Download - Market for farmed freshwater fish in Europe Ekaterina Tribilustova 6-7 June 2013 Zadar, Croatia
Market for farmed freshwater
fish in Europe
Ekaterina Tribilustova6-7 June 2013Zadar, Croatia
Structure of the presentation
• Overview of the freshwater farmed fish sector• Trade and markets• Promotion strategies and campaigns: Poland • Challenges• Conclusions
Production of freshwater farmed fish in the EU-27
0
50000
100000
150000
200000
250000
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Salmons, trouts, smelts
Carps, barbels and othercyprinids
Miscellaneous freshwaterfishes
River eels
Sturgeons, paddlefishes
Rainbow trout 153 000 tonnes
Common carp
62 000 tonnes
Source: FAO Fishstat Plus, 2013
Main countries-producers of carp
0
10.000
20.000
30.000
40.000
50.000
60.000
70.000
80.000
90.000
100.000
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Others
Lithuania
Croatia
France
Germany
Romania
Hungary
Poland
Czech Republic
Source: FAO Fishstat Plus, 2013
EU-27: imports of live carp by the countries of origin
0
1.000
2.000
3.000
4.000
5.000
6.000
7.000
2007 2008 2009 2010 2011 2012
ton
nes
0
5
10
15
20
25
US
D m
illi
on
The Czech RepublicHungaryCroatiaLithuaniaBulgariaPolandOthersValue
Source: EUROSTAT
EU-27: imports of of fresh and chilled carp by the countries of origin
0
50
100
150
200
250
300
2007 2008 2009 2010 2011 2012
ton
nes
0
500
1.000
1.500
2.000
2.500
3.000
3.500
US
D t
ho
usa
nd
BulgariaGreeceThe NetherlandsFranceThe Czech RepublicPolandHungaryOthersValue
Source: EUROSTAT
Average import price for live carp (USD/kg) in the EU-27 from the countries of origin
2007 2008 2009 2010 2011 2012
Average price 2,72 3,00 2,72 2,59 2,66 2,63
The Czech Republic 2,66 2,82 2,66 2,57 2,73 2,64
Hungary 2,62 3,23 2,94 2,64 2,78 2,67
Croatia 2,17 4,49 3,75 2,23 2,15 2,05
Lithuania 2,59 2,84 2,47 2,48 2,38 2,46
Bulgaria n/a n/a n/a 2,47 1,92 1,92
Poland 3,38 2,71 3,18 3,51 4,97 3,85
Average import price for fresh/chilled carp in the EU-27 by the countries of origin (USD/kg)
2007 2008 2009 2010 2011 2012
Average price 3,92 4,20 4,08 3,52 4,57 2,70
Bulgaria 1,22 2,55 3,11 2,41 2,29 1,75
Greece 3,97 12,44 n/a 4,10 6,60 1,52
The Netherlands 5,72 5,18 5,54 6,12 6,81 3,17
France 4,55 4,55 5,35 4,88 5,70 5,17
The Czech Republic 3,59 3,40 2,12 3,03 5,45 3,39
Poland 5,66 3,22 4,38 4,92 5,05 4,54
Hungary 3,01 3,40 n/a 2,74 2,52 2,94
EU-27: exports of live carp to the countries-destinations
0
500
1.000
1.500
2.000
2.500
3.000
3.500
4.000
4.500
2007 2008 2009 2010 2011 2012
ton
nes
0
5
10
15
20
25
30
35
40
US
D m
illi
on
PolandGermanySlovakiaAustriaRomaniaFranceOthersValue
Source: EUROSTAT
EU-27: exports of fresh and chilled carp to the countries-destinations
0
50
100
150
200
250
300
2007 2008 2009 2010 2011 2012
ton
nes
0
1
1
2
2
3
US
D m
illi
on
GermanyThe UKAustriaNetherlandsBelgiumIrelandRomaniaOthersValue
Source: EUROSTAT
Average export price for live carp (USD/kg) to the countries-destinations
2007 2008 2009 2010 2011 2012
Average price 2,81 3,33 3,10 2,82 3,12 2,96
Poland 2,71 2,61 2,50 2,49 2,71 2,52
Germany 2,93 3,64 3,28 2,93 3,34 3,15
Slovakia 2,59 3,01 2,73 2,88 2,96 2,96
Austria 3,02 3,66 3,71 3,45 3,91 3,75
Romania 3,33 3,27 2,65 2,75 2,42
France 3,10 4,06 4,01 3,56 4,55 4,16
Hungary 2,48 2,96 3,24 2,74 3,45 2,65
Latvia 2,61 2,92 2,20 2,44 2,72 2,47
Average export price for fresh/chilled carp (USD/kg) to the countries-destinations
2007 2008 2009 2010 2011 2012
Average price 4,33 4,22 4,30 4,28 4,09 4,51
Germany 4,46 4,14 4,55 4,48 3,74 3,99
The UK 5,36 5,26 5,06 4,44 3,87 4,41
Austria 3,77 3,68 3,91 3,74 4,10 4,17
Netherlands 5,38 6,17 5,04 3,49 3,98 4,58
Belgium 2,24 3,55 4,02 5,33 4,33 4,17
Ireland 7,21 7,39 5,45 6,36 4,97 6,62
Romania 2,96 3,37 3,07 2,35 2,83 2,20
Italy
0
50
100
150
200
250
300
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Croatia
Hungary
Czech Republic
Others
Italian imports of live carp (in tones) by country of origin
Source: National statistics
Germany
0
500
1000
1500
2000
2500
3000
3500
4000
4500
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Czech Republic
Croatia
Hungary
Others
Source: National statistics
German imports of live carp (in tones) by country of origin
Germany • The largest importer of rainbow trout and carp in Europe,
• Most positive perception of aquaculture products in the EU,
• Most purchases (77%) are made in supermarkets, and from 2013, most retailers will sell certified sustainable fish products only;
• Best opportunities exist for sustainable fresh, chilled or frozen smaller-portion trout fillets. Standardized uniform high quality at competitive price!
Germany
Promotion activities in Poland: rainbow trout
- Polish Trout Breeders Association,
- a 4-year promotional campaign for farmed trout as a source of healthy nutrition,
- 2011-2014, a total budget of 2 million EUR
Promotion activities in Poland: rainbow trout
Promotion activities in Poland: rainbow trout
Conferences and
Baby-shower portal
Promotion activities in Poland: rainbow trout
Fresh and frozen trout, developments in volume and value
Households
From May to October 2012 Polish households purchased 2 049 tonnes of trout (25% more than in the same period of the previous year) valued to to PLN 41.2 million (23% more than in the previous period).
1.646,0 2.049,3 4.098,4
maj-październik
2011
maj-październik
2012
listopad2011 -
październik2012
Volume in kg
+24,5 %
+22,6 %
In the twelve-month period (November 2011-October 2012) Polish households bought 4 098 tonnes of trout valued to PLN 83.6 million.
Fresh and frozen trout/Consumer indicators
Households
Penetration of trout in the period May-October 2012 increased compared to the same period of the previous year - from 11.1% to 14.3%. At the same time, the purchasing
volume per household was just over 1 kg. The slight decrease in the purchasing value per household indicated a drop in prices or a shift to less expensive channels (discounters).In the period of twelve months , 23.4% of Polish households bought trout at least once.
Household bought an average of 1.3 kg of trout valued to 26.70 PLN (6.3 EUR).
Penetration %Purchasing volume per household KG
Purchasing value per household PLN
Possible challenges in promotion of farmed fish
• Lack of synergy between different links in the market chain,
• Not clear objective and strategy, confusion of “consumer information”, “stakeholder training”, “generic promotion” and “brand promotion”,
• Raising consumer confidence
Conclusions
Enhancement of freshwater farmed fish consumption through a set of messages:-Nutritional qualities and health aspects,-Taste qualities,-Environmental sustainability,-Animal welfare,-Local product
Conclusions
Decentralized and individualized promotion campaigns that differentiate between age groups and social segments of consumers.
Thank you for your attention!