An overview of the prawn market in Europe

Transcription

1 International ColdWater Prawn Forum 2011 An overview of the prawn market in Europe Speaker: Jens Møller, GEMBA Seafood Consulting A/S, Denmark

2 Agenda Introduction Main trade flows in European prawn markets Market trends Sweden Denmark Germany Italy Conclusions

3 GEMBA Seafood Consulting A/S Denmark GEMBA Seafood Consulting is a private owned company founded in Dedicated to helping clients innovate and find strategic solutions. GEMBA works with the seafood value chain from fishermen to consumer. Our focus areas: International market intelligence studies Development of the seafood sector Ports and maritime infrastructure Innovation processes, workshops and conferences Our clients: Seafood- and food companies, public institutions and R&D institutions.

4 Agenda Introduction Main trade flows in European prawn markets Market trends Sweden Denmark Germany Italy Conclusions

5 HS (shell off) in the period (Jan-June) 2011 and (Jan June) 2010

6 HS (shell off) in the period (Jan-June) 2011 and (Jan June) 2010

7 HS (shell off) in the period (Jan-June) 2011 and (Jan-June) 2010 Short run tendencies (shell off): Denmark is still one of the main importers and re-exporters of CWS (shell off) to the European markets. Canada s exports to Denmark are increasing. Greenland s exports to Denmark is below the 2010-level. Reduction in the exports from Denmark to UK and Sweden.

8 HS (shell on) in the period (Jan-June) 2010 and (Jan-June) 2010

9 HS (shell on) in the period (Jan-June) 2010 and (Jan-June) 2010

10 HS in the period (Jan-June) 2011 and (Jan June) 2010 Short run tendencies : Exports from Greenland to Denmark are decreasing. Denmark is losing market shares in Russia. Denmark s exports to Sweden and Norway are stable. Canada is increasing its exports to China. Denmark is still one of the main importers and re-exporters of CWP (shell on) to the European markets.

11 Market trends - Denmark 5.5 millions inhabitants still a heavy user market the competition in the retail sector is low. The market for prawns is conservative but the consumption of WWP has been increasing during the last years. WWP have been introduced in the Danish brine and MAP products. The eco-labeling is used in the market (but no premium) - questions concerning sustainability are playing a role.

12 Market trends - Denmark 5.5 millions inhabitants still a heavy user market in general the competition in the retail market is low. The market for shrimp is conservative but the consumption of WWS have been increasing the last years. The WWS have been introduced in the Danish brine and MAP products The STABLE eco-labeling but are PRICE used in the PRICE market and PRICE! questions concerning sustainability plays a role.

13 Market trends - Sweden 9.3 million inhabitants - high seafood consumption kg/capita/year CWP approx. 2 kg/capita/year Relatively stable import volumes. Small increase from 2010 to Focus on Eco-labeling and sustainability at consumer level. The financial insecurity has had an effect on the Swedish economy.

14 Market trends - Sweden 9.3 million inhabitants high seafood consumption kg/capita/year CWS approx. 2 kg/capita/year Relatively stable import volumes. Small increase from 2010 to Increased focus on Eco-labeling and sustainability at consumer level. Downward tendency in market sustainability central The financial insecurity has had little effect on the Swedish economy.

15 Market trends - Germany 82 million inhabitants big potential in the northern part of Germany. Traditionally the prawn market in Germany has always been focused on price. Increased focus on traceability, eco-labeling and sustainability at consumer level. New trends are indicating that quality and especially certification is becoming more important and is now established in many of the biggest supermarket chains (LIDL & ALDI). The financial crisis in the EU has created insecurity in the German economy.

16 Market trends Germany 82 million inhabitants Traditionally the shrimp market in Germany has always focused on price. Increased focus on traceability, Eco-labeling and sustainability at consumer level. New trends indicate that quality and especially certification seems more important and is now manifest in many of the biggest supermarket chains (LIDL& ALDI). Price - Price increasing focus on Sustainability low loyalty The financial crisis in EU has create insecurity in the German economy.

17 Market trends Italy 58 million inhabitants Big markets for CWP in the north interesting market. The financial insecurity has had a big effect on the Italian economy. A strong discount trend is now coming up after several years with stable and increasing prices.

18 Market trends Italy 58 million inhabitants big markets for CWS in the north. The financial insecurity has had a big effect on the Italian economy. A discount trend are coming up after several years with Discount stable trend and is increasing in prices. the market economic crisis is reducing the demand for high quality products and sizes

19 Conclusion Until now a stable situation in the European Market but the current financial crisis is creating insecurity but the market needs still to running UK, Denmark and Sweden are the key markets for CWP (shell off) The three big challenges for the Coldwater Prawn in European markets: CWP versus WWP in stronghold markets Eco-labeling and sustainability Keep a high level of product quality despite the demand for quality is being reduced.

20 Thank you for your attention! Jens Henrik Møller Partner GEMBA Seafood Consulting Bygstubben Vedbæk Denmark Tel Fax Cell jm@gemba.dk