Sector Trend Analysis – Fish and seafood in Italy

Consumer attitudes

According to Santander Trade Portal, Italian consumers are demanding quality products, but are less concerned with operating hours, frequent special offers, loyalty programs or credit offers. They tend to base their purchases on the quality of the item and the after-sales service they will receive. Italians prefer packaging with clearly conveyed information. When given the choice, Italians prefer products "made in Italy." Environmental criteria are less influential on decision-making. Novelty is welcome, especially in the fashion sector. Although the economy is starting to rebound, consumers remain cautious, partly due to persistent concerns about the country's banking sector. The aging population (Italy is projected to have a median age of almost 50 years by 2030) is driving an increasing demand for specialized products and services.

Based on a recent survey by Statista in 2015, it was found that only 71% of Italian consumers were now more interested in innovation.

Consumption trends

After seven years of economic crisis, the Italian economy is recovering and consumer spending and confidence are being rebuilt gradually. However, consumers are more interested in purchasing big items, such as cars and houses, and are spending less on food and clothing.

Italian consumers, especially those belonging to younger generations, are turning to Internet retailers. Italian consumers have developed greater environmental awareness over the past few years, which has also affected their spending habits. Consumers are showing great interest in eco-friendly and organic food products, and they are seeking these attributes in the fresh fish and seafood sector as well.

As a result of the recession, Italian consumers have shortened their eating time and have been seeking more affordable options. Therefore, fast food outlets have become increasingly popular due to their convenience and favourable prices.

In 2017, sales of fish and seafood increased by 4% in terms of total volume to 513,000 tonnes. The average unit price in retail rose in 2017 due to increasing demand for fresh fish. Fish recorded the strongest performance, posting a 4% increase in total volume sales in 2017. Over the forecast period, the fish and seafood market is set to post a total volume compound annual growth rate increase of 1%.

Per capita consumption of fish and seafood (total volume) in Italy remained very steady between 8.2 kg and 8.6 kg from 2013 to 2017. Per capita consumption of fish remained steady between 6.0 kg and 6.4 kg from 2013 to 2017.

From 2013 to 2017, based on retail value, per capita expenditures on fish and seafood in Italy remained steady, ranging from US$102.5 to US$108.5.

By the numbers

Italy is the sixth-largest market for fish and seafood imports in the world, and the third-largest among European Union (EU) countries, behind Spain and France. Italy imported US$6.6 billion worth of fish and seafood products in 2017.

Italy has become a major player in the fish farming and bivalves (mussels and clams) markets. However, the Italian aquaculture sector is facing challenges due to strong competition from other countries, such as Greece, Turkey and Malta. Additionally, concerns over marine sustainability have led to the EU Common Fisheries Policy setting fishery catch limits for the most significant commercial fish stocks. These limits are shared among the EU members, with allowances for each country determined by historical catch rates (The Common Fisheries Policy^{Footnote 1}). As a result, Italy has to rely on imported products to sustain its growing consumer demand.

Italy accounted for a 4.6% market share of the fish and seafood in the world. Canada was the fifteenth- largest market in fish and seafood, accounting for 2.1% of the total world market share.

In 2017, Italy's top three suppliers of fish and seafood were Spain (US$1.3 billion, 244,785 tonnes), the Netherlands (US$410 million, 59,740 tonnes) and Denmark (US$406 million, 56,390 tonnes). Canada was the forty-first largest supplier (US$21.6 million, 1,654 tonnes) and was the twenty-seventh largest non-EU supplier of fish and seafood to Italy in 2017.

Canada was the forty-ninth largest supplier of fish and seafood in volume (tonnes) to Italy and the thirty-first largest non-EU supplier in 2017.

The top imported products were prepared or preserved tuna, skipjack or bonito, worth US$743.2 million, followed by frozen cuttlefish and squid, worth US$703.5 million.

Canada's performance

According to Global Trade Tracker, Canada was the forty-first largest supplier of fish and seafood products to Italy in 2017, with a value of US$21.6 million (based on Italy's import data). Canada was the twenty-seventh largest non-EU supplier of fish and seafood to Italy in 2017. Italy's imports from Canada increased at a compound annual growth rate of 10.8% from 2013 to 2017. Much of this increase can be attributed to the increment in supplies of Canadian frozen Pacific salmon (CAGR: 35.4%) and frozen lobster (CAGR: 21.8%), and Canadian edible seaweeds and other algae (CAGR: 19.0%).

In 2017, Italy's top three imports of fish and seafood from Canada were live, fresh or chilled lobster (US$7.7 million, 409 tonnes); frozen lobster (US$6.7 million, 383 tonnes); and frozen Pacific salmon (US$3.8 million, 450 tonnes).

Market sizes

Fish and seafood products are perceived to be very healthy among Italian consumers and are important components of the Mediterranean diet. Italian cuisine traditionally includes a large variety of fish and seafood dishes. The total volume sales of fish and seafood remained steady at a compound annual growth rate of 0% from 2013 to 2017. Total volume sales of crustaceans grew at a 2.4% compound annual growth rate during the same period.

Due to the flows of international migrants to Italy, consumers' food preferences are becoming more diversified, which contributes to a shift from the traditional fish-focused Mediterranean diet to other international cuisines. Furthermore, while older Italian consumers still prefer fish and seafood products that fall within a traditional style of cuisine, younger generations are more likely to try products based on international cooking styles (Euromonitor International, 2018).

Total volume sales of fish and seafood in Italy reached 513,400 tonnes in 2017, among which fish accounted for 380,600 tonnes. Crustaceans, molluscs and cephalopods together have a smaller total volume share of fish and seafood, about 26%.

It is forecast that total volume sales of fish and seafood will reach 542,700 tonnes in 2022 and will have a compound annual growth rate of 0.8%.

Retail sales of fish and seafood in Italy reached 409,300 tonnes in 2017 and the compound annual growth rate remained 0.1% from 2013 to 2017.

It is forecast that retail sales of fish and seafood will reach 437,900 tonnes in 2022 with a compound annual growth rate of 1.1%. Retail sales of crustaceans and fish will record a 0.8% and 1.3 compound annual growth rate respectively from 2018 to 2022.

Retail sales of fish and seafood in Italy reached US$6,572 million in 2017, among which fish accounted for US$5,165 million, or 78.6% of total retail sales.

It is forecast that retail sales of fish and seafood will reach US$7,565.6 million in 2022 with a compound annual growth rate of 2.6%.

Distribution channels and product launches

Retail has been the biggest distribution format, accounting for over 79% of the total distribution of fish and seafood since 2013.

There were two hundreds fish and seafood products launched in the Italian market between 2013 and 2017, sixty-three of which were new products. One hundred and sixty-one products were distributed through supermarkets between 2013 and 2017. Supermarkets dominate the distribution of fish and seafood in Italy.

Conclusion

The fish and seafood market is set to grow steadily over the forecast period in terms of both total volume and retail volume terms. This will be driven by consumers' love of fish and seafood as well as demand for a protein source that also has a range of health benefits. Fish and seafood consumption will increase also as average incomes in Italy have increased.

Italy provides many opportunities for Canadian fish processing companies that are willing to take the time to establish business relationships and meet the necessary regulatory requirements enforced by the country.

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.

• Overview of Trade Commissioner Services in Italy
• Find a Trade Commissioner

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 2018, please contact:

Resources

• Euromonitor International, 2018. Fish and Seafood in Italy
• Global and Trade Tracker, 2018
• Santander trade, 2018
• Statista, 2018
• The Common Fisheries Policy, 2017

Sector Trend Analysis: Fish and Seafood in Italy
Global Analysis Report

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