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Customized Service Report – Smoked salmon retail sector in Canada and the United States

Retail snapshot

The smoked salmon retail sector has been stable over the past five years, with a steady number of product launches since 2014. Canada and the United States (US) have launched 261 smoked salmon offerings since 2013.

Canada is certainly ahead of the United States in terms of the number of smoked salmon products launched, with a total of 153 new launches and relaunches. By contract, the US has launched 108 smoked salmon products over the past five years.

The number one sub-category for smoked salmon product launches in Canada and in the US is fish products with 169 offerings out of the 261 launches and 64.8% of the total. Canada's smoked salmon fish product launches accounted for 37.2%, while the US contributed the remaining 27.6%.

Of the top 10 Brands, eight are Canadian, while one (True North) has dual ownership in Canada and the US, and one (Blue Hill Smoked Seafood) is a US Brand.

Under the fish products sub-category, President's Choice launched 12 products, while True North and Irresistibles Fish Market each launched eight offerings of their own. Le Monde Du Ravioli added to the mix with 12 launches under the pasta sub-category.

Smoked salmon products vary in terms of pricing, however the fish products sub-category is at the higher end and the most common prices are US$6.99 and 9.99 for packages of 113.40 grams (g).

Number of smoked salmon product launches in Canada and the United States 2013 to 2017
Country 2013 2014 2015 2016 2017 Total
Canada 44 33 21 34 21 153
USA 11 22 19 23 33 108
Total 55 55 40 57 54 261
Source: Mintel, 2018

Categories and sub-categories

Smoked salmon products launches can be classified in four main categories including new variety/range extension, new product, new packaging and finally, a relaunch of an existing or previously existing product.

Between 2013 and 2017, 62 new varieties of smoked salmon products were launched in Canada, while 55 were launched in the United States (US). Canadian Brands also launched 22 products under new packaging, while 33 were launched in the US in the same category.

The biggest gap however can be seen in the new products category of smoked salmon where 67 Canadian launches took place and only 17 in the US between 2013 to 2017.

The top five sub-categories for smoked salmon product launches included fish products, hors d'oeuvres/canapés, pasta, meat pastes and pâtés, and meat snacks. Product launches in these sub-categories accounted for 214 of the total 261 from 2013 to 2017.

On a similar note, 64.8% of smoked salmon products launched in Canada and the US consisted of fish products with Canada earning 37.2% of that total.

Smoked salmon product launches by category in Canada and the United States 2013 to 2017
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New variety/extension New product New packaging Relaunch
Canada 52 57 22 1
United States 55 17 33 2

Source: Mintel, 2018

Smoked salmon product launches top 5 sub-category in Canada and the United States 2013 to 2017
Sub-Category 2013 2014 2015 2016 2017 Total*
Fish products 25 38 27 41 38 169
Hors d'oeuvres/Canapes 2 2 3 4 2 13
Pasta 12 0 0 0 0 12
Meat pastes & pates 5 1 1 2 2 11
Meat snacks 1 0 2 2 4 9
Total 55 55 40 57 54 261

Source: Mintel, 2018

*Total is a representative sample

Smoked salmon product launches market share by sub-category in Canada and the United States 2013 to 2017
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Fish products Hors d'oevres/Canapes Pasta Meat pastes nad pates Meat snacks
Canada 37.2% 3.5% 4.6% 3.1% 1.2%
United States 27.6% 1.5% 0.0% 1.2% 2.3%

Source: Mintel, 2018

Pricing and Brands

Smoked salmon fish products are the predominant offerings in the Canadian and US retail sector's launch cycle for 2013 to 2017. From a packaging point of view, 113.4 grams is the most common package size and is launched at a price point of US$6.99 and US9.99, depending on the product being sold.

Out of the top ten Brands that launched smoked salmon products in Canada and the US, eight are Canadian, one has dual ownership and one is American.

Between 2013 and 2017, President's Choice launched 12 smoked salmon offerings in the fish products sub-category, while Le Monde Du Ravioli launched 12 smoked salmon products in the pasta sub-category; both Brands are Canadian owned.

Smoked salmon product launches – Top 5 sub-categories by price in Canada and the United States 2013 to 2017
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Price in US Dollars Fish products Hors d'oeuvres/Canapes Pasta Meat pastes and pates Meat snacks
US$ 5.99 7 13 4 7 8
US$6.99 0 0 1 0 2
US$7.99 0 0 0 0 0
US$8.99 0 1 1 0 0
US$9.99 0 0 0 2 0

Source: Mintel, 2018

Smoked salmon product launches – Top 5 unit pack sizes in grams by price in Canada and the United States 2013 to 2017
Price in US Dollars 113.40 g 150.00 g 85.05 g 680.00 g 300.00 g Total*
US$5.99 3 0 3 0 0 10
US$6.99 8 0 2 0 0 16
US$7.99 3 0 0 0 0 7
US$8.99 4 0 1 0 0 10
US$9.99 7 0 0 0 0 13
Total 32 16 13 12 11 261

Source: Mintel, 2018

*Total is a representative sample

Smoked salmon product launches – Top 10 Brands in Canada and the United States 2013 to 2017
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Description of above image
Le Monde Du Ravioli PC President's Choice True North Irresistibles Fish Market Bleumer St. Mary's River Smokehouses La Boucanerie Blue Hill Bay Smoked Seafood Grizzly Central-Epicure
Canada 12 12 5 8 8 7 6 0 6 5
United States 0 0 3 0 0 0 0 6 0 0

Source: Mintel, 2018

Smoked salmon product launches – Top 5 Brands by sub-category in Canada and the United States 2013 to 2017
Brand Fish products Hors d'oeuvres/Canapes Pasta Meat pastes and pates Meat snacks Total*
PC President's Choice 12 0 0 0 0 12
Le Monde Du Ravioli 0 0 12 0 0 12
True North 8 0 0 0 0 8
Irresistibles Fish Market 8 0 0 0 0 8
Bleumer 5 3 0 0 0 8
Total 169 13 12 11 9 261

Source: Mintel, 2018

*Total is a representative sample

Product examples

Maple Atlantic Salmon Hot Smoked Portion
Source: Mintel, 2018
Company True North Salmon
Brand True North
Sub-category Fish products
Country Canada
Launch type New product
Price in local currency Can$4.99

True North Maple Atlantic Salmon Hot Smoked Portion is a source of omega-3 polyunsaturates. The kosher certified product is retailed in a 113 gram (g) pack.

Ingredients (on pack): Atlantic salmon, sugar, maple syrup, brown sugar, flavour, molasses solids, spice, maltodextrin, citric acid, salt, silicon dioxide (processing aid), natural hardwood smoke flavour.

Double Peat-Smoked Scottish Atlantic Salmon
Source: Mintel, 2018
Company Loblaws
Brand PC President's Choice
Sub-category Fish products
Country Canada
Launch type New variety/Range extension
Price in local currency Can$10.00

PC President's Choice Double Peat-Smoked Scottish Atlantic Salmon is said to have a buttery texture and smoky peat flavour. Each salmon is hand-trimmed, cold-smoked, then finished in a traditional kiln fired with Scottish peat, resulting in a superbly textured salmon with a bold, smoky peat flavour. The premium sliced product retails in a 150g pack.

Ingredients (on pack): Atlantic salmon, salt, natural smoke.

Chicken and Portobello Mushroom Manicotti
Source: Mintel, 2018
Company Le Monde Du Ravioli
Brand Le Monde Du Ravioli
Sub-category Pasta
Country Canada
Launch type New product
Price in local currency Can$8.49

Le Monde Du Ravioli Chicken and Portobello Mushroom Manicotti is now available. The product retails in a 680g pack containing 8 × 85g units. Also available in the same range are:

  • Chicken, Portobello Mushroom and Ricotta Manicotti
  • Spinach and Cheese Manicotti
  • Zucchini, Feta Cheese, and Dill Manicotti
  • Spinach and Pesto Manicotti
  • Ricotta Cheese Manicotti
  • Seafood Manicotti
  • Smoked Salmon and Ricotta Manicotti
  • Lobster Manicotti
  • Capicollo and Portobello Mushroom Manicotti
  • Shrimps and Basil Manicotti
  • Portobello Mushrooms and Ricotta Manicotti
  • Portobello Mushroom and Prosciutto Manicotti

Ingredients (on pack): Pasta: durum wheat semolina (niacin, iron sulfate, thiamine mononitrate, riboflavin, folic acid), whole liquid eggs, water

Resources

Customized Service Report – Smoked salmon retail sector in Canada and the United States
Global Analysis Report

Prepared by: André Ajaltouny, Market Analyst, Global Analysis

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

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