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Fish Germany
Market Report, September 2005, 535  €


Description

About this reportHelped by its healthier image, the fish market has grown well in recent years, especially in 2000-01, when many consumers switched away from meat as a result of the BSE crisis.
Even though consumption fell back in 2002 and 2003, following a return to confidence in beef, it is still higher than in the years prior to the crisis.
Long term, however, the market remains vulnerable to safety scares, and the increasing presence of discounters.Using the latest consumer research, market size data and trend analysis, this report provides vital new insight into the current state of the industry and its prospects.
Key talking points analysed in full include:The relationship between the Purchase of fish and higher income levels, The encouraging performance of frozen fish The place of brands in the fish market The effects of growing consumer demand for convenience on the market Attitudes towards convenience, food safety and new products Realistic targets for the German fish market Mintel’s findings offer you a unique means of tailoring your marketing to real demand, both tactically and strategically, helping you to avoid market pitfalls, to discover sector opportunities and to achieve the best possible results.

Sommaire
 
Contents
 

 
Introduction
 

 
Definitions
 
Abbreviations
 
Executive Summary
 
Fish market subject to mixed influences…
 
…but good overall growth
 
Frozen products gaining most
 
Discounters forge ahead as fishmongers take a tumble in sales share
 
Deutsche See, Frozen Fish and Hawesta leading
 
New products strongest for convenience lines
 
Purchase of fish closely related to income and age
 
Further growth expected, and discounters will gain more share
 
Market Drivers
 
Fluctuating economy can affect sales
 
Figure 1: Trends in German PDI and consumer expenditure, at current and constant prices, 1998-2003
 
Fish misses out on organic trend, and concern about oceans also worries consumers
 
Eating habits and demographics mean Germans buy less fish
 
Figure 2: German monthly food expenditure, per household, 1993 and 1998
 
Changes in attitude encourages usage of convenience products
 
Much of the country has only a limited tradition of eating saltwater fish
 
Safety worries have affected market…
 
Figure 3: Attitudes towards food scares, by country, 2001-03
 
…though fish can also cash in on its healthier image…
 
…and fitness claims can help sales
 
Elderly Germans constitute important driving force
 
Figure 4: Trends in German population, by age, 1999-2003
 
Shift to smaller households changes consumer demand
 
Figure 5: Trends in German household size, 1998-2002
 
Market Size and Trends
 
Figure 6: German retail value sales of fish, at current and constant prices, 1999-2004
 
Figure 7: German estimated retail volume sales of fish, 1999-2004
 
Figure 8: German retail value sales of fish, by sector, 2003-04
 
Figure 9: German estimated retail volume sales of fish, by sector, 2003-04
 
Market Segmentation
 
Frozen fish and ready meals
 
Figure 10: German retail value sales of frozen fish and ready meals, by type, 2002-04
 
Canned fish
 
Figure 11: German retail value sales of canned fish, by type, 2002-04
 
Fresh and chilled fish
 
Figure 12: German volume sales of fish, by type, at catch weight, 2003
 
Marinated fish
 
Figure 13: German retail value sales of marinated fish, by type, 2002-04
 
Smoked fish and other fish
 
Distribution
 
Figure 14: German retail value sales of fish, by outlet type, 2000-04
 
Figure 15: German estimated retail volume sales of fish, by outlet type, 2000-04
 
Frozen fish and ready meals
 
Figure 16: German retail value sales of frozen fish and ready meals, by outlet type, 2000-04
 
Canned fish
 
Figure 17: German retail value sales of canned fish, by outlet type, 2000-04
 
Fresh fish
 
Figure 18: German retail value sales of fresh fish, by outlet type, 2000-04
 
Marinated fish
 
Figure 19: German retail value sales of marinated fish, by outlet type, 2000-04
 
Smoked and other fish
 
Figure 20: German retail value sales of smoked and other fish, by outlet type, 2000-04
 
Trading base
 
Declining numbers of fish counters
 
Figure 21: Value sales and enterprise numbers of fishmongers in Germany, 1997-2002
 
Rise of the discounters
 
Figure 22: Number of food retail outlets in Germany, by type, 1995-2000
 
Figure 23: Major food and daily goods retailers in Germany, by number of outlets, 2002-03
 
The Supply Structure
 
Manufacturers’ shares
 
Figure 24: Brands’ estimated value shares of frozen fish and fish-based ready meals, 2004
 
Figure 25: Manufacturers’ estimated value shares of canned fish, 2004
 
Figure 26: Manufacturers’ shares of canned herring fillets, 2003-04
 
Companies and brands
 
Deutsche See Fischmanufaktur GmbH & Co KG
 
Appel-Feinkost GmbH & Co KG
 
Frosta AG
 
Frozen Fish International GmbH (Unilever)
 
Neue Rügen Fisch GmbH & Co Fischwerke KG
 
Norda Lysell GmbH & Co KG
 
Hawesta GmbH & Co KG
 
New Product Development
 

 
New product launches 2003-04
 
The Consumer
 

 
Expenditure on fresh and frozen fish
 
Figure 27: Purchase of frozen and fresh fish in last week, by country, 2003
 
Figure 28: Weekly purchase of frozen and fresh fish, by gender and age, 2003
 
Figure 29: Weekly purchase of frozen and fresh fish products, by income and working status, 2003
 
Figure 30: Weekly purchase of frozen and fresh fish products, by region, 2003
 
Figure 31: Weekly purchase of frozen and fresh fish products, by presence of children and household size, 2003
 
Level of expenditure on fresh fish
 
Figure 32: Expenditure on fresh fish in last week, by country, 2003
 
Figure 33: Expenditure on fresh fish in last week, by country, 2003
 
Figure 34: Trends in weekly expenditure on fresh fish, 2002 and 2003
 
Figure 35: Expenditure on fresh fish in last week, by gender and age, 2003
 
Figure 36: Expenditure on fresh fish in last week, by income and working status, 2003
 
Figure 37: Expenditure on fresh fish in last week, by region, 2003
 
Figure 38: Expenditure on fresh fish in last week, by presence of children and household size, 2003
 
Level of expenditure on frozen fish
 
Figure 39: Expenditure on frozen fish in last week, by country, 2003
 
Figure 40: Expenditure on frozen fish in last week, by country, 2003
 
Figure 41: Trends in expenditure on frozen fish, Germany, 2002 and 2003
 
Figure 42: Expenditure on frozen fish in last week, by gender and age, 2003
 
Figure 43: Expenditure on frozen fish in last week, by income and working status, 2003
 
Figure 44: Expenditure on frozen fish in last week, by region, 2003
 
Figure 45: Expenditure on frozen fish in last week, by presence of children and household size, 2003
 
Frozen fish products
 
Figure 46: Penetration and frequency of using frozen fish products, by country, 2003
 
Figure 47: Trends in consumption of frozen fish products, 2002-03
 
Figure 48: (Graph) Frequency of using frozen fish products, by country, 2003
 
Figure 49: Penetration and frequency of using frozen fish products, by gender and age, 2003
 
Figure 50: Penetration and frequency of using frozen fish products, by income and working status, 2003
 
Figure 51: Consumption and frequency of using frozen fish products, by region, 2003
 
Figure 52: Consumption and frequency of using frozen fish products, by presence of children and household size, 2003
 
Figure 53: Expenditure on frozen and fresh fish in the last week, by users of frozen fish products, 2004
 
Attitudes towards convenience foods
 
Figure 54: Level of receptiveness to convenience foods, by purchase of frozen or fresh fish, 2003
 
Attitudes towards food content and food scares
 
Figure 55: Attitudes towards food content and food scares, by purchase of frozen or fresh fish, 2003
 
Attitudes towards NPD
 
Figure 56: Receptiveness to new recipes or food product ideas, by purchase of frozen or fresh fish, 2003
 
Target Groups
 
Figure 57: Target groups, by overall purchase of fish, 2003
 
Figure 58: Target groups, by expenditure on fresh fish, 2003
 
Figure 59: Target groups, by expenditure on frozen fish, 2003
 
Figure 60: Target groups, by usage of frozen fish products, 2003
 
Attitudes towards healthy eating
 
The Loungers (or Slobs)
 
Perpetual Dieters
 
Goody Goodies
 
Puritanicals
 
Ethicals
 
Germans display a dichotomy of attitudes to health
 
Figure 61: German health typologies vis-à-vis all Europeans, 2004
 
Polarised views on health
 
Where does fish fit into typologies?
 
Figure 62: Fish expenditure by health typologies, 2004
 
Fish missing out on the two largest typologies
 
Prospects
 
Suppliers need to increase penetration among younger groups
 
Wellness and fitness trends, and dietary and food safety concerns, will help boost sales
 
Continued new product development
 
Convenience lines to boom for frozen products, and innovations to do well generally
 
Organic fish to pick up pace after a slow start
 
Discounters to gain further share
 
Self-service fish to gain ground in grocery sector, though some enhanced service counters will do well
 
Forecast
 
Selling more to existing consumers
 
Figure 63: Forecast for retail value sales of fish in Germany, 2004-09
 
Healthy volume growth
 
Value growth maintains momentum
 
Fish to benefit from any concerns over meat
 
Older profile to help sales
 
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