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Sector Trend Analysis – Fish and seafood trends in Germany

May 2019

Executive summary

Germany's fish and seafood industry offers a number of opportunities if potential investors and producers can leverage and adjust to the various market entry barriers and stringent regulations in order to best meet consumer's needs.

Germany continues to be one of the largest fish and seafood importers in the world, ranking 8th on an International scale in 2018. The country's dependency on international suppliers to import their fish and seafood demand has resulted in an import retail value of Can$7,844.4 million, whereby Can$31.1 million of fish and seafood was imported from Canada which has been on the decline over the last few years.

Presently, the top fish and seafood commodities imported from Canada to Germany based on volume sales are live lobster (20.0%), frozen lobster (10.5%), and frozen halibut (7.1%) in 2018.

Germany's consumption of fish and seafood demonstrates a declining progression curve from 2015 to 2017. Per capita consumption is expected to continue to decline from 4.9 kilograms (kg) in 2017 to 4.8kg by 2022. Despite Germany having a higher per capita consumption expenditure when compared globally, these sale volumes are lower when compared to both the global and regional levels. Sales have adversely been affected by a variation of factors, including a change in dietary preferences.

Due to the country's growing problem of obesity and growing awareness, consumers have significantly reduced their consumption of red meat in an attempt to incorporate what they perceive as healthier and lighter alternatives into their diet, especially for frozen and shelf stable fish. However, in a survey some German consumers claimed that they were unsure of how to cook fish and seafood, which is why they do not purchase it.

The most common distribution channel for fish and seafood products are hyper/supermarket stores at 33.4% value share, while many consumers choose to dine out in restaurants (26.9%) for their fish or seafood meal.

Trade overview

According to Euromonitor, Germany's fish and seafood market is highly competitive, where they have extensive regulations on certain species which causes entry barriers in a variety of services, making growth opportunities limited for producers and potential investors. In addition, the European Union's (EU) protocol derivatives impose stringent requirements on imported fish and seafood goods. Germany's inspection manual states that "products must comply with specific sets of regulations with regard to ingredients, packaging, labelling, and applicable veterinary requirements"Footnote 1.

In 2018. Germany imported 1.2 billion kilograms of fish and seafood products from the world, worth Can$7.8 billion; a −3.4% decrease in quantity equivalent to a 1.4% increase in value from 2016 to 2018, respectively. Despite Germany's declining consumption of fish and seafood, the increasing total value is caused by the rising price that has shifted from approximately Can$6.00 to Can$6.61 dollar per kilo of fish and seafood. Also, the increasing interest in ethical living among German consumers has further influenced trade opportunities in Germany resulting in demand for organic, fair-trade and sustainable fish and seafood catches.

Poland continues to be the top supplier of Germany's fish imports with Can$1.4 billion in value and 156.0 million kilograms in volume, followed by the Netherlands with Can$914.6 million and 145.3 million kilograms in 2018. Poland holds an import share of 18.4%, followed by the Netherlands (11.7%), Norway (10.4%), Denmark (8.9%) and China (7.1%). Canada is ranked as the 18th largest non-EU supplier to Germany with an import value of Can$31.1 million, with an import quantity of 2.5 million kilograms of fish and seafood products in 2018.

The main imported products from the world were smoked Pacific/Atlantic/Danube salmon, with a total decreased value of Can$832.5 million, followed by fresh or chilled Atlantic/Danube salmon, with a total value of Can$608.2 million in 2018.

Germany's top ten suppliers of fish and seafood in Canadian dollars, in million and % share
Position in 2018 Partner country Canadian dollar in millions Market share (%) CAGR* (%) 2016-2018
2016 2017 2018 2016 2017 2018
World 7,625.2 7,654.8 7,844.4 100.0 100.0 100.0 1.4
1 Poland 1,261.1 1,332.7 1,441.3 16.5 17.4 18.4 6.9
2 Netherlands 876.1 854.9 914.6 11.5 11.2 11.7 2.2
3 Norway 895.0 813.8 812.9 11.7 10.6 10.4 −4.7
4 Denmark 693.6 747.0 697.9 9.1 9.8 8.9 0.3
5 China 588.0 531.0 556.5 7.7 6.9 7.1 −2.7
6 United States 295.4 300.2 273.5 3.9 3.9 3.5 −3.8
7 Vietnam 239.5 256.5 271.0 3.1 3.4 3.5 6.4
8 Lithuania 238.0 261.5 255.6 3.1 3.4 3.3 3.6
9 Spain 168.3 207.5 220.6 2.2 2.7 2.8 14.5
10 Ecuador N/A N/A 193.5 N/A N/A 2.4 41.7
11 France 134.6 152.7 167.2 1.8 2.0 2.1 11.4
29 Canada 45.1 34.0 31.1 0.6 0.4 0.4 −17.0

Source: Global Trade Tracker, 2019

N/A: Not Applicable

*CAGR: Compound Annual Growth Rate

Germany's top ten suppliers of fish and seafood, volume in millions of kilograms and % share
Position in 2018 Partner country Quantity in millions of kilograms Market share (%) CAGR* (%) 2016-2018
2016 2017 2018 2016 2017 2018
World 1,270.2 1,185.8 1,186.5 100.0 100.0 100.0 −3.4
1 Poland 154.9 152.9 156.0 12.2 12.9 13.2 0.4
2 Netherlands 162.7 152.2 145.3 12.8 12.8 12.2 −5.5
5 Norway 111.8 93.5 100.0 8.8 7.9 8.4 −5.5
3 Denmark 139.7 149.6 135.2 11.0 12.6 11.4 −1.6
4 China 125.0 117.0 116.1 9.8 9.9 9.8 −3.6
6 United States 62.8 60.0 58.8 4.9 5.1 5.0 −3.3
9 Vietnam 32.0 31.9 30.3 2.5 2.7 2.6 −2.6
15 Lithuania 21.9 20.3 21.3 1.7 1.7 1.8 −1.5
13 Spain 22.5 26.5 26.2 1.8 2.2 2.2 7.8
12 Ecuador N/A N/A 26.5 N/A N/A 2.2 35.3
14 France 23.6 24.3 25.7 1.9 2.0 2.2 4.4
46 Canada 3.2 2.5 2.5 0.3 0.2 0.2 −20.6

Source: Global Trade Tracker, 2019

N/A: Not Applicable

*CAGR: Compound Annual Growth Rate

Germany's top ten fish and seafood product imports from the world, value in Canadian dollars and quantity (ranked based on 2018 dollar values)
Harmonized System (HS) Code Description Canadian dollar in millions Quantity in millions of kilograms
2016 2017 2018 2016 2017 2018
World 7,625.2 7,654.8 7,844.4 1,270.2 1,185.8 1,186.5
030541 Smoked Pacific/Atlantic/Danube salmon (including fillets, excluding offal) 875.1 922.7 832.5 47.0 42.0 37.9
030214 Fresh/chilled Atlantic/Danube salmon 612.6 674.7 608.2 65.2 66.0 58.4
160414 Prepared/preserved tuna, skipjack, Atlantic bonito (excluding minced) 365.6 495.5 596.6 70.0 84.7 92.0
030475 Frozen fillets of Alaska Pollack 491.4 450.5 506.3 133.8 136.6 145.1
030617 Frozen shrimps and prawns 453.6 508.1 466.5 32.9 35.8 33.5
030481 Frozen fillets of Pacific/Atlantic/Danube salmon 376.8 397.7 423.8 34.5 32.7 31.7
030543 Smoked trout 168.7 224.1 294.0 11.3 13.6 17.6
030441 Fresh/chilled Pacific/Atlantic/Danube salmon 214.8 247.1 291.8 15.1 15.7 18.4
160419 Prepared/preserved fish, whole or in pieces (excluding eels, mackerel & shark fins) 232.4 246.1 290.6 39.5 44.8 50.3
030471 Frozen millets 269.2 222.8 222.3 37.6 30.3 28.6
Source: Global Trade Tracker, 2019

Canada's performance

At a glance, Canada is a net exporter of fish and seafood products to Germany with total exports to Germany of Can$31.1 million (total import value of Can$10.2 million) in 2018, a decrease in net exporter value of −2.3% from 2017.

Canada is Germany's 18th largest non-EU supplier, with only a 0.4% market share in 2018 of Germany's fish and seafood supply, a decrease in imports of −8.5% from 2017. Canada supplies one of Germany's top ten fish commodities that are imported from the world, smoked Pacific/Atlantic/danube salmon, where there is a Canadian supply gap of 37.8 million kilograms of fish. This supply gap can be an opportunity for the Canadian fish and seafood industry to increase its exports to Germany for this top commodity, alone at an otherwise lost trade value of Can$831.6 million.

According to Statistics Canada, total Canadian fish and seafood exports into Germany in 2018 are experiencing modest fluctuation among various types of fish and seafood species, with a 3-year CAGR decline of −17.0% during the 2016-2018 period. Leading Canadian fish and seafood products to currently capitalize on by highest volume sales are fresh lobster "homarus" (Can$10.9 million, up by 64.6%)Footnote 2, frozen lobster "homarus" (Can$5.9 million, down by −8.3%), and cavier substitutes (Can$2.2 million, up by 36.6%).

Top 10 German's fish and seafood product imports from Canada, in Canadian dollars and quantity (ranked based on 2018 dollar values)
HS Code Description Canadian dollar in millions Quantity in kilograms
2016 2017 2018 2016 2017 2018
030632 Live/fresh/chilled lobster "homarus" 6.6 10.9 0 287,224 409,167
030612 Frozen lobster "homarus" 5.3 6.4 5.9 179,635 254,702 215,282
160432 Caviar substitutes 1.9 1.6 2.2 64,793 42,973 52,141
030722 Scallops 3.2 1.9 0 78,827 50,752
030331 Frozen lesser or Greenland/Atlantic/ Pacific halibut 0 0 1.4 0 0 146,052
030541 Smoked Pacific/Atlantic/Danube salmon (including fillets, excluding offal) 0.881 0.944 0.933 24,452 22,569 19,326
030489 Frozen fish fillets 0.643 0.911 0.917 55,600 77,725 76,390
030311 Frozen sockeye red salmon 0 0.924 0.631 0 90,788 47,871
160521 Prepared/preserved shrimps and prawns, not in airtight containers (excluding smoked) 0.629 1.1 0.484 39,674 79,720 34,350
030772 Frozen clams, cockles and ark shells 0 0.300 0.426 0 12,492 21,078
Total fish and seafood imports from Canada 45.1 34.0 31.1 3,240,384 2,544,600 2,043,989
Source: Global Trade Tracker, 2019

Market characteristics

Despite the effects of Germany's 2014 economic downturn which caused the volume sales of fish and seafood to decline by -5.3%, forecasts anticipate a growth in the total consumer expenditure by a 1.1% compound annual growth rate (CAGR) between 2017 and 2030. This trend will likely come from the effects of a modest rise in wages and a higher gain in consumer confidence, which should result in an increasing disposable income. This trend will therefore provide a favourable opportunity for manufacturers and retailers to target health conscious consumers along with Germany's aging society, to promote the substantial health benefits of fish and seafood, such as raising awareness that by incorporating fish into one's daily cuisine helps the consumer to obtain the daily recommended amounts of the essential omega fatty acid nutrients like Omega-3 and Omega-6.

Fish volume sales of fresh (counter), chilled raw packaged and dried fish and seafood products are predicted to continue being the highest growth categories among German consumers, while the larger categories including shelf-stable and frozen fish and seafood are expected to continue to slightly decline in volume sales. A survey suggests that 75% claim they enjoy the fish flavour, 59% say they consume fish for its health benefits and 44% consider fish to be a low-fat alternative to meat (Euromonitor International, 2018). Respectively from largest to smallest, the top preferred fish in Germany include salmon, tuna/skipjack/bonito, Alaskan Pollack, smoked trout and herring, which accounts for over 53% of all top imported whole fish or fish fillet consumption.

According to Euromonitor, Germany's fish and seafood demand will witness an unremitted growth in category performance over the forecasted period between 2019 and 2022, if German consumers can foresee the elevated health benefits of consuming fish and seafood in comparison to other meats.

Market size of fish and seafood in Germany, historical and forecast total volume in million kilograms (Mkg), based on retail volume sales
Storing method category 2015 2018 CAGR* % 2015-2018 2019 2022 CAGR* % 2019-2022
Total fresh/processed fish and seafood 412.3 410.7 −0.1 408.6 399.6 −0.7
Shelf-stable fish and seafood 156.4 150.4 −1.3 147.8 138.4 −2.2
Chilled raw packaged fish and seafood 31.7 34.2 2.5 34.8 36.9 2.0
Processed fish and seafood 13.2 14.3 2.5 14.5 15.4 2.0
Whole cuts fish and seafood 18.5 19.9 2.6 20.3 21.6 2.0
Dried fish and seafood 2.2 2.4 2.9 2.4 2.6 2.3
Fresh fish and seafood (counter) 54.9 60.4 3.2 61.8 66.7 2.6
Frozen fish and seafood 167.1 163.3 −0.8 161.7 154.9 −1.4
Processed fish and seafood 68.0 66.5 −0.7 65.9 63.3 −1.4
Whole cuts fish and seafood 99.2 96.8 −0.8 95.8 91.6 −1.5

Source: GlobalData Intelligence Center - Consumer, 2019

*CAGR: Compound Annual Growth Rate

Retail market

As German consumers attempt to incorporate the health benefits of fish and seafood into their diet, both historical and forecasted progression reveal a preference for shelf-stable or frozen fish and seafood with a respective total value of US$1,303.6 million in 2018, followed by frozen processed or whole cut fish and seafood which accounted for US$1,516.7 million as they offer greater convenience. However, growth rates are increasing at a faster rate than these categories whereby more consumers are leaning toward fresh fish and seafood with a historical CAGR of 4.5% to a forecasted CAGR of 5.0% (2015-2022), also seeing healthy growth rates in the packaged chilled raw processed/whole cuts (3.5% to 4.1%) along with dried fish and seafood products (3.8% to 4.5%).

A market analysis report developed by Euromonitor International stated that German consumers, living a relatively hectic and busy lifestyle, consider eating fish and seafood as a convenient snack rather than as a meal which explains the preference for packaged (78.1%) fish and seafood as opposed to unpackaged or fresh (21.9%). Moreover, fresh fish counter retail stores and supermarkets are not common in Germany. Overall, 21.9% of fish and seafood consumed by Germans are fresh, 35.1% are frozen, and 43.0% with more alternative format options, are canned or packaged either as shelf stable, chilled raw processed/whole cut or dried product types.

Market size of processed fish and seafood in Germany, retail value in US$ million, historical and forecast
Storing method category 2015 2018 CAGR* % 2015-2018 2019 2022 CAGR* % 2019-2022
Total fresh/processed fish and seafood 4,081.4 4,316.4 1.9 4,407.3 4,714.1 2.3
Shelf-stable fish and seafood 1,295.6 1,303.6 0.2 1,309.8 1,324.5 0.4
Chilled raw packaged fish and seafood 396.3 439.4 3.5 457.1 515.9 4.1
Processed fish and seafood 171.0 189.3 3.5 196.9 222.0 4.1
Whole cuts fish and seafood 225.3 250.1 3.5 260.2 294.0 4.1
Dried fish and seafood 100.1 112.1 3.8 117.1 133.5 4.5
Fresh fish and seafood (counter) 828.0 944.6 4.5 989.2 1,146.7 5.0
Frozen fish and seafood 1,461.4 1,516.7 1.2 1,534.2 1,593.4 1.3
Processed fish and seafood 593.7 618.0 1.4 625.8 651.6 1.4
Whole cuts fish and seafood 867.7 898.7 1.2 908.4 941.8 1.2

Source: GlobalData Intelligence Center - Consumer, 2019

*CAGR: Compound Annual Growth Rate

Retail sales of fish and seafood by packaging type (fresh versus processed): % volume
Retail volume % 2014 2015 2016 2017 2018
Packaged 80.2 79.7 79.2 78.7 78.1
Unpackaged 19.8 20.3 20.8 21.3 21.9
Total 100.0 100.0 100.0 100.0 100.0
Source: GlobalData Intelligence Center - Consumer, 2019

Foodservice and retail sales distribution

Sales of fish and seafood were distributed throughout retail outlets and accounted for 46.0% of the total value share in Germany in 2017, closely followed by foodservice channels (profit operators), representing 46.6% and institutional foodservice providers (cost operators) at 7.4% of the market share. These sale values indicate that 26.9% of consumers often choose to dine at restaurants for a fish or seafood meal.

Within the retail distribution channels, the discounter trade remained the primary method to buy 48.6% of fish and seafood products mainly within the smoked, canned, fish marinades and frozen fish categories in Germany in 2017. Hypermarkets and supermarkets may be the more trusted source to buy and sell in particularly fresh fish and seafood products with a 39.2% and 33.4%, respective market share. The share of buying fish products from fishmonger markets have dropped from 5.2% to 4.6% between 2016 and 2017, while other points of sale accounted for approximately 7.6%.Footnote 3

Distribution channels of fish and seafood in Germany by outlet type, in US$ millions and % share
Outlets Retail sales (US$ millions) Market share % in 2017 *CAGR % 2015-2017
2015 2016 2017
Foodservice (profit operators) 4,247.9 4,266.9 4,286.4 46.6 0.5
Accommodation 486.8 488.7 490.6 5.3 0.4
Leisure 298.1 301.8 305.7 3.3 1.3
Mobile operator 22.0 22.2 22.4 0.2 1.0
Pub, club and bar 432.5 433.7 435.0 4.7 0.3
Restaurant 2,458.3 2,464.6 2,470.9 26.9 0.3
Retail foodservice providers 146.9 147.9 148.9 1.6 0.7
Travel 111.0 112.2 113.4 1.2 1.1
Workplace 292.3 295.9 299.5 3.3 1.2
Institutional (cost operators) 664.4 671.3 678.3 7.4 1.0
Education 321.4 323.7 326.1 3.5 0.7
Healthcare 198.8 201.8 204.8 2.2 1.5
Military and civil defence 82.2 83.3 84.5 0.9 1.4
Welfare and services 62.1 62.5 63.0 0.7 0.7
Retail (separate from foodservice) 4,081.4 4,153.1 4,223.3 46.0 1.7
Cash and carries and warehouse clubs 23.3 24.0 24.7 0.3 2.9
Convenience stores 680.2 694.2 708.2 7.7 2.0
Food and drinks specialists 272.0 277.4 282.7 3.1 1.9
Hypermarkets and supermarkets 2,965.6 3,019.1 3,071.2 33.4 1.8
Others 67.5 61.8 55.8 0.6 −9.1
"Dollar stores", variety stores and general merchandise retailers 72.7 76.7 80.7 0.9 5.4
Fish and seafood total: 8,993.7 9,091.4 9,188.0 100.0 1.1

Source: GlobalData Intelligence Center - Consumer, 2019

*CAGR: Compound Annual Growth Rate

Consumer trends

In Germany, consumption of fish and seafood is higher among males than females, and older consumers (55+ years) accounted for the highest consumption by a 49.4% volume share in 2016 (GlobalData, 2018). Per capita consumption of fish and seafood for retail off-trade alone, has reached 4.9 kilograms in 2017 (totalling a combined on/off-trade volume share of 14.3kg/person) and is derived by a combination of factors including dietary preferences which is connected to the rising obesity rates in Germany. The increasing consumption of fatty foods has caused obesity rates in Germany to reach 24.3% for males and 25.0% for females, which is a considerable increase since 2005 when only 19.8% males and 21.4% females were classified as obese (Euromonitor International, 2018). To counteract this health problem, German policymakers are now requiring health and social insurers to pay for intervention programmes and increased reimbursement for medical treatments for obesity, in hopes of further altering consumers' food choices.

The continued growth in awareness of health has not only made many German consumers adopt healthier shopping habits, but it has also prompted them to focus on the environmental and ethical effects of their purchases. Thus, many German consumers feel strongly about sustainability and seek high quality fish and seafood with eco-labels such as Marine Stewardship Council Certified (MSC-Certified) or Aquaculture Stewardship Council Certified (ASC-Certified). Nevertheless, the negative media on the environmental impact of fishing has also counteracted against awareness efforts by further swaying consumers to reduce and limit their consumption of fish and seafood which is the contributing cause to the declining demand in Germany. Despite the fact that per capita expenditure in Germany (US$50.8) is higher when compared to the global level (US$35.7), per capita consumption of fish and seafood retail off-trade volume is expected to decline from 4.9kg in 2017 to 4.8kg by 2022, which is lower when compared to both the global and regional levels of 5.4kg and 10.7kg, respectively, in 2017 (GlobalData: Country profile fish and seafood in Germany, 2018).

Euromonitor International conducted a Global Consumer Trend (GCT) survey in 2016, where it amplifies Germans concern about the impacts of their purchasing choices through their growing interest in the origin, animal welfare standards and genetically-modified content of the foods they consume. The survey highlights that two-thirds of respondents stated that they cared more about the quality than the price when buying meat or fish and seafood. The results also reveal that 58% of consumers would pay a price premium for a product given that husbandry process was conducted in an animal-friendly manner and certified by the German Animal Welfare Association. Some 77% of consumers favour stricter regulations for animal welfare; while 45% of consumers said they would be unable to recognise meat from adequate husbandry.

The share of sales accounted for organic fish and seafood appears to experience a steady increase reaching 2.2% in 2017, as a growing number of consumers consider the importance of caring for the environment and choosing more ecological/sustainable products. However, there are still a vast majority of consumers who cannot differentiate organic from conventional (standard) fish and seafood which explains the greater proportion of share (97.8% in 2017).

Sales of fish and seafood by organic vs. standard: total volume (%)
Labelling type 2013 2014 2015 2016 2017
Organic 1.3 1.5 1.8 2.0 2.2
Conventional (standard) 98.7 98.5 98.2 98.0 97.8
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International, 2018
Market size for organic fish and seafood
Organic fish and seafood 2013 2014 2015 2016 2017
Retail value Retail Selling Price (RSP) (US$ per kg) 21.6 22.0 22.1 22.3 22.6
Retail volume ('000 tonnes) 6.9 8.8 9.2 10.5 11.3
Source: Euromonitor International, 2018

In order to boost sales, potential producers and manufacturers can seek higher quality offerings by acquiring fish and seafood from MSC-Certified fisheries. Furthermore, capitalizing on Germany's increasing economic confidence, and marketing campaigns can provide a positive influence on retail consumption by educating German consumers on the health benefits, as well as, providing instructions on how to cook various fish and seafood meals in a tasty and efficient manner.

Competitive landscape

Leading brands in the sector were Hawesta (Thai Union Group Public Company Ltd., 3.6%) value share, Appel (Appel Feinkost Gmbh., 3.2%) and Saupiquet (Bolton Group S.p.A., 1.8%) in 2017. These top three companies and brands offer products in the 'shelf-stable fish and seafood' category. Lysell brand, owned by 'Lysell GmbH', followed closely behind the leaders and held a value share of 1.3%. Private labels accounted for a value share of 49.0% in the German fish and seafood sector in 2017.

Top fish and seafood brands in Germany by retail sales, US$ millions and % share in 2017
Trademark owner Brand Retail sales (US$ millions) Market share % in 2017
2015 2016 2017
Thai Union Group Public Company Ltd. Hawesta 140.1 140.5 141.0 3.6
Appel Feinkost Gmbh Appel 127.5 127.9 128.4 3.2
Bolton Group S.p.A. Saupiquet 69.2 69.8 70.4 1.8
Rio Mare 16.3 16.2 16.2 0.4
Lysell Gmbh Lysell 59.3 54.1 51.2 1.3
Frosta AG Frosta 47.4 48.8 50.2 1.3
Others Others 1,488.8 1,528.7 1,559.4 39.5
Private Label Private Label 1,868.4 1,901.9 1,935.4 49.0
Fish and seafood Total 3,817.0 3,888.0 3,952.4 100.0

Source: GlobalData Intelligence Center - Consumer, 2019

*CAGR: Compound Annual Growth Rate

New product launch analysis

According to the Mintel Global New Product Database (GNPD), a total of 854 processed products containing fish and seafood (49 specifically seafood) ingredients were launched in Germany between January 2017 and March 2019.

As seen in the consumer trend analysis, the leading claim is for the "ethical - sustainable friendly products", which accounted for approximately 60.3% based on the total sample size. Over this period, the top attributes were packaging type in a tray format, for chilled fish and seafood products, launched mostly as new varieties or range extensions. Top companies were discounters such as Lidl and Aldi Süd/Nord, sold the majority of the time in supermarkets which is the leading point of sale for fish and seafood in Germany, and top preferred flavours were either unflavoured/plain, smoked or in a tomato paste.

Product launch analysis of fish and seafood products, January 2017 to March 2019 by attribute type, item count
Attribute Launch count based on 854 samples
Top claims
Ethical - sustainable friendly product (habitat/resources) 515
Ethical - environmentally friendly product 504
Premium 126
Easy of use 102
Organic 84
Top packaging types
Tray 316
Flexible 170
Can 102
Skin pack 96
Carton 56
Storage types
Chilled 395
Frozen 332
Shelf stable 127
Top launch types
New variety/range extension 458
New packaging 241
New product 102
Relaunch 46
New formulation 7
Top companies
Lidl 144
Aldi Süd 55
Aldi Nord 54
Penny Markt 30
Followfood, Edeka Zentrale 24
Top stores
Supermarket 568
Mass merchandise/hypermarket 176
Natural/health food store 42
Department store 26
Gourmet store 23
Top flavours
Unflavoured/plain 416
Smoke 112
Tomato 31
Herbs/herbal, mustard 24
Spice/spicy (peppercorn, chilli pepper) 23
Source: Mintel, 2019

Examples of new products

Fish Fingers
Source: Mintel, GNPD, 2018
Company Penny Market
Brand Penny
Category Processed fish, meat and egg products
Sub-category Fish products
Country Germany
Manufacturing country Germany
Store name Penny Market
Store type Supermarket
Date published April 2018
Launch type Relaunch
Price in US dollars 1.97

Penny Fischstäbchen (Fish Fingers) has been reformulated and relaunched. It is now made with 100% Alaska pollock fillets from MSC certified fishery. These pre-fried breaded fish fingers are virtually boneless and can be prepared in a low fat way in the oven until they are tasty and crunchy.

Ingredients (on pack): Alaska pollock fillets (65%), wheat flour, sunflower oil, potato starch, water, table salt, yeast, spices

Organic Spanish Paella with Chicken, Fish and Seafood
Source: Mintel, GNPD, 2018
Company Ökoland
Brand Ökoland
Category Meals and meal centers
Sub-category Prepared meals
Country Germany
Store name Basic
Store type Natural/health food store
Date published July 2010
Launch type New variety/range/extension
Price in US dollars 7.30

Ökoland Spanische Paella mit Huhn, Fisch und Meeresfrüchten (Organic Spanish Paella with Chicken, Fish and Seafood) includes curcuma rice and comes in a microwaveable plate. The product is free from added flavours and other flavour enhancers. It retails in a 450 gram (g) pack.

Ingredients (on pack): Cooked curcuma rice* (48%) (water, rice*, table salt, curcuma*), peas* (7%), seafood (shrimps*, muscles, table salt), pangasius fillet* (6%), cooked chicken meat*, butter*, bell pepper*, onions*, mushrooms*, tomatoes*, olive oil*, sea salt, raw cane sugar*, vegetable broth (table salt, rice flour*, parsnips*, onions*, olive oil*, carrots*, curcuma*), spices* (garlic*, pepper*, chili*), herbs* (oregano*, thyme*, basil*).

Herring Fillets in Tomato Sauce with herbs
Source: Mintel, GNPD, 2018
Company Nadler Feinkost
Brand Nadler
Category Processed fish, meat and egg products
Sub-category Fish product
Country Germany
Store name Edeka Simmel
Store type Supermarket
Date published March 2018
Launch type New variety/range extension
Price in US dollars 3.71

Nadler Heringsfilets in Tomatosauce mit Kräutern (Herring Fillets in Tomato Sauce with Herbs) features an original Nadler flavour made out of high quality and MSC certified fish from Norway. The product retails in a 400g pack.

Ingredients (on pack): Herring (40%) (Clupea harengus), water, tomato puree (12%), onions, sugar, tomatoes (2.5%), brandy vinegar, herbs (thyme, rosemary), rapeseed oil, salt, spices, modified starch, garlic, acidifier (acetic acid).

Conclusion

According to GlobalData's country risk index (GCRI Q3 in 2017) in terms of a macroeconomic analysis, Germany is considered having a lower risk score than the Western EuropeFootnote 4 and world average where the country ranked 10th out of 136 nations, scoring 18.7 (0 is best, 100 is worst). Germany is a healthy and promising country who relies on imports in the fish and seafood sector. In volume terms, the sector is expected to fall while the German retail sales value is expected to grow from US$4,407.3 million in 2019 to US$4,714.1 million by 2022, at a CAGR of 2.3%. Although, historically shelf-stable and frozen fish and seafood products held larger market share, these categories are expected to decline between 2019 and 2022, whereby the 'fresh fish and seafood (counter)' category is expected to gain the maximum market share in volume terms at a CAGR of 2.6% during this period.

In comparison with the rest of Western Europe, Germany is the country most driven by ethical and environmental criteria when it comes to consumption and lifestyle choices. While several barriers prevent fishery producers from prevailing in the German market such as the limited consumer knowledge about fish and seafood and the market entry requirements, the opportunities are promising especially for products with emphasis on sustainability and eco-labelling. In fact, according to the Trade Commissioner in Germany: MSC- or ASC certificates are a key requirement of the German retail trade and German importers/distributors are thus sourcing eco-certified fish/seafood products whenever possible, which may even be a non-tariff barrier to some Canadian suppliers should they not be able to provide certified products.

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 the tradeshow, Seafood Expo Global (SEG) in Brussels, Belgium 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 Germany
Global Analysis Report

Prepared by: Erin-Ann Chauvin and Sora Abdul Saheb (Co-op student), Global Market Analysts

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

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