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Retail Report: Steady surimi

Central, Western region sales support surimi-seafood category

June 01, 2014

Surimi seafood accounted for 1.9 percent of U.S. retail seafood dollar sales during the 52 weeks ending Feb. 22, 2014. Average weekly dollar sales growth remained steady this period versus the previous year at $129 per store. Approximately 10.2 percent of U.S. households purchased surimi seafood during the latest 52 weeks, spending $4.76 per trip (an increase of 1.2 percent versus the previous year). Households purchased surimi seafood an average of 2.2 times per year.

The Central and West were the highest-performing regions for surimi seafood. The Central region posted the highest dollar contribution to seafood sales at 2.8 percent, but weekly dollar sales declined 3.7 percent versus the previous year. The Central region posted average weekly surimi seafood dollar sales of $159 per store. The West had the second-highest surimi seafood dollar contribution to seafood sales at 2.7 percent, with a weekly sales increase of 1 percent versus the previous year. 

The Eastern region had the lowest dollar contribution to seafood sales, at 1.3 percent. The East posted average weekly dollar sales of $127 per store, down 4.8 percent versus the previous year. The Southern region experienced the lowest average weekly surimi seafood sales at $116 per store; however, this was an increase of 3.4 percent compared to the previous year and the highest increase among all regions.  

Imitation crab was the main contributor to the surimi seafood category, accounting for 95.4 percent of surimi category dollar sales. Imitation crab sold an average of $123 per store per week, which remained relatively steady compared to the previous year. Imitation lobster is a distant second surimi sub-category, only accounting for 4.5 percent of surimi seafood category dollar sales. Imitation lobster sold an average $6 per store per week, which was an increase of 11.5 percent versus the previous year.   

This sales review is provided by Nielsen Perishables Group. Based in Chicago, NPG specializes in retail measurement, analytics, marketing communications, category development, promotional best practices and shopper insights. FreshFacts® Point-of-Sale Data: 52 weeks ending Feb. 22, 2014, key U.S. grocery, mass/supercenter and club chains. FreshFacts® Shopper Insights Powered by Spire: 52 weeks ending Feb. 22, 2014 grocery channel only. For more information, contact Haley Hastings at NPG: (773) 929-7013, Haley.Hastings@nielsen.com


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