Shoppers seeking cheaper seafood options may be driving down consumption and sales of prawns.
While total fish consumption increased 4% in the year to November 2008, that of prawns fell 5%, according to TNS figures.
Nielsen data supported this, showing that although value had increased by 4.1% volume sales of prawns had fallen 5.2% over the same period.
These figures could be evidence of shoppers turning away from prawns because they see them as an expensive product, said Seafish market planning manager Karen Galloway.
"Consumers may be thinking they don't want to spend £3.99 on prawns, but don't mind spending £1.99 on another seafood protein," she said.
TNS claimed media interest in the health benefits - and particularly the omega-3 content - of seafood other than prawns could be another reason. TNS data showed only 16% of consumers said health was the reason they chose to eat prawns.
A price increase across the category contributed to the 4.1% increase in sales value in the year to November 2008 [Nielsen], although this may have also made prawns a less attractive item for retailers to put on promotion, added Galloway.
However, Young's claims the shift in consumption and sales actually reflects a trend toward consumers trading up within the category.
"The growth in value, coupled with the volume decline, reflects a consumer shift from coldwater to more premium warmwater prawns that are typically sold in smaller pack weights," said Young's marketing director Yvonne Adam.
Young's says it would be encouraging consumers to eat more prawns by highlighting their versatility.
TNS also had some good news for the prawn market. "Adult consumption is decreasing, but children's consumption is in growth and gaining share," said TNS analyst Ugo Jacqemier.
Women aged over 35 are the largest prawn consumer group, added TNS.
While total fish consumption increased 4% in the year to November 2008, that of prawns fell 5%, according to TNS figures.
Nielsen data supported this, showing that although value had increased by 4.1% volume sales of prawns had fallen 5.2% over the same period.
These figures could be evidence of shoppers turning away from prawns because they see them as an expensive product, said Seafish market planning manager Karen Galloway.
"Consumers may be thinking they don't want to spend £3.99 on prawns, but don't mind spending £1.99 on another seafood protein," she said.
TNS claimed media interest in the health benefits - and particularly the omega-3 content - of seafood other than prawns could be another reason. TNS data showed only 16% of consumers said health was the reason they chose to eat prawns.
A price increase across the category contributed to the 4.1% increase in sales value in the year to November 2008 [Nielsen], although this may have also made prawns a less attractive item for retailers to put on promotion, added Galloway.
However, Young's claims the shift in consumption and sales actually reflects a trend toward consumers trading up within the category.
"The growth in value, coupled with the volume decline, reflects a consumer shift from coldwater to more premium warmwater prawns that are typically sold in smaller pack weights," said Young's marketing director Yvonne Adam.
Young's says it would be encouraging consumers to eat more prawns by highlighting their versatility.
TNS also had some good news for the prawn market. "Adult consumption is decreasing, but children's consumption is in growth and gaining share," said TNS analyst Ugo Jacqemier.
Women aged over 35 are the largest prawn consumer group, added TNS.
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