Seafood
Creative Strategies to Attract More Everyday Seafood Shoppers
Seafood sales in American supermarkets lag behind other categories like fresh meat and produce, making it a challenging product to sell. While seafood accounts for about $12 billion in annual sales, far less than fresh meat ($50 billion) and produce ($60 billion), there are strategies to attract more customers to the seafood department.
Despite these challenges, one-third of seafood shoppers describe themselves as adventurous eaters, nearly double the percentage of meat shoppers who identify as such. However, overall seafood consumption remains low, with Americans consuming only 16 pounds of seafood annually, compared to 109 pounds of poultry and 108 pounds of meat. Yet, seafood shoppers tend to spend more: on average, their basket size is three times larger, with a total spend of $95, compared to $34.37 when seafood is not included.
Strategies to Increase Seafood Sales
- Target the “Adventurous” Consumer Since seafood consumers are often more adventurous, retailers can capitalize on this by highlighting unique seafood options and offering new recipes that push beyond traditional favorites like shrimp, salmon, and tuna. This could be accomplished through promotions, cooking demos, or in-store tastings to show customers how they can experiment with new species or preparations.
- Promote the Health Benefits Seafood is often associated with health benefits, such as being a good source of protein, omega-3 fatty acids, and vitamins. Retailers can use signage, in-store displays, and social media to educate consumers on the health benefits of seafood. Recipes focusing on healthy meals, such as quick and easy seafood options, can be posted near the seafood counter to encourage shoppers to make seafood a regular part of their diets.
- Highlight Versatile Options Like Shrimp and Salmon Shrimp, salmon, and tuna continue to dominate seafood sales, comprising 60% of total seafood purchases. Retailers can use this to their advantage by highlighting these popular items in promotions or meal planning ideas. Offering multiple types of shrimp (such as frozen, fresh, or cooked) or a variety of salmon preparations (wild-caught or farmed) can appeal to different consumer preferences and price points.
- Improve Convenience and Accessibility One key reason consumers may hesitate to buy seafood is the perceived complexity of preparation. Retailers can address this by offering ready-to-cook seafood meals, marinated or pre-seasoned options, and convenient packaging. Easy-to-follow recipes and cooking instructions, both in-store and online, can reduce barriers and make seafood feel more accessible for busy shoppers.
- Leverage Loyalty Programs and Promotions Using loyalty programs or offering promotions (e.g., discounts on seafood when bundled with other items) can incentivize shoppers to make seafood a more frequent purchase. Rewarding customers who regularly purchase seafood with special discounts or perks could help build long-term loyalty and increase seafood sales.
By focusing on consumer education, convenience, and appealing to adventurous tastes, retailers can turn seafood into a more regular and profitable purchase for shoppers, boosting both sales and customer loyalty.