reLAKSation 9.
Fast Seafood: McDonalds in Germany is using a top stand-up comedian on TV to advertise a special fish promotion. According to the editorial in the latest issue of Seafood International; sales of McDonald hamburger meals have fallen due to the on-going crisis in the meat industry. It is not just McDonalds, who are suffering, sales of meat have declined throughout Germany.
The editorial in Seafood International concentrates on the issue of whether retailers of other proteins, such as fish, should promote themselves at the expense of the suffering of the meat industry. They suggest that it possible to promote fish without knocking the meat trade and that it should not be left to McDonalds to do so.
However, the fact that McDonalds is using a comedian to promote fish raises a much wider issue. This is the popularity of fish and seafood amongst the younger consumers who are more likely to be McDonalds main customer base.
Research in the UK has shown that consumption of fresh fish is not spread evenly across the population. Work from Seafish indicates that young consumers, such as those that frequent McDonalds, eat little fish, whilst the bulk of fish is eaten by older age groups. The split is as follows:
Age Group-- Percentage.
16-27----------- 5.7%
28-44 ---------28.4%
45-54 ---------34.4%
55- -------------31.0%
What is clear is that the youngest age group, those under 27, eat little fresh fish as compared to the others. The majority of fish is eaten by those aged 45 and over. Similar findings were made in Norway.
The interpretation of this research is that the older consumer has both more time and more disposable income to spend on fresh fish. These consumers are thought to have families who have grown up and left home and therefore are more likely to buy fresh fish. Their suggestion is that consumers, who have never previously bought fresh fish, will suddenly do so when they reach the age of 45 and above and thus the older consumer is the real target audience for fish promotions. However, this suggestion seems highly improbable. Why would consumers who have never eaten fresh fish become fish consumers almost overnight?
A much better explanation is that the older consumer grew up a time when fresh fish consumption was much more commonplace. This was at a time before the rise of the multiple retailer, when the choice of meal option was limited. The High Street shopping experience was restricted to local butchers, bakers, grocers, fishmongers and greengrocers. By comparison, young consumers were raised when food shopping was dominated by the multiple supermarket chains, all of whom offer a huge choice of both raw ingredients and ready made meals. The new shopping experience is one of convenience and speed. Fresh fish consumption has become less important for the young consumer who can be deterred by the smell and appearance, especially of whole fish. The young consumer is therefore unlikely even to visit the fresh fish counter, let alone consider fresh fish as a meal option.
The key question is will such consumers, who have grown up with convenience food, suddenly turn to fresh fish when they reach the age of 45? The answer is no
The danger for the fish industry is that unless fish can be presented in ways to attract these young consumers, fish consumption might well suffer. As the current older generations pass on, they are unlikely to be replaced by the next. Fresh fish could well disappear from the national diet.
The message from McDonalds is however one of hope. If the young consumers can be turned onto to fish consumption through association with their favourite meals, then we should all welcome McDonalds initiatives.
McDonalds are currently promoting a combined fish burger meal, including soft drink and seafood boxes filled with coated shrimp and squid rings, both at E 4.10. This is traditional wild caught seafood. However, the challenge for the aquaculture industry will be to persuade the fast food chains to include farm raised fish in their menu and the consumer to buy it.
Enjoy: Birds Eye, the leading frozen food manufacturer has just launched a new range of ready meal dishes under the 'Enjoy' label. This is a heavily promoted range, which is distinguished by the provision of its own separate freezer cabinet to some of the major retailers.
The range is diverse and includes such dishes as bucahni cabonara, fettucine bolognase, chicken breast with broccoli, chicken breast with sun dried tomato and black olives, Thai chicken rice and accompaniments such as cream mash, potato and leeks and Mediterranean seared vegetables. Of more interest is one fish dish, Atlantic salmon with whole leaf spinach in a creamy parmesan and cheddar cheese sauce, which comes with a recommendation to serve with pasta.
Why this range of dishes and especially the salmon recipe merits mention is that 'Enjoy' is supported by a major TV advertising campaign, which consists of at least three different adverts, one of which features the salmon dish.
The advert is very modern and funky and difficult to describe. However, it seems that even if the consumer was not attracted to what is quite an expensive recipe meal, the adverts might stimulate the idea that salmon itself is a possible meal option.
Traditionally, salmon promotions have tended to focus on national identity, yet research has shown that country of origin is one of the least important buying factors for the consumer. There have been salmon promotions, which have veered away from this traditional image. The TV advert, which accompanied the recent EU generic campaign, was also modern, but appeared to focus on the meal occasion rather than the food. What makes 'Enjoy' different is the fact that it is the salmon, which is the real focus of the advert.
If the salmon industry is to attract new consumers away from other protein sources, then it is essential that it starts to adopt a similar approach, even if it is not TV based. This must represent the future of the salmon industry.
Foot and Mouth: The recent outbreak of Foot and Mouth Disease has increased concern about supplies of meat. Consumers are therefore looking to alternative proteins for their meal options. Salmon is an obvious choice due to its widespread availability and low price. Sales of fish have reportedly risen by 40% in the UK. Yet, as consumers turn to salmon and other fish, the question is posed as to whether seafood producers should try to capitalise on the meat industry's misfortunes. Ragnar Kaland of Aalesundfisk, interviewed by FIS, reckons that the seafood industry is behaving too cautiously, a claim refuted by NSEC.
Of course the seafood industry does not have to use the Foot and Mouth crisis to highlight the benefits of fish consumption. Consumer concerns, as well as reduced availability, will encourage customers to look at other proteins such as fish regardless of any promotions. However, the real challenge will be to retain these customers as consumers of seafood once the crisis has passed. It will not be sufficient to simply extol the benefits of seafood consumption, but rather to make seafood more attractive than meat and other proteins, by ensuring that the seafood is made available in the forms, which are most attractive to consumers.