Sector Trend Analysis – Fish and seafood trends in Lithuania
July 2019
Executive summary
Lithuania is the thirty-third largest market for fish and seafood in the world with imports valued at US$634 million, and the twelfth largest fish and seafood importer among European Union countries with imports valued at US$443 million in 2018. Sweden and Norway were the top two suppliers to Lithuania, and the top imported products were fresh or chilled Atlantic salmon and frozen cod.
Canada supplied 0.11 tonnes of fish and seafood totalling a value of US$83,252 and was the twenty-eighth largest non-EU supplier of fish and seafood to Lithuania in 2018.
Health awareness and the adoption of healthier lifestyles are developing within Lithuania. The demand for food that promotes health and well-being has increased in recent years and the consumption of fish has had some effect in promoting the perceived benefits of fish consumption.
The forecasted retail sales of fish and seafood are expected to reach US$63.8 million by 2022 and will attain a compound annual growth rate (CAGR) of 6.9%. Fresh fish and seafood are forecasted to account for US$18.6 million in 2022 while chilled and frozen fish and seafood are expected to reach US$35.7 million by 2022.
Lithuania is a moderate consumer of fish and seafood and imports a significant portion of what they consume. Imports from Canada from 2014-2018 are small in comparison to the world's total import value to Lithuania. There is still opportunity for Canada to significantly increase their trade growth of fish and seafood products to Lithuania, especially with the elimination of tariffs under the Canada-Europe Trade Agreement (CETA).
Introduction
Lithuania is a country in Northern Europe and is situated on the southeastern shore of the Baltic Sea between Latvia and Russia (Kaliningrad). The Lithuanian coastline is 90km in length and its territorial waters and economic zone within the Baltic Sea measure 7000 squared kilometersFootnote 1 Eurofish International Organization: Developing fisheries and aquaculture in Europe.
The fishing industry represents a component of the various sectors that contributes to Lithuania's trading activity within the European Union. Fish and seafood are significant to the country's economy in general. The fishing industry within Lithuania has a long tradition and plays an important role in the small communities that occupy its coastline. According to Eurofish International Organization: Developing fisheries and aquaculture in EuropeFootnote 1, the sector employs over six thousand full-time workers in the industry consisting of 565 in fisheries, 431 in aquaculture and over five thousand working in fish processing. Marine fisheries represent most of the Lithuanian catch from the Baltic Sea, long-distance ocean and coastal fisheries, followed by aquaculture companies whose common production supply is from within ponds (around 87%) and then fish processing companies, who are important in the industry due to their economic size and employment rate. The products produced within the fish processing companies are for Lithuanian consumption (64%), while the remaining products are for export abroad (36%) [30% to EU countries and 6% to non-EU countries]. Also, most of the material used by fish processing companies in the production of fish products are imported, accounting for 72% of all imports in 2017 and 2018.
Lithuania is the sixteenth most populous country in the EU with 2.8 million inhabitants in 2018. The total spending per capita on fish and seafood in Lithuania was US$141.1 in 2018, accounting for a 7% share of spending.
Trade overview
Lithuania is the thirty-third largest market for fish and seafood in the world with imports valued at US$634 million, and the twelfth largest fish and seafood importer among European Union countries with imports valued at US$443 million in 2018. Canada was the fifteenth largest market in fish and seafood, accounting for 2% of the total world market share.
Country | 2014 | 2015 | 2016 | 2017 | 2018 | CAGR* % 2014-2018 | Market share % 2018 |
---|---|---|---|---|---|---|---|
World total | 142,948.0 | 129,654.8 | 136,826.0 | 149,688.0 | 154,749.0 | 2.0 | 100.0 |
United States | 21,555.6 | 20,055.0 | 20,777.5 | 22,966.0 | 24,003.4 | 2.7 | 15.5 |
Japan | 15,205.7 | 13,799.2 | 14,282.8 | 15,427.4 | 15,771.9 | 0.9 | 10.2 |
China | 8,967.0 | 8,773.4 | 9,122.3 | 11,111.5 | 14,749.0 | 13.2 | 9.5 |
Spain | 6,978.6 | 6,503.0 | 7,178.5 | 8,065.3 | 8,655.7 | 5.5 | 5.6 |
France | 6,781.3 | 5,942.8 | 6.356.0 | 6,903.4 | 7,132.5 | 1.3 | 4.6 |
Italy | 6,123.0 | 5,575.0 | 6,198.4 | 6,621.6 | 7,075.2 | 3.7 | 4.6 |
Korea | 4,373.0 | 4,451.5 | 4,728.1 | 5,210.6 | 6,060.2 | 8.5 | 3.9 |
Germany | 6,118.8 | 5,278.2 | 5,752.2 | 5,905.6 | 5,984.5 | −0.6 | 3.9 |
Sweden | 4,761.4 | 4,414.4 | 5,187.3 | 4,943.1 | 5,573.0 | 4.0 | 3.6 |
United Kingdom | 4,753.1 | 4,326.2 | 4,420.0 | 4,362.0 | 4,523.9 | −1.2 | 2.9 |
Lithuania (33) | 510.4 | 450.0 | 539.8 | 576.3 | 634.0 | 5.6 | 0.4 |
Source: Global Trade Tracker, 2019 *CAGR: Compound Annual Growth Rate |
Country | 2014 | 2015 | 2016 | 2017 | 2018 | CAGR* % 2014-2018 | Market share % 2018 |
---|---|---|---|---|---|---|---|
EU (28 member states) total | 22,891.7 | 20,469.2 | 23,004.2 | 24,454.8 | 25,239.9 | 2.5 | 100.0 |
Italy | 3,587.2 | 3,366.4 | 3,764.1 | 4,013.6 | 4,276.9 | 4.5 | 16.9 |
Germany | 2,977.6 | 2,698.7 | 2,965.8 | 3,173.0 | 3,195.6 | 1.8 | 12.7 |
France | 2,740.6 | 2,430.0 | 2,613.9 | 2,885.6 | 3,033.9 | 2.6 | 12.0 |
Spain | 2,101.4 | 1,973.4 | 2,187.7 | 2,374.7 | 2,505.2 | 4.5 | 9.9 |
Portugal | 1,531.3 | 1,407.0 | 1,520.4 | 1,682.0 | 1,745.2 | 3.3 | 6.9 |
Poland | 1,567.0 | 1,323.0 | 1,561.1 | 1,446.1 | 1,657.3 | 1.4 | 6.6 |
United Kingdom | 1,516.9 | 1,426.0 | 1,552.3 | 1,520.5 | 1,559.0 | 0.7 | 6.2 |
Netherlands | 1,075.8 | 864.0 | 1,369.8 | 1,498.9 | 1,430.9 | 7.4 | 5.7 |
Belgium | 1,397.0 | 1,154.5 | 1,316.5 | 1,422.8 | 1,285.7 | −2.1 | 5.1 |
Denmark | 715.6 | 583.1 | 675.6 | 655.3 | 619.1 | −3.6 | 2.5 |
Sweden | 514.5 | 439.9 | 463.2 | 481.7 | 507.0 | 5.0 | 2.0 |
Lithuania (12) | 365.1 | 312.3 | 380.9 | 413.9 | 443.0 | −0.4 | 1.8 |
Source: Global Trade Tracker, 2019 *CAGR: Compound Annual Growth Rate |
Lithuania has a diverse supply network of fish and seafood products. In 2018, Lithuania's top two suppliers of fish and seafood were Sweden (US$287 million, 39,628 tonnes) and Norway (US$57.8 million, 22,397 tonnes). Canada supplied US$83,252 and 0.11 tonnes of fish and seafood to Lithuania in 2018.
Country | 2014 | 2015 | 2016 | 2017 | 2018 | CAGR* % 2014-2018 |
---|---|---|---|---|---|---|
World total | 510.4 | 450.0 | 539.8 | 576.3 | 634.0 | 5.6 |
Sweden | 196.4 | 199.0 | 238.4 | 262.3 | 287.0 | 9.9 |
Norway | 52.5 | 51.1 | 52.5 | 65.5 | 57.8 | 2.4 |
Russia | 7.8 | 16.2 | 32.4 | 29.1 | 41.7 | 52.0 |
United States | 24.0 | 25.5 | 21.5 | 24.0 | 50.0 | 14.4 |
Latvia | 32.0 | 28.6 | 31.7 | 33.6 | 37.6 | 4.5 |
Germany | 48.5 | 22.8 | 52.0 | 46.3 | 36.1 | −7.1 |
Poland | 12.7 | 13.4 | 10.9 | 13.8 | 18.8 | 10.2 |
Estonia | 18.4 | 8.5 | 9.8 | 11.8 | 14.3 | −6.2 |
United Kingdom | 13.8 | 4.5 | 3.7 | 7.3 | 11.6 | −4.2 |
Spain | 11.9 | 9.5 | 8.9 | 11.3 | 11.4 | −1.1 |
Canada (45) | 0.7 | 0.3 | 0.2 | 0.6 | 0.083 | −40.8 |
Source: Global Trade Tracker, 2019 *CAGR: Compound Annual Growth Rate |
Country | 2014 | 2015 | 2016 | 2017 | 2018 | CAGR* % 2014-2018 |
---|---|---|---|---|---|---|
World total | 150,372 | 142,746 | 148,189 | 152,922 | 154,985 | 0.8 |
Sweden | 30,958 | 37,615 | 37,755 | 37,754 | 39,628 | 6.4 |
Norway | 22,912 | 22,941 | 22,183 | 25,403 | 22,397 | −0.6 |
Latvia | 17,577 | 18,526 | 17,380 | 19,159 | 17,360 | −0.3 |
United States | 9,851 | 9,376 | 7,707 | 8,936 | 12,136 | 5.4 |
Russia | 2,029 | 4,301 | 9,250 | 7,514 | 9,039 | 45.3 |
Estonia | 9,379 | 5,418 | 6,457 | 9,021 | 7,601 | −5.1 |
Poland | 4,379 | 4,914 | 3,789 | 4,822 | 6,855 | 11.9 |
Germany | 11,592 | 6,890 | 7,326 | 7,241 | 5,139 | −18.4 |
Spain | 4,510 | 4,048 | 3,850 | 4,934 | 4,752 | 1.3 |
United Kingdom | 7,468 | 2,767 | 1,851 | 2,906 | 4,642 | −-11.2 |
Canada (55) | 374 | 158 | 46 | 195 | 0.11 | −86.9 |
Source: Global Trade Tracker, 2019 *CAGR: Compound Annual Growth Rate |
The top imported products to Lithuania in 2018 were fresh or chilled Atlantic salmon, worth US$289.9 million, followed by frozen cod, worth US$56.3 million. Imports of both frozen sockeye salmon and frozen fillets of Pacific salmon increased significantly from 2014 to 2018, along with frozen coalfish in general.
HS code | Description | 2014 | 2015 | 2016 | 2017 | 2018 | CAGR* % 2014-2018 |
---|---|---|---|---|---|---|---|
Total | 510.4 | 449.7 | 539.8 | 576.3 | 633.6 | 6.0 | |
030214 | Fresh or chilled Atlantic salmon | 204.9 | 191.7 | 274.4 | 296.9 | 289.9 | 9.0 |
030363 | Frozen cod | 35.4 | 37.0 | 59.2 | 60.2 | 56.3 | 12.0 |
030489 | Frozen fish fillets, n.e.s.[1] | 23.6 | 16.7 | 18.5 | 19.9 | 26.0 | 2.0 |
030495 | Frozen meat, whether or not minced, of fish | 6.1 | 14.7 | 5.9 | 11.4 | 18.7 | 32.0 |
030354 | Frozen mackerel | 20.2 | 11.7 | 11.9 | 14.0 | 16.3 | −5.0 |
030311 | Frozen sockeye salmon | .123 | .705 | .707 | 3.0 | 14.4 | 228.0 |
030365 | Frozen coalfish | 3.8 | 11.9 | 7.5 | 8.3 | 13.1 | 36.0 |
030499 | Frozen fish meat n.e.s.[1] | 23.4 | 19.0 | 21.6 | 16.0 | 12.5 | −14.0 |
030481 | Frozen fillets of Pacific salmon | 1.5 | 4.5 | 4.6 | 2.7 | 12.2 | 70.0 |
160420 | Prepared or preserved fish | 11.2 | 6.6 | 7.7 | 9.2 | 10.3 | −2.0 |
Source: Global Trade Tracker, 2019 *CAGR: Compound Annual Growth Rate 1: nowhere else specified |
Top ten fish and seafood Lithuania imports by product type, in 2018 in US$ millions
HS Code | Top 5 products | 2018 |
---|---|---|
030214 | Fresh or chilled Atlantic salmon and Danube salmon | 257.5 |
030363 | Fresh cod | 5.8 |
030481 | Frozen fillets of Pacific salmon | 5.0 |
030211 | Fresh or chilled trout | 4.9 |
030365 | Frozen coalfish | 3.5 |
Source: Global Trade Tracker, 2019 |
HS Code | Top 5 products | 2018 |
---|---|---|
030363 | Fresh cod | 18.2 |
030365 | Frozen coalfish | 9.4 |
030481 | Frozen fillets of Pacific salmon | 5.7 |
030214 | Fresh or chilled Atlantic salmon and Danube salmon | 5.2 |
030486 | Frozen fillets of herring | 4.9 |
Source: Global Trade Tracker, 2019 |
HS Code | Top 5 products | 2018 |
---|---|---|
030363 | Fresh cod | 26.9 |
030489 | Frozen fish fillets, n.e.s.[1] | 13.5 |
160420 | Prepared or preserved fish | .593 |
030471 | Cod of frozen millets | .479 |
030474 | Frozen fillets of hake | .59 |
Source: Global Trade Tracker, 2019 1: nowhere else specified |
HS Code | Top 5 products | 2018 |
---|---|---|
030495 | Frozen meat, whether or not minced, of fish | 18.4 |
030311 | Frozen sockeye salmon (red salmon) | 13.7 |
030494 | Frozen meat, whether or not minced, of Alaska pollack | 7.8 |
030391 | Frozen fish livers, roes and milt | 0.6 |
030312 | Frozen Pacific salmon (excluding sockeye salmon "red salmon") | 0.4 |
Source: Global Trade Tracker, 2019 |
HS Code | Top 5 products | 2018 |
---|---|---|
030441 | Fresh or chilled fillets of Pacific, Atlantic salmon and Danube salmon | 5.5 |
030214 | Fresh or chilled Atlantic salmon and Danube salmon | 3.9 |
160413 | Prepared or preserved sardines, sardinella and brisling or sprats, whole or in pieces (excluding minced) | 3.1 |
160414 | Prepared or preserved tunas, skipjack and Atlantic bonito, whole or in pieces (excluding minced) | 1.7 |
030389 | Frozen fish, n.e.s.[1] | 1.6 |
Source: Global Trade Tracker, 2019 1: nowhere else specified |
HS Code | Top 5 products | 2018 |
---|---|---|
030214 | Fresh or chilled Atlantic salmon and Danube salmon | 19.3 |
030471 | Cod of frozen millets | 3.0 |
030561 | Herring (clupea harengus, clupea pallasii), only salted or in brine (excluding fillets and offal) | 1.7 |
030541 | Smoked Pacific salmon, Atlantic salmon, inclusive | 1.5 |
030520 | Fish livers, roes and milt, dried, smoked, salted or in brine | 1.4 |
Source: Global Trade Tracker, 2019 |
HS Code | Top 5 products | 2018 |
---|---|---|
030363 | Frozen cod | 2.1 |
030442 | Fresh or chilled fillets of trout | 1.4 |
051191 | Products of fish or crustaceans, molluscs, unfit for human consumption | 1.2 |
160420 | Prepared or preserved fish (excluding whole or in pieces) | 1.2 |
03441 | Fresh or chilled fillets of Pacific, Atlantic salmon and Danube salmon | 1.1 |
Source: Global Trade Tracker, 2019 1: nowhere else specified |
HS Code | Top 5 products | 2018 |
---|---|---|
160420 | Prepared or preserved fish (excluding whole or in pieces) | 5.9 |
160419 | Prepared or preserved fish, whole or in pieces | 2.8 |
030441 | Fresh or chilled fillets of Pacific, Atlantic salmon and Danube salmon | 1.3 |
030214 | Fresh or chilled Atlantic salmon and Danube salmon | 1.0 |
030353 | Frozen sardines | 0.6 |
Source: Global Trade Tracker, 2019 |
HS Code | Top 5 products | 2018 |
---|---|---|
030354 | Frozen mackerel | 5.7 |
030214 | Fresh or chilled Atlantic salmon and Danube salmon | 1.0 |
130231 | Agar-agar, whether or not modified | 0.8 |
030211 | Fresh or chilled trout | 0.7 |
160300 | Extracts and juices of meat, fish or crustaceans, molluscs and other aquatic invertebrates | 0.6 |
Source: Global Trade Tracker, 2019 |
HS Code | Top 5 products | 2018 |
---|---|---|
030366 | Frozen hake | 5.3 |
030617 | Frozen shrimps and prawns (excluding cold-water shrimps and prawns | 1.4 |
030369 | Frozen fish, (excluding cod, haddock, coalfish, hake, Alaska pollack and black frozen fish, n.e.s.[1] | 0.9 |
030389 | Frozen fish, n.e.s.[1] | 0.6 |
160414 | Prepared or preserved tunas, skipjack and Atlantic bonito, whole or in pieces (excluding minced) | 0.5 |
Source: Global Trade Tracker, 2019 |
Canada's performance
Lithuanian imports of fish and seafood products from Canada between 2013 to 2017 was not extensively measurable. In 2018, Lithuania imported US$83,252 and 0.11 tonnes of fish and seafood products directly from Canada, however these numbers do not fully account for all the Canadian seafood products provided through other larger EU countries. According to industry sources (cited in Euromonitor International, 2018) Lithuania has very limited sourcing of local seafood with the vast majority of products being imported.Footnote 2 Lithuania's top three imports of fish and seafood products from Canada were live, products of fish or crustaceans, molluscs or other aquatic invertebrates (US$83,211, 0.055 tonnes); coral and similar materials, shells of molluscs, crustaceans or echinoderms (US$24.00, 0.005 tonnes); and frozen fish fillets, n.e.s (US$17.00, 0.050 tonnes).
HS code | Description | 2018 (US$) | 2018 (tonnes) |
---|---|---|---|
Total | 83,252 | 0.11 | |
051191 | Products of fish or crustaceans, molluscs or other aquatic invertebrates | 83,211 | 0.055 |
050800 | Coral and similar materials, shells of molluscs, crustaceans or echinoderms | 24.0 | 0.005 |
030489 | Frozen fish fillets, n.e.s. (nowhere else specified) | 17.0 | 0.050 |
Source: Global Trade Tracker, 2019 *CAGR: Compound Annual Growth Rate |
Overall consumer trends
Lithuania is experiencing a decline in its population due to the rising emigration level of its younger generation (18 to 29 year olds) in pursuit of employment and greater opportunities, despite Lithuania's recent falling unemployment rate and improved economic conditions. The recent rise in emigration was originally thought to be due to those wanting to avoid a new health insurance tax, as well as those looking to migrate to the United Kingdom prior to the implementation of Brexit. However; other than greater employment opportunities, other factors such as income inequality, insecurity in retirement, social exclusion and a lack of strong cultural identity have also been cited as reasons for the exodus of Lithuanian's youth,Footnote 2 (Euromonitor International 2018). Nonetheless, a growing economy and faster wage growth has spurred consumer confidence, yet, price remains a main factor when consumers are considering a purchase.
E-commerce is emerging, though considered relatively new in its usage, while cross-border shopping mainly to Poland and Latvia for greater deals, is increasing. A 2017 SwedBank survey for Delfi revealed that the vast majority of respondents (95%), said they mainly buy food when they go to Poland, where certain products benefit from a preferential 8% value-added tax (VAT) rate. This trend has impacted tourism with outbound trips to Poland and Latvia increasing by 40% and 67%, respectively from 2012 to 2017Footnote 2, (Euromonitor International 2018).
Young adults aged 18 to 29, having been raised in the post era of Soviet control; tend to have a more global outlook in comparison to their parents which has led to an increase towards a propensity for international foods and brands. In contrast, Generation X aged 35 to 54, prefer domestic over foreign brands and are interested in sustainability and other green issues. They support companies that promote cultural events or the environment and are willing to pay more for products whose packaging is recycled and/or reused. Mid-lifers aged 45 to 64 and later-lifers aged 65 to 79, are more conservative and prefer domestic brands, especially as later-lifers who lived under Soviet rule, were accustomed to rationing, nationalised property and travel restrictionsFootnote 2, (Euromonitor International 2018).
Lithuanian food consumption is varied with younger Lithuanians favouring International cuisine, while older generations prefer traditional cuisine including "zeppelins"Footnote 3, cold soups, salted herring and pancakes. Lithuanian's prefer freshness (63%) and healthiness (25%) when buying food. A 2017 survey of cooking habits revealed that 95% made dinner meals at home as a healthier and cheaper alternative to eating out and to spend more quality time with family. Similarly, higher incomes and convenience have driven demand for ready meals and eating out.
Health awareness and healthier lifestyles are gaining traction within Lithuania. The demand for food that promotes health and well-being has increased in recent years and the consumption of fish has had some effect in promoting the perceived benefits of fish consumption. Spending on health goods and medical services has improved by 36% recently, as life expectancy for men and women are 63 and 71 years old, respectively. Alcohol consumption paired with a fondness for foods and drinks high in saturated fats and sugars have in part, contributed to more than half of all Lithuanian deaths due to heart disease and physical inactivity that has contributed to greater obesity rates. (Euromonitor International, 2018)
As seen in the chart below, Lithuanians consume more meat than fish and seafood products. The percentage share of spending and spending per capita on meat is significantly higher in both historic and forecasted periods in relation to fish and seafood consumption. However, the forecasted CAGR for the percentage share of spending on fish and seafood is expected to align more closely to the forecasted growth rate of percentage spending on meat by 2023.
Category | 2014 | 2018 | CAGR* % 2014-2018 | 2019 | 2023 | CAGR* % 2019-2023 |
---|---|---|---|---|---|---|
% share of spending on fish and seafood | 5.7 | 6.9 | 4.9 | 7.3 | 8.7 | 4.5 |
% share of spending on meat | 26.8 | 32.2 | 4.7 | 34.1 | 40.9 | 4.7 |
Spending on fish and seafood per capita (US$) | 112.1 | 141.1 | 5.9 | 150.4 | 183.4 | 5.1 |
Spending on meat per capita (US$) | 523.6 | 658.5 | 5.9 | 702.2 | 858.8 | 5.2 |
Source: Euromonitor International, 2018 *CAGR: Compound Annual Growth Rate |
Retail sales
Lithuanians consume predominantly more meat than seafood in their daily diets. In 2018, both processed meat and seafood grew in both retail value and volume terms which may be attributable to varying factors such as increasing urbanisation, in addition to rising disposable incomes within Lithuania.
The growth dynamic of the fish and seafood category can be categorized by the demand for fresh and chilled (both processed and whole cuts) processed seafood versus the availability of shelf stable and dried seafood which are perceived as consisting of high levels of varying preservatives. As cited earlier, Lithuania has very limited sourcing of local seafood with the vast majority of products being imported. Consumers tend to perceive imported frozen seafood as less risky considering it has to be imported from quite distant producers. However; Lithuanians still enjoy consuming fresh and chilled fish when available, over shelf stable or dried, even though its quantity is limited. Consumer preference for chilled and fresh products is attributable to the perception that these products are of better quality, healthier and of higher nutritional value and have greater flavour than shelf stable or dried. Retail sales of fresh and chilled raw packaged fish and seafood (both processed and whole cuts) accounted for 76% of total retail sales of fish and seafood in 2018.
The forecasted retail sales of fish and seafood are expected to reach US$63.8 million by 2022 and is forecast to attain a CAGR of 6.9%. Fresh fish and seafood is forecasted to account for US$18.6 million in 2022, while more popular categories such as chilled and frozen fish and seafood is expected to reach a combined total of US$35.7 million by 2022. The growing awareness of the health benefits associated with consuming fish and seafood (omega 3 fatty acids, rich in phosphorus and protein) propagated by nutritionists via mass media, paired with increasing disposable incomes and growing demand, will assist in increasing Lithuanian's future consumption of fish and seafood.
Category | 2015 | 2018 | CAGR* % 2015-2018 | 2019 | 2022 | CAGR* % 2019-2022 |
---|---|---|---|---|---|---|
Total fish and seafood | 43.5 | 49.8 | 4.6 | 52.2 | 63.8 | 6.9 |
Shelf stable fish and seafood | 4.1 | 4.6 | 3.9 | 4.8 | 5.8 | 6.5 |
Chilled raw packaged fish and seafood - processed | 11.4 | 13.0 | 4.5 | 13.4 | 16.1 | 6.3 |
Chilled raw packaged fish and seafood - whole cuts | 9.2 | 10.7 | 5.2 | 11.2 | 14.0 | 7.7 |
Dried fish and seafood | 2.6 | 2.9 | 3.7 | 3.1 | 3.7 | 6.1 |
Fresh fish and seafood | 12.4 | 14.3 | 4.9 | 15.1 | 18.6 | 7.2 |
Frozen fish and seafood | 3.8 | 4.3 | 4.2 | 4.6 | 5.6 | 6.8 |
Source: Global Data, 2019 *CAGR: Compound Annual Growth Rate |
The historic and forecasted volume sales of fish and seafood highlight once again, the preference of consumption of fresh and chilled/frozen fish and seafood in comparison to shelf stable and dried fish and seafood consumption to Lithuanians. In 2018, fresh, chilled and frozen fish and seafood accounted for 82.5% of total volume sales of fish and seafood compared to 17.5% of total volume sales of shelf stable and dried fish and seafood in 2018. The retail sales are forecasted to attain a portion of 85.1% and 14.9% respectively by 2022.
Category | 2015 | 2018 | CAGR* % 2015-2018 | 2019 | 2022 | CAGR* % 2019-2022 |
---|---|---|---|---|---|---|
Total fish and seafood | 7,820 | 8,440 | 3.0 | 8,630 | 9,640 | 4.0 |
Shelf stable fish and seafood | 680 | 720 | 2.0 | 740 | 800 | 3.0 |
Chilled raw packaged fish and seafood - processed | 1,030 | 1,090 | 2.0 | 1,110 | 1,210 | 3.0 |
Chilled raw packaged fish and seafood - whole cuts | 950 | 1,030 | 3.0 | 1,060 | 1,200 | 4.0 |
Dried fish and seafood | 710 | 760 | 2.0 | 770 | 850 | 3.0 |
Fresh fish and seafood | 3,630 | 3,950 | 3.0 | 4,040 | 4,550 | 4.0 |
Frozen fish and seafood | 820 | 890 | 3.0 | 910 | 1,030 | 4.0 |
Source: Global Data, 2019 *CAGR: Compound Annual Growth Rate |
Market concentration by company
Lithuania's processed meat and fish and seafood market is led by Biovela UAB that predominantly offers two main brands, Biovela and Utenos Mesa which cover the processed meat category. The company attributes its success to a wide range of products that target differing consumer segments, as well as having a strong distribution network and an explicit marketing strategy. In relation to Lithuania's fish and seafood market, Viciunai & Ko Uab maintained its leading position in processed seafood in 2018. The company offers diverse brands including three major brands, Vici, Esva and Columbus. Vici benefits from its longevity on retailers' shelves supported by brand awareness, various marketing activities in addition to price promotions. Esva and Columbus offer lower unit prices and can target lower-income consumers. Viciunai & Ko Uab make significant investments in advancing technologies in seafood processing to ensure safety standards through all processing levels.
Company | 2014 | 2015 | 2016 | 2017 | 2018 | CAGR* % 2014-2018 |
---|---|---|---|---|---|---|
Biovela UAB | 18.9 | 18.9 | 19.1 | 19.0 | 19.8 | 1.2 |
Viciunai & Ko UAB | 7.9 | 8.0 | 8.5 | 8.6 | 8.2 | 0.9 |
Krekenavos Agrofirma AB | 8.1 | 8.4 | 8.6 | 8.4 | 8.1 | 0.0 |
Nematekas ZUB | 8.4 | 8.4 | 8.3 | 7.8 | 7.6 | −2.5 |
Samsonas UAB | 7.5 | 6.8 | 6.3 | 5.4 | 4.8 | −10.6 |
Source: Euromonitor International, 2018 *CAGR: Compound Annual Growth Rate |
Most Lithuanians shop at supermarkets (42.5%), as they provide more convenience, a wider range of products and competitive pricing through promotions and discounts not offered through traditional grocers (representing 21.4%) of the distribution market in 2018. Discounters such as Lidl, representing 6.1% share of the distribution market, are a new concept for shopping and are popular amongst young consumers as they provide low prices and quality private label products. Local markets are still popular as they provide freshness and higher quality products to the consumer.
Company | 2014 | 2015 | 2016 | 2017 | 2018 | CAGR* % 2014-2018 |
---|---|---|---|---|---|---|
Store-based retailing | 99.9 | 99.8 | 99.7 | 99.6 | 99.5 | −0.1 |
Grocery retailers | 99.9 | 99.8 | 99.7 | 99.5 | 99.4 | −0.1 |
Modern grocery retailers | 75.0 | 76.1 | 76.9 | 77.4 | 78.0 | 1.0 |
Convenience stores | 11.2 | 11.8 | 11.8 | 12.0 | 12.0 | 1.7 |
Discounters | 7.6 | 2.7 | 5.2 | 6.1 | −5.3 | |
Forecourt retailers | 1.3 | 1.3 | 1.4 | 1.4 | 1.5 | 3.6 |
Hypermarkets | 15.9 | 16.3 | 16.1 | 16.0 | 15.8 | −0.2 |
Supermarkets | 38.9 | 46.7 | 44.9 | 42.8 | 42.5 | 2.2 |
Traditional grocery | 24.9 | 23.7 | 22.8 | 22.2 | 21.4 | −3.7 |
Independent small | 12.2 | 11.6 | 11.3 | 11.1 | 10.5 | −3.7 |
Other grocery | 12.7 | 12.1 | 11.5 | 11.1 | 11.0 | −3.5 |
Non-store retailing | 0.1 | 0.2 | 0.3 | 0.4 | 0.5 | 49.5 |
Internet retailing | 0.1 | 0.2 | 0.3 | 0.4 | 0.5 | 49.5 |
Source: Euromonitor International, 2018 *CAGR: Compound Annual Growth Rate |
Manufactured product analysis
According to Mintel (2019), Lithuania has manufactured several products containing fish or seafood as an ingredient, sub-category 'fish products' in their markets between June 2013 to February 2019. "Fish products and fish products" includes fresh, frozen, dried, preserved, smoked, or canned fish, shellfish (shrimp/prawns, oysters, mussels, clams, crab, oysters), squid, octopus and lobster. It also includes breaded products that are not positioned as hors d'oeuvres, along with seafood and vegetable mixes. The manufactured products are mainly of the new/variety/range extension and some of the key attributes are ethical-environmentally friendly packaging, ease of use and no additives or preservatives (many products may list more than one claim per package). The top packaging types are tray, skin pack, carton, and flexible stand-up pouch or tub format. Most products manufactured can be categorized under the chilled versus frozen storage types, and most are distributed by supermarkets.
Examples of manufactured products
Seafood Sticks

Company | Sainsbury's |
---|---|
Brand | Sainsbury's |
Category | Processed fish, meat and egg products |
Country | United Kingdom |
Country of manufacture | Lithuania |
Import status | Imported product |
Date published | February 2019 |
Launch type | Relaunch |
Price in US dollars | 1.72 |
Sainsbury's Seafood Sticks have been relaunched with an improved recipe, and a new pack. This responsibly sourced product is described as individually wrapped surimi fish protein sticks with water and starch, and now retails in newly designed widely recycled pack containing 16 sticks, and featuring the Certified Sustainable Seafood MSC logo.
Giant Surimi Prawns in Garlic Oil

Company | VG Handel |
---|---|
Brand | Vici |
Category | Processed fish, meat and egg products |
Country | Austria |
Country of manufacture | Lithuania |
Import status | Imported product |
Date published | December 2018 |
Launch type | New packaging |
Price in US dollars | 3.40 |
Vici Surimi in Jumbo-Garnelenform in Knoblauch-Öl (Giant Surimi Prawns in Garlic Oil) have been repackaged with a slightly altered design. The MSC certified imitation prawns are made from fish muscle protein and retail in a 320 gram (g) pack with 200g drained weight.
Large Seafood Stick

Company | Tesco |
---|---|
Brand | Tesco Ready to eat |
Category | Processed fish, meat and egg products |
Country | United Kingdom |
Country of manufacture | Lithuania |
Import status | Imported product |
Date published | November 2018 |
Launch type | New variety/range extension |
Price in US dollars | 0.58 |
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.
Seafood Snack with Cottage Cheese and Dill Filling

Company | Plunges Kooperatine Prekyba |
---|---|
Brand | Vici |
Category | Snacks |
Country | Czech Republic |
Country of manufacture | Lithuania |
Import status | Imported product |
Date published | January 2017 |
Product source | Shopper |
Launch type | New product |
Price in US dollars | 1.56 |
Vici Surimi Rybí Tycinky s Tvarohovou Pomázánkou s Koprem (Seafood Snack with Cottage Cheese and Dill Filling) is a source of protein and is high in unsaturated fats. The product is retailed in a 160g pack.
Conclusion
Lithuania is a moderate consumer of fish and seafood and imports a significant portion of what they consume. Lithuania is the thirty-third largest market for fish and seafood in the world with imports valued at US$634 million in 2018. Imports from Canada from 2013-2017 were not extensively measurable, with moderate import improvements recorded in 2018, however; there is still opportunity for growth, especially with the progressive elimination of tariffs under the Canada-Europe Trade Agreement (CETA). For example, the pre-CETA EU tariff on frozen mackerel was 20%. Elimination of this tariff will allow Canada more access and enhanced export opportunities into the EU market.
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 in Belgium, please contact:
Ben Berry, Deputy Director
Trade Show Strategy and Delivery
Agriculture and agri-food Canada
ben.berry@canada.ca
Resources
- Eurofish International Organization: Developing fisheries and aquaculture in Europe
- Euromonitor International. Processed Meat and Seafood in Lithuania, November 2018
- Euromonitor International. Consumer Lifestyles in Lithuania, March 2018
- Euromonitor International. Lithuania: Country Profile, December 2018
- Georgian, Elizabeth. Culture trip; A brief History of Cepelinai, Lithuania's National Dish. Updated January 12, 2017
- Global and Trade Tracker, 2019
- Global Data, March 2019
Sector Trend Analysis – Fish and seafood trends in Lithuania
Global Analysis Report
Prepared by: Laurie Bernardi, International Market Research Analyst
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