The 103 page report says that marketers in the Fish & Seafood market in Italy face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is to know 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.
-Private Label products have a much larger share (over a third) of the Raw Fish market in Italy than in preserved fish categories. Penetration into the Ambient and Frozen Fish markets is particularly shallow at less than 10%. There is no significant national brand presence in Raw Fish and only a few in the Preserved categories, therefore there is still potential for Private Label to grow. Marketers of national brands need to ensure that they differentiate their products sufficiently to avoid becoming a target for Private Label competition.
-The Raw Packaged Fish - Whole Cuts and Fresh Fish & Seafood (Counter) categories together make up half of the Fish & Seafood market in Italy; these categories are also the highest price per kilo. This indicates that, although preserved and processed fish is cheaper and more convenient, Italians prefer fresh whole fish. Marketers in the preserved and processed Fish categories need to focus on what influences consumption of their products to improve these markets.
-Consumption of Fish & Seafood in Italy is most influenced by Better Value for Money. Marketers need to act on this key driver if they want their campaigns to be effective.