promotional activities on aquaculture products in france marie christine monfort ekaterina...
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Promotional activities on aquaculture products in France
Marie Christine MonfortEkaterina Tribilustova
6-7 June 2013Zadar, Croatia
Structure of the presentation
• French market at a glance • Consumer tendencies• Farmed fish on the French market • Promotion of farmed fish: the French
Interprofessional Committee for Aquaculture Products
France Seafood Productionin tonnes (source Fishstat)
Highlights of the market
• Large market (65 million inhabitants with 35 kg per capita consumption),
• Small production of wild fish,
• Limited domestic aquaculture,
• Slow growth,
• Large diversification in terms of sold species
Highlights of the market
• Rather open to freshwater and farmed seafood,
• More sophisticated,
• More information,
Structure of the market
ImportsEUR 3.9 billion
Retail EUR 5 to 7 billion
CateringEUR 1.5 to 2.2 billion
Exports EUR 1.3 billionDomestic landings
EUR 1.5 billion
Seafood processing industry EUR 2.9 billion
Source: Monfort, M.C., 2011
France is an important market for farmed seafood
0%
5%
10%
15%
20%
25%
30%
35%
40%
Hunga
ry
Belgium
Franc
e
Mal
ta
Italy
Sweden
Spain
Greec
e EU
Finlan
d
Germ
any
Poland
Slovak
ia
Bulgar
ia
Cypru
s
Czeck
Rep
ublic
Denm
ark
United
Kin
gdom
Roman
ia
Latvi
a
Sloven
ia
Austri
a
Portu
gal
Irelan
d
Lithu
ania
Estonia
Nethe
rland
s
Source Paquotte, P. unpublished estimates (2010)
The reality of farmed fish consumption
• Main species: salmon, shrimps, mussels, oysters, scallops, pangasius, seabass, seabream
389 000 tonnes55%
198 000 tonnes14%
Farmed finfish Farmed shellfish
Consumer tendencies
• Although consumers say to prefer wild fish, in reality they buy what is available and consided as good value for money
• Filleted pre-packed fish as being considered as convenient is an increasing choice of French consumers
Future segmentation of the French market for seafood
City center fish mongers selling to high income clientele
SupermarketsVolume/price oriented
Institutional and lower class restaurants/cafeteria
Middle-upper class restaurants
-Wild fish and high quality farmed seafood such as “Label Rouge” labeled products - Fresh seafood in very large proportion
- Farmed fresh fish, European origin,- Defrosted products including fillets, non-EU origin,-Frozen finfish, either basic range as today, or more sales of top quality frozen fish?
Low priced frozen products
-Wild seafood dominantly but not exclusively -Fresh finfish, mainly from European origin
Source: Egeness, F-A., Monfort, M.C., 2011
Product with potential on the French market All seafood Quality
Full traceabilitySustainabilityConvenience
Proper handling and storing,Risk-free item,Reliable info all along the chain,Quick/easy to cook,Portion size
Wild finfish Social fairness Partnership along the chainCertification: fair trade
Finfish, fresh, frozen Convenience Precise grading cutsFixed count portion, pre-packed
All farmed seafood Environment, health, animal welfare
Certification: organic
Crustaceans, shrimp, crab, lobster
Convenience Cooked and shelled
Shellfish (bivalves, whelk, periwinkle)
Convenience Cooked and shelled
Source: Monfort, M.C., 2011
Communication and promotion for both wild and farmed fish
• National - NORGE (Norway) - Canada - Iceland - France (brad created in 2012)
• Regional - Scotland - Alaska - Bretagne
• The image of fish is positive,
• When it comes to farmed fish, there is no consensus : Quality, some say better taste than wild; others not; Some say fresher than wild, other not,
• Some still don’t know about the existence of farmed fish,
• Little awareness of farmed fish production. Some compare with on-land production system (henns in battery cages),
• The information conveyed to consumers is not comprehensive in terms of origin: legislation in incomplete (in restaurants no obligation to mention wild or farmed) and in retail shops it is not applied/ complied thoroughly (since 2002 it is mandatory for fishmongers to mention if fish is farmed or wild),
• There is some confusion among French consumers about what fish is farmed or not.
Image of aquaculture seafood in France
Penetration rate and average annual intake by product in 2009
Source: Kantar for FranceAgriMer, 2010
Presentation of the French Interprofessional (Interbranch) Committee
for Aquaculture Products (CIPA)
> Created in 1997> Is composed of three colleges:
About CIPA
The Fish Farmers producing fresh water
and marine fish represented by
FFA
French Federation of Aquaculture
The Trout Processors represented by
ATT
Association of trout processors (Association des Transformateurs de
Truite)
The Feed manufacturers
represented by
SPPA
Syndicat Professionnel des Producteurs
d’Aliments aquacoles
420 companiesMore than 560 sites
60 trout processing units 3 companies
CIPA’s missions (1)
> Acts as an interface between the profession and the legislators.> Seeks to ensure the profession’s continuing viability and its future
development – Sustainable Aquaculture program (environment, feed,…)– Food security– Fish health and life cycle improvement
> Represents the profession’s position vis a vis the relevant authorities : – National– European– International
CIPA’s missions (2)
Focus on CommunicationPromotion main line: Quality !
19
2012 / 2013 ActionsCommunication on the start-up of common production standards for trout :- towards decision makers: distributors, wholesalers, fishmongers, chefs…- towards consumers- towards journalists and opinion leaders
Tasting, comparison, dialogue…
21
> Organization of fish-tasting lunches
- 6 meetings in 2012- 200 participants (distributors, chefs, wholesalers, press…)- Blind tests during the lunch and presentationsfollowed by a press release and a newsletter
> Partnership with associations of Chefs
- Sponsorship of cookery competitions (Ex: Gargantua)- production site visits for chefs and culinary schools- platform for discussions during the associations’ regional and general meetings
> Study on trout and Sea Bass by the Centre Culinaire Contemporain
Tasting, comparison, dialogue …
Aim : to recognize the qualities and culinary uses of farmed fish. To invite the Chefs to develop culinary tests and to develop a protocol on the strengths and culinary uses of farmed fish.
Presentation of this study during the international food service trade show: SIRHA (Lyon – France – January 2013)
Communication to the consumer…
-Partnership with supermarkets to promote our fish during 2 weeks in February 2013
Creation of promotion tools :-Leaflets with recipes- web site dedicated to fish recipes- quiz-…
And to the journalists…
- Monthly Press release- Permanent press watch, and risks and opportunities detection
Consumer SurveyIn 2013, CIPA asked M.C Monfort Consultant and Co-Spirit to lead a field survey on farmed fish and trout in France. From January to March 2013, a panel of 820 consumers was asked about their feeling on farmed fish, on trout , and on the quality standard «Charte Qualité – Aquaculture de Nos Régions ® ».
Next step : presentation of the results to the distributors and opinion leaders in the « Newsmag » and definition of a new promotion campaign based on these results for 2013/2014.
Some conclusions of the consumers study
87% eat fresh fish in FranceFarmed fish is less attractive than wild fish.• Taste: 54% said that farmed fish is not as good as wild fish• Nutritional values: consumers believe that farmed fish is fatter than wild fish and
has less nutritional valuesThis negative image comes from the perception that :• Feed for farmed fish is less healthy than what wild fish eats (56% respondants)• Farmed fish grow in an environment less « natural » compared to wild fish (45%
respondants)
Despite these negative opinions, people do buy farmed fish because:• 55% says it is less expensive/ 60% mention the price for the number one
advantage of farmed fish• 38% says to consume farmed fish it is available and easier to find• 21% says to buy farmed fish to preserve the marine environment (overfishing)
Reactions to the Farmed Fish Quality Charte
The association of fish farmers has taken the decision to launch a Quality Standard to be followed by fish farmersThis initiative was well perceived by the consumers• 90 % said this was re-assuring• This enthousiasm was even higher with older than 50 years old people
This Quality Standard offers several advantages said consumers:• It offers a garanty for the quality of the product• It offers and certify the garanty of the provenance / origin of the trout
Consumers said to be especially sensitive to the following messages:• Healthy feed for fish (important for 80% respondents)• High freshness (important for 69% respondents) • Solid traçability (important for 59% respondents)
Contact details
CIPA 32 rue de Paradis – 75010 Paris Tél +33 140 586 800Email : [email protected] site : www.aquaculturedenosregions.fr
Marketing SeafoodMarie-Christine Monfort19 rue Martel75010 ParisTel: +33 (0) 1 5603 5454Email: [email protected]
Eurofish International OrganisationH.C. Andersens Blvd, 44-461553 Copenhagen, DenmarkTel +45 333 777 55Email : [email protected] Web site : www.eurofish.dk, www.eurofishmagazine.com
Thank you for your attention!