fish trade and consumer trends in...
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FISH TRADE AND CONSUMER TRENDS IN EUROPE
Ekaterina Tribilustova
Eurofish International Organisation
“Aquaculture – the way forward”
29 September 2016, Vilnius, Lithuania
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EUROPEAN TRADE OF FISHERIES PRODUCTS (2015)
Extra-EU import – EUR 22.3 billion
Extra-EU export – EUR 4.5 billion
Intra-EU export – EUR 22.6 billion
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EU TRADE FLOW OF FISHERIES PRODUCTS
Source: EUMOFA, 2016
The trade flow (2015)
- Total trade of EUR 49,4 billion and
13.8 million tonnes,
- The overall growth in 2015-2015:
+61% in value and 11% in
volume;
- Trade development in 2005-2015:
Extra-EU imports
Extra-EU exports
Intra-EU exports
Value +57% +79% +63%
Volume +5% -4% +26%0
5
10
15
20
25
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
EUR
, bill
ion
s
Extra-EU import Extra-EU export Intra-EU export
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BALTIC COUNTRIES IN THE EU TRADE OF FISHERIES PRODUCTS (2015)
The EU trade flow –
EUR 49.4 billion
Lithuania – EUR 598 million
61% of the Baltic countries trade flow
1.2% of the total EU trade flow
Baltic countries in the EU
EUR 986 million
2% of the EU trade flow
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BALTIC COUNTIRES TRADE FLOW OF FISHERIES PRODUCTS
0
100
200
300
400
500
600
700
800
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
EUR
, mill
ion
s
Baltic countries (value)
Extra-EU import Extra-EU export Intra-EU export
Source: EUMOFA, 2016
- In 2005-2015, the value of Intra-EU
exports from the Baltic countries
increased tripled reaching EUR 690
million, while the volume grew 65% to
205 000 tonnes.
- The value of Extra-EU imports grew 45%
to EUR 168 million, whereas the volume
decreased 4% to 71 550 tonnes.
- The value of Extra-EU export went
down 7% to EUR 127 million, as well as
the volume dropped 40% to 133 600
tonnes.
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EUROPEAN EXTRA-EU IMPORTS
Extra-EU imports by commodity groups in value (2015)
2015; 5.8 million tonnes, -3% to
2014
2015; EUR 22billion, +6% to
2014
0
5
10
15
20
25
5,100
5,200
5,300
5,400
5,500
5,600
5,700
5,800
5,900
6,000
6,100
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
EUR
, bill
ion
ton
nes
, mill
ion
Volume Value
21%
20%
19%
12%
6%
4%
3%3%
12%
Crustaceans SalmonidsGroundfish Tuna and tuna-like speciesCephalopods BivalvesSmall pelagics Freshwater fishOtherSource: EUMOFA, 2016
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BALTIC COUNTRIES - EXTRA-EU IMPORTS
0
20
40
60
80
100
120
140
160
180
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
EUR
, mill
ion
s
Estonia Latvia Lithuania
- In 2005-2015, the overall value of Extra-EU
imports by the Baltic countries grew 45% to
EUR 168 million;
- Lithuania had a 73% share with EUR 124
million in 2015, increasing from EUR 77 million
in 2005.
29%
16%
16%
9%
10%
4%
16%2015
Groundfish Miscellaneous aquatic products
Small pelagics Salmonids
Freshwater fish Crustaceans
Other
Source: EUMOFA, 2016
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LITHUANIA (IMPORTS FROM EXTRA-EU OF SELECTED COMMODITY GROUPS IN 2015)
Norway - EUR 27.4 million
Russia – EUR 10 million
China – 2.9 million
Norway – EUR 16.3 million
Iceland – EUR 3 million
Faroe Islands –EUR 1.3 million
Kazakhstan – EUR 8 million
Russia – EUR 4 million
Vietnam – EUR 1 million
Groundfish EUR 46 million
Small pelagics EUR 21 million
Freshwater fish
EUR 15 million
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EXTRA-EU EXPORTS
Extra-EU exports by main commodity groups by
value (2015)
2015; 1.9 million tonnes, -14% to 2014
2015; EUR 4.5 billion, +1% to
2014
0
1
2
3
4
5
6
0
500
1,000
1,500
2,000
2,500
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
EUR
, Bill
ion
s
ton
nes
, mill
ion
s
Volume Value
17%
15%
13%
12%
8%
7%
3%
3%1%
21%
Small pelagics SalmonidsNon-food use Tuna and tuna-like speciesCrustaceans GroundfishBivalves CephalopodsFreshwater fish OtherSource: EUMOFA, 2016
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BALTIC COUNTRIES – EXTRA-EU EXPORTS
- In 2005-2015, the overall value of Extra-EU
exports from the Baltic countries decreased
7% to EUR 127 million;
- Lithuania had a 21% share with EUR 26.5
million in 2015, decreasing from EUR 32
million (23% share) in 2005. Estonia and
Latvia had 47% and 32% shares
respectively.
0
20
40
60
80
100
120
140
160
180
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
EUR
, mill
ion
s
Estonia Latvia Lithuania
Small pelagics
51%
Salmonids11%
Crustaceans10%
Freshwater fish 8%
Other 20%
2015
Source: EUMOFA, 2016
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LITHUANIA (EXPORT OF SELECTED COMMODITY GROUPS TO EXTRA-EU IN 2015)
Belarus – EUR 2.7 million
Ukraine – EUR 2.5 million
Russia – EUR 1 million
Ukraine – EUR 1.9 million
Belarus – EUR 1.4 million
Russia – EUR 1 million
Belarus – EUR 3.3 million
Vietnam - EUR 0.5 million
Bosnia & Herzegovina – EUR 0.2 million
Miscellaneous
aquatic
products
EUR 8 million
Small pelagics
EUR 6 million
Salmonids EUR 4.5 million
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INTRA-EU EXPORTS
Intra-EU exports by commodity groups in value (2015)
2015: 6 million tonnes, +3% to
2014
2015: EUR 22.6 billion, +8% to
2014
0
5
10
15
20
25
0
1
2
3
4
5
6
7
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
EUR
, bill
ion
s
Ton
nes
, mill
ion
s
Volume Value
31%
14%
14%
8%
7%
5%
4%
3%
14%
Salmonids Groundfish
Crustaceans Small pelagics
Tuna and tuna-like species Bivalves
Cephalopods Freshwater fish
OtherSource: EUMOFA, 2016
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BALTIC COUNTRIES INTRA-EU EXPORT
0
100
200
300
400
500
600
700
800
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
EUR
, Mill
ion
s
Estonia Latvia Lithuania
2015: EUR 341 million
0
50
100
150
200
250
300
350
400
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
EUR
, mill
ion
sSalmonids Groundfish
Miscellanious aquatic products Freshwater fish products
Small pelagics Other aquatic products
Source: EUMOFA, 2016
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LITHUANIA – INTRA-EU EXPORTS
0 100 200 300 400 500
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
EUR, millions
EU export markets for Lithuania
Germany Italy Belgium Latvia UK Estonia Poland Denmark Other
Germany 37%
Italy12%
Belgium12%
Latvia 6%
UK5%
Estonia5%
Poland4%
Denmark4%
Other 15%
2015
Source: EUMOFA, 2016
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LITHUANIA – INTRA-EU EXPORTS
2015; EUR 234 million
0
50
100
150
200
250
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
EUR
, mill
ion
s
Salmonids Miscellanious aquatic products Groundfish Small pelagics Freshwater fish Other
Source: EUMOFA, 2016
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LITHUANIA (EXPORT TO INTRA-EU OF SELECTED COMMODITY GROUPS IN 2015)
Germany – EUR 113 million
Italy - EUR 43.7 million
Belgium – EUR 41 million
Germany – EUR 22.6 million
UK – EUR 8 million
Denmark – EUR 7.6 million
Germany - EUR 12.8 million
Estonia – EUR 6.2 million
Latvia – EUR 5.3 million
Salmonids –
EUR 234 million
Groundfish –EUR 70 million
Small pelagics -
EUR 33 million
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LITHUANIAN EXPORTS OF FRESHWATER FISH
2015; EUR 1.7 million
2015; EUR 1.6 million
0
500
1,000
1,500
2,000
2,500
3,000
2015 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
EUR
, th
ou
san
ds
Lithuanian Intra-EU export of carp and trout
Carp Trout
42%
58%
TROUT (2015)
Estonia Latvia
28%
70%
2%
CARP (2015)
Latvia Poland Other
Source: EUMOFA, 2016
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GLOBAL CONSUMER TRENDS - 2016
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GREENER AND HEALTHIER FOOD
• Greener food, “eco” is the new reality;
• Higher consumer demand for natural and “lessprocessed” food;
• Local and seasonal food – ”Km zero”;
• Growing popularity of the plant-based diets, inparticular, Mediterranean diet due to the rise ofMediterranean-inspired products in the retail,menu-options in the Ho-Re-Ca sector, and itsattractiveness compared to restrictive fat diets.
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CHANGE MAKERS
• Consumers focus on creating alifestyle rather than products alone;
• Sustainability evolves from beinggood to a necessary part of theproduct development;
• Food waste - creative ways ofsupporting sustainable produce andconsumption
Source: Wefood
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BUYING TIME
• Online shipping, apps and deliveryservices are transforming consumeraccess to deals, niche offering andcomplete meals;
• Innovations encourage consumers tothink outside traditional physicalretailers;
• The delivery revolution in the foodservice and Ho-Re-Ca sector – orderand pay apps and third party onlineorders.
Source: Skagenfood
Source: Greenlandfood
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OVER-CONNECTED CONSUMERS
• Almost 79% of the EU population areestimated as internet users (per November2015, Eurostat);
• 50% used internet away from home or workusing mobile phone networks or wirelessconnection;
• Several researches show that moreconsumers will use technology to improvetheir diet in 2016, tracking their food intake oractivities with smartphone apps.
• Digital breaks?
Credit: FishAlerts!
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FREE THINKING CONSUMERS
• Consumers are searching forinnovative routes to product valueand uniqueness;
• Higher consumer spending onproducts which inspire them, yet,significant discounts are expected;
• The market share of discounters inthe EU keeps strong, although thegrowth is slowing down because ofhigher consumer focus on varietyand premium qualities of products.
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CHALLENGING MATURE LIFESTYLE
• Growing consumer segment -senior consumers (65+) focused onhealth, quality and wellbeing;
• The share of senior population inthe EU-28 is projected to increasefrom 18.5% in 2014 to 28.7% by 2080(additional 55.2 million seniorpersons, Eurostat),
• High/highest fish consumption bythis consumer group on many EUmarkets.
Source: Eurofish – Fish Day in Copenhagen
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Thank you for your attention!