Download Latest Demand Developments in the German Seafood Market

Latest Demand Developments in
the German Seafood Market
...as seen by Hartwig Retzlaff
Outcome of the Latest Price Increase for
Deutsche See Fresh Fish Business
• We LOST sales volume in the basic quality salmon markets.
• We GAINED overall income by selling more premium products.
• For us, fish is NOT just another protein source – it is a lifestyle
product.
Target Groups Pioneering
the Future of Nutrition
Future-oriented consumers are
for the most part:
• female
• 40 to 59 years old
• highly educated
• professionals
Source: Nestle Study 2016 - How we are eating in 2030
5
A premium smoked salmon is almost three times as
expensive as a good gammon or ham
www.deutschesee.de/shop
We Develop a Future for Fish – Online!
Deutsche See Growth in Key Segments
Retail 2014 to 2016
Growth top quality frozen items - retail
30%
25%
20%
15%
10%
5%
0%
Year 2014
Growth 2015 vs. 2014
Weight
Distribution
Growth 2016 vs. 2014
Deutsche See
Growth in Key Segments
HORECA 2014 to 2016
Growth top quality items HORECA
60,0%
50,0%
40,0%
30,0%
20,0%
10,0%
0,0%
Year 2014
Growth top quality fresh convenience fish items HORECA
14%
12%
10%
8%
6%
4%
2%
0%
Year 2014
Growth 2015 vs. 2014
Weight
Distribution
Growth 2016 vs. 2014
Growth 2015 vs. 2014
Weight
Distribution
Growth 2016 vs. 2014
Fish is a brain food – let`s give it a thought!