Research shows that Americans want to eat more seafood. Grocers can make that happen by communicating to shoppers how frozen and refrigerated seafood check their boxes for convenience, taste, nutrition, quality and value.

Dollar sales of refrigerated seafood were up 12.5% during the 12 weeks ended Oct. 6, and units jumped 15.4%, according to Circana, the Chicago-based market research firm. Frozen seafood dollars dipped 1.2% during the period as frozen shrimp dollar sales declined 2.6% on lower prices. However, frozen seafood unit sales improved by 1.2% overall.

Amy Dukes, head of retail marketing at the Alaska Seafood Marketing Institute (ASMI), Juneau, Alaska, says total U.S. seafood consumption in 2024 aligns with pre-COVID-19 pandemic levels.

However, recent research from ASMI points to consumer-centered opportunities to grow seafood consumption even higher. ASMI finds that nearly three in four consumers wish they ate more seafood than they do currently. Two-thirds say they would be more likely to eat seafood if they had help preparing it, a significant benefit offered by many value-added refrigerated and frozen seafood products.

In addition, “Across demographics, there is widespread acknowledgment of seafood’s nutrition benefits, with 78% of seafood consumers prioritizing health and nutrition,” says Dukes. “Moreover, 74% of seafood shoppers value sustainability.” Are you calling out the health and sustainability benefits of the products you offer?

CONVENIENCE COUNTS

Dukes says consumer trends point to other opportunities for retailers to increase sales of refrigerated and frozen seafood products.

“One big change in the seafood category in recent years is the rise in popularity of tinned and canned seafood, paralleling consumers’ increasing desire for convenience and to limit food waste,” says Dukes. However, “Freezing technology and processes have vastly improved over the last few decades, with flash freezing practices locking in the fresh taste, firm texture and high quality associated with fresh seafood while also extending the shelf-life.”

Dukes says communicating these benefits, including quality and reducing food waste, can help consumers see refrigerated and frozen seafood as viable alternatives to shelf-stable products.

SELLING SEAFOOD

Front-line associates can be difference-makers when it comes to seafood sales. The Power of Seafood 2024 Report issued by FMI — The Food Industry Association, Arlington, Va.—finds that nearly four in 10 seafood shoppers seek meal ideas and preparation advice from the seafood counter. Store associates, along with point-of-sale materials, recipes and in-store demonstrations, can educate consumers on how refrigerated and frozen items can be used to pull together seafood meals. Grocers can also use special purchase offers and promotions to drive incremental sales increases at retail.

Dukes says supply chain excellence is key if grocers want to go beyond inducing product trial to generating repeat seafood purchases.

“Retailers need to ensure quality control of their frozen and refrigerated seafood products. For example, nothing stored at a frozen temperature should bend, and there should be no visible ice crystals. Retailers should also ensure frozen seafood is kept at a consistent temperature, at every step of the supply chain all the way through to a shopper’s home,” says Dukes.

“A frequent mistake is retailers neglecting to communicate to their consumers best practices for freezing, thawing or cooking seafood directly from frozen, which can result in a lower quality final dish and hinder repeat purchases,” she adds.