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Retail Report: Crab, lobster anchor sales
Category lift driven by promotional pricing
December 01, 2010
The seafood department at traditional grocery stores
continues to grow, driven in part by the crustaceans category,
which drove the 2.9 percent dollar increase for the department.
Nationally, crustaceans (crab, lobster, crabmeat and crawfish)
accounted for 13.3 percent of total seafood sales, making it
the third-largest contributor to dollar sales for the
department. With the exception of 2008, sales for crustaceans
have continued to increase year-over-year since 2005.
National average weekly crustacean sales increased $59 per
store to $830 during the 52-week period ending Aug. 28, up 7.6
percent compared to the previous year. Crustacean sales were
dominated by crab, which contributed 55.9 percent to dollar
sales and showed dollar growth of 7.6 percent compared to the
prior year. Lobster was the second-largest species,
contributing 29.2 percent of crustacean sales and increasing
4.9 percent compared to last year. Crabmeat accounted for 13.4
the crustacean category's dollar share,
other crustaceans made up the remaining
Crustacean weekly sales peaked at $2,148 per store the week
of New Year's . Sales for the week were up 5.4 percent compared
to last year, while Christmas sales rose 10.9 percent.
Crustacean sales during the week prior to Valentine's Day were
up 25.5 percent compared to the prior year, while sales the
week of the holiday were up 28.1 percent. Weekly crustacean
sales were consistently higher than a year ago from September
2009 through the end of February 2010; the sales increases
during these weeks were mainly driven by crab and lobster,
which both showed declines in pricing and increased promotions
compared to the prior year.
The decline in both promotional and non-promotional retail
prices across a majority of the regions drove total volume
growth for the category, as the average crustacean consumer is
motivated by lower prices. Nearly half of the category's volume
was purchased while on promotion both this year and last year
across all regions. The national average dollar lift
promotion was 228.3 percent for the 52 weeks
ending Aug. 28, 2010, down slightly from the prior year.
This sales review is provided by The Perishables Group
of Chicago, an independent consulting firm focused on creating
innovation and value for clients in the
industry. Reported results are
for the 52 weeks ending Aug. 28, 2010.
Results were compiled from grocery stores nationwide,
representing 63 percent of national supermarket ACV share. Sales data provided by Perishables Group FreshFacts SRTm powered