Strategies for Marketing Seafood to Attract Supermarket Consumers

Attracting more shoppers to prioritize seafood as a meal option remains a significant challenge for merchandisers. Despite its well-documented health benefits, many consumers are overlooking seafood, stating it is “not top of mind” when shopping for food.

The Power of Seafood 2023 report from FMI — The Food Industry Association reveals that nearly half of all Americans are now non-seafood consumers, a trend attributed largely to the perceived high cost of seafood. According to the report, key reasons cited by shoppers for avoiding seafood include cost (48%), price compared to other proteins (39%), preference for other foods (36%), and taste or flavor concerns (31%).

Jim Wisner, president of Wisner Marketing LLC, highlights the cultural and geographical barriers to seafood consumption in the U.S., noting that many Americans do not live near coastal areas where fresh seafood is more readily available. This lack of exposure makes it challenging to foster a national consciousness around seafood consumption. Additionally, negative publicity surrounding issues like overfishing and the potential ingestion of microplastics has deterred potential buyers. Wisner also points out that concerns over spoilage and incorrect preparation can further dissuade consumers from choosing seafood.

In light of the growing interest in meat and poultry, some retailers view seafood as a niche department and fail to execute promotions that could enhance awareness and sales. “Seafood is not as ubiquitous as fresh meat and other protein options,” Wisner explains.

To combat these challenges, merchandisers can emphasize the health benefits of seafood compared to red meat. “Almost any consumer will agree that fish is better for you and is low in calories with less saturated fat,” Wisner notes, making this a compelling marketing message. Additionally, even shrimp, which remains the most popular seafood choice, can benefit from improved merchandising strategies, including offering a wider variety of options like cooked, uncooked, peeled, and deveined shrimp.

Educating consumers about the advantages of frozen seafood, such as its longer shelf life, can also spark interest. “Frozen seafood is typically fresher than the fish in the fresh case, particularly if it is frozen on the boat,” Wisner states. However, many retailers do not effectively promote frozen seafood, which prevents shoppers from exploring these options.

To make seafood more enticing, retailers should “romance” it by highlighting appealing attributes of lesser-known varieties and offering a broader selection of species. Wisner observes that many frozen cases contain only a few varieties without sufficient product information, which limits shopper interest.

Retailers can enhance selection in seafood departments with limited case space by rotating species seasonally. Since seafood prices often fluctuate with inventory, aggressive promotion during lower-cost seasons can boost sales. Ensuring that seafood stays fresh for longer is another critical strategy; retailers should optimize their supply chains to receive seafood shortly after it is caught. “They need to maximize customer satisfaction and prevent shoppers from questioning the quality of the fish,” Wisner advises.

To attract eco-conscious consumers, retailers must clearly communicate their sustainable fishing standards, detailing where and how products are sourced, rather than relegating this information to the depths of their websites. Enhancing shopper engagement with information sheets and recipe cards in seafood departments can also help, as can cross-merchandising seafood with complementary items like sauces and spices.

There are also significant opportunities to market seafood for a wider range of eating occasions. While 56% of retail seafood revenues currently come from dinner purchases, there is potential to boost consumption for lunch (33%), breakfast (4%), and snacking (7%), according to Circana, a Chicago-based market research firm.

Moreover, value-added seafood, which makes up 26% of refrigerated seafood sales, presents further expansion opportunities. Currently, retailers offer an average of 21 value-added seafood items per store, indicating room for growth in this area. By adopting these strategies, retailers can enhance the appeal of seafood and increase its presence in consumers’ diets.