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Future of the Global Seafood Industry

Opportunity Platforms for the Irish Seafood


Sector
November 2014
Table of Contents

Drivers of change shaping the


future of the global seafood 7
industry
Background to the future
scenarios for the global seafood 18
industry
Future scenarios for the global
seafood industry over the 26
next five to 10 years
The platforms for growth 51
- Building Trust Chains 55
- Optimising health for all 67
- New life for long life 79
- New value in old places 91
- Modular mealtimes 103

Context: Perspectives on the


115
future of packaging and retail
About this report

This report explores the future of the global seafood


industry and the opportunities this presents for the
Irish seafood sector over the next five to 10 years. It
has been produced in association with The Futures
Company.
The report is based on an analysis of the macro-, meso- and micro-level
trends influencing the future of the industry. Our understanding of
these trends have been informed by expert interviews, consumer and
market data, and qualitative insight. In addition, a set of scenarios
looking at the future of the global seafood industry were developed
which look at how some of the key uncertainties shaping the future of
the industry might play out.

Futures techniques have been used to identify and explore potential


opportunities as drivers of change, and to see how they combine to
influence the future of seafood in different ways. The report highlights
opportunities in 10 key markets: the US, the UK, Ireland, Germany,
France, Spain, Brazil, Japan, Russia and China.

The purpose of this report is to help Irish seafood companies to identify


new opportunities for adding value to the category across a range of
potential future scenarios impacting the global seafood industry.

2014 3
Irelands seafood opportunity

Ireland is a currently a small actor in the


burgeoning global seafood industry, and its
seafood sector is highly fragmented.
However Ireland benefits from its location
within rich fishing grounds and is leading
the way in sectors such as organic
aquaculture and sustainable fishing.
The expansion of the global population, and
increased consumption of seafood bodes well
for the future of industry the critical
challenge will be to create dependable
supplies of well-managed product.
For the Irish seafood sector, a growing
potential export market, coupled with
increasing demand for more sustainably
sourced fish, presents significant
opportunities for future growth.

2014 4
The project charter: What we set out to explore

How will consumer attitudes to, and consumption, of seafood


change over the next 10 years?

What opportunities for growth and innovation will this present


the Irish seafood sector in both domestic and key export
markets? And how can Bord Bia help to take advantage of these
opportunities?

2014 5
The project process

Stage 1: Scanning Stage 2: Exploring Stage 3: Unlocking


Understand how the Explore how the future Identify opportunity areas
landscape is evolving uncertainties play out for Irish seafood companies

Over 70 key global consumer Developed and tested a set Identified the key opportunity
shifts and industry-shaping of scenarios to explore how areas for the Irish seafood
drivers of change were the global seafood industry sector and actionable
identified, likely to impact on could develop as a result of implications for Irish
the seafood industry globally. the drivers of change. producers and processers.

2014 6
Drivers of change shaping the future of the global seafood
industry

2014 7
The future of the global seafood industry will be impacted by
drivers of change across a diverse range areas

Macro-Economic & Political Social & Demographic Health & Wellbeing Environment & Ethics

Science & Technology Retail & Consumer Seafood Industry Food Consumption

2014 8
These drivers of change were identified through interviews
and a review of evidence

Stakeholder interviews Expert interviews Reviewed evidence sources

1. Dermot Hurst, The Marine Institute 1. Marie-Christine Monfort, Sea Matters Bord Bia, BIM and Department of
Agriculture, Food & the Marine, Marine
2. Pat Connors, Marine Harvest 2. Monica Jain, Fish 2.0 Institute publications
3. Sean Gavin, Irish Seaspray 3. Bryan Roberts, Kantar Retail
Euromonitor
4. Peter OSullivan Green, Shellfish de la 4. Michael Griffiths, TNS China
Mer 5. Simon Wright, Organic and Fair Plus FAO, UN, World Bank
5. Donal OSullivan, Castletownbere Consulting
Coop Industry websites such as Undercurrent
6. Alexander Weaver, AWF Consulting
News, Fish Update
6. Paul Reenan, John West 7. Dr. Torger Brresen, Technical
7. Jason Whooley, BIM University of Denmark The Futures Company consumer trends
8. Dr. Cecil Beamish, Assistant knowledge bank
8. Andy Mulloy, Connemara Seafoods
Secretary, Department of Agriculture, Global Energies
9. Susan Steele, SFPA MacroDynamics
Food and the Marine
10. Ken Ecock, Oceanpath Proprietary drivers

Previous Bord Bia project work

This process surfaced 69 drivers - 31 of which were rated as high priority in terms of their impact
on the seafood industry globally.

2014 9
These are the 31 drivers of change rated as a high priority
for the seafood industry
1 Growing disposable incomes in emerging markets
2 Rising and more volatile fish prices
3 Increasing scope of fishing regulations
4 Growth of high-end and premium seafood
5 Rising consumer awareness about healthy nutrition
6 Growing demand for traceability and transparency
7 Increasing desire for convenience
8 Depleting wild fish stocks
9 Growing exports of cheaper farmed fish from emerging markets
10 Rising oil prices
11 Growing Population: 7 billion mouths to feed
12 Rapid aging of the global population
13 Growing concern about processed foods and additives
14 Stagnant to moderate growth in Europe
15 Growing concern about the negative environmental impact of consumption
16 Growth of climate change impacts and extreme weather
17 Rising levels of sea pollution
18 Rise of quantified self and data driven diets
19 Development of unconventional protein sources
20 Growing development of aquaculture technologies
21 Development of marine biotechnology
22 Continuing challenge of cold chain distribution from Ireland
23 Growing consolidation of the global seafood industry
24 Growing resurgence of from scratch cooking
25 Increasing sophistication of food culture
26 The rising popularity of supplements and nutraceuticals
27 Growing interest in 'mood food'
28 Continuing negative attitudes towards fish preparation
29 New retail models combining foodservice
30 Growing influence of NGOs
31 Growth of fast casual foodservice

2014 10
The interrelationships were then mapped to identify which
drivers are most important and most uncertain


High Growing disposable incomes in emerging
markets
Increasing sophistication of food culture Rising consumer awareness about healthy
nutrition
Key:
Importance Growing influence of NGOs
Stagnant to moderate growth in Europe Depleting wild fish stocks
(Dominance) Increasing desire for convenience Important drivers
Growing Population: 7 billion mouths to Growing development of aquaculture
feed Increasing scope of fishing regulations
technologies that are more
Rapid aging of the global population Growing exports of cheaper farmed fish from
certain to happen
Rising levels of sea pollution emerging markets

Rising oil prices Rising and more volatile fish prices


Growing concern about processed foods and Important drivers
additives that are less
Medium Continuing negative attitudes towards Growing consolidation of the global The rising popularity of supplements and certain to happen
fish preparation seafood industry nutraceuticals
Importance
Growth of climate change impacts and Growth of fast casual foodservice Growing resurgence of from scratch
extreme weather cooking
Growth of high-end and premium
seafood Growing demand for traceability and
transparency
Growing concern about the negative
environmental impact of consumption
Development of marine biotechnology
Development of unconventional protein
sources

Low New retail models combining foodservice Growing interest in 'mood food Rise of quantified self and data driven diets
Importance Continuing challenge of cold chain
distribution from Ireland

Low Uncertainty Medium Uncertainty High Uncertainty

2014 11
Our analysis suggests that some of the changes impacting
the industry have greater levels of certainty attached

The demand for protein will grow as the worlds population


increases
The world's population will increase from 7 billion today to 8 billion in
2025, with most growth in developing countries.1
World per capita fish food consumption is projected to reach 20.6kg in
2022, up from nearly 19kg in 2010-12.2
Emerging markets will become more important consumers and
producers of seafood
In 2010, only one in four middle-class households were in Asia.
However, by 2020 it is predicted that Asia could hold over half of the
worlds middle-class population, accounting for more than 40% of
global middle-class consumption.3
Growing aquaculture production in emerging markets such as Chile and
China have increased exports from these competitor markets and put
downward pressure of fish prices.
Resource constraints will increase reliance on aquaculture
During the last three decades, world aquaculture production increased
from 5 million to 63 million tonnes. By 2030, aquaculture is projected
to supply over 60% of fish destined for direct human consumption.4

Source: 1. UN World Population Prospects 2013 2. FAO 3. World Bank 3. OECD 4. World Bank

2014 12
Climate change is already creating new threats, and new
opportunities, for the seafood industry globally

New threats
A report published in May 2014 by the Intergovernmental Panel
on Climate Change (IPCC) highlighted the growing threat of
climate change and ocean acidification to marine resources.
The IPCC estimate that the total loss of landings to global
fisheries by 2050 due to climate change range from EUR 12.5
billion to EUR 30.1 billion, based on a global warming scenario
of 2 degrees.1
The impact of climate change will not be felt equally around the
world. In high latitudes, fishery yields are likely to increase by 30
70% but fall 40 60% in the Tropics and Antarctica.1
New opportunities
Climate change is already changing the distribution of some wild
marine species, creating new opportunities for some markets.
For example, since 2001 there has been a dramatic increase in
landings of boarfish in Ireland as the species has moved
northwards due to rising sea temperatures. 2

Source: 1. Intergovernmental Panel on Climate Change Fifth Assessment Report 2014


Source 2. MCCIP Report Impacts of climate change on fisheries
2014 13
Fuel costs will continue to increase, potentially benefiting
Irelands domestic processors

Rising oil prices will continue to put pressure on the global


industry
Growing demand from emerging markets and declining oil
production in key regions is driving fuel price increases, and
there is a growing consensus that the age of cheap oil is coming
to an end.1
With doubt over whether renewables will grow fast enough to fill
this gap, the most likely scenario will be one of increasing
competition for oil, higher prices, and volatile supply.
This could make it more economical to land in Ireland
This presents the Irish industry with an opportunity. As the Irish
Department of Agriculture, Food and the Marine noted in Food
Harvest 2020, 88% of the fish caught in the Irish Exclusive
Economic Zone is by non-Irish vessels.2
As a result, the growing price of fuel suggests it will be more
advantageous for more non-Irish vessels to land in Ireland than
in their home countries, which if available for sale in Ireland
would benefit domestic processors.2

1. Economist End of the Oil Age (2013) 2. Department of Agriculture, Food and the Marine, Food Harvest 2020

2014 14
The expanding scope of fishing regulation means that
resource management will continue to be high on the agenda

Concern about fish stock volumes has led to continuing


restrictions on fishing quotas in the European Union (EU),
although there have been small increases in quotas for some
species.
New EU regulations means that the scientific community will
play a greater role in setting quotas. Under the reforms to the
Common Fisheries Policy passed in 2013, ministers will in future
be required to adhere to advice from conservation scientists
when setting quotas. The reforms also banned fish discards
the practice of throwing back fish caught in excess of their
quota. 1
In addition, new marketing rules will ensure that consumers are
better informed about the fish they buy, by requiring that labels
give more details of the catch area or the type of gear used.2
Growing regulatory pressure, coupled with increasing fish prices
are making the seafood industry more attractive to merger and
acquisition (M&A) activity, increasing the consolidation within
the industry - albeit from a relatively low baseline.

Sources: 1. The Guardian 18/12/13 EU fish quotas rise in line with sustainable reforms 2. The Fish Site 11/12/13, New sustainable Common Fisheries Policy to come into force in January 2014

2014 15
There are however many industry-related uncertainties that
could significantly impact the future of the seafood industry

Speed of consolidation in the seafood industry


The global seafood industry is still composed of a large number of
small-scale players. The increasing price of fish is however making
investment in the seafood industry more attractive.
The global seafood industry witnessed steady M&A activity between
2010 and 2013. During this period, over 164 buyers announced and
completed 212 deals.1
Speed of adoption of new aquaculture technologies
The systems and technology used in aquaculture has developed rapidly
over the last fifty years. The costs of new technologies such as
recirculating aquaculture systems are falling, and there is growing
interest in closed-containment aquaculture on land. However there is
current uncertainty over its commercial viability.2
Development of marine biotechnology
The growing focus on securing a sustainable supply of food is catalysing
investment in the marine biotechnology sector and there is increasing
interest in the applications of marine biotechnology across medical,
pharmaceutical, aquaculture, nutraceuticals and industrial sectors.
However marine biotechnology market is still in a nascent stage and
accounts for a tiny percentage of the overall biotechnology market.3
Source: 1. M&A International 2. FishUpdate.com Land-farmed salmon not commercially viable 4. European Science Foundation

2014 16
The evolution of consumer attitudes towards seafood over
the next decade is also uncertain

Levels of consumer trust in the seafood industry


Repeated food safety scares are having a damaging effect on
consumers trust in food retailers globally; scandals in one category
impact on others following the horsemeat scandal trust in food
producers dropped by 24% in the UK.1
Concern about processed foods and additives
Greater knowledge about the health impacts of additives means
consumers are looking for more natural foods. 66% of Europeans worry
about the presence of colours, preservatives and flavourings in their
food.2
Awareness about healthy nutrition
Global health and wellness sales are expected to rise steadily and hit a
record high of US$1 trillion by 2017.3 Over the last few decades,
seafood has enjoyed a profile as healthy food. However rising levels of
sea pollution may impact negatively on its health image.
Attitudes towards scratch cooking
There has been a resurgence in the number of people cooking meals at
home in developed markets as a response to constrained disposable
incomes and a rediscovery of the joy of cooking. However the
continuing need for convenience means consumers will want shortcuts.
Sources: 1.Which? 2. European Food Safety Authority 3. Euromonitor International

2014 17
Background to the future scenarios for the global seafood
industry

2014 18
Scenario planning techniques have long been used to help
navigate uncertainty
1960s 1970s 1990s 2010

Herman Kahn Royal Dutch Shell Andy Grove Stan Sthanunathan


a military strategist who becomes one of the first who played a critical role Head of Research and
analysed the likely corporations to embrace in Intels success was Insight at Coke highlights
consequences of nuclear scenario planning famed for his focus on the importance of looking
war and went on to techniques and business strategic inflection points to the future in his AdMap
become one of the analysts credit this with I'm a great believer in article Dont explain the
preeminent futurists of creating significant particularly being alert to past, predict the future.
the 20th century, competitive advantage changes that change He argues that research
predicting the rise of for the company something, anything, by should revolve around
Japan as a super power an order of magnitude, anticipating new
and developing many of and nothing operates opportunities, using
todays scenario planning with the factors of 10 as innovative approaches
techniques profoundly as the and turning insights into
Internet action now

2014 19
One reason why it is difficult to tell the future is that trends
often collide in unexpected ways

A trend is a trend is
a trend until it bends
(Ged Davis, Shell)

!?
?!?

2014 20
And the further out you go, the more uncertainty there is to
deal with

Uncertainty

Scenarios
(5 to 10 yrs)

Trends
(3 to 5 yrs)

Insight
(1 to 2 yrs)

Predictability
Time
2014 21
Scenarios provide one way of coping with this uncertainty
through identifying the interrelationships between drivers of change

Process Outline
The Future Landscape

The Landscape Today

The process pushes thinking away from a linear view of the future by
considering how trends converge to create more divergent outcomes

2014 22
We used a set of axes to encapsulate the range of
uncertainties in the drivers

The scenarios are constructed out of a set of 2x2 axes. Each axes is designed to
encapsulate a key future uncertainty, and by combining the axes, we are able to identify
four potential future scenarios shaping the future.

PRIORITIZED DRIVERS

Scenario 1 Scenario 2

Scenario 3 Scenario 4

2014 23
The actual future is likely to include elements of all of the
scenarios

SCENARIO 1 SCENARIO 2

Actual
future

SCENARIO 3 SCENARIO 4

2014 24
The scenario axes: What makes a good set of scenarios

1. They do not collapse:


Distinct stories emerge in each space and we can
The test of good scenarios
explain why something happens in one but not the is not getting the future
other
right... The real test of a
2. They reflect the overall mix of uncertain trends good scenario is: did I
The trends are clustered largely into 2 mutually
exclusive groups
make better choices as a
result of having looked at
3. They create rich and usable narratives around the
future and understood both my
The stories feel different from today or, push us to own environment better
greater extremes
and the consequences of

They allow us to identify granular perspectives on
different aspects of the core question my actions?
4. They help to identify emerging strategic issues Peter Schwartz, Global Business Network
Strategic questions about all aspects of the business
emerge from the strategic conversation about the
scenarios

2014 25
Future scenarios for the global seafood industry over the
next five to 10 years

2014 26
Future scenarios for the global seafood industry:
The consumer-focused axis

The prevailing consumer attitude


Functional Experiential
towards the benefits of seafood

This axis describes the attitudes of consumers towards the benefits of


eating seafood versus other protein sources

On the left hand side of the axis, the focus is on the benefit of
seafood to be convenient. Seafood is perceived to be just another
source of protein with little differentiation, as its status as a healthy
food is under greater competition from other categories. As a result
consumers want their seafood to convenient with enhanced health
benefits, and affordable.

On the right hand side of the axis, the focus is on the benefit of
seafood as an experiential food seafood is perceived to be a
superior source of protein with its own distinct benefits and rituals
of consumption compared to other proteins. As a result consumers
want their seafood to be an experience and are willing to pay more
for it. Consumers have relatively high levels of education and
interest.

2014 27
Future scenarios for the global seafood industry:
The seafood industry-focused axis

This axis describes the perceived nature of resource management


Managed

by the seafood industry


At the top end of the axis, the management of seafood resources by
the industry is perceived to be more managed than previously. This
is a result of regulation that has increased in scope and is more
Nature of resource management

tightly controlled, and growing consolidation of the seafood industry.


Aquaculture production is highly efficient, based on closed-loop
by the seafood industry

systems has little interaction with wild stocks. Public trust in the
seafood industry is high.

On the bottom end of the axis, the management of seafood


resources by the industry is perceived to be more unmanaged than
previously. This is because while regulation exists on paper, it is
ignored and circumvented by producers/processors - and this is
widely publicised by NGOs. The industry has become more regionally
fragmented as a result of volatile fish prices making the industry
Unmanaged

unattractive to investors. Aquaculture production is perceived to be


poorly managed with negative impacts on the surrounding
environment. Public trust in the seafood industry is low.

2014 28
Outline of scenarios on the future of the global seafood
industry
Managed

Scenario 1 Super Protein Scenario 2 Celebrating Seafood


People want a healthy, trusted protein People care about sustainability, and are
source they can rely on. In this world the looking for innovative ways of savouring
seafood industry adds value through seafood through developing new rituals
innovation that optimises health and builds and experimenting with a wide range of

Nature of resource management


trust. species and cooking techniques.

by the seafood industry


Functional

Experiential
The prevailing consumer attitude
towards the benefits of seafood

Scenario 3 Cheap Calories Scenario 4 Carefree Indulgence

People want protein that gives them what People want seafood that opens up new
they need with minimum expenditure of experiences and sensations, and they are
time and energy. In this world the seafood willing to pay for it. In this world, the
industry adds value through innovation seafood industry adds value by finding
that creates more product for less money. ways to source exotic species and creating
products that tantalise the senses.

Unmanaged

2014 29
Fuller description of the scenarios

Managed
Scenario 1 Super Protein Scenario 2 Celebrating Seafood
In response to the growing demand for a dependable supply of In response to growing consumer concern about the
protein, the global seafood industry has become focused on management of fish resources globally, the global seafood
achieving economies of scale through advanced industry has become outwardly focused on managing
scientific/technological-led management of resources, catalysing resources to increase the value of its products rather than
consolidation across international borders. The controlled volume. The limitation on resources means that innovation is
standardisation of the products available on the market means focused on experiential value adds. High levels of consumer
seafood has become perceived by consumers as a trusted but engagement with the seafood category and a desire to protect
functional food competing with alternative, scientifically enhanced it as a resource means that the industry focus has shifted

Nature of resource management


sources of protein primarily on the basis of nutritional value. from product to service, and as a result there is emphasis on
Innovation in the industry is focused on better resource rituals that deepen the everyday experience of consuming

by the seafood industry


management to optimise health and trust. seafood.

Experiential
Functional

The prevailing consumer attitude


towards the benefits of seafood

Scenario 3 Cheap Calories Scenario 4 Carefree Indulgence


In response to growing pressure on the seafood industry to In response to the development of increasingly sophisticated
rapidly increase the volume of raw material, the sector food cultures as incomes rise in emerging markets, the global
industrialised globally at an unprecedented rate. Continued seafood industry competes to supply at high volume exotic and
fragmentation of the industry and the failure of regulation to premium seafood products. This intense competition
keep up with the speed of technological change means that the exacerbates the unmanaged nature of the resource
global industry has become perceived externally as unmanaged, management in the industry, which manifests in high levels of
compounded by the growing visibility of food safety scares. The fraud and product mislabelling in order to make resources go
resulting decline of consumer trust accelerated the industrys further. Producers who are able to reliably source exotic
commoditisation, meaning that innovation in the industry is seafood can charge high prices, and as a result innovation is
focused on price and production efficiency. focused on new ways of sourcing.
Unmanaged

2014 30
Scenario 1: Super Protein

People want a healthy, trusted protein source they can rely on. In this world the seafood
industry adds value through innovation that optimises health and builds trust.

seafood
I need to know that the
I eat will always be
good for my body and mind

2014 31
Scenario 1: Super Protein
People and Consumers
Headlines from the future As people became more conscious about the benefits of good Managed
health and wellbeing in the face of a growing lifestyle disease
epidemic globally, they looked for foods that demonstrated
Local councils serve enhanced nutritional and wellness benefits.
school kids fish-fingers The perceived healthiness of seafood meant that consumers

Nature of resource management by the seafood industry


with enhanced benefits to naturally gravitated to the category.
make them work harder Yet as concepts of health evolved, so too did consumer
30 August, 2017 expectations of the seafood category - people increasingly expected
seafood to be managed in a way that optimises its health benefits.
The result was that seafood marketed as healthy was no longer
New optimised seafood enough to keep consumers engaged people wanted seafood that
enhanced with micro- would reliably improve their brain health, their mood, their skin, their
fitness etc.
nutrients is named Super
Food of the year However the higher levels of standardisation in seafood production
and processing enabled by new technologies meant that seafood
19 May, 2018
became increasingly perceived by consumers as a functional source
of protein.
Consequently seafood increasingly had to compete against new
categories of alternative protein sources, such as supplements and
vegetable-based proteins.
Functional

The prevailing consumer attitude towards the benefits of seafood

2014 32
Scenario 1: Super Protein
Industry and Regulators
Headlines from the future Increasing pressure from governments and bodies such as the UN Managed
to create dependable supplies of protein in a world where food
security was quickly becoming a critical political issue, meant that
the seafood industry had to scale in a highly managed way that
would increase the reliability of supply.
Ireland named the Silicon
This catalysed greater consolidation in the industry, as well as the

Nature of resource management by the seafood industry


Valley of the seas development and investment in advanced technologies in
29 July, 2020 aquaculture.
The tightening scope of food industry health and quality regulation
meant that the seafood industry became better managed for
health as well as for sustainability.
New technology lets you This enabled the seafood industry to respond to growing
check the health status of consumer desire for enhanced nutritional benefits by better
fishes diets controlling what went into seafood and the conditions within which
it was produced.
17 June, 2016
The perception of tightly controlled regulation enabled people to
trust the industrys message that the growing use of genetic
modification was necessary in ensuring effective management of
limited resources.
Functional

The prevailing consumer attitude towards the benefits of seafood

2014 33
Scenario 1: Super Protein
Glimpses of the future today - INDUSTRY NEWS
Managed

Nature of resource management by the seafood industry


A recent study by Bains and Company Fish 2.0 is a competition that seeks to In April 2014 a proposed Euro35 million
generated a lot of publicity after it claimed promote new business models that drive project was announced by an Irish-
that health is the new wealth noting that social and environmental change in the Norwegian consortium to build one of the
over the last decade there has been a seafood supply chain through use of worlds largest marine food ingredient
huge shift in peoples attitudes towards technology. The 2013 winners of the plants in south Donegal what has been
health. The study found that people now competition included Blue Planet, who described as a game-changer by the
would readily trade premium medical care have developed a breakthrough Irish Minister for Agriculture, Food and
for access to healthier living options, such recirculating aquaculture system the Marine Simon Coveney. The Minister
as more nutritious food, health education, technology for inland production and said that a sustainable and science-
exercise and innovative healthcare Cryoocyte, who have developed a novel based aquaculture would help to meet
technologies technology to cryopreserve fish eggs. increasing demand worldwide for high-
quality protein.
Functional

The prevailing consumer attitude towards the benefits of seafood

2014 34
Scenario 1: Super Protein
Glimpses of the future today - PRODUCTS
Managed

Nature of resource management by the seafood industry


Healthy ranges Seafood burgers Fast healthy seafood Nutraceuticals and
French seafood company od Notoriously reluctant to In Spain seafood is not Omega 3 sprinkles
proposes to reinvent the way consume seafood products, always regarded as In the supplements category,
salmon is consumed and aims teenagers have been targeted convenient as it is not there has been an expansion
at introducing smoked salmon by the French frozen food always easy to prepare. of sprinkles omega 3 that
to people not used to eating brand Iglo. To appeal to such However, recent can sprinkled over food, such
seafood, particularly children non-consumers and meet their innovations in food service as seeds. In seafood
and young people. There are 5 expectations, Iglo bets on more could change this La supplements specifically,
ranges: classic, healthy (low- playful wording. 3 products Lobsteria in Alcobenda, a Reckitt Benckiser is making its
salt, enriched with Omega 3), have been designed: the big suburb in Madrid, has debut in the 400m UK
perfumed (orange, pistachio, cod, the big hake and the introduced a new specialty vitamin, mineral and
fig or poppy), instant (blinis, fish and crock hake fried in of lobster rolls that it is supplement market with its
sashimi, half smoked or dice), potato breadcrumbs. positioned as healthy fast MegaRed range of krill
kids (nature, honey, strawberry food. capsules. Made with Antarctic
candy or bread fingers). krill which RB claims is more
easily dispersed in the
stomach than fish oil and has
no fishy aftertaste.
Functional

The prevailing consumer attitude towards the benefits of seafood

2014 35
Scenario 2: Celebrating Seafood
People care about sustainability, and are looking for innovative ways of savouring seafood
through developing new rituals and experimenting with a wide range of species and cooking
techniques.

need
Seafood is a resource that we
to take care of, so I try to
make my everyday consumption
of it an enjoyable experience

2014 36
Scenario 2: Celebrating Seafood
People and Consumers
Managed

Headlines from the future


Rising awareness of the depletion of seafood stocks led to an
environment where consumers looked for products that allow
seafood to be consumed in a sustainable and considered way,
Nature of resource management by the seafood industry

making the most of the resources available while protecting Irish Fishmongers Got Talent
species for the future. tops TV ratings on Saturday night
In this environment, consumers focused on savouring seafood, 14 June, 2016
keen to glean every little pleasure possible from each experience,
content with infrequent consumption to protect a resource they
valued highly.
As such, two distinct areas of demand emerged; for fresh whole Supermarkets hit as rising
seafood which could be artfully prepared and cooked, building on numbers of consumers choose to
culinary classes and seafood specific recipe collections, and for buy their fish from specialists
pre-prepared value-added products, which spoke to the desire for 18 November, 2015
provenance and authenticity but in a more convenient and time
efficient way.
Furthermore, seafood became a signifier of special occasions,
with new rituals developing around a wider range of sustainable
species. In many ways seafood took on an artisanal status, with
some being priced-out of regular consumption.

Experiential
The prevailing consumer attitude towards the benefits of seafood

2014 37
Scenario 2: Celebrating Seafood
Industry and Regulators
Managed

Headlines from the future


Consumers avoidance of scientifically enhanced seafood
production caused the industry to respond by focusing on
increasing the value of its limited natural resources through
new ways - using product innovation and supplementary
Nature of resource management by the seafood industry

90% of Irish fish can now be


services to heighten the experience.
traced back to the fisherman who
Management and regulation of the industry had a very caught it
sustainable agenda through the Common Fisheries Policy, and
19 August, 2018
worked to protect and safeguard resources to ensure the long
term future of seafood.
The marketing of seafood predominantly highlighted
provenance, telling the in-depth story of the brand and
harnessing label development to further the visibility of this Sales of pickled ginger double
narrative. Moreover, traceable technology was used to immerse as home-made sushi rises in
people in the life of seafood, providing micro-specific and popularity
distinct details. 8 June, 2017
Seafood brands found that products and services to
compliment and accompany consumption were popular, such
as specific beverages and serves to suit certain formats,
classes to teach how to prepare different species and
partnerships with chefs to develop innovative recipes.

Experiential
The prevailing consumer attitude towards the benefits of seafood

2014 38
Scenario 2: Celebrating Seafood
Glimpses of the future today - INDUSTRY NEWS
Managed
Nature of resource management by the seafood industry

The World Fish Migration Day 2014


(WFMD) is a one day global
initiative, with local events Experts yesterday claimed the horsemeat
It's been a few decades since we worldwide. It will be an annual scandal and the growing obesity crisis
started turning cooks into stars, and event set aside to commemorate the had sparked a boom in "cooking from
still the phenomenon continues to migration of fish in our rivers, lakes scratch".
grow. These days, the Emerils, and oceans. It is meant to improve The economic crisis was also
Marios and Gordons of the world the publics understanding of the encouraging Mums and Dads to
scarcely need the qualifier chef importance of open rivers and "rediscover" the kitchen, and try their
they are celebrities, plain and migratory fish. Fish migration is very hands at making meals rather than buying
important in maintaining the health ready prepared processed food. In
simpleIn the Food Network era,
and productivity of rivers, lakes and general people are rediscovering the joy
the phenomenon of the celebrity
other aquatic ecosystems. This of cooking. They have started making
chef has utterly transformed the
years theme of the WFMD is their own food again and are now
restaurant industry and, in the realising it's not as hard as they may have
process, changed the very nature of Connecting Fish, Rivers and
People thought.
how we eat.

Experiential
The prevailing consumer attitude towards the benefits of seafood

2014 39
Scenario 2: Celebrating Seafood
Glimpses of the future today - PRODUCTS
Managed
Nature of resource management by the seafood industry

Special occasions Enhancing the experience Making more of preparation 1,2,3 cooking
Gifting is a huge part of With the rise of the sushi in the The Fish manufactory 1 Paella is usually something that
Chinese culture, especially last 15 years in France, brands is a new format of seafood is prepared and eaten fresh in
around holiday times (spring have enriched this meal retail in Russia. It offers Spain, buying the ingredients
festival, golden week). environment with new products. specialist preparation and (mussel, shrimps, squid,
Recently, online stores have Among them, Gingko has serve of seafood, with a calamari) separately; for
started to offer fresh created a drink dedicated to friendly atmosphere, high seafood paella you also need a
seafood gift boxes in limited sushi tasting. The packaging quality products (raw and good fish stock and proper
edition for the holidays. itself borrows visual codes used prepared), and paella rice. This 1,2,3 paella is
by sushi brands so the supplementary products like targeted to consumers who
attribution is immediate. Sweet lemons, dressing, olive oil need everything ready-to-cook
and slightly acid at the same etc. (maybe also younger
time, this lemon and ginger consumers who dont know
flavored infusion is 100% how to prepare the cooking
natural. process, which is quite tricky)

Experiential
The prevailing consumer attitude towards the benefits of seafood

2014 40
Scenario 3: Cheap Calories
People want protein that gives them what they need with minimum expenditure of time and
energy. In this world the seafood industry adds value through innovation that creates more
product for less money.

seafood
I just want no fuss low cost
so I can get on with


my life.

2014 41
Scenario 3: Cheap Calories
People and Consumers
Functional

The prevailing consumer attitude towards the benefits of seafood

Nature of resource management by the seafood industry


Headlines from the future As people living in developed markets adapted to post-recession
life, the thrifty behaviours they learned during the hard times
stayed with them. In emerging markets, even as incomes rose,
people wanted to make sure they got more for their money.
Rise of group buying and bulk The focus of consumers globally therefore centred of finding cheap
buying of seafood to save money sources of protein, still with functional health benefits, that
30 October, 2017 required minimum fuss and guaranteed to go a long way.
As a result of growing mass production in the industry to meet
demand for cheap and convenient protein, seafood became viewed
by consumers as the chicken of the sea a mass produced and
processed food favoured as a quick, versatile and healthy
ingredient.
Supermarket launches own
However following a number of highly visible food safety scandals
brand of organic salmon
in the seafood industry, public trust in the seafood industry
17 August, 2016
reached new lows and seafoods status as healthy food is
questioned.
This led to a divided market characterised by the death of the
middle - where there was a small niche of premium seafood with
quality and origin as the main selling point, and mass
undifferentiated products sold on the basis of value.
Unmanaged

2014 42
Scenario 3: Cheap Calories
Industry and Regulators
Functional

The prevailing consumer attitude towards the benefits of seafood

Nature of resource management by the seafood industry


Headlines from the future The demand for higher volumes of cheaper seafood meant that
exports from emerging markets increased and canned seafood of
unknown origin became a more common sight on supermarket
shelves.
School serves mutant fish- The rapid industrialisation of aquaculture globally meant that
fingers to children regulation was often ignored, as it was perceived to be a burden
25 June, 2021 on business.
In the race to produce higher volumes of cheaper seafood, the
industry used cheap labour and genetic modification in both
fishmeal and in seafood a fast developing technology that
regulation could not come up with.
Food safety groups reveals that
smoked salmon claimed to be As the similarities between mass aqua farming and mass poultry
from Scotland is actually from farming became more pronounced, NGOs increasingly started
China 27 July, 2015 targeting the industry on the basis of seafood welfare, likening
aquaculture to battery poultry farms.
Sensationalised exposes of the industry meant that a growing
niche of consumers called for retailers to stock certified free
range seafood.

Unmanaged

2014 43
Scenario 3: Cheap Calories
Glimpses of the future today - INDUSTRY NEWS
Functional

The prevailing consumer attitude towards the benefits of seafood

Nature of resource management by the seafood industry


After horse meat has been found in Christian Rach, successful German TV According to a new report by
European frozen food products in cook uncovered a fraud on his the Environmental Justice
2013, all food brands had to face documentary. In his TV show, Rach Foundation (EJF), a British-based
consumers mistrust. To get this trust usually helps troubled restaurants to human rights charity, the Thai fishing
back, French seafood company Fleury get back on their feet and advises and seafood industry, worth $7
Michon has integrated full transparency them. In June 2013 he was able to billion annually, involves
into their processes. Fleury Michon uncover that the origin of the Bsum considerable exploitation of
recently launched a communication North Sea Prawns was lied about. The trafficked migrant workers, most
plan called #ComeAndCheck to prawns were actually from aqua farms from neighbouring Myanmar and
achieve transparency. in Indonesia. Cambodia.

Unmanaged

2014 44
Scenario 3: Cheap Calories
Glimpses of the future today - PRODUCTS
Functional

The prevailing consumer attitude towards the benefits of seafood

Nature of resource management by the seafood industry


Value fish spreads Breaded mystery seafood Seafood snacks Shrimp flavoured
The Swiss brand Coraya offers Since fish fingers have a The Swiss brand Coraya instant-noodles
fish sandwich spreads in controversial image nowadays offers one of the few seafood Long a staple in China,
Germany. Germans passion for (regarding their ingredients), snacking products found in seafood flavoured instant
seafood products has also companies try to create a Germany of seafood sticks noodles have been
entered the breakfast meal. different image for them. Now that come with a variety of growing in developed
Since smoked salmon is often they are directly speaking to the flavoured dips markets in Europe
part of the first meal of the day, kids, by changing the shape
but is rather expensive, these and making it more attractive
sandwich spreads are not only for children. The seals like the
convenient in terms of time WWF are speaking to parents
management and taste, but as well.
allow a taste of salmon every
morning.

Unmanaged

2014 45
Scenario 4: Carefree Indulgence
People want seafood that opens up new experiences and sensations, and they are willing to
pay for it. In this world, the seafood industry adds value by finding ways to source exotic
species and creating products that tantalise the senses.

I love my seafood and it gives


me a thrill trying new things,
but I dont really care where it
comes from

2014 46
Scenario 4: Carefree Indulgence
People and Consumers

Experiential
The prevailing consumer attitude towards the benefits of seafood

The decline of fish stocks over previous decades meant that as Headlines from the future
seafood became rarer, it became more of a luxury a food that
Nature of resource management by the seafood industry

consumers sought out because of its value as a symbol of social


status.
A global emerging middle class eager to have new experiences The latest exotic seafoods
and display their newly gained social status catalysed growing spotted on supermarket shelves
consumer interest in exotic seafood. around the world
For the consumers that knew seafood was endangered, its 18 October, 2017
consumption was a guilty pleasure. However, many others were
simply not aware of the mismanagement of the industry due to
mislabelling.
The high cost of seafood meant that there was strong interest
among consumers in making products go further by adding Poll shows people feel more
sauces etc. As a result the industry shifted from marketing by guilty eating seafood than they
origin to marketing by recipe. do chocolate
The desire for seafood that denotes status meant organic 4 April, 2016
continued to be in demand, but the organic products on offer
contained as little raw material as possible and in some cases
organic products were subject to fraud and mislabelling.

Unmanaged
2014 47
Scenario 4: Carefree Indulgence
Industry and Regulators

Experiential
The prevailing consumer attitude towards the benefits of seafood

As international disputes over fishing rights became more Headlines from the future
frequent due to the changing migration patterns of fish caused by
Nature of resource management by the seafood industry

warmer sea temperatures, it became more difficult for the


industry to collaborate in ensuring regulatory compliance.
This meant that the growing consumer desire for exotic seafood I thought I was buying lobster but
helped fuel the expansion of often illegal seafood products run by it turned out to be a pumped
organised food cartels. prawn!
This increased fraudulent practices such as cheaper species 7 January 2016
being mis-sold as high value species.
In order to compete with the black market and meet demand for
more experiential offerings, the seafood industry therefore
focused on developing the aquaculture of exotic species.
The continued high cost of raw materials prompted greater
Man jailed for eating endangered
industry innovation in using technology to enhance the flavours caviar
and sensations of seafood. 27 March 2019
However poor aquaculture conditions and the increased use of
additives such as polyphosphate injections and colourings led to
a rise in incidence of seafood poisoning.

Unmanaged
2014 48
Scenario 4: Carefree Indulgence
Glimpses of the future today - INDUSTRY NEWS

Experiential
The prevailing consumer attitude towards the benefits of seafood
Nature of resource management by the seafood industry

The Economist has recently reported a The rise of food tourism has been Rakuten, Japan's Amazon.com, earned
rise in food crime, where organised reported on recently as a result of the title as the world's leading online
criminals have diversified into new growing foodie cultures, with lifestyle trader of elephant ivory and whale
areas of activity including food. The magazines setting out new food products, thanks to a report by an
organised groups were reported as destinations. The Huffington Post influential UK NGO called Environmental
mislabelling seafood and selling it on at recently published an article on where Investigation Agency (EIA). Rakuten have
higher prices. Europol were cited as to get exotic types of seafood such as recently announced they will stop selling
saying that these organised gangs, sea slugs and seahorses noting that whale meat products.
previously focused on selling drugs, there are now more seafood
have switched to food as it is seen as connoisseurs eager to travel distances
more profitable. to find these exotic species.

Unmanaged

2014 49
Scenario 4: Carefree Indulgence
Glimpses of the future today - PRODUCTS

Experiential
The prevailing consumer attitude towards the benefits of seafood
Nature of resource management by the seafood industry

The Amazon of seafood Seafood for all dishes Experimental sushi Be safe, buy imports
Blue Sea Labs a US based Spanish fish and seafood For its new 2014 collection, Andes Premium Catch is
seafood company has been brand Krissina, taps into Sushi Shop in France Chinas first retail store
referred to as the Amazon of the ready-to-cook teamed up with the most selling imported seafood to
seafood in that it serves a fast (processed, value added) rewarded (Michelin stars) open in Shanghai in 2012.
growing consumer base who category, offering a in the world to design 7 Growing concern with the
want specialties such as sea seafood-based spread that new top-notch recipes safety of domestic seafood
urchins (that they are unable to can be used for preparing which goes along with the is fuelling interest in
get locally) shipped directly to cold starters or can be premium positioning of the imported seafood, and the
their homes. By connecting used as a filling for hot brand. For example, the company offers free
consumers directly to fish recipes, like filled red Joel Robuchon Box sold cooking classes in
producers the company is a peppers, etc. These kind of 29.9 is made of 6 response to the growth of
response to the growing desire products are new, California Hawaan rolls, 6 home cooking that food
for exotic species, but convenient and can be crispy lobster spring rolls, 6 safety scandals has
excluding the shady used in a series of different California spicy ebi rolls catalysed.
middlemen. contexts. and 2 snacked scallop
sushi.
Unmanaged

2014 50
The Opportunity Platforms for Growth

2014 51
Exploring opportunities for Irish seafood

The next section outlines a number of different


opportunities for the Irish Seafood industry in the
next five to 10 years, under five
platforms for growth: Building Trust Chains,
Optimising Health for All, New Life for Long Life,
New Value in Old Places, and Modular Mealtimes

These platforms and the opportunities within them have


emerged from an analysis of the key trends and
uncertainties shaping the future of the seafood industry,
and how they might combine to shape the future.

Some of the opportunities can be leveraged by companies


now. Others are further out, and require more investment
or engagement.

The longer term opportunities are more likely to depend on


the speed of technological change in the sector and
companies ability to harness it.

2014 52
What are Opportunity Platforms?

The scenarios give us an outline of the range of


certainties and uncertainties shaping the industry
globally, and an idea of how consumer preferences
may evolve in relation to seafood.
In order to be useful however, the Irish seafood sector
needs to be able to connect these scenarios to
opportunities for them to innovate and add value.

The following Opportunity Platforms are therefore themes


which illustrate opportunities for the Irish seafood sector that
work across more than one scenario, taking into account a
range of uncertainties.

Rather than banking on only one scenario and hoping that it


will dominate, it is wise to invest in opportunities that are
relevant across two or more scenarios.

This section sets out possible Opportunity Platforms likely to


work across the future scenarios. They are designed to act as
springboards for Irish seafood companies to identify
opportunities relevant to their own products.

2014 53
Platforms for growth

Building trust chains

Optimising health for all

New life for long life

New value in old places

Modular mealtimes

2014 54
Building trust chains:
Platform overview
KEY OPPORTUNITIES With trust in companies and manufacturers low and information
access expanding, earning consumer trust in seafood is needed in
Beyond the label order to unlock all other opportunities.
Going beyond the product label to tell provenance
stories through technology Growing awareness of fraud has damaged consumer trust in supply
chains, with the seafood industry feeling knock on effects from
scandals in other categories. The effect of the equine DNA scandal
showed how damaged trust can ripple through the whole supply
chain.

Open sourcing There is therefore an imperative for the seafood industry to build
Opening up the supply chain to educate through trust chains not just building trust at the point of purchase, but
data seeing it running throughout the supply chain.
Part of the solution here is to provide greater transparency around
supply chains though in an information saturated world,
consumers may feel overloaded.
Providing curated information and meaningful proxies will help
Moments of trust consumers navigate this information-rich marketplace. From family
Building moments of trust throughout the path to to peer networks, manufacturers to retailers, NGOs to local
purchase businesses, there is an opportunity for the seafood industry to
build trust across all touch points.

2014 55
Building trust chains:
Positioning on future scenarios

Building trust chains will be important across all future scenarios, as without trust the industry will find it
difficult to secure and deepen consumer engagement. Declining levels of consumer trust make the rebuilding of
trust and assurance an industry priority.

2014 56
Beyond the label

Going beyond the product label to tell provenance stories through technology
2014 57
Beyond the label
Early indicators
Building trust at the point of purchase remains critical. Edible QR codes
As people spend more time researching products in- Harneys sushi restaurant uses QR
store before purchasing, the product label needs to do codes printed on rice paper stuck to
more than just give basic information but without sushi. Diners can scan them to see
the state of a species global stock,
overloading them. where their fish was hooked, and
even the actual faces of the
As a result, consumers are looking for labelling fishermen behind the catch
solutions that help them understand and prioritize
information as a way to save time and reclaim
headspace. In 2014 66% of consumers globally say that
they are increasingly likely to spend time
The growing use of mobile in shopping is opening an
researching a product before making a
opportunity for producers to use their products as
purchase, up from 60% in 2011
platforms - by meshing together physical product
packaging and mobile technologies to embed virtually Source: The Futures Company, Global MONITOR
told stories into tangible products.

In food service, recent innovations such as edible QR Information-synthesising technology


codes give diners access to information straight from
Fooducate allows consumers to scan the
the plate. barcode of food products to access a
dashboard that provides food with a grade
according to its healthiness, and highlights
important information about the product,
such as the presence of certain ingredients.

2014 58
Beyond the label

What might this mean for seafood in the future?


Going beyond the product label to tell provenance stories about seafood
through technology by: embedding digital information onto physical
products that can be scanned with mobile technologies; creating
interactive trust certifications.
Ensuring there is better integration between online communications and
physical seafood products in retail (both in store and online) and food
service environments.

Emerging opportunities

In the shorter term In the longer term


Using physical attributes of seafood products Packaging embedded with Augmented
unique to Ireland (e.g. pale colour of smoked Reality technologies to tell enhanced
salmon) as markers of trust and quality. provenance stories.
Labelling integrated with online mapping
services to visualise product origin.
Embedding seafood product packaging with
interactive Origin Green labelling.

2014 59
Open sourcing

Opening up the supply chain to educate through data


2014 60
Open sourcing
Early indicators
The increase in open data and big data will impact on Tracking product to source
food industries as consumers expect more companies Following the BP oil spills, the Gulf Seafood
to make their data available and their sourcing more Trace initiative was launched in 2012 to
transparent. enable consumers to track seafood
products. The programme offers Gulf
With supply chains become increasingly digitised and seafood businesses supply chain electronic
embedded with data collection technology, it is possible traceability and marketing tools such as data
analysis to restore consumer trust
to open up this data up to consumers and visualise it as
an alternative means of telling provenance stories.
A growing set of methods are available for tracking McKinsey research has found that more than
where goods come from, across a wide variety of $3 trillion a year in additional value could be
consumer products. Electronic tracking of seafood will generated globally as a result of open data
increasingly become a means of guaranteeing product
Source: McKinsey 2013, Open Data: Unlocking Innovation and
provenance, and building trust throughout the supply performance with liquid information
chain.

Real time updates

M&J Seafoods were the first


seafood provider to offer their
customers catch of the day
messages via Twitter and
MMS allowing customers to
order seafood as soon as it
arrives into port

2014 61
Open sourcing

What might this mean for seafood in the future?


Opening up the supply chain to educate customers and consumers by
using traceability data to tell the biography of the seafood product
demystifying the seafood on consumers plates.
Greater expectation of efficiency in the industry as more companies use
real-time data to manage supply chain risks as well as brand and
reputational risks.

Emerging opportunities

In the shorter term In the longer term


Use traceability data to create reliable audit trails Open up supply chain data for customers
for products and guarantee that seafood is not and consumers to explore in the same way
captured using illegal, unreported and that there has been growth in data
unregulated methods. journalism, there is likely to be opportunity
Following seafood through the supply chain to in data storytelling.
improve customer service by quickly being able to Incorporate real-time data into online
provide information requested. marketing communications.

2014 62
Moments of trust

Building moments of trust throughout the path to purchase


2014 63
Moments of trust
Early indicators
As scandals from the BSE crisis in the 1990s to the Going behind the scenes
recent equine DNA controversy demonstrate, trust After horse meat has been found in
damaged in one part of the supply chain has knock on European frozen food products in 2013, all
effects. Therefore companies across the supply chain food brands had to face consumers
mistrust. To get this trust back, Fleury
need to work together in building trust at each Michon has played full transparency on
consumer touch point, for example brands and retailers. their process, launching a communication
plan called #ComeAndCheck
Producers capturing and farming seafood products
need to be able to pass information about the seafood
through the supply chain, ensuring that it is not lost as
this information is becoming more important to
Following the horsemeat scandal public trust in
consumers.
the food industry dropped by 24% in the UK
Passing this information down the supply chain and Source: Which?, 2013
communicating it with consumers at different points will
help build moments of trust.

See it made

Coquille is a high end restaurant


in Shanghai serving raw fish and
shellfish from an open kitchen.
The setup allows for more
transparency and invites the
guests to experience every step
of the food journey.

2014 64
Moments of trust

What might this mean for seafood in the future?


Rather than focusing solely at the point of purchase, the seafood
industry needs to build a solid foundation of trust across the whole
supply chain thinking in terms of trust chains to ensure trust is not
broken at any one point.
Information flows across the supply chain that can be accessed by the
consumer at any point.

Emerging opportunities

In the shorter term In the longer term


Using social networks not only as static Exploring business models that are direct to
information portals but also as a means to the customer
communicate real-time information about Communicating how supply chains have
production been shortened
Provide behind the scene information on Use of webcams and live streaming to show
farming and processing consumers what is happening on the
farm/on the boat

2014 65
Market mapping for growth:
Building trust chains
Higher Decreasing levels of consumer trust in food
importance companies is a growing issue in many regions
of the world, particularly in markets that
experience frequent food scandals.
In emerging markets, low levels of trust in
local producers means that consumers
continue to look to foreign brands for
reassurance.
In developed markets, growing exports of
seafood from emerging markets means that
seafood risks becoming a mystery product of
unknown origin. Differentiating through strong
promotion of origin will help.

Low level of High level of


dynamism dynamism

Lower
2014 importance 66
Optimising health for all

KEY OPPORTUNITIES A healthy lifestyle is increasingly an aspirational lifestyle, with good


health becoming a sign of success and progress. As a result food
Competing with other proteins choices are taking into greater account health and wellbeing
Reframing seafood as a healthier substitute to considerations.
meat
There is a significant opportunity for seafood to deliver health
benefits for all from those who have already invested in
maintaining healthy lifestyles, to those looking for an easy way to
make the first steps towards better health.

Personalised nutrition As health awareness grows and concepts of health evolve to


Targeting individual dietary needs and aspirations encompass ever more nuanced ideas such as macrobiotics and
through seafood micronutrients, demand for food with enhanced health benefits
will grow and raise the bar for the seafood category.
As health requirements become more specific, it will accelerate the
need for seafood to better target and reflect the specific health
aspirations of different consumer groups for example the health
needs of older people, children, pregnant women etc.
Sinless pleasure
Creating seafood experiences that deliver Building a foundation of trust in both the health claims made by
moments of healthy pleasure seafood products and in guarantees of safety will be critical in
enabling the seafood industry to create value through health
optimisation.

2014 67
Optimising health for all:
Positioning on future scenarios
The Optimising health for all opportunity platform will add most value in the scenario where consumers
perceive the benefits of seafood to be largely functional. There is also opportunity to add value in the more
experiential value through products that deliver health benefits, although in this scenario the industry will need
to ensure that the health message does not detract from pleasurable enjoyment of seafood.

2014 68
Competing with other proteins

Reframing seafood as a healthier substitute to other protein sources


2014 69
Competing with other proteins
Early indicators
As incomes rise in emerging markets, protein Seafood burgers
consumption is growing. There is therefore opportunity Crabs are coming is a Moscow
for the seafood industry to create innovative products fast casual restaurant that sells
that blur the meat and seafood categories by crab burgers. This place is
promoted as a trendy place with
substituting seafood into products traditionally original product and healthy food.
associated with meat (e.g. sausages, meat balls,
burgers etc.)
Giving consumers the choice of an alternative option to
a meat product they already love will enable consumers According to FAO, world meat production is
to take a first step to a healthier lifestyle particularly anticipated to grow modestly in 2014 to 311.8
for consumers who are seeking to reduce their meat million tonnes, an increase of 3.3 million tonnes
consumption for health or environmental reasons, or or 1.1% compared with 2013. Meat prices
who want the benefits of seafood without the barriers. remain at historically high levels.
Source: FAO, Outlook 2014

Fish sausages

Universidad Politcnica de Valencia


has developed a new sausage
product made from the popular fish
dorada (bream). Bream has many
bones and so the university has
positioned the product for kids and
teenagers.

2014 70
Competing with other proteins

What might this mean for seafood in the future?


The seafood industry must work harder at building stronger emotional
connections with consumers if it is to succeed in the face of growing
competition from the meat category.
Leveraging this unique position can help strengthen perceptions of the
category, but regulations governing health claims are likely to continue to
create challenges for the industry.

Emerging opportunities

In the shorter term In the longer term


Develop processed seafood products that Partnering with meat companies to position
recreate traditional meat products, giving people meat and seafood products in relation to soy
access to seafood that they may otherwise be products, a potential threat to both
hesitant to try for fear of bones. industries.
Position seafood as a first step to a healthier
lifestyle through products that do not require
change in consuming behaviours.

2014 71
Personalised nutrition

Targeting individual dietary needs and aspirations through seafood


2014 72
Personalised nutrition
Early indicators
Demographic and lifestyle changes, combined with
Bitsys Brainfood
improved understanding of individual food needs,
mean diets are becoming more diverse and the food On a mission to make healthy fun,
market more fragmented. Bitsy's Brainfood is the world's first
"smart" snack brand for kids
As a result concepts of health are evolving to take
into consideration the specific dietary needs of
specific demographic groups, creating an imperative
for food industries to move away from a one size fits
all approach to health. Diet services

For the seafood category, this means profiling the Krissina brand offers a Coach
micronutrients of species and matching these to the de Krissina service that allows
you to set up a personalized
health needs of specific consumer groups. fitness plan, and offers healthy
recipes based on fish and
The opportunity is focusing on demographic groups seafood.
growing in size (e.g. older people in developed
markets, teens in emerging markets) and health
concerns that are increasingly prevalent (e.g. obesity Printable protein
and dementia).
3D printing technologies have
started making a move into food,
creating personalised meals.
Smoothfood can create custom
plates personalised to individual
needs for specific portion sizes
and vitamins

2014 73
Personalised nutrition

What might this mean for seafood in the future?


Seafood can be given new relevance in peoples lives by addressing the
specific heath needs people are increasingly concerned with and
appealing to new consumer groups that have previously been
disengaged with the seafood category.
At a category level, seafood needs to take significant steps to reflect the
link between food and the way people express identity (particularly as
other categories are raising their game here), in an authentic and
meaningful way.

Emerging opportunities

In the shorter term In the longer term


Profiling the micronutrients associated with Developing business models based on
particular seafood species and matching these to providing services that enable people to
the growing health needs of specific consumer receive personalised health
groups in communications. recommendations, and calculate how
Building awareness of health benefits that go seafood products contribute to their
beyond Omega 3. personal health requirements.

2014 74
Sinless pleasure

Creating seafood experiences that deliver moments of healthy


pleasure
2014 75
Sinless pleasure
Early indicators
In the past few years, as many people have had to learn
Seafood jelly shots
to live with less money and far greater uncertainty, the
focus seems to have been on small experiences that Big Prawn Companys alcoholic
punctuate everyday life, and provide boosts to body and seafood jelly shots, inspired by
the worms in the Mexican
spirit. liquor mescal
As a result consumers will continue to seek out simple
pleasures and moments of play to break their stressful
routines.
There is therefore opportunity for the seafood industry In 2014, 56% of consumers said that they are
to create products that deliver guilt free pleasure and always looking for new experiences and
indulgence to everyday life through both reassurance sensations that will liven up their everyday
of the health benefits and sustainability credentials. activities, up from 50% in 2011
Source: The Futures Company, Global MONITOR

Fun first
Seahood is a restaurant chain in China
that mixes American-style fun eating and
Chinese tastes, aimed at younger people.
There is no menu, instead you get a
seafood market which is a basket full of
fresh and fairly low quality - seafood.
Customers go for the experience rather
than the food.

2014 76
Sinless pleasure

What might this mean for seafood in the future?


The sensory and aesthetic characteristics of seafood will become more
important. Seafood products that create enhanced sensory experiences
through new and different textures, appearances and tastes could add
value to everyday consumption.
Over the last decade the communications about seafood have educated
consumers about health benefits. Going forward, the industry could
reposition sustainable seafood as a pleasurable food that people should
not feel guilty about eating.

Emerging opportunities

In the shorter term In the longer term


Create seafood products that deliver sensory Explore the possibility of incorporating
experiences that tantalise and thrill as the main technological innovation such as molecular
event. gastronomy that enable consumers to bring
Develop seafood products that offer everyday big experiences into the home.
indulgence that come with health benefits that in
no way compromise on taste.

2014 77
Market mapping for growth:
Optimising health for all
Higher
importance Health is becoming a bigger priority globally
but the specific health concerns top of mind
varies by region.
In emerging markets, health is closely
associated with food safety. However as
lifestyle diseases and demographic change
occurs, issues such as obesity will become
more of a focus.
In developed markets, the focus is
increasingly on preventative health as
populations age and there is growing
expectation that brands will help people to
actively manage their health.

Low level of High level of


dynamism dynamism

Lower
importance
2014 78
New life for long life

KEY OPPORTUNITIES As consumer lifestyles change and adapt to increasing time


pressures, the need for convenient solutions will continue to be top
Laboured love of mind. However, convenience too often suffers from association
Redefining long-life seafood as a smart shortcut with compromise a compromise on nutritional quality, freshness
for busy gourmands
and taste.
There is a significant opportunity for the seafood category to
reposition long-life products, such as frozen and canned seafood,
as sophisticated shortcuts to fresh by using new innovations to
ensure there is no compromise.
Enhancing goodness
Using preservation technologies to lock in and To ensure continued relevance in peoples lives, frozen and canned
maximise the benefits of fresh products will need to overcome barriers to immediate consumption
and to actively challenge outdated attitudes towards long-life.
The key to success in unlocking this opportunity lies in promoting
long-life seafood as having distinct benefits in its own right through
the nutritional enhancement of cutting edge preservation
technology.
Instant cool
Making new trends instantly accessible to all Demonstrating the provenance of long-life seafood products and
improving their traceability will enable the category rebuild trust.

2014 79
New life for long life:
Positioning on future scenarios
The New life for long life opportunity platform has the potential to add value across all scenarios, but will need
to be driven by the industry actively reframing frozen and canned seafood as either offering unique health
benefits or improving the experience offered by long life products in order to create greater consumer
engagement with the category

2014 80
Laboured love

Redefining long-life seafood as a smart shortcut for busy gourmands


2014 81
Laboured love
Early indicators
The competing pressures of work and home life means
Preprepared paella, Spain
that it can be difficult for people to find the time to
cook, and as working patterns become more or less Paella in Spain is usually
standardised, time pressures are likely to continue prepared fresh at home, but this
new 1,2,3 Paella from Delfin is
increasing. targeted to consumers who need
However at the same time, food cultures around the everything ready-to-cook.
world are becoming more sophisticated with the rise in
foodie cultures and celebrations of good food.
There is therefore a real need to provide people with Nestl is taking an if you cant beat em, join
elegant shortcuts that do not compromise on quality. em approach to frozen food, encouraging
shoppers to add a fresh item like a salad or a
For the seafood industry, there is significant opportunity piece of fruit to a frozen entre
to reinvigorate frozen and canned seafood products as
Source: The Packer, Nestle promoting fresh produce
shortcuts that streamline the preparation process through frozen meal programme, 2013
while still enabling people to feel that they have created
a meal from scratch a product that feels fresher as a
result. Meal assemblies

Happy cooking project in Russia,


you order a cooking set from different
categories an easier way of
preparing a meal

2014 82
Laboured love

What might this mean for seafood in the future?


The seafood industry can lead the reframing of frozen and canned
products in the convenience market by giving these products a new role
as shortcuts in scratch cooking.
This means diversifying long-life products away from fully prepared meals
towards deconstructed menus, prepared ingredients and meal
accompaniments that require a little bit of labour.
Focusing on the meal occasion rather than just the ingredients will also
help create deeper engagement with frozen seafood products

Emerging opportunities

In the shorter term In the longer term


Produce more frozen seafood that comes with Packaging solutions that re-create the
frozen ingredients, ready to be self-assembled experience of scratch cooking from frozen
into a meal Make sustainably sourced more exotic
Proliferating the degrees of preparedness of species more accessible by offering them
frozen seafood (pre-washed, -chopped, - frozen in store and online for home delivery
measured, -parboiled, etc.)
Frozen seafood that comes with a high standard
of culinary preparation such as flame-searing

2014 83
Enhancing goodness

Using preservation technologies to lock in and maximise the benefits


of fresh
2014 84
Enhancing goodness
Early indicators
Fresh is best" has long been the mantra when it comes
Salmon Steamers
to choosing the healthiest foods. However freezing can
This convenient microwaveable
help to preserve natural goodness, an idea that is now
meal comes in three varieties. All
widely when it comes to certain foods such as frozen you do is steam two pouches
peas. together in microwave for 3
minutes
With the innovation in flash freezing technologies on
board boats, there is significant opportunity for the
seafood industry to challenge outdated perceptions of
frozen by emphasising the unique properties of the The American Frozen Food Institute and the
freezing processes that lock in the nutritional power of Frozen Food Roundtable are pooling their might
the seafood making health more accessible to all. to launch a campaign that could reach up to
Growing sustainability concerns means that over the $50 million in spending to counter the negative
next decade, the message that frozen seafood can be health perceptions of the frozen category
better than for the environment than fresh-caught (in Source: AdAge, 2013
that it can be freighted overland rather than by air) is
likely to resonate more strongly.
Frozen sushi
Yedo launches a new
paradoxical range. Indeed, if
sushi are often praised for
the freshness of the
products, they have decided
to sell it frozen

2014 85
Enhancing goodness

What might this mean for seafood in the future?


Investment in cryogenic freezing capabilities on land will increasingly
become a source of competitive advantage, as the quality that comes
with flash freezing offers a significant value add and takes pressure
off for fast and expensive distribution.
The seafood industry needs to work harder at communicating the
health and environmental benefits of freezing and be proud of the
benefits it offers for example positioning seafood products that are
frozen within hours of harvesting as having a guaranteed freshness
compared to the ambiguously labelled fresh seafood on offer.

Emerging opportunities

In the shorter term In the longer term


Developing fresh frozen product ranges with Using new freezing technologies to produce
freshness guarantees sashimi grade frozen seafood with
Frozen shellfish that produce no water when enhanced sustainability credentials
defrosted to counter perception of frozen with low Packaging solutions such as cook in the
quality bags that enable frozen seafood to be
perfectly steamed leveraging the health
benefits associated with steaming

2014 86
Instant cool

Making new trends instantly accessible to all


2014 87
Instant cool
Early indicators
The rise of food images shared on social networks such Salmon jerky
as Instagram, often with the accompanying hash tag
Wild Salmon Jerky made from USA
#foodporn, indicates the extent to which food has chum salmon. Fillets are cut,
become a social currency among young people. brined, and dried. Available in
original, teriyaki and black pepper
The sharing of images showing the latest food trends in flavours.
cosmopolitan cities like New York and Singapore is
enabling food trends to be created and spread much
more rapidly.
This means that for long-life seafood products there is In California we are seeing a proliferation of
an opportunity to update their image by becoming more seafood start-ups - were close to Silicone Valley
closely associated with the latest food trends and fads and close to the ocean. My favourite is Blue Sea
emerging from foodie hot-spots around the world Labs they are the Amazon of frozen seafood,
making those trends more accessible to people living with a fast growing consumer base.
outside the trendy hot-spots. Expert interview, Monica Jain, seafood consultant

Frozen pulled pork buns

Big City snacks create frozen


meals inspired by New York food
trends in this case a pulled
pork bun

2014 88
Instant cool

What might this mean for seafood in the future?


The seafood industry will need to become more responsive to fast-
moving food trends and fads particularly as other categories up
their game.
In the same way that fashion companies such as Zara have become
adept as reducing the time it takes to bring catwalk designs to the
high street, the seafood industry will need to optimise its supply
chains to do the same.

Emerging opportunities

In the shorter term In the longer term


More effective industry based tracking of food Explore partnerships with lifestyle brands
trends outside of the food category for example
Making frozen products more cool by creating sports or music to tie in with broader
freeze-able/long life versions of new street food trends
from foodie hotspots around the world
Making products more photo friendly by
improving the design and aesthetics of frozen
and long life products

2014 89
Market mapping for growth:
New life for long life
Higher
importance Urbanisation and the rise of women entering
the workplace in emerging markets is driving
the need for convenience, which is a
significant opportunity for frozen and canned
food although in markets like China
traditionally dominated by fresh markets. the
industry will need to work harder to
communicate the positive benefits of long-life.
In more developed markets, convenience
needs are well established, and shortcuts that
enable faster scratch cooking will become
more important in future. Here the focus of
the industry must be on overcoming out-dated
perceptions of long-life foods.
Low level of High level of
dynamism dynamism

Lower
importance
2014 90
Finding new value in old places

KEY OPPORTUNITIES As awareness of environmental challenges grows, manufacturers,


retailers and consumers are placing greater focus on the careful
Reinventing recipes management of scarce resources. No longer a sign of thrift, doing
Placing the emphasis on offcuts as ingredients, more with less is becoming a badge of pride for those who wish to
rather than as products
demonstrate their commitment to responsible living.
For the seafood industry, rising energy prices means that supply
chains will need to drive down wastage and there is significant
opportunity to create new value from by-products and offcuts
previously dismissed as waste.
Functional alchemy
Developing health enhancing nutraceuticals from For consumers, growing interest in scratch cooking is creating
seafood offcuts deeper connections with food. Just as there has been a surge of
interest in nose to tail meat eating, there is opportunity for
seafood industry to awaken consumer interest by encouraging
greater experimentation with forgotten species.
While this is likely to require investment in consumer education, it
has the potential to redefine the resource footprint of the category
Beyond seafood
Breathing new life into old traditions while reconnecting people to the food that they eat.

2014 91
Finding new value in old places:
Positioning on future scenarios
The Finding new value in old places opportunity platform has potential to add value in the scenarios where
consumer attitudes towards seafood are primarily functional. Driving commerciality here can drive the industry
to better manage limited resources in order to extract greater value from by-products that would otherwise go to
waste

2014 92
Reinventing recipes

Extracting the essence of seafood to reinvent recipes


2014 93
Reinventing recipes
Early indicators
The by-products of processing are often wasted or sold
for low value due to the difficulty associated with selling Squid ink black pudding

products made from anything classed as waste - the


Squid-ink-and-apple black pudding
negative cultural baggage that comes with it puts a twist on the traditional sausage
consumers off. but made without the pork blood

However the growing desire to reconnect with food,


coupled with new social stigmas around food wastage,
means that there is an opportunity for the seafood
industry to promote extracting value from offcuts as a Globally, around four billion metric tonnes of food per
sustainable solution. annum are produced. Yet, due to poor practices in
harvesting, storage and transportation, as well as
In order to add value for consumers, offcuts can be market and consumer wastage, it is estimated that 30-
used as ingredients that revive and reinvent traditional 50% (or 1.2-2 billion tonnes) of all food produced never
recipes associated with an earlier age when people reaches a human stomach.
were naturally more connected to their food creating a Source: Institute of Mechanical Engineers Waste Not, Want Not
seafood equivalent of nose to tail cuisine.
In addition food additives made from seafood offcuts Mussel powder
can make recipes and products in entirely different
The powder can be used to
categories healthier.
enhance the taste of seafood
dishes and sauces, and also with
poultry, meat and vegetables

2014 94
Reinventing recipes

What might this mean for seafood in the future?


Thinking in terms of recipes rather than products and educating
consumers about the different ways they can reduce waste in their
own preparations as part of a sustainable lifestyle
Communicating the environmental benefits of using offcuts in terms
of waste reduction is likely to increase consumer engagement with
the category.

Emerging opportunities

In the shorter term In the longer term


Current market examples of using offcuts are Extracting proteins and oils from offcuts that
limited to products such as fish pie mixes and can be used as additives in other food
value range trimmings. ingredients, making non-seafood recipes
This can be extended by modernising traditional healthier
recipes with seafood offcuts such as black
pudding

2014 95
Functional alchemy

Extracting the vital essence of seafood from offcuts


2014 96
Functional alchemy
Early indicators
Rising consumer interest in nutraceuticals and
Beyond Omega 3
cosmeceuticals as a concern around health prevention
and wellbeing grows means that there is potential for Supplements on the market are
going beyond Omega 3 to other
the seafood industry to extract goodness from offcuts marine benefits such as
for use in functional products that fall outside of the antioxidants
traditional seafood category.
The nutraceuticals and cosmeceuticals market has
seen rapid growth over the last decade and there is
growing R&D investment in these industries. One of the fastest growing industries in the world is the
nutritional supplement group, or more broadly known as
However the risk is that other industries for example Vitamins, Minerals and Supplements, or VMS.
FMCG companies producing supplements and Producing about $32 billion in revenue for just
cosmetics - claim the value that can be derived from nutritional supplements alone in 2012, it is projected to
seafood and marine processing rather than the seafood double that by topping $60 billion in 2021
industry. Source: Nutritional Business Journal

Krill partnerships
Avoca and Olympic Seafood have
formed a joint venture to produce krill
oil, allowing for a guaranteed supply.
The new venture, called Rimfrost,
combines Olympic Seafoods
production of raw krill material with
Avocas extraction technology

2014 97
Functional alchemy

What might this mean for seafood in the future?


Moving the seafood industry away from a simple catch, pack and
ship value-added approach to using fish components for food,
health and industrial applications
Developing partnerships in the nutraceuticals, cosmeceuticals and
pharmaceutical industries

Emerging opportunities

In the shorter term In the longer term


Supplying pharmaceutical companies with Development of products that help the body
offcuts for nutraceuticals and dietary attain optimal health to keep it clean and
supplements respond to modern day problems such as
Functional foods and beverages enhanced with stress or tiredness
seafood derived micronutrients Explore opportunities for nutraceuticals
containing seafood/marine extracts targeted
at young people

2014 98
Beyond seafood

Unlocking the power of seafood by pairing with marine and land


superfoods
2014 99
Beyond seafood
Early indicators
New research and growing investment in marine
biotechnology is fuelling interest in marine ingredients Seeded seafood
such as seaweed that have previously been considered Alaska pollock fillets coated
with pumpkin seeded crumbs.
niche and artisanal. Pumpkin seeds provide
As marine biotechnology makes progress in unlocking magnesium, zinc and plant-
based omega-3s.
the benefits of seaweed, there is potential for the
seafood industry to heighten the nutritional advantage
of seafood by pairing it with marine ingredients.
The global marine biotech market to grow at a CAGR of
In addition as consumers continue to seek out 3.82% over the period 2012-2016. One of the key
superfoods with dietary benefits, there is an factors contributing to this market growth is the
opportunity to replace traditional accompaniments of increase in the demand for natural products. However,
processed seafood such as breadcrumbs with high R&D costs could pose a challenge to the growth of
superfood substitutes such as seeds with high omega-3 this market.
content. Source: PR Newswire
Pairings between seafood and marine/land superfoods
will help consumers to increase their micronutrient
Seaweed snacks
intake while leveraging the popularity of foods like goji
Seaweed increasing
berries and chia seeds to update the health image of labelled as a superfood is
seafood. being bought to Western
markets as chips

2014 100
Beyond seafood

What might this mean for seafood in the future?


As consumers become more conscious of the nutritional properties
of marine ingredients such as algae, there is potential that these
products will compete with seafood meaning that the seafood
industry needs to pre-emptively take advantage of its natural
association with non-animal marine ingredients

Emerging opportunities

In the shorter term In the longer term


Deepen the connection with health by fortifying Producing algae for nutraceutical and
seafood with other healthy ingredients for cosmeceuticals companies commercially.
example substituting breadcrumbs with seeds.
Production of marine ingredients such as
seaweed.

2014 101
Market mapping for growth:
Finding new value in old places
Higher
importance Food waste is a growing issue in many regions
of the world, and in many markets the
problem originates in both the supply chain
and in consumers homes. The seafood
industry therefore can play a leading role in
reducing waste across the supply chain.
In emerging markets, making responsible
choices is less of a consumer priority as other
issues are often more pressing.
In developed markets, reducing food waste in
the home will become imperative, with
squeezed incomes forcing renewed attention
on the issue.

Low level of High level of


dynamism dynamism

Lower
102
2014
importance
Modular mealtimes

KEY OPPORTUNITIES Smaller households and new household types are creating new
needs for meal preparation, such as male single person
Portable seafood households where men are on average less engaged with cooking
Diversifying out-of-home and portable solutions by and preparing traditional complete meals.
blurring meal and snack formats
In addition flexible working patterns are breaking up routines and
traditional meal times, creating more opportunities for different
eating behaviours both in and out of the home. Snacking is starting
to take on some of the functional responsibilities and emotional
roles previously reserved for main meals, raising the bar for the
Clean experiences needs the seafood industry must meet.
Creating high engagement with seafood through
no contact preparation This is creating an opportunity for seafood to bridge the gap
opening between meals and snacks, in-home and out of home.
Bringing into the home experiences usually reserved for restaurant
occasions will enable consumers enliven everyday eating. However
in order to be successful, the seafood industry must continue to
reduce the barriers to seafood - particularly preparation.
Local customisation
Providing universal building blocks for customising
to local tastes

2014 103
Modular mealtimes:
Positioning on future scenarios
The Modular mealtimes opportunity platform has potential to add value across the scenarios by adapting
seafood products to changing food cultures globally and the evolving ways in which people eat. It has particular
potential in the scenario where consumer attitudes towards seafood are more experiential by ensuring that
experiences are both relevant and accessible to consumers

2014 104
Portable seafood

Diversifying out-of-home and portable solutions by blurring meal and


snack formats
2014 105
Portable seafood
Early indicators
Consumers are increasingly fitting eating and drinking
Double Dippers
around their work and leisure activities. Meals are
becoming lighter or consist of snacks and not This innovative snack product
presents king prawns, sweet
necessary consumed seated, while families are chili sauce and prawn
increasingly eating separately rather than together. crackers separately in a three-
Leading the trend are younger, urban consumer groups. compartment tray.

Limited-service restaurants (this includes fast-food and


fast-casual restaurants) will remain a key driving force
in the long-term movement towards eating out, Sweet and savory snacks and snack bars have
expanding offerings into breakfast and dinner. continued to grow strongly, despite the negative
impact of the recession; sweet and savory snacks
As a result there is an opportunity for the seafood are forecast to grow in value to $135 billion globally
industry to diversify its out of home options by blurring by 2017 (vs. $114 billion in 2012).
between meals and snacks creating meals that are Source: Euromonitor International
lighter and snacks that are more substantial.
Packaging you can eat
Wikicells edible packaging encloses
food or drinks in ways similar to how
nature protects a coconut or an
orange. Their Wiki Ice Cream can be
held in your hand, eaten like an apple
or poked with a straw and drunk like a
shake.

2014 106
Portable seafood

What might this mean for seafood in the future?


The need to create alternatives to fast foods and snacks that are
better for you, serving health and value-conscious consumers.
Functional packaging that preserves/chills the product enabling it
to be consumed on impulse without having to be placed back in
the fridge.
Supply fast casual foodservice with a greater variety of breakfast
items that are well matched with morning drinks (e.g. coffee, tea).

Emerging opportunities

In the shorter term In the longer term


- Snack foods that incorporate flavors, Innovation in packaging that enable the
ingredients, and sensations associated with product to be easily carried and chilled
mealtime foods/dishes throughout the day

- Casual, light meals that can be consumed at Deeper exploration of the possibility for on
any time of the day the go defrosting

2014 107
Clean experiences

Creating high engagement with seafood through no contact


preparation
2014 108
Clean experiences
Early indicators
Within the evolution of the mealtime there will be a
Coffret Plateau de Fruits de Mer
place for sit-down meals; eating together with friends
and family is a globally-shared pastime. As eating habits Fresh cooked shellfish to
allow people to create
become more flexible and informal, such occasions are shellfish platters at home
all the more heightened as experiences to be savored
and shared.
When people eat at home together, there is an
opportunity for the seafood industry to make this a
more social and memorable experience by focusing on
As many as 55% of people worldwide still cook a
solutions that can be shared, or that re-create high end
meal entirely from raw ingredients on a regular
or crafted experiences typically associated with
basis (i.e. at least once a week), while 38% do
restaurants.
so using some pre-prepared ingredients.
The paradox for seafood is that while this presents as
Source: Euromonitor International
opportunity to create higher engagement with the
category, it must overcome the barriers to consumption
by using packaging in a way that requires low physical
engagement with the actual product. Self-cooking eggs

The eggs sits inside the


gogol mogol and when the
brown tab is pulled
chemicals inside react and
cook it in two minutes

2014 109
Clean experiences

What might this mean for seafood in the future?


Need to continue removing the barriers to seafood consumption
(handling, preparation) through solutions that require minimal
contact with the raw product
Focusing on formats that can be easily shared at the table and that
recreate the experience of dining out
Creating restaurant quality pre-cooked meals that can be delivered
piping hot into the home

Emerging opportunities

In the shorter term In the longer term


Pre-cooked products that are assembled as kits, Heat sensitive packaging that cooks/heats
allowing for easy assembly at home, or fish pre- the product to perfection without the
prepared as fillets or portions, for easy cooking consumer having to do anything
Boil in the bag solutions that contain whole
meals
Packaging that displays the product in an
aesthetically pleasing way so it can be served at
the table still in its packaging

2014 110
Local customisation

Providing universal building blocks that can be easily customised to


local tastes
2014 111
Local customisation
Early indicators
The flow of ideas, information, products and services
Iglo Crunch N Fish
around the globe is growing in complexity; as a result
people from a wide variety of countries influence, and For the German market, Iglo have
taken sablefish is processed with a
are influenced by, an increasingly diverse array of coating made from fried potatoes
sources. resembling potato fritters, a popular
dish in Germany.
Factors such as cultural norms and religious beliefs will
play a significant role in informing food choice in
emerging markets, and these elements of local custom
and comfort will lead to the diversification of diets In 2014 56% of consumers globally say they
globally. increasingly expect products to be customised
to suit their personal needs, up from 52% in
This means that global brands will increasingly need to
2010
customise their product offerings to local tastes. This is
opening an opportunity for the seafood industry to help Source: The Futures Company, Global MONITOR
brands tailor their offerings by providing a seafood
base that can be easily and quickly customised with
other ingredients and sauces into any number of local Ready to enjoy
recipes, reflecting local cultures and tastes.
This ready to eat meal features high
quality Roasted Sweet Chilli Salmon
fillet with a Tomato and Chilli Chutney
all in one pack

2014 112
Local customisation

What might this mean for seafood in the future?


Communicating the provenance of the seafood base as a trusted,
high quality product that local suppliers can then easily customise
with local ingredients
Facilitating greater experimentation with new types of foods, cuisines
and flavours will help position seafood as an aspirational choice.

Emerging opportunities

In the shorter term In the longer term


Modular products that come with a quality, Exploring the food cultures of emerging
consistent seafood base with separate packets markets that are underrepresented by global
of local ingredients e.g. creating an Irish base brands
with French accompaniments Seafood products that enable consumers to
Products that come ready prepared using travel without leaving home e.g. that bring
ingredients that speak to a local tradition Indonesian cuisine to European markets,
Products which put a local twist on a seafood without the air-miles
base

2014 113
Market mapping for growth:
Modular mealtimes
Higher
importance Meal occasions are becoming more
fragmented globally, with eating on the
move and snacking expanding in markets
such as the US, UK and Ireland. This
represents a significant untapped
opportunity for the seafood category,
particularly in providing lighter and portable
options for fast casual foodservice.
Expectations for customisation are growing
particularly fast in emerging markets, and
so there is significant opportunity to provide
culturally relevant products in markets like
China.

Low level of High level of


dynamism dynamism

Lower
importance
2014 114
Context: Perspectives on the future of
packaging and retail

2014 115
The Opportunity Platforms will be influenced by developments in
retail and packaging

While scenarios give a


sense of change and
platforms indicate
opportunities, there
are other contexts to
be considered.
The final section
provides a brief
context on recent
developments in the
future of retail and
packaging.

2014 116
Packaging perspective

2014 117
Packaging perspective

Seafood packaging plays an important role in


reducing the barriers to seafood consumption.
Fundamentally, functionality is key. Packaging
that solves a problem and makes life easier wins
consumer loyalty. But to win, functional needs to
be visually stunning too - design wow is
expected is increasingly expected as part of the
brand experience.
Increasingly, packaging has to work even harder
to cut through competition across all FMCG
categories including seafood, particularly
because other FMCG companies are raising their
game when it comes to packaging.
The next section take a brief look at trends
around four functions of packaging: protection,
communication, convenience and minimising
impact.

2014 118
Protection and Communication:
Packaging perspectives

Protection Communication
Preserving freshness is a key driver in seafood packaging On-pack information, in addition to graphics, helps strengthen
innovation and new types of packaging that enable longer the emotional connection between consumers and seafood; in
shelf-life while keeping products looking clean and fresh are addition to reinforcing positive food values and lifestyle cues,
being released onto the market. For fresh seafood, solutions through on-pack provenance, recipes or ingredient stories.
that protect products sold at fresh fish counters and reduce New technologies such as QR codes and augmented realities
risk of leakage will help overcome barriers to fish are being used to embed digital information and video onto
consumption. the physical packaging.
Bring fresh back home, UK
Augmented reality, UK
London design agency Postler
Ferguson created a fresh fish pack Heinz have trialled augmented reality
concept intended for use at fresh fish labelling so that when scanned with a
counters. Constructed from a double mobile, the label comes to life as an
layered polyethylene, they are airtight, interactive recipe book with videos
resealable and can be filled with ice showing how to prepare meals
for transport to keep fish fresh.

Enhanced preservation, Japan


Fun usage indicator, UK
The Ultra-Freshness Preservation
Freezing System launched by Mutsumi Buddy Mulled wine comes with rings
Chemical Co in Japan uses an innovative around the bottle that indicate not only
alternating current freezing method to how much you have consumed, but do this
rapidly cool the product without in an entertaining way in terms of how
oxidization. The unique package design drunk you will be after each mark.
that includes an electro conductive bag,
preserves food taste and texture.

2014 119
Protection and Communication:
Packaging perspectives

Convenience Reducing impact


Convenience features such as easy opening, reclosability, There is a growing realisation that packaging innovation is
portability and one-handed use continue to drive food- crucial to delivering sustainability for the food and beverage
packaging innovation for a range of processed seafood. For sector, and it now forms a key part of many companies'
seafood, minimising the physical contact with the product and corporate social responsibility programmes. Packaging that
cooking simultaneously with other ingredients are emerging reduces waste and made from more sustainable materials
as dominant themes. can ensure the industry keeps up.

No hassle BBQ grilling, UK


Edible packaging, Brazil
Sira-Cook Supreme bags are foil
Bobs burger chain experimented with
bags capable of withstanding
edible packaging to entertain
significant direct heat, allowing for
customers, remove the need for an
its use on a barbecue as well as in
extra disposal stage, and raise
an oven. The food will be tender,
awareness around packaging waste.
retain all the juices and flavours,
and could be sold over the counter
in the pack
Dual cooking, Sweden Biodegradable natural packaging, UK
Shieltronics microwave-shielding Scientists at Nofima are participating
technology makes it possible to control in a major EU-financed project in
the intensity of microwaves in a which active packaging based on
microwave oven so that foods requiring raw materials from shrimp shell
less microwave energy than others can improves and conserves food
all be prepared in one convenient products and after use the packaging
cooking cycle lasting four to six minutes biodegrades

2014 120
Retail perspective

2014 121
The shopper journey is becoming increasingly
complex
The retail environment has become more The purchase funnel
complicated as a result of the changing shopper
journey.
Understanding shoppers used to be simple. They
were understood as people who did things in a Awareness Familiarity Consideration Purchase Loyalty
linear way, progressing in a beeline from
awareness through to purchase. Prospects would
be ushered along a purchase funnel, arriving
along the journey at one or more moments of
truth that led to purchase.
The purchase funnel has become a purchase
fish, a complex world of feedback involving
research, multi- channel contact with the seller
and eventual purchase, as well as the testing of
opinion with an ever-larger group of other
consumers.
For seafood retailers this is creating an
imperative to re-engage shoppers at every point
of the shopper journey.

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Re-engaging shoppers

Retail theatre in-store Omni-channel seafood Everywhere commerce

As more shoppers buy online, retailers The seafood sales have been slow to Mobile commerce means shoppers
are increasingly introducing initiatives move online. However more retailers increasingly expect to be able to buy
to make their brick and mortar stores are moving into this space. products at a time and place that is
destinations in their own right. convenient to them.
For example internet commerce has
For example, Carrefour has opened
proven popular in China, where traffic Responding to this expectation, a
sushi stations in some of its larger
jams make travel arduous in sprawling Barcelona-based fish shop, Ricard
stores in France, where they prepare
cities like Beijing. As a result Chinese Peixaderia, has installed a vending
sushi every day on the shop floor,
seafood company Seabridge has machine to sell fresh fish around the
guaranteeing freshness.
switched from traditional retailers to clock. It has been found to be a
There are signs that discount retailers online stores like Taobao. convenient solution, especially for
such as Lidl, who have traditionally younger consumers who do not like to
neglected the fresh fish offer, will be In the US, ILoveBlueSea, positioned as enter into traditional fish shops.
introducing fish counters in an attempt the Amazon of seafood, provides a
to deepen shopper engagement in- long tail of exotic frozen seafood
store. delivered direct to customers homes.

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Thank you
Joe Ballantyne, Associate Director
(joe.ballantyne@thefuturescompany.com)