Supermarket Perimeter - April 2021 - 57

WITH RESTAURANTS AND OTHER FOODSERVICE CHANNELS either
closed or severely curtailed during COVID, many foods in the grocery
fresh perimeter have seen their sales surge.
One of the categories with the biggest upswing has been seafood.
For many consumers pre-pandemic, fresh seafood was something you
ordered when you went out to eat - not what you cooked at home.
Cooking seafood themselves was seen by a lot of consumers as an
educational hurdle they were unwilling to jump.
COVID changed that, as consumers realize you can only have beef,
pork or chicken so many times before you start looking for other protein
alternatives.
Seafood department sales shot up 28.4%, outpacing meat (up 18.7%),
produce (up 11.3%), deli (up .9%) and bakery (down 2.3%), according to
The Power of Seafood, a new report from Arlington, Va,-based FMI -
The Food Industry Association that explores the many ways in which
seafood has become a perimeter star during COVID - and projects
ways to keep that growth going post-pandemic.
" During the pandemic, food retail sales of seafood benefited from a
number of factors, including restaurants closing, consumers seeking
healthier and nutritious foods, the desire for variety, cooking fatigue,
and supply issues and higher prices for other proteins, " according to
FMI. " The result is more seafood consumers and seafood consumers
eating more seafood. These seafood consumers represent an affluent
and lucrative segment of shoppers with robust spending on groceries
in-store and online. The objective now is sustaining and even building
on this growth as consumers have learned more about how to buy,
prepare and cook seafood. "
The growth in seafood sales in 2020 was category-wide. All three of
the " big three " species - shrimp (+29.6%), salmon (+24.7%) and tuna
(+20.4%) - saw gains. Notching the highest percentage gains were crabs
(+60.2%) and lobsters (+59.9%).
The pandemic has also led to more experimentation with varieties.
More than one-third of seafood consumers (38%) have bought new or
different seafood during the pandemic.

Channel surfing
In addition to buying more seafood during COVID, many US consumers
are also changing how and where they buy it.
Thirty-one percent, for instance, got the majority of their seafood
from a store other than their primary grocery store in 2020. And while
the supermarket is still most likely to be the primary seafood store for
seafood shoppers, only 42% said that was the case last year, down from
51% in 2019 and 60% in 2018.
When it comes to reasons for eating more seafood, consumers cite
nutrition and quality among the factors that are growing in importance.
Some seafood consumers are price-conscious, according to FMI, but
an important distinction for seafood is the focus on the total price as
opposed to the price per pound. While many seafood consumers want
to be more knowledgeable about how to know the quality of seafood,
seafood consumers most frequently associate quality with freshness.
Seafood consumers also frequently associate quality with the look,
taste and smell of the seafood.
How the seafood was caught or where it's from is also important to
consumers. Thirty-six percent, for instance, prefer wild-caught, often
citing the perception that it's of higher quality or is healthier. Twentynine percent (up from 19% in 2019) prefer farm-raised seafood, citing
sustainability and the perception that farm-raised is more nutritious.
Home chefs desperate to expand their repertoires account for
much of the huge growth in seafood sales in 2020. More than half of
seafood consumers (53%) and one-third of all Americans (36%) say they
are cooking more meals with seafood during the pandemic. That's
especially true among frequent seafood consumers (66%).
FMI's research shows that there is a huge role for grocery stores to
play in educating consumers about seafood. Three out of four seafood
buyers want to be more knowledgeable about how to cook, prepare

From good growth to great

ANDRIY BLOKHIN / VICHAILAO STOCK.ADOBE.COM

While the pandemic certainly turbo-charged seafood sales at retail, the
category was already trending up before COVID.
In 2018, according to FMI, 21% of Americans were eating seafood
the recommended two times a week. The proportion of frequent
seafood consumers grew to 25% in 2019, then to 32% in 2020.
Another 30% are occasional seafood consumers who report eating
seafood at least once a month but not as much as two times
a week.
That still leaves a sizable 38% (down from 43% last year) of adults
who are non-seafood eaters, indicating there's plenty of room for
future category growth.
" Seafood consumers, particularly frequent seafood consumers,
represent a valuable and lucrative segment of shoppers, " according to
FMI. " Demographically they have higher incomes, are more educated,
skew male and tend to be older, although millennials' consumption of
seafood is growing. When it comes to their grocery shopping behavior,
seafood consumers spend more, shop more frequently in-store, and
also shop heavily online. "
supermarketperimeter.com

Seafood
department sales
have shot up

28.4%

APRIL 2021 - 57


http://www.supermarketperimeter.com

Supermarket Perimeter - April 2021

Table of Contents for the Digital Edition of Supermarket Perimeter - April 2021

Supermarket Perimeter - April 2021 - 1
Supermarket Perimeter - April 2021 - 1
Supermarket Perimeter - April 2021 - 2
Supermarket Perimeter - April 2021 - 3
Supermarket Perimeter - April 2021 - 4
Supermarket Perimeter - April 2021 - 5
Supermarket Perimeter - April 2021 - 6
Supermarket Perimeter - April 2021 - 7
Supermarket Perimeter - April 2021 - 8
Supermarket Perimeter - April 2021 - 9
Supermarket Perimeter - April 2021 - 10
Supermarket Perimeter - April 2021 - 11
Supermarket Perimeter - April 2021 - 12
Supermarket Perimeter - April 2021 - 13
Supermarket Perimeter - April 2021 - 14
Supermarket Perimeter - April 2021 - 15
Supermarket Perimeter - April 2021 - 16
Supermarket Perimeter - April 2021 - 17
Supermarket Perimeter - April 2021 - 18
Supermarket Perimeter - April 2021 - 19
Supermarket Perimeter - April 2021 - 20
Supermarket Perimeter - April 2021 - 21
Supermarket Perimeter - April 2021 - 22
Supermarket Perimeter - April 2021 - 23
Supermarket Perimeter - April 2021 - 24
Supermarket Perimeter - April 2021 - 25
Supermarket Perimeter - April 2021 - 26
Supermarket Perimeter - April 2021 - 27
Supermarket Perimeter - April 2021 - 28
Supermarket Perimeter - April 2021 - 29
Supermarket Perimeter - April 2021 - 30
Supermarket Perimeter - April 2021 - 31
Supermarket Perimeter - April 2021 - 32
Supermarket Perimeter - April 2021 - 33
Supermarket Perimeter - April 2021 - 34
Supermarket Perimeter - April 2021 - 35
Supermarket Perimeter - April 2021 - 36
Supermarket Perimeter - April 2021 - 37
Supermarket Perimeter - April 2021 - 38
Supermarket Perimeter - April 2021 - 39
Supermarket Perimeter - April 2021 - 40
Supermarket Perimeter - April 2021 - 41
Supermarket Perimeter - April 2021 - 42
Supermarket Perimeter - April 2021 - 43
Supermarket Perimeter - April 2021 - 44
Supermarket Perimeter - April 2021 - 45
Supermarket Perimeter - April 2021 - 46
Supermarket Perimeter - April 2021 - 47
Supermarket Perimeter - April 2021 - 48
Supermarket Perimeter - April 2021 - 49
Supermarket Perimeter - April 2021 - 50
Supermarket Perimeter - April 2021 - 51
Supermarket Perimeter - April 2021 - 52
Supermarket Perimeter - April 2021 - 53
Supermarket Perimeter - April 2021 - 54
Supermarket Perimeter - April 2021 - 55
Supermarket Perimeter - April 2021 - 56
Supermarket Perimeter - April 2021 - 57
Supermarket Perimeter - April 2021 - 58
Supermarket Perimeter - April 2021 - 59
Supermarket Perimeter - April 2021 - 60
Supermarket Perimeter - April 2021 - 61
Supermarket Perimeter - April 2021 - 62
Supermarket Perimeter - April 2021 - 63
Supermarket Perimeter - April 2021 - 64
Supermarket Perimeter - April 2021 - 65
Supermarket Perimeter - April 2021 - 66
Supermarket Perimeter - April 2021 - 67
Supermarket Perimeter - April 2021 - 68
Supermarket Perimeter - April 2021 - 69
Supermarket Perimeter - April 2021 - 70
Supermarket Perimeter - April 2021 - 71
Supermarket Perimeter - April 2021 - 72
Supermarket Perimeter - April 2021 - 73
Supermarket Perimeter - April 2021 - 74
Supermarket Perimeter - April 2021 - 75
Supermarket Perimeter - April 2021 - 76
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-july-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-june-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-may-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-april-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-march-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-february-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-january-2022
https://digital.supermarketperimeter.com/sosland/sp/-supermarket-perimeter-december-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-november-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-october-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-september-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-august-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-july-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-june-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-may-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-april-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-march-2021
https://digital.supermarketperimeter.com/sosland/sp/2021_02_01
https://digital.supermarketperimeter.com/sosland/sp/2021_01_01
https://digital.supermarketperimeter.com/sosland/sp/2020_12_01
https://digital.supermarketperimeter.com/sosland/sp/2020_11_01
https://digital.supermarketperimeter.com/sosland/sp/2020_10_01
https://digital.supermarketperimeter.com/sosland/sp/2020_09_01
https://digital.supermarketperimeter.com/sosland/sp/2020_08_01
https://digital.supermarketperimeter.com/sosland/sp/2020_07_01
https://digital.supermarketperimeter.com/sosland/sp/2020_06_01
https://digital.supermarketperimeter.com/sosland/sp/2020_05_01
https://digital.supermarketperimeter.com/sosland/sp/2020_04_01
https://digital.supermarketperimeter.com/sosland/sp/2020_03_01
https://digital.supermarketperimeter.com/sosland/sp/2020_02_01
https://digital.supermarketperimeter.com/sosland/sp/2020_01_01
https://digital.supermarketperimeter.com/sosland/sp/2019_12_01
https://digital.supermarketperimeter.com/sosland/sp/2019_11_01
https://digital.supermarketperimeter.com/sosland/sp/2019_10_01
https://digital.supermarketperimeter.com/sosland/sp/2019_09_01
https://digital.supermarketperimeter.com/sosland/sp/2019_08_01
https://digital.supermarketperimeter.com/sosland/sp/2019_07_01
https://digital.supermarketperimeter.com/sosland/sp/2019_06_01
https://digital.supermarketperimeter.com/sosland/sp/2019_05_01
https://digital.supermarketperimeter.com/sosland/sp/2019_04_01
https://digital.supermarketperimeter.com/sosland/sp/2019_03_01
https://digital.supermarketperimeter.com/sosland/sp/2019_02_01
https://digital.supermarketperimeter.com/sosland/sp/2019_01_01
https://www.nxtbookmedia.com