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Retail Report: Shrimp trips down, spend increases
East tops regional weekly sales, national share of raw to cooked product even
February 01, 2014
More than one-quarter of all fresh seafood sales came from the shrimp category, second only to finfish, during the 52 weeks ending Oct. 26, 2013. At the same time, shrimp purchase frequency dropped from 3.32 to 3.26 (-1.3 percent) times per year, while spend per trip increased 1.8 percent to $10.60. Shrimp sales also increased compared to the previous year, up 2.3 percent, but finfish (up 2.8 percent) and crustaceans (up 7.9 percent) outpaced shrimp growth.
Nationally, shrimp sales peaked the weeks surrounding the Christmas and New Year holidays. The week from Christmas to New Year’s Eve (week ending Dec. 29, 2012) posted the largest shrimp sales with an average of $3,125 per store. The week after Thanksgiving (week ending Dec. 1, 2012) posted the lowest sales of the year with an average of $1,304 per store.
The Eastern region had the highest weekly sales among the U.S. regions with an average of $2,511 per store, while the West region had the lowest weekly per-store sales at $1,475. The Central region posted the highest weekly growth, up 4 percent to $1,490 per store.
Retailers’ leading subcategory varied by region, but nationally raw shrimp was the top-selling variety in the category, posting $968 weekly per store. Cooked shrimp averaged $887 per store per week. Raw shrimp also drove sales growth, up 5.1 percent versus the previous year, while cooked shrimp sales remained steady compared to the previous year. The Central region led weekly sales growth of raw shrimp, up 11.1 percent to $580 per store; cooked shrimp sales in the region remained steady.
Although raw shrimp sold more product on average, the national share of raw to cooked was fairly even at 52 percent raw versus 48 percent cooked. Cooked shrimp was priced higher on average than raw, which likely helped drive raw shrimp sales overall.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. Reported results are for 52 weeks ending Oct. 26, 2013. Results were compiled from key U.S. grocery, mass/supercenter and club chains, including 18,000 stores nationwide. FreshFacts Point-of-Sale is from key U.S. grocery, mass/supercenter and club chains. FreshFacts® Shopper Insights Powered by Spire is data from the grocery channel only.