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Prepared seafood an easy option

Prepared seafood an easy option Christmas season boosts category sales, while summer slumps


September 01, 2006

Prepared seafood, including side dishes, entrées and other items, provide healthy grab-and-go options for consumers looking for easy meal solutions. Nation­ally, prepared-seafood sales claimed an average of 14.3 percent of seafood-department sales per week per store during the 52 weeks between July 2005 and June 2006.

The top week for prepared seafood sales was Christmas week 2005, with average per-week/per-store sales more than double the annual average. Summer is historically the slowest sales period for prepared seafood, likely due to consumers opting for unprepared seafood or other proteins to grill. During the 52 weeks between July 2005 and June 2006, the second week in June posted the lowest prepared seafood sales. Prepared- seafood contribution to total seafood dollar sales was down in five of the first six months of 2006 compared to 2005.

The East and Central regions captured the greatest prepared-seafood contribution to total seafood department sales during the 52 weeks between July 2005 and June 2006. The East also posted prepared-seafood sales nearly two times the national average. During the 52-week timeframe between July 2005 and June 2006, the region with the greatest opportunity in mollusks was the West region, with average prepared- seafood contribution to total seafood sales of 12.7 percent per week per store.

Prepared fish captured 62.8 percent of prepared-seafood dollar share the first week of March 2006, corresponding with Mardi Gras and the start of Lent. Platters registered a 50.2 percent prepared-seafood dollar share during Christmas week 2005, more than double the annual average. With the arrival of picnic season, sea­food salad dollar share of prepared seafood sales rose during each week in June 2006.

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