1. Overview of UK markets & supply Original presentation delivered by Julie Graham, Seafish April 2005

2. Marketing relies on: 1.Consumers attitudes towards the environment & seafood Use consumer research 2.Supply of seafood available Look at present availability and: predicted future supplies

3. Consumers attitudes to the environment and seafood

4. Consumers attitudes to the choice of fish Seafood purchasing patterns Choice of seafood – chilled v frozen Consumer concerns Conclusions

5. Seafood purchasing patterns by typology

6. Choice of seafood – chilled v frozen The overall approach / mind-set varies by format: CHILLED FROZEN Strong tendency for repeat purchasing Chilled is a more emotionally driven and hence random decision process Frozen product selection operates in a more functional manner Decision made at the retail outlet Products are typically pre-determined before reaching the retail outlet Spontaneity, browsing and product comparison is evident Strong grab-and-go behaviour Broader product repertoire

7. Seafood purchase decision criteria Key purchase drivers Low priority High priority

8. Consumer concerns relating to seafood  Awareness of seafood-related publicity generally restricted to Waders & Swimmers  Over-fishing had greatest recognition (26%)  Weak awareness of farmed fish (5% had heard of farmed salmon)  75% of Disinterested and 43% of Paddlers were unable to mention any issues

9.  Overall, little behavioural change in terms of seafood purchase was evident  Any change in behaviour was generally confined to modification rather than rejection  Publicity has had a limited impact on consumer purchase intent  Seafood is still widely regarded as a natural, pure and healthy food resource Conclusions I’d be inclined to try other fish rather than do without If you worried about everything, you wouldn’t eat anything I tend to switch off because I like fish and if I choose to eat it I will

10. UK Supply

11. UK supply of seafood 1.9 million tonnes Source: DEFRA / HM Customs & Excise

12. Imports

13. Top 5 species imported to the UK Value Source: HM Customs & Excise 69% of total imports Prawns £339m Cod £328m Tuna £193m Salmon £108m Haddock £101m 1.46 million tonnes imported in 2004, worth £1.54 billion

14. Key species imports to the UK Growth in volume and value (%) Source: HM Customs & Excise

15. Focus on cod and haddock

16. World production of cod and haddock (2002) Source: FAO Total production Cod Atlantic / Pacific Haddock 1.2 million tonnes 267,000 tonnes Key producers Norway (21%) Iceland (19%) Russia (15%) Russia (20%) USA (20%) Norway (19%) UK production 3%20%

17. Total UK supply – cod & haddock CodHaddock Source: DEFRA / HM Customs & Excise

18. Total imports Cod Haddock 278,000 tonnes110,000 tonnes Key countries Iceland (36%) Faroes (21%) Norway (18%) China (7%) Iceland (25%) Denmark (15%) Russia (15%) China (14%) UK cod and haddock imports 2004

19. Focus on China

20. Imports from China January – December Thousand tonnes Source: HM Customs & Excise 99% 131%715%211%

21. Summary  Three quarters of UK seafood supply is met through imports  Top 5 species imported - prawns, cod, tuna, salmon and haddock  The UK produces 3% of world cod, and 20% of world haddock  Cod imported from Iceland, Denmark, Russia, China  Haddock imported from Iceland, Faroes, Norway, China  China has become increasingly important in recent years for UK supply of cod and haddock

22. Julie Graham Market Insight Executive j_graham@seafish.co.uk 0131 524 8684 For further information please contact: