Sector Trend Analysis – Fish and seafood trends in the European Union

August 2019

Executive summary

A sector trend analysis (STA) is intended to examine trade, consumer behaviour, consumption and competition in a given industry or sector in order to forecast future growth and viability.

This STA highlights fish and seafood trends in the European Union (EU) and the top global suppliers to the region. Included are the top fish and seafood imports to the EU from non-member states as well as Canada.

Throughout the report, a series of analysis identifies the top 5 European Union member states along with their fish and seafood consumption habits and the major players in the industry.

European Union overview

The European Union consists of 28 countries and is home to approximately 512.6 million people. As a region, EU members consumed 6.8 billion kilograms of fish and seafood imports, amounting to Can$44.5 billion, in 2018.

The compound annual growth rate (CAGR) for fish and seafood imports between 2014 and 2018 was 6.6% across the European Union, while 90.8% of imports were claimed by the top 10 EU member states.

The top 5 EU importers of fish and seafood in terms of value and excluding intra-trade for 2018 were Spain, Sweden, France, Denmark and the United Kingdom.

Total fish and seafood imports from the top 5 EU members amounted to Can$28.0 billion in 2018, with a CAGR of 2.1% for the period of 2014 to 2018.

The top 5 global suppliers of fish and seafood to the European Union were Norway, China, Iceland, Ecuador and Morocco with Canada placing 15th.

Trade overview

The European Union (EU) is a net importer of fish and seafood with a combined total of Can$44.5 billion from global suppliers in 2018. Consisting of 28 nations and approximately 512.6 million inhabitants, spread over 4.5 million square kilometers, the EU as a whole consumed roughly 6.8 billion kilograms (kg) of imported fish and seafood in 2018.

The EU recorded a compound annual growth rate (CAGR) of 6.6% in total value of fish and seafood imported between 2014 and 2018, while the top 10 member states accounted for 90.8% of the total volume of fish and seafood imported in 2018 (see tables below for a list of the top 10 EU importers of fish and seafood by value and volume).

The top 5 EU importers of fish and seafood from global suppliers - excluding intra-trade and ranked by value - were Spain, Sweden, France, Denmark and the United Kingdom and imported Can$28.0 billion in 2018. The same 5 countries imported approximately 20.0 billion kg of fish and seafood between 2014 and 2018, and recorded a 2.1% CAGR for that period.

European Union - top 10 fish and seafood importers (Can$ million)
Country 2014 2015 2016 2017 2018 CAGR* % 2014-2018 % Share 2018
European Union 34,405.3 35,467.9 40,295.1 42,008.0 44,510.6 6.6
1. Spain 5,387.3 5,797.1 6,606.4 7,371.3 7,966.5 10.3 17.9
2. Sweden 4,695.0 5,087.7 6,255.7 5,782.8 6,571.0 8.8 14.8
3. France 4,465.2 4,498.8 4,957.9 5,204.8 5,314.9 4.5 11.9
4. Denmark 3,351.2 3,439.0 4,007.3 4,085.8 4,258.2 6.2 9.6
5. United Kingdom 3,574.9 3,712.0 3,803.6 3,682.0 3,843.3 1.8 8.6
6. Netherlands 2,904.3 2,968.2 3,240.3 3,641.2 3,867.5 7.4 8.7
7. Germany 3,471.1 3,305.7 3,693.7 3,541.6 3,631.7 1.1 8.2
8. Italy 2,800.5 2,823.0 3,224.7 3,387.3 3,624.7 6.7 8.1
9. Belgium 1,113.8 1,084.8 1,132.4 1,197.6 1,130.4 0.4 2.5
10. Portugal 601.7 686.6 810.4 937.3 1,070.3 15.5 2.4

Source: Global Trade Tracker, 2019

*CAGR: compound annual growth rate

Excludes Intra-EU trade

European Union - top 10 fish and seafood importers (kg million)
Country 2014 2015 2016 2017 2018 CAGR* % 2014-2018 % Share 2018
European Union 6,523.6 6,386.9 6,588.9 6,533.8 6,780.5 1.0
1. Spain 1,141.4 1,162.1 1,180.3 1,217.8 1,241.4 2.1 18.3
2. Denmark 936.8 913.2 956.9 911.4 947.1 0.3 14.0
3. Sweden 668.4 743.1 714.9 644.4 722.7 2.0 10.7
4. France 652.6 643.3 648.5 661.9 677.8 1.0 10.0
5. Germany 750.1 637.2 669.2 588.9 609.7 −5.0 9.0
6. Netherlands 523.0 502.9 530.5 546.7 550.5 1.3 8.1
7. United Kingdom 541.0 505.1 526.6 514.1 524.9 −0.7 7.7
8. Italy 458.0 439.6 467.9 451.7 466.3 0.5 6.9
9. Poland 189.9 191.9 219.7 251.7 231.5 5.1 3.4
10. Portugal 131.6 141.9 161.1 169.6 182.5 8.5 2.7

Source: Global Trade Tracker, 2019

*CAGR: compound annual growth rate

Excludes Intra-EU trade

Global supplier

Overall, the top 10 global suppliers of fish and seafood to the European Union - excluding intra member trade - accounted for 65.3% of total imports to the region, while the top 5 EU member states imported Can$28.0 billion in 2018.

Given its proximity to the EU, it is no surprise that Norway boasted 28.3% of fish and seafood imports in 2018, therefore making it the largest global supplier to the European Union outside EU membership. Meanwhile, 15th place was secured by Canada that year with 1.8% market share and a CAGR of 3.3% for 2014 to 2018.

European Union - top 10 fish and seafood suppliers (Can$ million)
Country 2014 2015 2016 2017 2018 CAGR* % 2014-2018 % Share 2018
World 34,405.3 35,467.9 40,295.1 42,008.0 44,510.6 6.6
1. Norway 8,970.2 9,372.5 11,631.5 11,705.7 12,610.4 8.9 28.3
2. China 2,324.3 2,414.5 2,730.7 2,877.5 2,975.3 6.4 6.7
3. Iceland 1,665.2 1,912.2 2,088.5 2,068.3 2,452.0 10.2 5.5
4. Ecuador 1,625.4 1,543.6 1,737.7 2,083.3 2,121.5 6.9 4.8
5. Morocco 1,448.9 1,621.7 1,896.9 1,908.3 2,063.2 9.2 4.6
6. Viet-Nam 1,440.5 1,549.8 1,616.1 1,838.8 1,931.5 7.6 4.3
7. United States 1,392.7 1,562.7 1,675.8 1,520.5 1,541.0 2.6 3.5
8. India 1,333.7 1,358.6 1,441.2 1,592.0 1,360.9 0.5 3.1
9. Russia 665.5 793.4 894.9 1,021.4 1,131.5 14.2 2.5
10. Argentina 858.3 933.8 1,019.7 1,043.7 1,056.2 5.3 2.4
15. Canada 683.5 841.2 705.6 702.7 779.1 3.3 1.8

Source: Global Trade Tracker, 2019

*CAGR: compound annual growth rate

Excludes Intra-EU trade

The tables below detail the 2014 to 2018 fish and seafood import consumption for the top 5 European Union countries and their top 10 global suppliers, with Canada's performance ranking highlighted in blue.

1. Spain

In 2014, Spain imported approximately Can$5.4 billion in fish and seafood from global suppliers. Fast forward to 2018, and Spain's fish and seafood imports increased by 31.6% to nearly Can$8.0 billion, a recorded CAGR of 10.3%. The top 10 fish and seafood suppliers to Spain accounted for 65% of total imports in 2018. Canada placed 25th globally that year, having exported 68.3 million kilograms of fish and seafood to Spain, and recorded a CAGR of 28.9% between 2014 and 2018.

Spain - top 10 fish and seafood suppliers (Can$ million)
Country 2014 2015 2016 2017 2018 CAGR* % 2014-2018 % Share 2018
World 5,387.3 5,797.1 6,606.4 7,371.3 7,966.5 10.3%
1. Morocco 682.9 771.5 930.2 1,034.9 1,085.0 12.3 13.6
2. China 383.4 443.4 539.6 603.0 737.3 17.8 9.3
3. Ecuador 495.7 562.1 608.1 742.8 691.2 8.7 8.7
4. Argentina 517.0 564.6 610.1 639.2 612.3 4.3 7.7
5. Mauritania 171.3 249.8 274.0 389.3 475.4 29.1 6.0
6. Peru 197.7 215.4 223.9 271.6 363.1 16.4 4.6
7. Namibia 263.5 263.7 280.2 299.7 343.8 6.9 4.3
8. Chile 218.6 223.0 264.6 291.5 334.3 11.2 4.2
9. Falkland Islands 159.1 177.8 242.0 225.0 296.4 16.8 3.7
10. India 221.8 254.1 295.1 351.5 249.4 3.0 3.1
25. Canada 24.7 34.3 44.6 48.3 68.3 28.9 0.9

Source: Global Trade Tracker, 2019

*CAGR: compound annual growth rate

Excludes Intra-EU trade

2. Sweden

Sweden placed 2nd for overall fish and seafood imported by European Union member states. Norway was the number one global supplier and claimed 96.2% of the market share in 2018, having exported Can$6.3 billion in fish and seafood to Sweden between 2014 and 2018. Canada earned 5thplace overall with Can$17.3 million of fish and seafood exported to Sweden in 2018 while holding 0.3% of the market share that year.

It is important to note that global supply of fish and seafood imports to Sweden has been steady or declining over the passed 5 years, except in relation to Norway where it has been significantly increasing year after year, as illustrated by the table below.

Sweden - top 10 fish and seafood suppliers (Can$ million)
Country 2014 2015 2016 2017 2018 CAGR* % 2014-2018 % Share 2018
World 4,695.0 5,087.7 6,255.7 5,782.8 6,571.0 8.8
1. Norway 4,424.2 4,831.8 5,979.6 5,528.4 6,321.1 9.3 96.2
2. China 96.8 75.8 95.1 83.6 76.0 −5.9 1.2
3. Albania 4.2 22.6 26.1 n/c 0.4
4. Viet-Nam 14.3 19.9 19.8 19.4 22.3 11.8 0.3
5. Canada 25.2 26.3 24.0 21.6 17.3 −9.1 0.3
6. Thailand 20.1 19.4 15.5 19.1 16.5 −4.9 0.3
7. Iceland 12.7 15.4 16.1 15.1 15.5 5.0 0.2
8. United States 22.7 23.8 21.3 16.3 14.0 −11.3 0.2
9. Morocco 22.1 27.9 28.0 6.2 11.5 −15.1 0.2
10. Mauritius 6.0 7.2 8.7 8.3 7.3 4.8 0.1

Source: Global Trade Tracker, 2019

*CAGR: compound annual growth rate

n/c: not calculated

Excludes Intra-EU trade

3. France

In 2018, France took 11.9% market share of overall fish and seafood imported to the European Union with Norway being its top supplier. Unlike Sweden however, France has a greater diversity of global partners and does not rely primarily on Norwegian fish and seafood imports.

Canada claimed 12th place on France's global list of fish and seafood suppliers and held 2.1% market share in 2018, while increasing imports by a 5.3% CAGR from 2014 to 2018.

France - top 10 fish and seafood suppliers (Can$ million)
Country 2014 2015 2016 2017 2018 CAGR* % 2014-2018 % Share 2018
World 4,465.2 4,498.8 4,957.9 5,204.8 5,314.9 4.5%
1. Norway 892.4 885.0 1,157.5 1,114.1 1,209.1 7.9 22.7
2. Ecuador 379.8 378.3 391.5 417.8 393.8 0.9 7.4
3. United States 257.2 293.3 308.6 332.0 349.6 8.0 6.6
4. Iceland 196.5 240.2 288.5 276.6 323.5 13.3 6.1
5. China 221.6 251.0 297.0 359.0 316.2 9.3 5.9
6. Viet-Nam 201.7 202.9 201.9 205.5 204.5 0.3 3.8
7. Seychelles 152.6 117.8 139.1 140.8 165.9 2.1 3.1
8. India 212.1 200.8 189.1 192.9 165.5 −6.0 3.1
9. Madagascar 138.3 105.7 131.1 160.1 165.2 4.5 3.1
10. Morocco 161.3 157.1 172.1 160.6 164.3 0.5 3.1
12. Canada 92.5 100.1 98.0 113.1 113.8 5.3 2.1

Source: Global Trade Tracker, 2019

*CAGR: compound annual growth rate

Excludes Intra-EU trade

4. Denmark

Denmark increased its consumption of fish and seafood by a CAGR of 6.2% over the 2014 to 2018 period, ranking the country 4th for overall dollar value of imports of fish and seafood from global supplier.

Having imported 947.1 million kilograms of fish and seafood in 2018, Denmark earned second place in volume over other European Union members that year. Like other European states, although not to the same extent as some, Norway is Denmark's top fish and seafood supplier claiming 52.6% market share.

On a global scale, Canada placed 5th overall to Denmark with fish and seafood imports valued at Can$765.7 million between 2014 and 2018.

Denmark - top 10 fish and seafood suppliers (Can$ million)
Country 2014 2015 2016 2017 2018 CAGR* % 2014-2018 % Share 2018
World 3,351.2 3,439.0 4,007.3 4,085.8 4,258.2 6.2%
1. Norway 1,646.3 1,720.7 2,037.4 2,113.6 2,237.9 8.0 52.6
2. Greenland 487.9 518.5 662.2 667.5 718.2 10.1 16.9
3. Faroe Islands 283.7 269.7 353.6 366.3 306.8 2.0 7.2
4. Iceland 137.3 164.6 190.5 231.6 222.8 12.9 5.2
5. Canada 144.4 179.8 120.9 144.2 176.4 5.1 4.1
6. United States 108.6 106.4 178.4 123.1 126.3 3.8 3.0
7. Peru 119.2 122.2 63.3 50.8 76.1 −10.6 1.8
8. China 79.1 54.8 67.4 62.8 60.2 −6.6 1.4
9. Chile 99.8 73.1 80.8 74.4 59.4 −12.2 1.4
10. Viet-Nam 46.3 43.5 46.0 57.2 48.1 0.9 1.1

Source: Global Trade Tracker, 2019

*CAGR: compound annual growth rate

Excludes Intra-EU trade

5. United Kingdom

The United Kingdom was 5th for overall fish and seafood imported from global suppliers outside European Union membership. Consumption has been relatively steady over the past 5 years with fish and seafood imports from other EU states amounting to nearly 2.6 billion kilograms and a recorded CAGR of 1.8% in dollar value between 2014 and 2018.

Iceland has been leading the pack in terms of fish and seafood supplied to the United Kingdom (UK) with exports amounting to Can$543.2 million and market share of 14.1% in 2018.

Canada faired well, placing 7th overall globally, with a 4.7% share of the fish and seafood market in 2018, however imports have seen a declining CAGR recorded at 4.7% between 2014 and 2018.

United Kingdom - top 10 fish and seafood suppliers (Can$ million)
Country 2014 2015 2016 2017 2018 CAGR* % 2014-2018 % Share 2018
World 3,574.9 3,712.0 3,803.6 3,682.0 3,843.3 1.8
1. Iceland 486.8 546.5 563.9 463.4 543.2 2.8 14.1
2. Viet-Nam 184.7 240.3 265.9 328.1 384.8 20.1 10.0
3. China 363.3 360.9 360.1 364.6 365.0 0.1 9.5
4. Faroe Islands 347.6 290.3 404.6 355.8 360.7 0.9 9.4
5. Norway 191.7 185.5 211.6 210.5 280.6 10.0 7.3
6. India 191.8 168.2 199.5 228.0 185.1 −0.9 4.8
7. Canada 219.5 305.0 203.5 179.5 181.0 −4.7 4.7
8. United States 203.1 206.7 178.4 156.8 144.3 −8.2 3.8
9. Russia 85.0 116.4 91.5 117.8 143.7 14.0 3.7
10. Ecuador 83.3 60.6 76.1 124.0 135.2 12.9 3.5

Source: Global Trade Tracker, 2019

*CAGR: compound annual growth rate

Excludes Intra-EU trade

Top 20 fish and seafood imports from the world

The top 20 fish and seafood commodities, listed below, account for 73.4% of the Can$44.5 billion imported to the European Union from global partners in 2018, this excludes imports from other EU members.

In 2018, fresh and chilled Atlantic salmon represented 19.6% of all fish and seafood imports to the European Union and Norway has continued to supply the EU with over 94% of that commodity since 2014.

The frozen shrimp and prawns category earned second place for fish and seafood imported by the EU at 11.0% of the share in 2018. The top three global suppliers of those commodities, Ecuador, Argentina and India, exported 50.3% of the Can$4.9 billion in fish and seafood to EU member states.

In 2018, of the 20 major fish and seafood HS Codes imported to the European Union, Canada supplied 5 commodities, mainly cod, shrimp and prawns (blue highlights indicate Canada's contribution to the top 20 fish and seafood commodities).

European Union - top 20 fish and seafood commodities imported from the world (Can$ million)
HS Code Product 2018 % Share 2018
Total fish and seafood imports 44,510.6
030214 fresh or chilled Atlantic salmon 8,733.6 19.6
030617 frozen shrimp and prawns (excludes cold-water shrimp and prawns) 4,917.8 11.0
160414 prepared or preserved tunas, skipjack and Atlantic bonito (excludes minced) 3,743.2 8.4
030743 frozen cuttle fish and squid 2,622.9 5.9
030752 frozen octopus 1,527.6 3.4
030471 frozen fillets of cod 1,372.4 3.1
030481 frozen fillets of Pacific salmon 1,100.9 2.5
030475 frozen fillets of Alaska pollack 998.6 2.2
160521 prepared or preserved shrimp and prawns (excludes smoked) 978.1 2.2
30363 frozen cod 778.1 1.7
030441 fresh or chilled fillets of Pacific salmon 731.0 1.6
030474 frozen fillets of hake 698.5 1.6
030444 fresh or chilled fillets of fish[1] 693.5 1.6
160529 shrimp and prawns, prepared or preserved (excludes smoked) 659.4 1.5
030489 frozen fish fillets, n.e.s.[2] 628.4 1.4
230120 flours, meals and pellets of fish or crustaceans, molluscs (unfit for human consumption) 558.6 1.3
030562 cod salted or in brine only (excludes fillets and offal) 517.8 1.2
150420 fats and oils of fish (excludes liver oils and chemically modified) 503.3 1.1
030251 fresh or chilled cod 454.8 1.0
030551 dried cod even salted, not smoked (excludes fillets and offal) 436.7 1.0

Source: Global Trade Tracker, 2019

1: fish of bregmacerotidae, euclichthyidae, gadidae, macrouridae, melanonidae, merlucciidae, moridae and muraenolepididae

2: not elsewhere specified

Excludes Intra-EU trade

Top 10 fish and seafood imports from Canada

Canada supplied the European Union with 325.8 million kg of fish and seafood from 2014 to 2018, which totalled Can$3.7 billion and increased by a CAGR of 3.3%, over that period. The top 10 fish and seafood commodities imported from Canada by the EU represented 83.7% of total imports in 2018 (see below for a detailed breakdown).

European Union - top 10 fish and seafood commodities imported from Canada (in Can$ and kilograms (kg)), 2018
HS Code Product Can$ (million) % Share 2018 kg (million)
Total fish and seafood imports 779.1 66.4
030632 live, fresh or chilled lobster 174.4 22.4 7.0
160521 shrimp and prawns, prepared or preserved not in airtight container (excludes smoked) 156.5 20.1 10.9
030612 frozen lobster 93.6 12.0 4.3
030722 scallops 49.5 6.4 1.6
030616 frozen cold-water shrimp and prawns 46.8 6.0 8.7
030331 frozen lesser or Greenland halibut 35.2 4.5 4.3
160411 prepared or preserved salmon (excludes minced) 33.5 4.3 2.4
160529 shrimp and prawns, prepared or preserved, in airtight containers (excludes smoked) 32.9 4.2 2.3
150420 fats and oils of fish (excludes liver oils and chemically modified) 17.7 2.3 1.5
030562 cod salted or in brine only (excludes fillets and offal) 12.0 1.5 1.8

Source: Global Trade Tracker, 2019

Excludes Intra-EU trade

Live, fresh chilled lobster along with shrimp and prawns, prepared or preserved accounted 42.5% of the total fish and seafood imports to the European Union from Canada in 2018. Furthermore, the United Kingdom and Denmark imported Can$174.1 million of the of the Can$ 330.9 million live, fresh or chilled lobster and shrimp/prawns supplied to the EU from Canada.

Top 10 fish and seafood suppliers and top 5 commodity codes

In 2018, the European Union imported Can$29.2 billion of fish and seafood from its top 10 global suppliers outside EU and increased total consumption by a 6.6% CAGR, which is a difference of Can$7.5 billion between 2014 and 2018.

Norway's Atlantic salmon imports to the EU alone amounted to Can$8.3 billion. This was more than the five runner up importer's top 5 fish and seafood sub-sector commodities, combined. China, Iceland, Ecuador, Morocco and Viet-nam exported Can$8.1 billion of their top 5 sub-sector fish and seafood products to the European Union in 2018.

European Union - top 10 fish and seafood suppliers including the top 5 sub-sectors, Harmonized System codes, 2018 (in millions of Canadian dollars)
Country HS code Product sub-sector Value
1. Norway 12,610.3
030214 Fresh or chilled Atlantic salmon 8,290.1
030441 Fresh or chilled fillets of Pacific salmon 701.3
030481 Frozen fillets of pacific salmon 413.9
030551 Dried cod (excludes fillets and offal) 410.4
030251 Fresh or chilled cod 368.9
2. China 2,975.3
030475 Frozen shrimp and prawns (excludes cold-water shrimp and prawns) 190.6
030471 Frozen fillets of Alaska pollack 480.6
030743 Frozen fillet of cod 461.5
030481 Frozen cuttle fish and squid 443.6
030617 Frozen fillets of pacific salmon 312.1
3. Iceland 2,452.0
030444 Fresh or chilled fillets of fish[1] 550.2
30471 Frozen fillet of cod 354.2
030562 Cod, salted or in brine only (excludes fillets and offal) 215.0
030532 fillets, dried, salted or in brine, but not smoked, of fish[1] 139.8
030473 Frozen fillets of coalfish 94.9
4. Ecuador 2,121.5
160414 Prepared or preserved tunas (excludes minced) 1,015.0
030617 Frozen shrimp and prawns (excludes cold-water shrimp and prawns) 975.5
160521 Prepared or preserved shrimp and prawns not in airtight containers (excludes smoked) 24.3
160420 Prepared or preserved fish (excludes whole or in pieces) 23.0
030342 Frozen yellowfin tunas 22.8
5. Morocco 2,063.1
030752 Frozen octopus 661.5
030743 Frozen cuttle fish and squid 235.9
160413 Prepared or preserved sardines, sardinella and brisling or sprats (excludes minced) 234.3
160416 Prepared or preserved anchovies (excludes minced) 151.813
160529 Shrimp and prawns, prepared or preserved, in airtight containers (excludes smoked) 134.4
6. Viet-nam 1,931.5
030617 Frozen shrimp and prawns (excludes cold-water shrimp and prawns) 617.8
160521 Shrimp and prawns, prepared or preserved, not in airtight containers (excludes smoked) 315.9
030462 Frozen fillets of catfish 280.0
160529 Shrimp and prawns, prepared or preserved, in airtight containers (excludes smoked) 153.6
030487 Frozen fillets of tuna 73.7
7. United States 1,541.0
030475 Frozen fillets of Alaska pollack 342.6
030311 Frozen sockeye salmon 140.1
030494 Frozen meat of Alaska pollack (excludes fillets) 112.2
030632 Live, fresh or chilled lobsters 92.1
030495 Frozen meat of fish[1] 80.7
8. India 1,360.9
030617 Frozen shrimp and prawns (excludes cold-water shrimp and prawns) 716.7
030743 Frozen cuttle fish and squid 466.6
160521 Shrimp and prawns, prepared or preserved, not in airtight containers (excludes smoked) 25.2
160529 Shrimp and prawns, prepared or preserved, in airtight containers (excludes smoked) 25.0
030752 Frozen octopus 20.8
9. Russia 1,131.5
030363 Frozen cod 384.7
030471 Frozen fillets of cod 294.9
030475 Frozen fillets of Alaska pollack 166.1
030489 Frozen fish fillets, n.e.s.[2] 82.0
030472 Frozen of fillets haddock 69.0
10. Argentina 781.8
030617 Frozen shrimp and prawns (excludes cold-water shrimp and prawns) 781.8
030743 Frozen cuttle fish and squid 89.9
030474 Frozen fillets of hake 81.7
030722 Scallops 38.4
030366 Frozen hake 15.5

Source: Global Trade Tracker, 2019

1: fish of bregmacerotidae, euclichthyidae, gadidae, macrouridae, melanonidae, merlucciidae, moridae and muraenolepididae

2: not elsewhere specified

Excludes Intra-EU trade

Fish and seafood retail sales (actual and forecasted)

European Union - fish and seafood retail sales by category (US$ million)
Category 2015 2018 CAGR* % 2015-2018 2019 2022 CAGR* % 2019-2022
Frozen whole cuts of fish and seafood 14,841.9 16,578.2 3.8 17,299.0 19,623.6 3.2
Fresh fish and seafood (counter) 9,763.5 10,658.8 3.0 11,042.4 12,222.9 2.6
Chilled raw packaged fish and seafood - whole cuts 6,117.6 6,748.3 3.3 7,024.5 7,877.7 2.9
Ambient fish and seafood 6,008.4 6,597.0 3.2 6,855.0 7,663.4 2.8
Frozen processed fish 4,929.5 5,388.7 3.0 5,575.2 6,167.9 2.6
Dried fish and seafood 4,201.7 4,545.3 2.7 4,693.8 5,136.2 2.3
Chilled raw packaged fish and seafood - processed 1,219.5 1,335.5 3.1 1,385.6 1,552.5 2.9
Frozen fish and seafood (unsegmented) 34.4 39.9 5.1 42.0 49.6 4.2
Total retail sales 47,116.4 51,891.7 3.3 53,917.5 60,293.8 2.8

Source: GlobalData, 2019

*CAGR: compound annual growth rate

The European Union recorded US$51.9 billion of fish and seafood retail sales in 2018, and a 3.8% CAGR for the four year period beginning 2015.

The fish and seafood retail categories with the largest potential growth in the EU are frozen whole cuts, fresh fish and seafood and chilled raw packaged fish and seafood. With sales of US$33.9 billion in 2018, these three categories combined are expected to increase by US$3.0 billion in 2022, while total fish and seafood retail sales are forecasted to reach US$60.3 billion.

The three European Union members with the highest fish and seafood retail sales are Spain, France and the United Kingdom, with Sweden and Denmark ranking forth and fifth, respectively. The tables below detail retail sales of fish and seafood, by category, for the top 5 EU countries in 2015 and 2018, with compound annual growth rates and forecasts for 2019 and 2022, in both value and quantity.

1. Spain - fish and seafood retail sales (actual and forecasted)

The Spanish are known to consume more fish and seafood than other European Union members. Dollar for dollar, Spain's fish and seafood retail sales accounted for 22.1% of total EU fish and seafood retail sales in 2018 and are expected to reach US$13.0 billion in 2022, while growing by a CAGR of 3.3% from 2019.

Consumers in Spain tend to value fresh fish and seafood over all other category. Volume sales in 2018 amounted to 612.7 million kg and are expected to reach 649.8 million kg by 2022, with a CAGR of 1.5% between 2019 and 2022. The Spanish devoured nearly twice as much fish and seafood as French in 2018, and total volume reached 1.3 billion kg.

Spain - fish and seafood retail sales by category (US$ million)
Category 2015 2018 CAGR* % 2015-2018 2019 2022 CAGR* % 2019-2022
Fresh fish and seafood (counter) 4,186.6 4,514.7 2.5 4,654.6 5,123.1 3.2
Ambient fish and seafood 2,683.2 2,866.1 2.2 2,951.7 3,232.9 3.1
Frozen whole cuts of fish and seafood 1,498.7 1,650.8 3.3 1,711.0 1,912.5 3.8
Chilled raw packaged fish and seafood - processed 893.3 956.7 2.3 985.4 1,080.2 3.1
Chilled raw packaged fish and seafood - whole cuts 890.5 947.7 2.1 975.4 1,065.8 3.0
Frozen processed fish 435.9 479.5 3.2 496.8 554.9 3.8
Dried fish and seafood 50.7 53.3 1.7 54.7 59.4 2.7
Total retail sales 10,638.9 11,468.9 2.5 11,829.7 13,028.8 3.3

Source: GlobalData, 2019

*CAGR: compound annual growth rate

Spain - fish and seafood retail sales by category (kg million)
Category 2015 2018 CAGR* % 2015-2018 2019 2022 CAGR* % 2019-2022
Fresh fish and seafood (counter) 582.7 612.7 1.7 622.3 649.8 1.5
Ambient fish and seafood 211.4 220.9 1.5 223.9 232.8 1.3
Frozen whole cuts of fish and seafood 196.2 210.2 2.3 214.7 227.6 2.0
Chilled raw packaged fish and seafood - whole cuts 85.4 89.0 1.4 90.2 93.5 1.2
Chilled raw packaged fish and seafood - processed 68.9 72.1 1.5 73.1 76.1 1.3
Frozen processed fish 55.0 58.8 2.3 60.1 63.6 1.9
Dried fish and seafood 2.6 2.7 1.1 2.7 2.8 1.0
Total volume sales 1,202.2 1,266.5 1.8 1,287.0 1,346.2 1.5

Source: GlobalData, 2019

*CAGR: compound annual growth rate

2. France - fish and seafood retail sales (actual and forecasted)

In the second place ranking, among European Union members, the French spent US$8.3 billion on fish and seafood retail sales in 2018. Total expenditure is expected to increase by approximately US$1.2 billion by the year 2022 with a 3.3% CAGR over the five year period starting 2019. The top 3 categories of fish and seafood in retail sales for France accounted for 68.2% of total fish and seafood sold in 2018, and amounted to 421.6 million kg.

France - fish and seafood retail sales by category (US$ million)
Category 2015 2018 CAGR* % 2015-2018 2019 2022 CAGR* % 2019-2022
Fresh fish and seafood (counter) 1,868.3 2,090.6 3.8 1,558.2 1,737.8 3.7
Chilled raw packaged fish and seafood - processed 1,949.1 2,083.6 2.2 2,144.9 2,328.7 2.8
Ambient fish and seafood 1,354.0 1,498.8 3.4 1,516.9 1,646.7 2.8
Chilled raw packaged fish and seafood - whole cuts 1,378.8 1,473.8 2.2 108.3 117.8 2.8
Frozen whole cuts of fish and seafood 749.8 822.5 3.1 2,180.6 2,453.0 4.0
Frozen processed fish 229.1 243.7 2.1 852.5 943.9 3.5
Dried fish and seafood 98.0 105.1 2.4 250.5 270.9 2.6
Total retail sales 7,627.1 8,318.0 2.9 8,611.9 9,498.7 3.3%

Source: GlobalData, 2019

*CAGR: compound annual growth rate

France - fish and seafood retail sales by category (kg million)
Category 2015 2018 CAGR* % 2015-2018 2019 2022 CAGR* % 2019-2022
Fresh fish and seafood (counter) 218.5 238.9 3.0 245.6 263.5 2.4
Chilled raw packaged fish and seafood - processed 105.0 110.2 1.6 111.9 116.4 1.3
Chilled raw packaged fish and seafood - whole cuts 84.9 89.1 1.6 90.5 94.1 1.3
Frozen whole cuts of fish and seafood 81.3 87.2 2.4 89.1 94.2 1.9
Ambient fish and seafood 67.0 72.5 2.7 74.2 79.0 2.1
Frozen processed fish 24.9 26.0 1.5 26.4 27.4 1.2
Dried fish and seafood 9.2 9.7 1.7 9.8 10.2 1.4
Total volume sales 590.7 633.7 2.4 647.6 684.8 1.9

Source: GlobalData, 2019

*CAGR: compound annual growth rate

3. United Kingdom - fish and seafood retail sales (actual and forecasted)

The United Kingdom recorded a CAGR of 4.4% for fish and seafood retail sales during the period of 2015 to 2018, the highest compound annual growth rate among the top 5 European Union member states.

Although dwarfed by Spain's expenditures, and nearly half the volume sales recorded by France in 2018, consumption rates of fish and seafood in the UK are expected to reach US$5.5 billion by 2022, while total volume sales are forecasted to increase by 30.8 million kg.

The category of greatest importance, as seems to be with most other European Union countries, is fresh fish and seafood with 5.6% CAGR in 2018, and a projected increase of U$891.9 million moving toward 2022.

United Kingdom - fish and seafood retail sales by category (US$ million)
Category 2015 2018 CAGR* % 2015-2018 2019 2022 CAGR* % 2019-2022
Fresh fish and seafood (counter) 1,016.2 1,195.1 5.6 1,265.3 1,468.8 5.1
Ambient fish and seafood 759.1 866.6 4.5 908.7 1,028.8 4.2
Chilled raw packaged fish and seafood - whole cuts 736.9 828.5 4.0 869.5 980.8 4.1
Chilled raw packaged fish and seafood - processed 562.9 645.1 4.6 680.3 777.5 4.6
Frozen processed fish 554.7 608.2 3.1 632.9 697.6 3.3
Frozen whole cuts of fish and seafood 417.7 465.9 3.7 486.1 542.1 3.7
Dried fish and seafood 34.1 37.6 3.3 39.2 43.4 3.5
Total retail sales 4,081.6 4,647.1 4.4 4,882.0 5,539.0 4.3

Source: GlobalData, 2019

*CAGR: compound annual growth rate

United Kingdom - fish and seafood retail sales by category (kg million)
Category 2015 2018 CAGR* % 2015-2018 2019 2022 CAGR* % 2019-2022
Fresh fish and seafood (counter) 81.5 90.4 3.5 93.4 102.1 3.0
Frozen processed fish 57.4 60.2 1.5 61.0 63.6 1.4
Chilled raw packaged fish and seafood - whole cuts 52.2 56.3 2.6 57.7 61.7 2.2
Chilled raw packaged fish and seafood - processed 39.4 43.0 3.0 44.2 47.8 2.6
Ambient fish and seafood 37.2 40.0 2.4 40.9 43.5 2.1
Frozen whole cuts of fish and seafood 25.7 27.2 1.9 27.7 29.1 1.7
Dried fish and seafood 1.2 1.3 2.3 1.3 1.4 2.0
Total volume sales 294.5 318.3 2.6 326.2 349.1 2.3

Source: GlobalData, 2019

*CAGR: compound annual growth rate

4. Sweden - fish and seafood retail sales (actual and forecasted)

Fish and seafood retail sales in Sweden have seen continuous growth since 2015, with a recorded compound annual growth rate of 3.5% in 2018. The top three categories for fish and seafood were frozen whole cuts, fresh, and frozen processed fish. Combined retail sales for these categories amounting to US$795.2 million in 2018 and are expected to reach US$940.6 million by 2022, while total of fish and seafood retail sales are forecasted to be US$1.5 billion for an overall CAGR of 4.1%.

Sweden - fish and seafood retail sales by category (US$ million)
Category 2015 2018 CAGR* % 2015-2018 2019 2022 CAGR* % 2019-2022
Fresh fish and seafood (counter) 254.4 284.2 3.8 296.5 337.7 4.4
Frozen whole cuts of fish and seafood 225.9 255.8 4.2 267.9 309.1 4.9
Chilled raw packaged fish and seafood - processed 232.9 255.2 3.1 263.7 293.8 3.7
Frozen processed fish 162.4 179.8 3.5 187.1 211.6 4.2
Chilled raw packaged fish and seafood - whole cuts 128.2 139.8 2.9 144.1 160.2 3.6
Ambient fish and seafood 115.5 126.4 3.1 130.6 145.3 3.6
Dried fish and seafood 43.0 47.2 3.1 48.7 54.5 3.8
Total retail sales 1,162.3 1,288.4 3.5 1,338.6 1,512.2 4.1

Source: GlobalData, 2019

*CAGR: compound annual growth rate

Sweden - fish and seafood retail sales by category (kg million)
Category 2015 2018 CAGR* % 2015-2018 2019 2022 CAGR* % 2019-2022
Frozen whole cuts of fish and seafood 19.4 20.8 2.3 21.2 22.5 1.9
Fresh fish and seafood (counter) 18.1 19.2 2.0 19.6 20.6 1.6
Frozen processed fish 14.8 15.5 1.8 15.8 16.6 1.5
Ambient fish and seafood 11.3 11.8 1.5 12.0 12.4 1.2
Chilled raw packaged fish and seafood - processed 10.9 11.4 1.5 11.6 12.0 1.3
Dried fish and seafood 5.9 6.4 2.5 6.5 7.0 2.2
Chilled raw packaged fish and seafood - whole cuts 4.6 4.9 2.4 5.0 5.4 2.0
Total volume sales 85.1 90.2 1.9 91.8 96.4 1.6

Source: GlobalData, 2019

*CAGR: compound annual growth rate

5. Denmark - fish and seafood retail sales (actual and forecasted)

Denmark placed 5th overall for fish and seafood retail sales among European Union members with total sales of US$397.5 million in 2018 and 35.5 million kg. For the four year period between 2015 and 2018, the Danes recorded a compound annual growth rate of 3.6% for over all fish and seafood retail sales.

The previous years' patterns are forecasted to continue over the next four years and retail sales of fish and seafood are expected to reach US$463.6 million with a CAGR of 3.8%, while total volume sales of fish and seafood in Denmark are slated to grow to 39.1 million kg in 2022, up from 35.5 million kg in 2018.

Denmark - fish and seafood retail sales by category (US$ million)
Category 2015 2018 CAGR* % 2015-2018 2019 2022 CAGR* % 2019-2022
Chilled raw packaged fish and seafood - whole cuts 75.9 84.2 3.5 87.7 97.9 3.8
Chilled raw packaged fish and seafood - processed 75.2 84.0 3.8 87.6 98.4 3.9
Fresh fish and seafood (counter) 67.0 76.1 4.3 79.8 90.6 4.3
Ambient fish and seafood 62.6 69.5 3.6 72.4 81.0 3.8
Frozen processed fish 47.4 51.7 2.9 53.5 59.0 3.3
Frozen whole cuts of fish and seafood 15.5 17.0 3.3 17.7 19.7 3.6
Dried fish and seafood 13.5 14.9 3.1 15.4 17.1 3.5
Total retail sales 357.1 397.5 3.6 414.0 463.6 3.8

Source: GlobalData, 2019

*CAGR: compound annual growth rate

Denmark - fish and seafood retail sales by category (kg million)
Category 2015 2018 CAGR* % 2015-2018 2019 2022 CAGR* % 2019-2022
Fresh fish and seafood (counter) 8.5 9.5 3.6 9.8 10.6 2.8
Chilled raw packaged fish and seafood - whole cuts 7.7 8.4 2.9 8.6 9.2 2.3
Ambient fish and seafood 4.6 5.0 2.9 5.1 5.5 2.3
Chilled raw packaged fish and seafood - processed 4.5 4.9 3.1 5.1 5.5 2.4
Frozen processed fish 3.3 3.6 2.3 3.6 3.8 1.9
Dried fish and seafood 2.1 2.3 2.5 2.3 2.5 2.0
Frozen whole cuts of fish and seafood 1.7 1.8 2.6 1.9 2.0 2.1
Total volume sales 32.4 35.5 3.0 36.4 39.1 2.4

Source: GlobalData, 2019

*CAGR: compound annual growth rate

Top 10 fish and seafood brands

In the European Union, fish and seafood sales from the top 10 brands amounted to US$17.5 billion between 2014 and 2017. In 2017, the top 3 fish and seafood brands accounted for 43.4% of the total market share held by the top 10 brands.

The fish and seafood market in the EU however is dominated by two categories known as private label and "others" whose total sales, in 2017 alone, reached $US39.0 billion.

A private label in the context of branding is often affiliated with a retailer that markets and sells under their own brand, for example President's Choice brand under Loblaws supermarket company.

In contrast, the "others" category is an aggregate of all unknown brands within the fish and seafood category that make up the total market and therefore unable to be broken out for analysis purposes.

Nonetheless, sales in this category are included toward total sales of fish and seafood and must be classified. Such products may include sales at fish markets or counters and in super/hyper markets.

European Union - top 10 fish and seafood brands (US$ million)
Brand 2014 2015 2016 2017 % Share top 10 2017
Rio Mare 649.3 673.5 699.7 724.4 15.8
Findus 650.6 666.6 683.8 700.1 15.3
Connetable 581.8 576.7 571.5 566.4 12.4
John West 401.2 421.8 444.3 465.8 10.2
Birds Eye 358.7 373.1 388.5 403.5 8.8
Young's 342 358.1 375.4 392.2 8.6
Labeyrie 341.6 357.4 373.9 390.4 8.5
Nostromo 300.5 311.4 323.1 334.3 7.3
Fleury Michon 292.6 298.6 305.0 311.0 6.8
Iglo 270.1 278.5 287.4 296.5 6.5
Total - top 10 brands 4,188.3 4,315.7 4,452.6 4,584.6
Others 21,717.9 22,242.2 22,804.9 23,313.0 59.7
Private label 14,273.8 14,758.7 15,273.8 15,768.4 40.3
Total - others and private 35,991.7 37,000.9 38,078.7 39,081.4
Source: GlobalData, 2019

Certain European Union member states in the top 5, such as Spain and Sweden, have a heavy presence of private label and "other" companies in the fish and seafood market, while the United Kingdom and France show a narrower gap between the top 10 brands and the two aforementioned categories of fish and seafood firms.

The tables below detail contributions from the top 10 fish and seafood brands operating in each of the top 5 European Union member states.

Included are statistics related to the four year period between 2014 and 2017 along with the 2017 market share for each of the fish and seafood brands among the top 10. Also contained within this dataset is the influence fish and seafood private label firms and the "others" category have in each of the top 5 EU countries.

1. Spain - top fish and seafood brands

The top 10 fish and seafood brands in Spain recorded revenues of US$ 3.6 billion between 2014 and 2017, while the private label and the others categories sold US$ 9.6 billion of fish and seafood in 2017, more than three times in one year alone.

Spain - top fish and seafood brands (US$ million)
Brand 2014 2015 2016 2017 % Share of top 10 2017
Cantero Trade 141.3 142.3 143.3 144.3 15.6
Calvo 137.0 140.4 143.9 147.4 15.9
Salmon Sur 124.4 129.5 134.7 140.0 15.1
Isabel 94.9 96.1 97.4 98.6 10.7
La Cocinera 65.5 67.6 69.9 72.0 7.8
Gallegas 64.8 65.6 66.5 67.2 7.3
Schwartz Mixed Herbs (Frozen Fish & Seafood) 62.4 64.3 66.4 68.4 7.4
Pescanova 58.0 59.8 61.8 63.7 6.9
Cuca 57.8 59.1 60.5 61.9 6.7
Miau 55.9 57.7 59.6 61.4 6.6
Total - top 10 brands 862.1 882.5 903.9 924.9
Others 5,558.9 5,620.6 5,687.8 5,748.3 60.0
Private label 3,530.7 3,627.7 3,730.6 3,831.0 40.0
Total - others and private 9,089.6 9,248.3 9,418.4 9,579.3
Source: GlobalData, 2019

2. France - top fish and seafood brands

France - top fish and seafood brands (US$ million)
Brand 2014 2015 2016 2017 % Share of top 10 2017
Connetable 581.8 576.7 571.5 566.4 23.5
Labeyrie 339.9 355.5 371.9 388.1 16.1
Fleury Michon 292.6 298.6 305.0 311.0 12.9
Findus 268.6 273.4 278.5 283.0 11.7
Delpeyrat 140.1 173.4 208.1 243.7 10.1
Petit Navire 193.4 200.3 207.6 214.5 8.9
Iglo 164.5 169.5 174.8 179.9 7.5
Jc David 95.3 98.0 100.8 103.6 4.3
Saupiquet 54.7 57.2 59.8 62.3 2.6
Delpierre 53.1 55.6 58.3 60.9 2.5
Total - top 10 brands 2,183.9 2,258.1 2,336.3 2,413.5
Others 2,919.0 2,964.2 3,013.9 3,055.1 54.8
Private label 2,280.1 2,358.1 2,440.9 2,519.4 45.2
Total - others and private 5,199.1 5,322.3 5,454.9 5,574.5
Source: GlobalData, 2019

The fish and seafood market in France is also dominated by private label and other category brands, however to a much lesser extent. In 2017, the top fish and seafood brands earned US$2.4 billion, while others and private label brands recorded sales of US$5.6 billion.

When comparing fish and seafood consumption figures of the Spanish and French for the top 10 brands alone, it is clear that France earns the top ranking, however when private label and other brands, Spain wins by a margin of US$1.6 billion in 2017.

3. United Kingdom - top fish and seafood brands

United Kingdom - top fish and seafood brands (US$ million)
Brand 2014 2015 2016 2017 % Share of top 10 2017
Birds Eye 342.3 356.2 371.0 385.5 27.4
Young's 334.4 350.0 366.7 383.0 27.3
John West 289.4 305.6 323.2 340.2 24.2
Princes 108.1 114.2 120.9 127.3 9.1
Lyons 37.8 39.7 41.6 43.5 3.1
Glenryck 32.3 34.1 36.0 37.9 2.7
The Big Prawn Company 24.1 25.4 26.7 28.0 2.0
Sea Spray 20.9 21.7 22.6 23.5 1.7
Seafood & Eat It 15.9 16.8 17.7 18.6 1.3
Whitby 15.2 15.9 16.6 17.3 1.2
Total - top 10 brands 1,220.3 1,279.5 1,343.1 1,404.9
Private label 1,505.3 1,581.5 1,663.3 1,742.6 60.4
Others 1,085.6 1,105.2 1,126.4 1,141.6 39.6
Total - others and private 2,590.9 2,686.7 2,789.7 2,884.2
Source: GlobalData, 2019

The fish and seafood market in the United Kingdom has been steadily rising over the past several years. Between 2014 and 2017, sales from the top 10 brands have increased from US$1.2 billion to US$1.4 billion, while sales from private label and other brands have increased by US$293.3 million for the same period.

Much like France, and contrary to Spain, the UK relies more on the top 10 fish and seafood brands, with a much narrower margin between the top 10 fish and seafood brands and private label/others.

4. Sweden - top fish and seafood brands

Ranked fourth among the top five fish and seafood consumers in the European Union, Sweden recorded approximately US$1.2 billion sales from private label, others and the top brands in the country.

Based on consumption patterns, it is no surprise there are only 6 top fish and seafood brands in Sweden and the top three of these brands earned 83.9% of the market share, among these brands, in 2017.

The fish and seafood market in Sweden is dominated by private label and other companies with US$1.1 billion in revenues for 2017. Much like the Spanish, the Swedes rely more heavily on private label and other brands than they do on the top fish and seafood brands.

Sweden - top fish and seafood brands (US$ million)
Brand 2014 2015 2016 2017 % Share of top six 2017
Findus 44.0 46.2 48.6 50.9 43.9
Frionor 23.9 25.4 27.0 28.6 24.6
Polar Seafood 14.9 15.9 16.9 17.9 15.4
Abba 11.7 12.0 12.4 12.7 10.9
Falkenbergs 4.2 4.3 4.5 4.7 4.0
Korshags .84 .99 1.2 1.3 1.1
Total - top 6 brands 99.6 104.8 110.5 116.1
Others 919.7 948.9 980.4 1,009.9 89.7
Private label 104.9 108.6 112.5 116.2 10.3
Total - others and private 1,024.6 1,057.4 1,092.9 1,126.1
Source: GlobalData, 2019

5. Denmark - top fish and seafood brands

With only 5 major players in the fish and seafood business, Denmark is also dominated by private label and other brands. The top two brands in 2017 accounted for 70.2% of the market share among the top five fish and seafood brands.

Total revenues of fish and seafood amounted to US$380.9 million in 2017, a far cry from Spain's US$10.5 billion that year.

Denmark - top fish and seafood brands (US$ million)
Brand 2014 2015 2016 2017 % Share of top five 2017
Amanda (Fish & Seafood) 20.1 20.9 21.7 22.5 35.6
Royal Greenland 19.6 20.4 21.1 21.9 34.6
Polar Seafood 9.5 9.8 10.1 10.4 16.5
Rahbek 5.9 6.2 6.5 6.8 10.7
Havet's 1.4 1.5 1.6 1.6 2.6
Total - top five brands 56.7 58.8 61.1 63.3
Others 233.3 239.6 246.3 252.5 79.5
Private label 55.6 58.6 61.9 65.1 20.5
Total - others and private 288.9 298.3 308.2 317.6
Source: GlobalData, 2019

Fish and seafood by distribution channel

Restaurants in the European Union are by far the most lucrative distribution channel for fish and seafood, earning more revenue than all other channels combined.

In 2018, restaurants in the EU recorded fish and seafood total sales of US$22.9 billion, while the top five European Union members states brought in US$9.1 billion.

In terms of fish and seafood sales by distribution channel, the order of the top five EU members changes relative to that of consumption and sales by brand. When looking at consumption and sales, Spain ranks first in the European Union with the highest revenues, whereas France dominates as it relates to distribution channels with revenues amounting to US$3.1 billion in 2018.

In the European Union, restaurants earned 58.5% of the total market share for sales by distribution channel in 2018, while in Sweden restaurants took 75.9% for the same period.

European Union - fish and seafood by distribution channel, 2018 (US$ million)
Distribution channel European Union[1] France United Kingdom Spain Sweden Denmark
Restaurant 13,411.0 2,045.2 1,345.8 1,330.2 550.3 102.3
Accommodation 2,752.9 239.3 379.9 412.1 35.2 40.4
Leisure 1,258.0 307.7 216.6 127.4 8.9 9.4
Pub, Club and Bar 1,238.0 38.9 129.1 244.4 5.5 9.9
Workplace 885.5 63.9 182.5 78.9 27.4 4.9
Retail 804.5 119.6 75.0 103.8 27.8 7.3
Education 799.4 102.9 44.0 77.2 13.2 6.3
Healthcare 713.8 98.6 72.0 32.4 12.5 4.2
Travel 475.5 36.7 36.0 47.3 34.8 13.1
Military and Civil Defence 323.3 40.9 18.8 32.6 3.7 2.9
Welfare and Services 190.4 30.0 20.9 14.6 3.8 1.3
Mobile Operator 78.1 3.2 16.9 1.5 2.0 1.1
Total 22,930.4 3,126.8 2,537.5 2,502.4 725.1 203.0

Source: GlobalData, 2019

1: EU data not available for Cyprus, Croatia, Estonia, Latvia, Lithuania, Luxembourg, Malta and Slovenia

European Union - fish and seafood by distribution channel market share, 2018
Distribution channel European Union[1] France United Kingdom Spain Sweden Denmark
Restaurant 58.5 65.4 53.0 53.2 75.9 50.4
Accommodation 12.0 7.7 15.0 16.5 4.9 19.9
Leisure 5.5 9.8 8.5 5.1 1.2 4.6
Pub, Club and Bar 5.4 1.2 5.1 9.8 0.8 4.9
Workplace 3.9 2.0 7.2 3.2 3.8 2.4
Retail 3.5 3.8 3.0 4.1 3.8 3.6
Education 3.5 3.3 1.7 3.1 1.8 3.1
Healthcare 3.1 3.2 2.8 1.3 1.7 2.1
Travel 2.1 1.2 1.4 1.9 4.8 6.4
Military and Civil Defence 1.4 1.3 0.7 1.3 0.5 1.4
Welfare and Services 0.8 1.0 0.8 0.6 0.5 0.6
Mobile Operator 0.3 0.1 0.7 0.1 0.3 0.5

Source: GlobalData, 2019

1: EU data not available for Cyprus, Croatia, Estonia, Latvia, Lithuania, Luxembourg, Malta and Slovenia

Fish product launches

The top 5 fish brands in the European Union launched 1,212 products between 2014 and 2018. These categories included new variety/range extension, new products, new packaging, relaunch and new formulation.

New variety and range extension is by far the most common type of product launch with 635 new launches from the top 5 fish brands in the EU. Among the top 5 brands, Almare Seafood took first place with 50 new launches between 2014 and 2018, while Golden Seafood came in second with 45 launches and Ocean Sea placed third for the same period.

Top 5 European Union[1] fish product brands 2014-2018
Description of this image follows.
Description of above image
Brand New Variety/Range Extension New Product New Packaging Relaunch New Formulation
Almare Seafood 50 2 21 8 2
Golden Seafood 45 4 22 3 0
Ocean Sea 38 2 10 7 0
Deluxe 31 5 15 5 0
Laschinger 24 7 7 1 0

Source: Mintel, 2019

1: EU data not available for Cyprus, Croatia, Estonia, Latvia, Lithuania, Luxembourg, Malta and Slovenia

Listed below are the top 10 fish brands and the number of products launched in each of the top 5 fish and seafood consuming European Union member states with a total sample of 467 new products launched between 2014 and 2018.

Of notable mention are Coop, Golden Seafood and Ocean Sea brands with 22, 19 and 18 product launches respectively in four of the top five EU fish and seafood consuming countries.

Golden Seafood and Ocean Sea were second and third among the top 10 fish product brands in the European Union from 2014 to 2018 and operate in three of the top five countries. Coop, a brand that did not make the top 10 list in the EU, still managed to launch more fish products than any other brand operating in the top 5 countries with 17 new launches in Sweden and 5 in Denmark between 2014 and 2018.

Top 10 fish product brands in the top 5 European Union[1] countries 2014-2018
Description of this image follows.
Description of above image
Brand United Kingdom Denmark France Spain Sweden
Coop 0 5 0 0 17
Golden Seafood 0 8 11 0 0
Ocean Sea 0 9 7 2 0
Tesco 16 0 0 0 0
Nordic Seafood 0 14 0 0 0
Lerøy 0 0 0 0 13
Whitby Seafoods 12 0 0 0 0
Falkenberg 0 0 0 0 10
Deluxe 1 2 3 4 0
Capella 0 8 0 0 0

Source: Mintel, 2019

1: EU data not available for Cyprus, Croatia, Estonia, Latvia, Lithuania, Luxembourg, Malta and Slovenia

Product launch examples

Gravad Salmon
Source: Mintel, 2019
Brand Coop
Sub-category Fish products
Country Sweden
Launch type New packaging
Price in Euros 7.91

Gravad Salmon. The product is rich in omega-3 fatty acids, and retails in a newly designed 300 gram (g) pack featuring the Green Keyhole logo.

Ingredients: salmon (Salmo salar) (95%), sugar, salt, preservative (E262), antioxidant (E325), white pepper, dill

Danish Plaice Fillet
Source: Mintel, 2019
Brand Nordic Seafood
Sub-category Fish products
Country Denmark
Launch type New variety/range extension
Price in Euros 5.54

Nordic Seafood Dansk Rødspættefilet (Danish Plaice Fillet) is now available. The product retails in a 300g pack featuring the Green Keyhole and MSC logos.

Ingredients: plaice fillet (Pleuronectes platessa)

Large Seafood Stick
Source: Mintel, 2019
Brand Tesco Ready to Eat
Sub-category Fish products
Country United Kingdom
Country of manufacture Lithuania
Launch type New variety/range extension
Price in Euros 0.51

Tesco Ready to Eat Large Seafood Stick is now available. The crab flavoured surimi stick is made with Alaskan pollock (Theragra chalcogramma) and hake (Merluccius productus) with added water and starches. It is high in protein and retails in a 50g pack, featuring the MSC Certified Sustainable Seafood logo.

Ingredients: surimi (45%) (Alaska Pollock (fish), hake (fish), sugar), water, wheat starch, potato starch, rapeseed oil, sugar, salt, dried egg white, flavouring, crab extract (crustacean), pea starch, colour (lycopene), dried egg

Conclusions

The European Union is a net importer of fish and seafood supplied from a diverse global network amounting to Can$44.5 billion in 2018, from non-EU suppliers, with a compound annual growth rate of 6.6% for the period of 2014 to 2018.

The top 5 EU member states are among the largest consumers of fish and seafood in the world, and accounted for 62.8% of all fish and seafood imports in the European Union. Canadian fish and seafood exported to the EU increased by a CAGR of 3.3% from 2014 to 2018. Growth in Canadian/EU trade is expected to increase given the implementation of CETA and continued tariff reduction in the coming years.

Spain was the top consumer of fish and seafood in the EU from non-EU suppliers, with France as runner up, Sweden in third place, Denmark a close forth and the UK trailing in five for 2018. The top 5 European Union fish and seafood consumers imported a total of Can$28.0 billion that year.

The top imports of fish and seafood to the European Union from non-EU suppliers are Atlantic salmon, frozen shrimp and prawns, and skipjack tuna with a total value of Can$17.4 billion in 2018, while the top Canadian export was lobster and amounted to Can$174.4 million.

Retail sales of fish and seafood in the European Union, excluding intra-EU supplies, have been on the rise over the past several years and are expected to continue an upward trajectory, with a forecast of US$60.3 billion by 2022.

The top 10 brands of fish and seafood in European Union recorded revenues of US$4.6 billion in 2017, while private label and "others" brand sales amounted to US$39.1 that year.

For more information

International Trade Commissioners can provide Canadian industry with on-the-ground expertise regarding market potential, current conditions and local business contacts, and are an excellent point of contact for export advice.

For additional intelligence on this and other markets, the complete library of Global Analysis reports can be found on the International agri-food market intelligence page, arranged by region.

For additional information on Seafood Expo Global 2019 trade show, please contact:

Ben Berry, Deputy Director
Trade Show Strategy and Delivery
Agriculture and agri-food Canada
ben.berry@canada.ca

Resources

Sector Trend Analysis – Fish and seafood trends in the European Union
Global Analysis Report

Prepared by: André Ajaltouny, Market Analyst

© Her Majesty the Queen in Right of Canada, represented by the Minister of Agriculture and Agri-Food (2019).

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