Even as demand rises for plant-based proteins, consumers haven’t lost their taste for seafood. In fact, they plan to eat even more of it.
Projecting ahead, 68% of respondents think that seafood sales will rise — slightly down from 70% in 2019 — and 32% think that they’ll stay the same, with no one predicting a sales decrease. On average, respondents forecasted sales growth of 5.4%.
Convenience also plays a key role in shoppers’ choices. For instance, Bristol Seafood’s best-selling retail item is the frozen value-added ready-to-cook My Fish Dish line encompassing scallops, cod, and Atlantic and Sockeye salmon, which, Moon explains, “has simple 1-2-3 cooking instructions and gives [consumers] the confidence they can cook it at home.”
In the realm of seafood promotions, Brous is direct in her advice: “Consistently merchandise the highest-quality seafood that offers a value to the consumer.”
“We run a wide array of promotions to help drive awareness and sales of wild seafood at key moments throughout the year,” notes David Sanz, meat and seafood merchandiser at Seattle-based PCC Community Markets. “We have seen the most success when our programs align with the seasonality of seafood through a fully integrated promotional campaign including in-store signage, social/digital promotion and in-home marketing efforts. For example, timed with the wild Alaska salmon season, we ran a robust program that included in-store display signage, recipe features across our owned social channels, and direct-marketing BOGO offers, which led to a significant increase in sales during the summer.”