Effective Strategies to Market Seafood to Supermarket Consumers

Seafood, despite its recognized health benefits, remains a challenging category for supermarkets to market. High costs, cultural preferences, environmental concerns, and preparation difficulties deter many shoppers. However, strategic marketing approaches can help supermarkets drive seafood sales and elevate consumer interest.

Addressing Cost Concerns

The perceived expense of seafood is one of the primary barriers for consumers. Retailers can:

1. Highlight Value: Compare seafood’s health benefits to other proteins, emphasizing its low saturated fat and calorie content.
2. Promote Seasonal Discounts: Seasonal pricing fluctuations present opportunities to offer lower-cost seafood and drive sales.
3. Bundle Deals: Offer seafood in combination with complementary items like marinades, spices, or sides to create value-oriented meal kits.

Enhancing Consumer Education

Consumers often avoid seafood due to concerns about spoilage, unfamiliarity, or cooking challenges. Retailers should:

1. Provide Recipe Cards: Place easy-to-follow recipes and preparation guides near seafood displays.
2. Showcase Benefits of Frozen Options: Emphasize the freshness and convenience of frozen seafood, particularly those frozen at sea.
3. Educate on Sustainability: Clearly communicate sourcing practices and sustainability standards both in-store and online.

Improving Merchandising

Seafood departments can attract shoppers by presenting seafood in an appealing and approachable manner:

1. Rotate Seasonal Selections: Offer seasonal species to maintain variety and take advantage of lower costs.
2. Expand Product Information: Include detailed descriptions of species, origins, and flavor profiles to demystify seafood options.
3. Enhance Presentation: Use visually appealing displays to create interest, including clean counters, fresh ice, and vibrant signage.

Cross-Merchandising Opportunities

Retailers can encourage purchases by placing seafood alongside complementary products:

• Include sauces, marinades, and breading options near the seafood case.
• Promote wine or beverage pairings.
• Feature prepackaged seafood meal kits for easy meal solutions.

Tapping into Alternative Eating Occasions

Seafood consumption is primarily tied to dinner (56% of sales), leaving room to grow in other meal categories:

1. Lunch Options: Promote seafood salads, sandwiches, or sushi for quick midday meals.
2. Breakfast Ideas: Suggest smoked salmon or crab benedicts as upscale breakfast choices.
3. Snacks and Appetizers: Market items like shrimp cocktails or smoked fish dips for between-meal consumption.

Leveraging Digital Marketing

Retailers can use online platforms to target seafood buyers more effectively:

• Personalized Offers: Use loyalty program data to identify frequent seafood buyers and offer tailored promotions.
• Sustainability Campaigns: Highlight eco-friendly sourcing practices in digital ads and newsletters.

Increasing Value-Added Offerings

Convenience is key for modern shoppers, and value-added products—such as pre-seasoned fillets or ready-to-cook shrimp—account for 26% of refrigerated seafood sales. Expanding this category can meet the needs of busy consumers seeking hassle-free meal solutions.

Conclusion

By addressing barriers like cost and unfamiliarity, improving in-store education and merchandising, and tapping into diverse eating occasions, supermarkets can reposition seafood as a convenient and attractive protein option. A combination of strategic pricing, enhanced presentation, and targeted marketing will help make seafood a staple in more households.