Marketers in the Fish & Seafood market face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Fish & Seafood market they account for and which consumer trends drive their behavior.
What is the current market landscape and what is changing?
As an emerging economy, Brazilian consumers are being affected by new consumer behaviors and are developing new consumption habits in many CPG categories, including Fish & Seafood. Being able to capitalize early on the new emerging consumer behaviors will be fundamental to future growth, which makes early identification of the consumer groups and trends driving market behavior essential.
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What are the key drivers behind recent market changes?
Consumers' uptake of products and the influence of consumer trends are fundamental causes of change in markets - making knowing what these trends are and the extent of their influence crucial.The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of sales across 26 consumer groups - providing through the data a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.
What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.
Private label penetration is particularly high in the Raw Packaged Fish & Seafood categories, processed pieces and whole cuts, with over half of the volume of products distributed being private label. Brands in other Fish & Seafood categories, where private label penetration ranges between 10% and 20%, are expected to come under increasing pressure from retailers as they attempt to replicate their success in Raw Packaged Fish & Seafood.
The three largest product categories by value, Fresh Fish & Seafood (counter), Raw Packaged Fish & Seafood - processed pieces and Raw Packaged Fish & Seafood - whole cuts, each have a market share of approximately 25%.
Not only do a large proportion of Brazilian consumers, in certain categories at least, highlight that specific consumer trends have an influence on their consumption, this translates into a significant proportion of actual value being directly influenced as well. Consumer are therefore acting on these trends enough to ensure that targeting them, in the right categories, is essential to success. Some of the key trends to target are Changing Age Structures and Individualism.
Consumer survey data for the following specific categories: the Ambient Fish & Seafood, Chilled Raw Packaged Fish & Seafood-Processed, Dried Fish & Seafood, Fresh Fish & Seafood (Counter) and Frozen Fish & Seafood markets.
Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.
Volume shares in 2011 for brands and private label sales tracked by the survey.
Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.
Reasons to Purchase
Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets
Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the "size of the prize" when targeting these consumer trends in each category covered.
Companies Mentioned in this Report: Cia Zaffari, A. Angeloni, Carrefour, SHV Makro, DMA Distribuidora, Wal-Mart, Companhia Brasileira de Distribuicao, G.Barbosa, Prezunic, Irmaos Bretas, Coop Cooperativa de Consumo, G.Barbosa, Carrefour, Prezunic, SHV Makro, Companhia Brasileira de Distribuicao, Cia Zaffari, Irmaos Bretas, Lojas Americanas, Walmart
Canadean Consulting provides specialist support on commercial, strategic and marketing issues to the international beverage, packaging and liquid food industries. Significant investment has transformed all Canadean's beverage databases into interactive market analysis tools, geared to clients' annual and strategic business planning cycles. View more research from Canadean at http://www.fastmr.com/
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