                                                                                                                           meat substitutions
When it comes to the wish or effort to                                                                                                                                    about which food items people would
                                                                                                                                                                                                                                                                           Carbohydrates (pasta,
increase the consumption of plant-based                                                                                                                                   choose as a substitute for meat. Among                                                           bread..)
foods such as fruits, vegetables, legumes                                                                                                                                 those who wish to reduce their meat                          27 %                                Other
or even meat substitutes, a quarter of                                                                                                                                    consumption (36 %), the greater share (41 %)
the French population confirm that this                                                                                                                                   of consumers prefer to replace meat
applies to them. However, when we ask                                                                                                                                     with seafood rather than plant-based
whether people try to reduce their meat                                                                                                                                   alternatives.
consumption, the share is even higher.
Over one third (36 %) of French consumers
strive to reduce their meat intake.                                                                                                                                                                                        „I have become more aware of what I eat.
                                                                                                                                                                                                                           Not only from a health perspective, but from
WHAT ABOUT SEAFOOD?
                                                                                                                                                                                                                           a sustainable perspective. We need to allocate
From qualitative studies, we already knew
                                                                                                                                                                                                                           the planet‘s resources and we can‘t just keep
that seafood probably has a much more
                                                                                                                                                                                                                           consuming red meat. We need to look at
comfortable position than red meat –                                                                                                                                                                                       green alternatives and fish as sustainable
and even white meat – when it comes to                                                                                                                                                                                     replacements.“
consumer perceptions about health and
sustainability.                                                                                                                                                                                                            46-year-old male, Bordeaux

                                                                                                                                                                          This confirms that seafood is well
                                                                                                                                                                          positioned within the trend of healthy and
                                                                                                                                                                          sustainable eating; indeed, seafood has
                                                                                                                                                                          a better health and environmental profile
                                                                                                                                                                          among consumers than meat, while still
                                                                                                                                                                          being an animal protein that is considered
                                                                                                                                                                          as a worthy replacement of meat.

                                                                                                                                                                          To sum up, consumers’ new-found concern
                                                                                                                                                                          for health and environments encourages
                                                                                                                                                                          them to eat more seafood and plant-
                                                                                                                                                                          based foods.
2018 SEAFOOD REPORT: A NEW ERA FOR SEAFOOD IN FRANCE /03 - SEAFOOD TOWARDS A NEW ERA

                                                                                                                                                                        29

                                                                                                                              21 million
                „Fish is lighter than meat, and I prefer fish over meat.
                 It’s easier to digest and it contains less calories.
                I eat meat once or twice a week, but fish more
                frequently. Salmon is a fat fish, but remains less fatty
                than a piece of meat (...), it brings proteins, with less fat
                compared to an entrecôte.“
                                                                                       Based on these data, we can make some assumptions about potential opportunities and
                36-year-old male, Bordeaux
                                                                                       growth perspectives in the French seafood market. For instance, if we consider the 32 % of
                                                                                       consumers who state that they wish to increase their seafood consumption, this means
                                                                                       that we have 21 million French people seeking to eat seafood more often.
   WHAT DOES IT MEAN TO EAT HEALTHY AND SUSTAINABLE FOODS?
                                                                                       Let’s say we manage to help these consumers find seafood products that correspond to
                                                                                       their needs and expectations, so that they actually choose to eat more seafood. What

   24 %
                                                                                       would happen then?

    INCREASE their                           32 %
                                              Try to INCREASE
                                                                                                                                      If every consumer who wishes to eat
    consumption
                                              their SEAFOOD
                                                                                               POTENTIAL                              more seafood added one fish meal
                                                                                                                                      per month to their diet, that would
    of PLANT-BASED
                                              consumption                                                                             represent 252 million meals more
    FOODS*                                                                                                                            each year. That would add close to
                                                                                                                                      30 000 metric tons to the current
                                                                                         SEAFOOD MEALS EVERY YEAR                     consumption

  36 %                                   41 %Have SEAFOOD
                                                                                       This would mean a 5 % upturn in the value of the French seafood market. But a less
                                                                                       conservative estimation – considering the possibility that consumers in this segment
                                                                                       could eat one extra seafood meal every week - would provoke a 20 % value growth in
  Try to REDUCE their                        has their preferred                       the market! Clearly, the trend for eating healthier and more sustainable foods offer great
  MEAT consumption                           choice to REPLACE                         opportunities for seafood to grow the market.
                                             MEAT

                                                                                               POSSIBLE VALUE GROWTH

                                                NEW CONCERNS
                                                AROUND HEALTH
                                                AND ENVIRONMENT
                                                ENCOURAGE
                                                CUSTOMERS TO EAT
                                                MORE SEAFOOD
                                                AND PLANT-BASED
                                                FOODS
2018 SEAFOOD REPORT: A NEW ERA FOR SEAFOOD IN FRANCE /03 - SEAFOOD TOWARDS A NEW ERA

                                                                                                         31

SEAFOOD, DISRUPTED?

Not yet, but soon.
That is our firm conviction.

Throughout the «2018 Seafood Report», we       But we still have some work left. Some
have been able to establish a few truths       important barriers persist. Consumers are
about seafood consumption in France;           not yet satisfied with the level of information
some of them are harsh – like the fact that    about production methods and contents
the seafood consumption is declining, and      available for seafood on offer in France
that consumers in the top frequencies are      today. There is also a significant lack of
falling off – but some of them are also very   trust towards retailers that is curbing the
exciting – like the fact that the image of     seafood       consumption. The seafood
farmed seafood might be on the verge of a      business is still a relatively traditional
paradigm change, or that French consum-        business which has not yet yielded the
ers actually wish to eat more seafood!         benefits from the tremendous techno-
                                               logical development of our time. But
The availability of seafood is better than     technology can and will disrupt the

                                                                                                 THANK
ever in France. Even through e-commerce,       seafood business too, and thereby break
consumers have access to a wide range          down many of these barriers. It is only a
of species, making it more convenient for      matter of time, and when it happens, it will
busy families to put seafood on their dinner   certainly give seafood a significant nudge

                                                                                                 YOU
plates and reap all the health-benefits        forward!
that seafood bring. We have observed that
the barriers towards buying seafood online     We hope this report has brought you
have softened down, and that seafood is        some new insights – and hopefully some
now competing on more equal terms with         heartening surprises. If you have any
other foods in the online channels.            thoughts or comments, please feel free to
                                               contact us for a spirited discussion on the
We have also discovered a relatively           French seafood market.
dramatic change in how consumers perceive
farmed seafood, which has gone from an
overall mediocre image two years ago, to
catching up with wild and organic seafood
on quality aspects - and even beating wild
seafood when it comes to sustainability!                                    Paris, June 2018
Farmed seafood definitely have brighter
days ahead, making reasonably-priced
and sustainable seafood more available to
a broader range of consumers.

The «veggie» (or «vegan») wave has also
washed over France lately, promoting
«healthier and more sustainable eating».
Indeed, French consumers are also
becoming more attached to choosing
foods that are good both for their health
and the planet, and this is definitely
swaying the market in the right direction
for seafood! Consumers wish to eat less
meat and more fish. In fact, our estimations
show that by offering seafood that
corresponds to the needs of today’s
consumers, the potential value growth in
the market could be somewhere between
5 % and 20 %. When we know that one
third of French consumers actively seek
to eat more seafood, that seems like one
big opportunity to jump on for everyone
working within the seafood business!
Norway is the second largest exporter of

                                             perle.no photos © Seafood from Norway 06 | 2018
seafood in the world. But what makes
Norwegian seafood so popular?
We believe it’s a dedication to superior
quality, the thorough controls we’ve put
in place throughout the food chain, and
our pioneering attitude to sustainability.

The Norwegian Seafood Council (NSC)
was founded in 1991 by the Ministry of
Fisheries with the aim of communicating
these strengths to the world.

Norwegian Seafood Council
Stortorget 1

NO-9291 Tromsø, Norway

Tel. : 0047 77 60 33 33
Email : norge.fr@seafood.no

For more information :
seafood.no

This presentation must not be published
or used in any external presentation, nor
sent to third parties, without approval
from NSC France.
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