• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

This report is looking at the market for fish and sea foods which will include figures and information relating to fin fish and shell fish in the form of fresh or chilled fish, frozen fish and fish products

Extracts from this document...

Introduction

Market: Fish and Sea foods About the market; This report is looking at the market for fish and sea foods which will include figures and information relating to 'fin fish' and 'shell fish' in the form of fresh or chilled fish, frozen fish and fish products, canned fish and fish-based ready meals available in the retail shops for consumer use. This report will not include fish sales to the catering trade, restaurants, pubs, fish and chips shops and hotels. According to Mintel (2008), this market is worth �2,295m. This market is growing not only in terms of its overall value which has grown 15% since 2006 (Mintel 2008), but also in terms of the per kilo prices being charged for fish and sea foods which have risen 9% since 2006 (Mintel 2008). However the volume of fish and sea foods sold has only risen 4% since then. (Mintel 2008). Due to the sales volume being low, the prices have risen. The sales volume has been low because of the limited availability of sustainable fish and the global market conditions. Major players: Although, own label fish and seafood providers altogether take the largest share of the market at 49% in frozen fish and fish-based (fin fish) ready meals supply and 54% shares in frozen seafoods (shell fish) (Mintel 2008), but when it comes to individual suppliers, Young's Seafood company, owned by Lion Capital, is the single largest provider of fish and seafood products, with 25% share of the market in frozen fish and fish-based ready meals supply and 24% share in frozen seafood supply in 2007 (Mintel 2008). ...read more.

Middle

22.3 33.3 Socio-economic group: AB 58.4 3.2 27.4 25.8 41.6 C1 64.7 3.7 31.9 27.3 35.3 C2 69.7 4.4 35.0 27.2 30.3 D 70.3 4.7 35.2 28.2 29.7 E 63.7 5.9 33.1 21.8 36.3 Marital status: Single 55.4 3.9 24.8 24.6 44.6 Married/living as married 67.7 3.8 34.0 27.9 32.3 Separated/divorced/widowed 65.3 4.8 32.8 24.4 34.7 Lifestage: Pre-/no family 53.5 2.5 21.9 27.5 46.5 Families 70.4 4.2 37.4 27.8 29.6 Third age 65.0 3.9 31.1 27.7 35.0 Retired 66.7 5.4 34.4 22.3 33.3 Age of children in household: Children aged under 1 63.1 2.2 30.0 30.7 36.9 Children aged 1-4 70.0 3.5 37.9 27.4 30.0 Children aged 5-9 72.7 4.1 39.0 28.2 27.3 Children aged 10-15 72.3 5.2 38.2 28.2 27.7 No children in household 62.5 3.9 29.6 26.0 37.5 Special Groups: ABC1 pre-/no family 51.7 2.1 20.7 27.7 48.3 ABC1 families 67.6 3.2 36.9 26.7 32.4 ABC1 third age 60.1 3.2 27.3 27.8 39.9 ABC1 retired 66.0 5.4 32.5 23.8 34.0 Two full-time earners 58.8 3.2 28.4 25.9 41.2 One person households under 65 54.9 3.3 23.1 26.1 45.1 Working status: Full-time 59.3 2.9 26.7 27.7 40.7 Part-time 69.0 3.8 34.2 29.6 31.0 Not working 66.4 4.9 34.2 24.5 33.6 Household tenure: Owned outright 65.9 4.2 32.8 25.7 34.1 Buying home 64.8 3.5 31.2 28.6 35.2 Rent home 64.0 4.8 32.6 24.2 36.0 Region: Greater London 53.4 3.4 25.6 23.1 46.6 South East/East Anglia 66.2 3.7 33.7 26.1 33.8 South West 67.2 3.6 34.0 26.4 32.8 Wales 70.4 4.6 35.1 28.2 29.6 East & West Midlands 72.8 5.3 35.5 30.3 27.2 North West 66.7 4.3 32.4 ...read more.

Conclusion

51.1 10.3 12.6 27.7 48.9 Satellite/cable/digital TV (receive channels at home) 51.7 11.0 12.7 27.6 48.3 Household size: 1 person 33.7 5.2 6.7 21.0 66.3 2 people 42.3 6.8 9.0 26.0 57.7 3 people 57.0 12.0 13.8 30.5 43.0 4 people 71.1 20.2 20.3 29.9 28.9 5+ people 68.3 21.6 21.7 24.7 31.7 Car usage: Car in household 49.6 10.2 12.0 26.9 50.4 No car 47.7 11.3 12.1 23.1 52.3 Body mass index: Segments: Underweight 54.7 12.1 15.8 26.1 45.3 Segments: Normal 48.5 11.2 11.5 25.2 51.5 Segments: Overweight 47.7 9.3 11.7 26.2 52.3 Segments: Obese 51.9 10.8 12.7 27.8 48.1 Consumer behaviour : Occasion of use: According to Mintel 2008, a survey done in April 2008 for occasion of eating fish in the past 3 months revealed that 91% pf people eat fish at home at different times, but 9% of the population never eat fish and sea foods at home. Base: 932 main shoppers aged 16+ (Mintel 2008) Consumer behaviour: why do people eat fish? The consumption of fish is driven by the following factors: 1. Advice from the Food Standards Agency to eat 2 portions of fish a week, including oily fish. 2. One of many researches on the benefits of Omega-3 fatty acids foung in oily fish claims that it improves brain function. (Dr Richard Weisinger of the University of Melbourne, Australia, 2001) and reduction in risk of coronary heart disease in women (FB Hu et al. 2002 cited in Bandolier. 3. Increase in health consciousness amongst consumers. (FSA 2006) 4. Benefits to weight conscious people as fish is considered less fatty. (weightlosssources.co. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our University Degree Marketing section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related University Degree Marketing essays

  1. Frito Lay Sun Chips

    97,322,940 oz Repeater Volume: 7,486,380 x 3.5 repeats x 13 oz 340,630,290 oz Total Forecasted Ounces: 545,413,230 oz in pounds 34,088,327 lbs Based on Addition of 15 oz & Mild Cheddar Trial Volume: 19.9% x 90 mm x 6 oz 107,460,000 oz Repeat Volume: 41.8% x 17.91 mm x 13.5

  2. Marketing Report

    Different brands focus on different value chain and highlight specific USP. Exhibit-6: Brands and their USPs Brand USP Rexona Long-lasting protection Axe Axe effect FA Freshness Spinz Fragrance Nike, Adidas Attitude Brand: Rexona Company: HUL Rexona is the largest deodorant brand in the world and the brand is estimated to

  1. KFC andthe Global Fast Food Industry (703).

    Consumers do not like eat same food with same taste every day. . Therefore consumers could change their decisions and move to purchase another product because there are lots of substituted products in the market. Consumers made decisions about where to eat partially based on price.

  2. The South African Breweries (SAB) has been operating since 1895 and holds 98% of ...

    South Africa was governed by Holland from 1672 to 1810, and then as two British colonies plus several independent republics until 1901. It then became a self-governing member of the British Commonwealth 1910 to 1961, and finally in 1961 South Africa became an independent republic.

  1. Cadburys has many famous chocolate products which it has a variety of advertising campaigns ...

    This product was asset-led because it used the businesses strength and assets of their famous Dairy Milk chocolate to cover the assorted pieces in which they know their customers already like. The product was also market orientated because it was created to suit the changing wants of the modern day customer's food trends.

  2. The Body Shop.

    They have been profoundly successful in their marketing, as their emphasis on environmental awareness has gained them numerous accolades from environmental groups, and thus generating favourable publicity for its products. Positioning maps, also known as perceptual maps, provide marketers the ability to see how customers view their brand on a number of key evaluative dimensions, such as pricing and packaging.

  1. The e-Learning market for corporations.

    The interest IBM has in eLearning is part of its effort to move away from the heavy dependence on mainframe licenses and get into the middleware and software markets. Lotus has an important role in this move made by IBM and e-learning specifically seems to be an important part of this transition.

  2. Marketing Brand Management - Birds Eye Fish Fingers

    This is why branding is very important in this market, because providers who provide good quality can be identified and the ones who do not provide good quality or taste can be avoided. Part 2: Show how your brand has been leveraged.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work