Seafood trends
Counter measures ‘Multichannel marketing’ and livestreaming could get consumers back to the fishmonger, a report suggests BY VINCE MCDONAGH
ing their shopping habits. Victoria Braathen, its Beijing-based envoy, said it has also made the country increase its focus on healthy ea�ng, a development which has to be good for salmon. Tom-Jørgen Gangsø, Director of Market insight and Market at the Council, said: “This report is the first in a series of reports where we at the Norwegian Seafood Council take a deep dive into what is happening in the trend picture in the world, and how and why this is important to us in the seafood industry. “This is par�cularly relevant now that we have had a global pandemic and it can be difficult to get an overview of what is going on, especially at market and consumer level. Since this report is the first of its kind, it will go a li�le deeper into megatrends as they lay much of the groundwork for what also affects the seafood industry.” The Covid-19 pandemic has undoubtedly increased the use of e-commerce which now accounts for nearly 28% of all grocery sales globally, according to the UK-based analysis company Edge By Ascen�al. This is twice the level forecast in 2015. The pandemic has put e-commerce two years ahead of previous growth predic�ons. Significant growth is also expected in the years ahead with Asia, Africa and the Middle East leading the way (Edge by Ascen�al, 2020). The Seafood Council’s report con�nues: “It is nevertheless important to note that the grocery trade will not be completely moved to online solu�ons in the near future. “’Mul�channel’, or ‘omnichannel’, is a term that is being used more and more. This means that chains have a presence both in the tradi�onal sense with physical stores, but they also have an online version.”
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O na�on is buying as much seafood on-line today as China – and that includes its older genera�on. But what about the rest of us? The Norwegian Seafood Council has published a detailed report on how consumers like to obtain their fish, conceding it is not the easiest commodity to carry around when shopping conven�onally. The Seafood Council says the pandemic has clearly led to the Chinese chang-
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Seafood Trends - Vince.indd 40
Above: How people shopped in 1958 Right: Victoria Braathen Opposite (top):
Seafood counter in Asia.
Opposite (right):
Salmon promo�on
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12/07/2021 15:57:43
