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Irish Consumers Spending More on Fish

Sustainability Marketing Economics +4 more

IRELAND - According to a Kantar Worldpanel report on the fish market in 2012, Irish consumption grew during 2012 as consumers purchased within the category more frequently, writes Teresa Brophy from the Home Markets Division, Bord Bia- Irish Food Board.

Irish shoppers increased spend on fish at retail level by five per cent to 193 million during 2012 compared to the previous year. Around 95 per cent of households are now buying fish every two to three weeks.

Fresh fish accounted for 60 per cent of total fish sales (116 million) and are increasing at a faster rate than overall sales, with fresh fish sales increasing by seven per cent due increased purchase frequency. Broken down, the value of the fresh fish category is split between 70 per cent for prepacked and 30 per cent for loose fish.

Fresh fish overtrades in prefamily (one to two person under 44 years) and 45+ year households without children. Fresh fish shoppers tend to be health conscious and enjoy cooking compared to those buying frozen fish who tend to be more price conscious.

In terms of the highest value share, salmon represents 50 per cent of fresh fish sales followed by cod (nine per cent), prawns (8 per cent) and haddock (five per cent). While from a small base, Hake is one of the fastest growing fresh fish and is seen by consumers as an alternative to cod. Irish shoppers currently spend 3.5 million on fresh hake, an increase of 83 per cent on 2011 levels.