SAGB CONFERENCE May 2012

1. The Shellfish Association of Great Britain's 43rd Annual Conference
“The Promotion of Cultivated Molluscs”
Mr Stephen Cameron – M.D. Scottish Shellfish Marketing Group

2. AGENDA
• Products
• Markets
• Future promotion
• Conclusion

3. • Nielsen / SSMG data to April 23rd 2012
PRODUCTS
61%
1%
16%
MUSSELS
16%
2% 4%

4. PRODUCTS
OTHER
MOLLUSCS

5. MARKETS FOR MOLLUSCS
RETAIL FOODSERVICE WHOLESALE
42% 26% 32%

6. VALUE £000'S VOLUME 000's KGs MAT % CHG
RANK MAT -2 MAT -1 LAT MAT RANK MAT -2 MAT -1 LAT MAT VALUE VOLUME
TOTAL FRESH 1,544,458 1,591,856 1,678,683 140,406 140,484 141,481 5.5 0.7
UK RETAIL FRESH SEAFOOD MARKET
SALMON 1 483,363 496,529 552,599 1
•
31,156
Nielsen data to April 23rd 2012
28,775 31,663 11.3 10.0
WARM WATER PRAWNS 2 135,369 £000'S
VALUE 144,896 145,475 5 VOLUME 000's10,634
9,928 KGs 9,787 0.4 % CHG
MAT -8.0
COD 3
RANK 126,463
MAT -2 127,379 LAT MAT
MAT -1 137,099 4
RANK 9,289
MAT -2 9,439 10,343 7.6
MAT -1 LAT MAT VALUE VOLUME 9.6
HADDOCK
TOTAL FRESH 4 117,331 121,541 130,192
1,544,458 1,591,856 1,678,683 2 9,782
140,406 10,373
140,484 10,486
141,481 7.1
5.5 1.1
0.7
COLD WATER PRAWNS
SALMON 5
1 109,692
483,363 110,830
496,529 101,416
552,599 6
1 11,328
31,156 10,675
28,775 9,131
31,663 -8.5
11.3 -14.5
10.0
MACKEREL 6 62,368 66,219 73,851 3 10,459 10,548 10,413 11.5 -1.3
WARM WATER PRAWNS 2 135,369 144,896 145,475 5 9,928 10,634 9,787 0.4 -8.0
TROUT 7 36,639 33,042 32,286 9 4,122 3,467 3,294 -2.3 -5.0
COD 3 126,463 127,379 137,099 4 9,289 9,439 10,343 7.6 9.6
TUNA 8 35,843 31,640 27,641 14 1,898 1,443 1,252 -12.6 -13.3
HADDOCK 4 117,331 121,541 130,192 2 9,782 10,373 10,486 7.1 1.1
SEA BASS 9 20,579 22,012 23,241 12 1,352 1,690 1,707 5.6 1.0
COLD WATER PRAWNS 5 109,692 110,830 101,416 6 11,328 10,675 9,131 -8.5 -14.5
PLAICE 10 20,278 19,586 23,056 11 1,768 1,707 2,007 17.7 17.6
MACKEREL 6 62,368 66,219 73,851 3 10,459 10,548 10,413 11.5 -1.3
MUSSELS 11 21,033 21,180 21,162 8 3,945 4,010 3,748 -0.1 -6.5
TROUT
CRABSTICK 7
12 36,639
16,737 33,042
17,204 32,286
19,039 9
7 4,122
3,929 3,467
4,025 3,294
4,067 -2.3
10.7 -5.0
1.0
• Total fresh market is worth35,843
TUNA 8 £1.68bn31,640- 141,000 tonnes.
27,641 14 1,898 1,443 1,252 -12.6 -13.3
SOLE 13 21,089 19,276 18,165 13 1,397 1,373 1,370 -5.8 -0.2
SEAPBASS 9 20,579 22,012 23,241 12 1,352 1,690 1,707 5.6 1.0
• ValuePER in strong growth in 2012 although volume is flat.
KI is 14 13,030 12,670 12,861 10 2,381 2,452 2,251 1.5 -8.2
PLAICE
SCALLOPS 10
15 20,278
10,152 19,586
11,984 23,056
10,648 11
20 1,768
452 1,707
536 2,007
461 17.7
-11.1 17.6
-13.9
• Retail inflations in prawns has seen 21,180
MUSSELS
CRAB 11
16 21,033
8,797 a dramatic decline8 in volumes sales.
9,684 21,162
10,392 18 3,945
451 4,010
502 3,748
517 -0.1
7.3 -6.5
3.1
CRABSTICK
SEA BREAM 12
17 16,737
4,014 17,204
5,976 19,039
7,380 7
17 3,929
309 4,025
436 4,067
540 10.7
23.5 1.0
23.8
• Promotions in the salmon category19,276 vital18,165 sales in the overall fresh fish category. 35.9
SOLE
SQUID (CALAMARI) 13
18 21,089
2,900 are
4,362 for
5,927 13
21 1,397
187 1,373
243 1,370
317 -5.8 -0.2
30.6
KIPPER
HERRING 14
19 13,030
5,784 12,670
5,134 12,861
5,267 10
15 2,381
953 2,452
811 2,251
816 1.5
2.6 -8.2
0.6
• Fresh mussels have20
MONKFISH
SCALLOPS been relatively 11,984 in4,542
15 4,894
10,152 steady 10,648
4,976 spend over the past three96years although-11.1
31
20 96
452 536 89
461 volume is down.
-8.7 -7.0
-13.9
POLLOCK
CRAB 21
16 6,938
8,797 2,687
9,684 4,536
10,392 16
18 947
451 339
502 787
517 68.8
7.3 132.2
3.1
BASA
SEA BREAM 22
17 3,210
4,014 5,007
5,976 4,149
7,380 19
17 343
309 596
436 498
540 -17.1
23.5 -16.4
23.8
HALIBUT 23 4,054 4,051 4,096 26 114 114 119 1.1 4.5

7. UK RETAIL MUSSEL MARKET DYNAMICS
• Retail sales of cooked mussels have increased around 16% year on year.
• Retail sales of live mussels have increased by around 20% year on year.
• Cooked meats and marinated mussels have see a decline in volume over
the last year.
• Shoppers are moving their purchases of mussels to added value
convenient cooked mussels.
• Increased scratch cooking at home has meant growing sales of live
mussels.
• Nielsen / SSMG data to April 23rd 2012

8. MUSSEL CONSUMERS
100% Older
Kipper
90% Crab
Cod Haddock
80% Seabass
Mackerel
% over 44
70% Less Affluent Mussels More Affluent
Trout Salmon
CWP WWP
60%
Basa
50% Surimi
40% Tuna
Younger
30%
40% 45% 50% 55% % ABC1 60% 65% 70% 75%
Penetration of; Drivers to purchase;
• Fresh mussels 10.46% • Health
• Fresh cod 28% • Sustainability
• Fresh crab 3.21% • Provenance
(Nielsen data to 23rd April 2012) • Indulgence

9. WHAT CAN IMPACT THE MARKET
KG Sales SSMG Live Mussels 2010/11 (Promotions filtered out)
+24%
+11%
05-Sep 05-Oct 05-Nov 05-Dec 05-Jan 05-Feb 05-Mar 05-Apr 05-May 05-Jun 05-Jul 05-Aug 05-Sep 05-Oct
Kg

10. MARKET TRENDS
Total Grocers All Food Year-on-Year £% Changes (Kantar Data)
50
40 Economy OL
Sales Growth £%
Premium OL
30
20
10
0
-10
2007 2009 2011
Period
• Economy own label sales have grown significantly in last 4 years
• Premium sales are in growth in the last year driven by the likes of the M&S “Dine in for £10”
• Product innovation needs to recognise these trends to attract new and retain current consumers

11. UK FOODSERVICE / WHOLESALE MARKET
• Live mussel sales for example;
o M&J
o Direct Seafoods
2,290 • Cooked mussels sales for
3,030
tonnes example;
tonnes
o Brakes
o 3663
o Tragus
• Majority of sales in foodservice
is in live mussels although
convenience of cooked mussels
Live mussels Cooked mussels is becoming more important

12. CONCLUSIONS
• Salmon raw material deflation will benefit the whole fresh fish category in 2012
• Increasing penetration of molluscs should be the goal of the industry to increase
sales
• Marketing and promotion should be the basis to increase awareness
• Focus on the younger consumer through new flavour / species combinations to
inject interest in the category
• Innovation and promotional activity of premium mollusc products should be
capitalised on to drive sales

13. "Mussels are the future.
They’re absolutely
gorgeous, cheap,
exciting, and so quick to
cook”