1. Future prospects: Salted cod in Spain Víctor Grandío Vázquez
21st September 2017

2. 100.000 Tons of traditional salted cod into Spain
Precedents
Tons of traditional salted cod into Spain
1960
70’s to 90’s: + =
MARKET
CHANGE
Source: The canadien geographer, 2008

3. More competitors in the market.
Spanish market
Different areas
Different salted cod
Iceland, Norway and Faroe Islands
Main suppliers
More competitors in the market.
Norway’s
market share
1998: 35%
2016: 18%
Source: ICEX, 2017

4. + Danger for Norway cod Nuclear white cod demand increases Looks good
Softer
taste
Adapt
Solution for norwegian
salted fish
Quality & regularity

5. Dangers for salted fish
Social changes
Less time for food preparing
Less religión traditions
Future consumers
Less salted cod knowledge

6. Innovation: New products
Challenges
Horeca
market
Return to “authentic flavour”
Make things easier
Save time
Innovation: New products
More information
Create new bonds
Atractive/cool packaging
Masterchef effect

7. Conclusions
Prices are too high for most consumers.
Still lots of salted cod in the market.
Norway salted cod needs to move.
Without creating new bonds, salted cod could suffer in the future.
Opportunities in the retail market: new
products