Shellfish Gains Popularity in Supermarket Sales

The shellfish category is benefiting from lower seafood prices, making it a growing favorite among supermarket shoppers. According to Circana, a Chicago-based market research firm, fresh shellfish saw an average price per pound of $8.04 in the 52 weeks ending January 28, 2024, a 6.8% decrease from the previous year. This price drop drove a 1.3% increase in volume sales, signaling a potential turnaround in consumer interest.

Fresh crab, a staple in the shellfish category, led the surge. Its price dropped by 17.2%, resulting in a remarkable 24% increase in volume sales. In contrast, fresh finfish saw an average price increase of 1.4% per pound, with volume sales decreasing by 3.8%.

Retailers have been proactive in promoting shellfish, merchandising an average of 17.5 refrigerated and 31.6 frozen shellfish items weekly. Chris DuBois, Circana’s executive vice president of protein practice, emphasized the importance of popular options like crab in driving traffic to the seafood aisle. “Crab attracts shoppers who are likely to purchase other seafood items, making it essential for a successful seafood case,” he said.

Challenges and Opportunities in Shellfish Sales

Despite strong performers like crab and shrimp, the broader seafood market faces challenges. Only 10% of seafood buyers account for 45% of sales, with frequent purchasers often being older and wealthier. High prices, even during promotions, deter many potential buyers.

To counter this, DuBois recommends creating a perception of convenience. Value-added selections, which already generate 30% of seafood sales, can help by simplifying choices for shoppers. Offering recipes, clear geographic origin details, and easy-to-prepare product sizes can make the category more approachable.

“Retailers should avoid making the seafood case intimidating,” DuBois said. “The easier and more appealing it is, the more likely consumers are to engage with it.”

Strategies to Boost Shellfish Sales

Merchandising strategies like cross-promotions, loyalty card-targeted marketing, and engaging displays can drive consumer interest. Highlighting top-performing items like shrimp, crab, and lobster, along with providing relevant recipes and cooking tips, can help attract hesitant shoppers.

Frozen shellfish, with its longer shelf life, also offers opportunities for variety and extended sales windows. However, DuBois stressed the importance of vibrant fresh seafood counters, which add “theater and excitement” to the shopping experience.

Ultimately, DuBois urged retailers to fully commit to their seafood departments. “An engaged approach can keep current seafood shoppers loyal, who tend to have higher overall basket rings,” he said. A lack of focus, on the other hand, risks losing these valuable customers.

By simplifying the shopping experience and emphasizing convenience, retailers can turn the challenges of shellfish merchandising into opportunities for long-term growth.