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Retail Report: Promo, non-promo shrimp prices fall
Raw shrimp sales contribute almost 60 percent of weekly sales
January 01, 2011
As the character Bubba eloquently said in the popular movie
"Forrest Gump," "Shrimp is the fruit of the sea. You can
barbecue it, boil it, broil it, bake it, sauté it." The
versatility of shrimp has added to its popularity among fresh
seafood options at
Nationally, shrimp contributed 27.3
percent to seafood
department sales during the 52 weeks ending Sept. 25, 2010.
Weekly shrimp sales included both raw and cooked, with raw
accounting for 58 percent of total shrimp dollars per
Weekly sales averaged $1,705 per store, remaining steady
from the prior year. The highest average shrimp sales were in
the East region at $2,579 per store per week; yet the East
exhibited the nation's only decline of 6.5 percent from the
The South region had the largest increase in average weekly
store sales, up 3.4 percent to $1,595 per store. The West
region sold $1,439 per store, a slight increase of 0.4 percent
compared to the previous year. Finally, the Central region had
the lowest average weekly shrimp dollar sales at $1,372 per
store, up 1.6 percent from the prior year, as well as the
lowest dollar contribution to total seafood department sales at
Shrimp had the largest dollar contribution to the seafood
department in the South region, at 29.2 percent. The West
region followed with 27.7 percent dollar contribution to
department. While the East region had the highest average
sales, the shrimp category contributed 25.5 percent to seafood
department dollars, as mollusks are more popular in the
Shrimp sales peak during holiday weeks such as Christmas and
Valentine's Day. Nationally, during the 52 weeks ending Sept.
25, dollar sales were highest the week of Christmas at $3,339
per store. Promotions were also highest during this week, as
more than half of the shrimp volume sold was on promotion.
However, average promotional pricing peaked above the everyday
price this week, implying that more expensive items, such as
jumbo shrimp, were promoted more than less expensive items. The
week of Thanksgiving also had higher promotional pricing than
Shrimp had the greatest sales lift on promotion the week
ending Sept. 11, 2010, at 256.2 percent above expected sales.
However, compared to previous weeks, the share of promoted
volume did not fluctuate. The lift in sales was due to more
efficient promotions with lower promoted pricing compared to
the previous weeks and the prior year.
Shrimp was the only fresh seafood category to decrease both
non-promotional pricing from the prior year.
However, like other fresh seafood, promoted shrimp volume
declined compared to the prior year. The percentage of shrimp
volume that was sold while on promotion declined 2.6 percentage
points, generating 4.3 percentage points less volume on lift
compared to the previous 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 fresh food industry.
Reported results are for the 52 weeks ending Sept. 25, 2010.
Results were compiled from grocery stores nationwide,
representing 63.2 percent of national supermarket ACV share.
Sales data provided by Perishables Group FreshFacts SRTm ,
powered by Nielsen. For more information, contact Kelli Beckel
at (773) 929-7013, or e-mail email@example.com