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The Italian Fish and Seafood Market: What Consumers Eat and Why?

Published By :

Canadean

Published Date : Oct 2013

Category :

SeaFood

No. of Pages : 92 Pages


Product Synopsis

This report provides the results for the Fish and Seafood market in Italy from Canadean\'s unique, highly detailed study of consumers\' Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?

Marketers in the Fish and Seafood market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Fish and Seafood market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?

As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008-2009 the retail market has been characterized by an increase in the amount of discounted and own-brand products. Fish and Seafood are considered staple foods in Italy and therefore consumption patterns have not been comparatively affected.

What are the key drivers behind recent market changes?

Consumers\' uptake of products and the influence of consumer trends are fundamental causes of change in markets - making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?

The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits

  • Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Ambient Fish and Seafood, Raw Packaged Fish and Seafood-processed Pieces, Raw Packaged Fish and Seafood-whole cuts, Dried Fish and Seafood, Fresh Fish and Seafood (counter), and Frozen Fish and Seafood.
  • Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.
  • Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.
  • Unique retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

  • The population in Italy has a slightly higher proportion of Females than Males; however, a higher proportion of Fish and Seafood is consumed by Males. This pattern is seen across all categories but is most evident for Ambient Fish where the proportions differ by 9%. Marketers should encourage Female consumption of their products with gender based advertising.
  • The proportion of consumers of Dried Fish in Italy is very low (about 30%) compared with consumption levels in other categories. Marketers would need to change the dietary habits of the majority of the population in order to affect this pattern; increasing value or shares for this market would not be easy.
  • Older Consumers represent the largest age group in the Italian population so are an important focus group for all marketing campaigns. However, for Fish and Seafood their share of market value is even higher. Marketers need to maintain focus on this group while also encouraging younger consumers, so that they do not lose users as the consumer base ages.

Key Highlights

  • Private Label products have a much larger Penetration (over a third) of the Raw Fish market in Italy than in preserved fish categories. Penetration into the Ambient and Frozen Fish markets is particularly shallow, at less than 10%. There is no significant national brand presence in Raw Fish and only a few in the Preserved categories, therefore, there is still potential for Private Label to grow. Marketers of national brands need to ensure that they differentiate their products sufficiently to avoid becoming a target for Private Label competition.
  • Raw Packaged Fish and Seafood - whole cuts and Raw Packaged Fish and Seafood - processed pieces together make up half of the Fish and Seafood market in Italy; these categories are also the highest price per kilo. This indicates that, although preserved and processed fish is cheaper and more convenient, Italians prefer fresh whole fish. Marketers in the preserved and processed Fish categories need to focus on what influences consumption of their products to improve these markets.
  • Consumption of Fish and Seafood in Italy is mostly influenced by Better Value for Money. Marketers need to act on this if they want their campaigns to be effective.
Table of Content

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)

2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international program of online consumer surveys
2.3 Demographic groups tracking provides time series data

3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Fish and Seafood Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Ambient Fish and Seafood
3.2.2 Dried Fish and Seafood
3.2.3 Fresh Fish and Seafood (counter)
3.2.4 Frozen Fish and Seafood
3.2.5 Raw Packaged Fish and Seafood - processed pieces
3.2.6 Raw Packaged Fish and Seafood - whole cuts
3.3 Behavioral Trends and Market Value
3.3.1 Ambient Fish and Seafood
3.3.2 Dried Fish and Seafood
3.3.3 Fresh Fish and Seafood (counter)
3.3.4 Frozen Fish and Seafood
3.3.5 Raw Packaged Fish and Seafood - processed pieces
3.3.6 Raw Packaged Fish and Seafood - whole cuts

4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Ambient Fish and Seafood
4.1.2 Dried Fish and Seafood
4.1.3 Fresh Fish and Seafood (counter)
4.1.4 Frozen Fish and Seafood
4.1.5 Raw Packaged Fish and Seafood - processed pieces
4.1.6 Raw Packaged Fish and Seafood - whole cuts
4.2 Consumer Profiles by Product Category
4.2.1 Ambient Fish and Seafood
4.2.2 Dried Fish and Seafood
4.2.3 Fresh Fish and Seafood (counter)
4.2.4 Frozen Fish and Seafood
4.2.5 Raw Packaged Fish and Seafood - processed pieces
4.2.6 Raw Packaged Fish and Seafood - whole cuts

5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Fish and Seafood Brand Choice and Private Label Consumer Penetration
5.2.1 Ambient Fish and Seafood
5.2.2 Dried Fish and Seafood
5.2.3 Fresh Fish and Seafood (counter)
5.2.4 Frozen Fish and Seafood
5.2.5 Raw Packaged Fish and Seafood - processed pieces
5.2.6 Raw Packaged Fish and Seafood - whole cuts

6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers\' Product Choices
6.1.1 Overall Fish and Seafood
6.1.2 Ambient Fish and Seafood
6.1.3 Dried Fish and Seafood
6.1.4 Fresh Fish and Seafood (counter)
6.1.5 Frozen Fish and Seafood
6.1.6 Raw Packaged Fish and Seafood - processed pieces
6.1.7 Raw Packaged Fish and Seafood - whole cuts

7 Consumption Impact: Market Valuation
7.1 Fish and Seafood Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Fish and Seafood Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Fish and Seafood Volume Impact of Consumer Behavior Trends
7.3.1 Share by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category

8 Retailer Choice and Category Share
8.1 Retailer Volume Share
8.1.1 Retailer Volume Share in Fish and Seafood
8.2 Retailer Volume Share by Category
8.2.1 Retail Share by Volume - Ambient Fish and Seafood
8.2.2 Retail Share by Volume - Dried Fish and Seafood
8.2.3 Retail Share by Volume - Fresh Fish and Seafood (counter)
8.2.4 Retail Share by Volume - Frozen Fish and Seafood
8.2.5 Retail Share by Volume - Raw Packaged Fish and Seafood - processed pieces
8.2.6 Retail Share by Volume - Raw Packaged Fish and Seafood - whole cuts
8.3 Profiles of End-Consumers of Fish and Seafood, by Retailer Used
8.3.1 Auchan
8.3.2 Bennet SpA
8.3.3 Carrefour
8.3.4 Conad
8.3.5 Coop Italia
8.3.6 Despar Servizi
8.3.7 Esselunga
8.3.8 PAM
8.3.9 Sisa
8.3.10 Other

9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Table


Table 1: Volume Units for the Fish and Seafood Market
Table 2: Foreign Exchange Rate - EUR vs. USD
Table 3: Italy Survey Respondent profile (weighted), 2012
Table 4: Italy Fish and Seafood Value Share (%), by Age Groups, 2012
Table 5: Italy Fish and Seafood Value Share (%), by Gender, 2012
Table 6: Italy Fish and Seafood Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Italy Fish and Seafood Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Italy Fish and Seafood Value Share (%) by Wealth Groups, 2012
Table 9: Italy Fish and Seafood Value Share (%) by Busy Lives Groups, 2012
Table 10: Italy Ambient Fish and Seafood Consumer Group Share (% market value), 2012
Table 11: Italy Dried Fish and Seafood Consumer Group Share (% market value), 2012
Table 12: Italy Fresh Fish and Seafood (counter) Consumer Group Share (% market value), 2012
Table 13: Italy Frozen Fish and Seafood Consumer Group Share (% market value), 2012
Table 14: Italy Raw Packaged Fish and Seafood - processed pieces Consumer Group Share (% market value), 2012
Table 15: Italy Raw Packaged Fish and Seafood - whole cuts Consumer Group Share (% market value), 2012
Table 16: Italy Total Ambient Fish and Seafood Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: Italy Total Dried Fish and Seafood Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: Italy Total Fresh Fish and Seafood (counter) Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: Italy Total Frozen Fish and Seafood Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: Italy Total Raw Packaged Fish and Seafood - processed pieces Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 21: Italy Total Raw Packaged Fish and Seafood - whole cuts Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 22: Italy Ambient Fish and Seafood Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 23: Italy Ambient Fish and Seafood Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 24: Italy Dried Fish and Seafood Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: Italy Dried Fish and Seafood Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 26: Italy Fresh Fish and Seafood (counter) Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 27: Italy Fresh Fish and Seafood (counter) Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 28: Italy Frozen Fish and Seafood Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 29: Italy Frozen Fish and Seafood Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 30: Italy Raw Packaged Fish and Seafood - processed pieces Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 31: Italy Raw Packaged Fish and Seafood - processed pieces Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 32: Italy Raw Packaged Fish and Seafood - whole cuts Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 33: Italy Raw Packaged Fish and Seafood - whole cuts Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 34: Italy Ambient Fish and Seafood Consumer Profiles (% consumers by sub-group), 2012
Table 35: Italy Dried Fish and Seafood Consumer Profiles (% consumers by sub-group), 2012
Table 36: Italy Fresh Fish and Seafood (counter) Consumer Profiles (% consumers by sub-group), 2012
Table 37: Italy Frozen Fish and Seafood Consumer Profiles (% consumers by sub-group), 2012
Table 38: Italy Raw Packaged Fish and Seafood - processed pieces Consumer Profiles (% consumers by sub-group), 2012
Table 39: Italy Raw Packaged Fish and Seafood - whole cuts Consumer Profiles (% consumers by sub-group), 2012
Table 40: Italy Fish and Seafood Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 41: Italy Ambient Fish and Seafood Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 42: Italy Dried Fish and Seafood Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 43: Italy Fresh Fish and Seafood (counter) Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 44: Italy Frozen Fish and Seafood Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 45: Italy Raw Packaged Fish and Seafood - processed pieces Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 46: Italy Raw Packaged Fish and Seafood - whole cuts Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 47: Italy Fish and Seafood: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 48: Italy, Ambient Fish and Seafood: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 49: Italy, Dried Fish and Seafood: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 50: Italy, Fresh Fish and Seafood (counter): Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 51: Italy, Frozen Fish and Seafood: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 52: Italy, Raw Packaged Fish and Seafood - processed pieces: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 53: Italy, Raw Packaged Fish and Seafood - whole cuts: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 54: Italy Fish and Seafood Market Value (Euro million), by Category, 2012
Table 55: Italy Fish and Seafood Market Value (US$ million), by Category, 2012
Table 56: Italy Fish and Seafood Market Volume (Kg m), by Category, 2012
Table 57: Italy Fish and Seafood Market Value (US$ million), by Category, 2012
Table 58: Italy Fish and Seafood Expenditure Per Capita (Euro), by Category, 2012
Table 59: Italy Fish and Seafood Expenditure Per Capita (US$), by Category, 2012
Table 60: Italy Fish and Seafood Expenditure Per Household (Euro), by Category
Table 61: Italy Fish and Seafood Expenditure Per Household (US$), by Category
Table 62: Italy Fish and Seafood Market Volume Share (Kg m), by Category, 2012
Table 63: Italy Fish and Seafood Consumption Per Capita (Kg / Population), by Category, 2012
Table 64: Italy Fish and Seafood Consumption Per Household (Kg / Households), by Category, 2012
Table 65: Italy Fish and Seafood Survey-tracked Retailer Shares by Volume (% of Kg m), 2012
Table 66: Italy Ambient Fish and Seafood Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 67: Italy Dried Fish and Seafood Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 68: Italy Fresh Fish and Seafood (counter) Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 69: Italy Frozen Fish and Seafood Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 70: Italy Raw Packaged Fish and Seafood - processed pieces Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 71: Italy Raw Packaged Fish and Seafood - whole cuts Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 72: Italy: Profile of Fish and Seafood Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2012
Table 73: Italy: Profile of Fish and Seafood Consumers Whose Goods Mainly Come From Bennet SpA (% by Subgroup, as tracked by the Survey), 2012
Table 74: Italy: Profile of Fish and Seafood Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2012
Table 75: Italy: Profile of Fish and Seafood Consumers Whose Goods Mainly Come From Conad (% by Subgroup, as tracked by the Survey), 2012
Table 76: Italy: Profile of Fish and Seafood Consumers Whose Goods Mainly Come From Coop Italia (% by Subgroup, as tracked by the Survey), 2012
Table 77: Italy: Profile of Fish and Seafood Consumers Whose Goods Mainly Come From Despar Servizi (% by Subgroup, as tracked by the Survey), 2012
Table 78: Italy: Profile of Fish and Seafood Consumers Whose Goods Mainly Come From Esselunga (% by Subgroup, as tracked by the Survey), 2012
Table 79: Italy: Profile of Fish and Seafood Consumers Whose Goods Mainly Come From PAM (% by Subgroup, as tracked by the Survey), 2012
Table 80: Italy: Profile of Fish and Seafood Consumers Whose Goods Mainly Come From Sisa (% by Subgroup, as tracked by the Survey), 2012
Table 81: Italy: Profile of Fish and Seafood Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Chart


Figure 1: Consumer Trends Report Methodology
Figure 2: Italy Fish and Seafood Value Share (%), by Age Groups, 2012
Figure 3: Italy Fish and Seafood Value Share (%), by Gender, 2012
Figure 4: Italy Fish and Seafood Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Italy Fish and Seafood Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Italy Fish and Seafood Value Share (%) by Wealth Groups, 2012
Figure 7: Italy Fish and Seafood Value Share (%) by Busy Lives Groups, 2012
Figure 8: Italy Ambient Fish and Seafood Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Italy Ambient Fish and Seafood Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Italy Dried Fish and Seafood Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Italy Dried Fish and Seafood Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Italy Fresh Fish and Seafood (counter) Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Italy Fresh Fish and Seafood (counter) Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Italy Frozen Fish and Seafood Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: Italy Frozen Fish and Seafood Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: Italy Raw Packaged Fish and Seafood - processed pieces Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: Italy Raw Packaged Fish and Seafood - processed pieces Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: Italy Raw Packaged Fish and Seafood - whole cuts Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 19: Italy Raw Packaged Fish and Seafood - whole cuts Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 20: Italy Fish and Seafood Market Value (US$ million), by Category, 2012
Figure 21: Italy Fish and Seafood Expenditure Per Capita (US$), by Category, 2012
Figure 22: Italy Fish and Seafood Expenditure Per Household (US$), by Category
Figure 23: Italy Fish and Seafood Survey-tracked Retailer Shares by Volume (% of Kg m), 2012
Figure 24: Italy Ambient Fish and Seafood Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 25: Italy Dried Fish and Seafood Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 26: Italy Fresh Fish and Seafood (counter) Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 27: Italy Frozen Fish and Seafood Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 28: Italy Raw Packaged Fish and Seafood - processed pieces Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 29: Italy Raw Packaged Fish and Seafood - whole cuts Survey-tracked Retailer Shares by Volume (Kg m), 2012

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