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Retail Report: Holidays are crab days

Crustacean sub-category posts 13 percent sales growth

Cracking crab at home — U.S. household, penetration, 52 weeks ending Sept. 28

January 01, 2014

Retail numbers from the last year show crab has become a more popular option. 

During the 52 weeks ending Sept. 28, 2013, crustaceans was the fourth highest-selling seafood category. Crab (excluding fresh crabmeat) was the largest crustacean sub-category, accounting for 48.2 percent of crustacean dollar sales and 5.1 percent of total seafood department sales. During this period, crab posted average weekly sales of $344 per store, an impressive 13 percent growth compared to the previous year. Nine percent of U.S. households purchased crab from the seafood department during this period, and these households purchased crab on 2.4 trips per year, an increase of 1.8 percent. For additional graphs, visit our digital edition

Nationally, crab sales were highest during the December/January holiday season. The week of Christmas 2012 posted the highest crab sales with an average of $748 per store. The week of the New Year’s Eve holiday (the week ending Jan. 5, 2013) was the second-highest selling week for crab, at $722 per store. The week leading up to the Christmas holiday (the week of Dec. 22, 2012) was the third highest-selling week during the 52 weeks. The lowest-selling period for crab was the week ending Nov. 3, 2012. 

With the exception of the East, each of the U.S. regions posted average crab dollar growth of more than 10 percent during the 52-week period. The Southern region posted the highest weekly crab sales among the U.S. regions with an average of $419 per store, an increase of 15.3 percent. The Western region posted the lowest average weekly sales at $238 per store but had the highest average sales increase, up 22.5 percent compared to the previous year. The East was the only region that did not increase crab sales from the previous year, however weekly sales remained steady at $363 per store. 

Crab was the highest-selling crustacean sub-category, followed by lobsters, crabmeat and crawfish/crayfish. Crab also posted larger dollar gains than any other crustacean sub-category. For more SeaFood Business articles discussing crab here.

This sales review is provided by Nielsen Perishables Group. Based in Chicago, Nielsen Perishables Group specializes in measurement, analytics, marketing communications, category development, promotional best practices and shopper insights. FreshFacts Point-of-Sale Data: 52 Weeks Ending Sept. 28, 2013, key U.S. grocery, mass/supercenter and club chains. FreshFacts® Shopper Insights Powered by Spire: Latest 52 weeks ending Sept. 28, 2013, grocery channel only.For more information, contact Haley Hastings at Nielsen Perishables Group: (773) 929-7013, email: Haley.Hastings@nielsen.com.


  January 2014 - SeaFood Business 

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