Australian Supermarket Seafood Retailing Australian supermarket sector is very concentrated • two retailers account for over 74% of all grocery sales (Nenycz-Theil 2011)
Consumers switching from fishmongers to supermarkets (Danenberg & Mueller 2011)
Seafood supermarkets • traditionally, fresh seafood sold unpackaged behind glass in delicatessen section • however, chilled pre-packaged seafood second fastest growing grocery category, although awareness and regular purchase is low (Kenny et al. 2010).
Key Drivers and Barriers to Seafood Consumption in Australia Drivers • • • •
Health Taste Convenience Diet variety
(Birch, Lawley & Hamblin 2012)
Barriers • Price • Concerns regarding • origin • freshness • Difficulty in evaluating seafood quality • Not liking the taste or texture of fish
Lack of Knowledge Australian consumers generally lack knowledge about seafood (Birch & Lawley 2012)
Retailers and manufacturers lack knowledge about consumer requirements in this category (Kenny et al. 2010)
Australian Seafood Market: Opportunities for Growth
The Retail Transformation Project (ASCRC, University of the Sunshine Coast & Colmar Brunton Pty Ltd) Explore opportunity for further growth of the chilled prepackaged seafood category in Australian supermarkets
Clear understanding of consumer behaviour and requirements in the chilled pre-packaged seafood category
Clear direction on the development of pre-packaged chilled seafood product ranges and effective marketing strategies.
Multi-Method Research Design Stage 1: Scoping workshop with syndicate members
Stage 2: National online consumer survey (n = 1815)
Stage 3: Accompanied consumer shops (n = 5)
Stage 4: Ten consumer focus groups across five Australian states (n = 60)
Respondent Profile: Online Survey
Acknowledgement: Colmar Brunton Pty Ltd
Accompanied Consumer Shops Aim: Understand current seafood shopping behaviours and path to purchase for the chilled pre-packaged seafood category
Acknowledgement: Colmar Brunton Pty Ltd
Focus Groups Main grocery buyer with future propensity to purchase chilled pre-packaged seafood from the supermarket
Acknowledgement: Colmar Brunton Pty Ltd
Findings
Three Key Issues Trust
Transparency
Freshness
Australian consumers want • Locally sourced products • Transparent packaging • Clear use by dates • Fresh products
Lack of Trust in the Category: Major Issue Is it fresh? Do I need to eat it straight away? Has it been frozen?
Lack of knowledge regarding logistics and time from catch to plate
Freshness is Critical Sensory purchase
Reassurance of freshness • clearly see the product • smell is important
Fresh means many things - fresh looking, fresh from the sea, never been frozen
Purchasing Preferences Format
Packaging
Filleted fish
57%
Battered/Crumb…
19%
Whole fish
Unpackaged
50%
Box
7%
18%
6%
Sealed tray
13%
Smoked fish
5%
Vacuum-packed
11%
Other
3%
Marinated
2%
Skilleted
1%
Wrapped/Prepa…
0%
Bag Other
20%
40%
60%
7% 1%
0%
20%
40%
60%
Issues Related to the Supermarket Delicatessen Section Is it fresh? Has it been frozen?
Can I have what is not on display? Is there any crosscontamination?
Positive Perceptions of Independent Displays: Seafood Express Barge
It’s clean and on it’s own.
But, it’s still conveniently near the meat section.
I don’t like it in with the meat, I like the separate barge. I don’t like the idea of blood mixed with seafood.
Convenient No waiting
Quick and easy meal Good to have on hand
Frozen Seafood Cabinet
Mixed Perceptions of European Market-Style Formats Unfamiliar approach Concerns • Flies • Hygiene • Contamination • Freshness
Australian Consumers Want… Variety and innovation • “something different”
Convenience • “grab it and bung it in the oven”
Knowledgeable supermarket staff
What disturbs me the most is the people selling in the deli section. They often don’t know about the products at all. So they can’t tell you anything.
Findings: Fresh Chilled Seafood Category
Where do you purchase fresh/chilled seafood? Supermarket deli (63%)
Fishmonger (48%)
Freezer section of supermarket (45%)
Chilled section of supermarket (44%)
Butcher (19%)
Fish and chip shop (14%)
Triggers for Fresh/Chilled Seafood (n=1205) High in Omega 3 Low in fat Fresh Like the flavour Quick/easy to prepare Meal variety Price Readily available On special/promotion Dietary requirements Like variety available Know what's in it Good recipes to use Special Occasion Already prepared for me Support for local fishermen
61% 58% 51% 51% 49%
32% 29% 28% 24% 22% 21% 20% 18% 14% 14% 11% 0
10
20
30
40
50
60
70
Benefits of Pre-Packaged Fresh Chilled Seafood Convenience – no waiting at the deli counter
Portion sizes
Knowledge of price per portion
Use by dates
Country of origin information
Nutritional information
You don't have to wait if there is a big queue at the deli counter.
Barriers to Fresh/Chilled Seafood (n=103) Too expensive
53%
Origin concerns
46%
Can't tell if it is good quality
35%
Concerms about freshness
33%
Good seafood not available
16%
Bones
16%
Don’t like/can't prepare
13%
Don't know how to prepare
13%
Poor in-store display
12%
Limited species available
11%
Don't trust hygiene
10%
Don't like flavour/texture
3% 0
10
20
30
40
50
60
Simple, natural products • plain fillet of fish • at most simple, familiar marinades – garlic, lemon and herbs, Asian style
Natural and authentic product • not too uniform looking or processed
Packaging which allows them to clearly see the product
Preferences in a Pre-packaged Range
Highly Sensory Involved Category Freshness is critical • keep it clean • correct temperature • look fresh and smell fresh
Use by dates • quick sale is not trusted
Keep seafood separate from meat or pet food
Do not like the seafood positioned along side meat, chicken or pet food
I am surprised to see this in amongst the meat. I wouldn’t normally put seafood in with the meat. It’s interesting because it’s right next to the dog food also. Which is a bit yuck!
Concept Test: The Fridge Compared fridge to vending machine or cigarette machine • Too big, too bright
Unrealistic for seafood category • Too perfect, too uniform, too structured and neat • Too upright • Open-door – how will it stay cold?
Eye catching - stop and browse
Gondola Position Not an appropriate location for chilled seafood
Not normally where you would find seafood
Unexpected location – would be hard to find
In-category Positioning Meal solution area • More realistic • More acceptable • Too upright
I don’t like the fish standing on the side. The juices are going to go into it.
Concept Test: The Range Natural Ready-toEat Ready-toCook Special Occasion
Purchase Intentions 7%
n = 1815
11%
12%
Definitely Probably Unsure
Probably not 36%
34%
Definitely not
What does natural mean? Naked, unprocessed, completely raw, nothing added.
More convenient for freezing Use-by-date useful Greatest suitability: Whitefish fillets
Natural Range
May appeal to less experienced cooks • some liked the idea of sauce on the side
Did not appeal to experienced cooks • more inclined toward the natural range • prefer to marinate seafood themselves
Lower levels of appeal
Ready-to-Cook Range
Pick up at the supermarket for lunch
Ready-to-Eat Range
Peel it open and eat it straight from the container
Greatest Suitability: Australian prawns and Australian smoked salmon
You can peel the cellophane off and you’re ready to go.
The term ‘Special Occasion’ limits scope
Younger consumers offended • ‘Who decides if it’s a special occasion?’ • ‘What if my partner and I just want to eat it ourselves?’
Black packaging infers a premium offer Greater Suitability: Easter Australian Prawns or Xmas Seafood Appetisers
Special Occasion Range
What appeals about the range? (n = 860) Convenience Quick/easy to prepare Can tell what's in it Looks fresh Good variety Looks healthy Readily available Already prepared for me Good to eat by myself Like flavours/varieties available Use with my recipes Good for my familiy/children Use for a special occasion Good for my partner Like the low price Good prices Looks local
67% 56% 54% 54% 52% 48% 45% 42% 32% 31% 21% 21% 20% 16% 15% 12% 10% 0
10
20
30
40
50
60
70
80
What are the barriers to the range? (n = 955) Too expensive
37%
Concerns about origin
35%
Concerns about freshness
34%
Don't know what is in it
24%
Mostly non-Australian species
18%
Does not appeal to whole family
14%
Limited species available
13%
Unsure how to prepare it
10%
Don't like the flavour
9%
Don't like the smell
7%
Too messy/smelly
6%
Don't like handling/preparing it
6%
Does not last long enough
6%
Usually has bones
5% 0%
5%
10% 15% 20% 25% 30% 35% 40%
Clear and uncluttered Labelling does not obscure the product • I can see what is in it • Fresh looking product
Clear use by date
BUT must have clear pricing information
What appeals about the packaging?
Clear window (7.7)
Australian made logo (7.5)
Fresh, never frozen (7.4)
Nutritional information (6.9)
Heart smart tick (6.9)
Sustainable seafood (6.7)
Serving suggestions/recipes (6.6)
Recyclable packaging (6.5)
Wild-caught (6.1)
Celebrity chef (4.6)
Most Valued Pack Attributes (10 point scale)
Serving suggestions and recipes on the back of the pack
Labelling Elements Important labelling elements • use by dates • country of origin • price per portion information
Less important elements • serving suggestions and recipes housed on the back of the package
Less concerned about the sustainability of seafood
In Conclusion… Australians are very convenience oriented and quite price sensitive.
Not very interested in preprepared seafood. Prefer unpackaged seafood.
Natural Australian seafood (fillet of fresh fish or prawns) with at most a light familiar marinade or sauce on the side.
Main appeals of prepackaged fresh chilled seafood products are convenience, ease of preparation, price per portion and use by dates.
Main barriers of prepackaged fresh chilled seafood include price, concerns about origin and freshness.
At this point in time, Australian consumers are not very knowledgeable nor too concerned about sustainability.
Australian Supermarket Seafood Retailing
Coles Consumer education Sustainability • World Wildlife Fund • But can the average consumer afford it? • Flathead fillets at $48 per kg!!!
Curtis Stone ‘Surfing the menu’ Whether Curtis Stone tells me to eat it or not I don’t really care.
References • Birch, D., Lawley, M. and Hamblin, D. 2012. Drivers and barriers to seafood consumption in Australia, Journal of Consumer Marketing, 29(2), Spring/Summer. • Birch, D. and Lawley, M. 2012, Buying seafood: Understanding barriers to purchase. Food Quality and Preference, 24(1), 12-21. • Danenberg, N. and Mueller, S. 2011. Omnibus consumer research findings Wave 2. Australian Seafood Cooperative Research Centre and the UniSA Ehrenberg-Bass Institute for Marketing Science. • Kenny, P., Hamblin, D., Douglass, B. and DeVincentis, M. 2010. Retail Transformation Project. Colmar Brunton Pty Ltd. • Nenycz-Theil. M. 2011. Private labels in Australia: A case where retailer concentration does not predicate private labels share. The Journal of Brand Management, 18(8), 624-633. Note: This work formed part of a project of the Australian Seafood Cooperative Research Centre, and received funds from the Australian Government’s CRCs Programme, the Fisheries R&D Corporation and other CRC Participants.
The Retail Transformation Project Syndicate: 15 members including associations, processors and manufacturers • Australian Seafood Cooperative Research Centre • University of the Sunshine Coast • Colmar Brunton Pty Ltd • Funding: AUD450,000