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Retail Report: Prepared seafood enjoys year-over-year increases
Distribution points selling value-added seafood drop
November 01, 2010
Prepared seafood sales are growing as consumers continue
their efforts to replicate restaurant-quality and healthful
meals at home. Contributing 15.1 percent to total seafood
sales, prepared seafood sales have increased year-over-year
since 2005. The category is comprised of several subcategories,
including "other" prepared items such as platters, surimi
seafood and meals.
In the 52 weeks ending July 31, 2010, consumers spent $945
per store per week on prepared seafood, up 3.4 percent compared
to the prior 52-week period. Sales increased across all regions
except for the Central region. The East and Central regions
surpassed the national average for weekly dollar sales per
store. Average weekly sales for the East were $1,547 per store,
63.7 percent higher than the national average and up 2.6
percent compared to last year. Average weekly sales for the
Central region were $998 per store, 5.6 percent higher than the
national average and down 1.2 percent compared to last year.
The West followed with $796 in average weekly sales per store,
and the South averaged the lowest sales with $760 per store per
week, which was 19.6 percent lower than the national
National dollar sales were higher across a majority of the
latest 52 weeks compared to the prior year. Weekly sales peaked
at $1,797 per store leading up to New Year's, as consumers
indulged on items for holiday parties and family get-togethers.
Sales for Valentine's Day were up 30.5 percent compared to last
year. Consumer demand for prepared seafood was also high during
the week of Ash Wednesday at $1,210 per store.
Sales during the 52 weeks were dominated by the "other"
prepared seafood category, which contributed 86.3 percent to
prepared seafood sales and showed dollar growth of 2.7 percent
compared to the prior year. Within the "other" category,
prepared fish sold the most with 32.3 percent of category
sales, an increase of 3.8 percent compared to last year. Also
included in the category are prepared crustaceans (up 3.3
percent), platters (down 1.4 percent), prepared mollusks (up
percent) and other prepared seafood (down 5.3
Surimi seafood contributed 12.5 percent to total prepared
seafood sales, which were flat compared to the prior year. A
majority of the subcategory, 93.8 percent, was comprised of
analog crab, but lobster and scallop analogs also contributed
to surimi-seafood sales. Surimi-seafood-based meals made up the
remaining 1.2 percent share of the subcategory and increased
4.2 percent compared to last year.
When a category increases sales significantly, it is often
helpful to look at its distribution to see if the sales growth
could be due in part to the category being available in more
stores. Distribution points selling and impressions are used
here to quantify the breadth and magnitude of where prepared
seafood is selling nationally.
Despite increased weekly dollar sales for prepared seafood
in the past year, distribution points selling were down, as the
of stores selling prepared seafood decreased by 132
stores compared to last year. The decrease in average retail
price for prepared seafood drove volume sales per store per
week to increase 4.2 percent; the increase in volume was enough
to offset the decrease in average retail price and fewer stores
selling, which drove dollar sales
Impressions equal the average number of unique SKUs (or
items) in distribution. Within prepared seafood, the "other"
prepared seafood category led in weekly impressions per store,
up 3.2 percent compared to last year. Looking closer within the
subcategory, prepared crustaceans and prepared fish had an
average of three times as many unique SKUs as prepared mollusks
and four times as many unique SKUs as platters, and all
increased in average impressions. The surimi-seafood category,
which averaged six unique SKUs per store per week, increased
impressions 2.7 percent compared to last year.
This sales review is provided by The Perishables Group
Chicago, an independent consulting firm focused on creating
innovation and value for clients in the
Reported results are for
the 52 weeks ending July 31, 2010.
Results were compiled from grocery stores nationwide,
representing 63 percent of national supermarket ACV share.
Sales data provided by Perishables Group FreshFacts® powered