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!