Ken Research recently published a report on, “Consumer and Market Insights: Fish & Seafood in Austria” which discusses detailed analysis of the Fish and seafood market, its leading players, the distribution channels and consumer trends. The report also provides insights on high growth categories to target, trends in the usage of packaging materials, trends among consumers and distributors for the availability of the product. Also the report will help the reader to Gain an understanding of the total competitive landscape based on detailed brand share analysis to plan effective market positioning.
Austria is the 12th richest country of the world in terms of GDP per capita having population of 8.3 million people. Chilled Raw Packaged Fish & Seafood-Whole is expected to grow fastest registering a CAGR of 6.2% during 2015-2020. Due to lack of sea fishery, Austria has to import about 95% of its total seafood demand. Seafood imports have increased by 75% in the last decade. Out of total seafood demand, Austria has to import 95% of it. There was an increase in the volume of imports from 1995-2005. In the recent years, there was a decline in imports, the reason may be economic environment, resulting in less tourists and less restaurant visits.
Factors affecting fish and seafood in Austria
In today’s era people are health conscious and they don’t want fat in their dietary routines but these days good fats are in. Consumers say no to all types of foods which involves fats but in 2015 consumers are demanding foods with more healthy fats which includes eggs and certain seafood items. Consumers are ready to intake fats with nutritional value.
Figure: Catches by fishing area, EU-28, 2014
In 2012, almost 66,000 tonnes of fish was imported into Austria. Its domestic production of fish equals to 5% of its domestic consumption, the rest all is imported. Austria has no direct access to the sea, even then also fish restaurants are booming, especially Asian cuisine. There is very huge demand for fish and Seafood in comparison to supply. An average Austrian consumes between 7-8 kg of fish and seafood each year. Demand for seafood is following an upward trend. A decade before, it was 40% below. Leading distribution channels for Fish and seafood are Hypermarkets & Supermarkets which account for more than half of the overall Fish & Seafood distribution in Austria. Plastic is used majorly as a packaging material and is expected to grow fastest during 2015-2020. The Fresh Fish & Seafood (Counter) and Frozen Fish & Seafood categories are highly fragmented in the Austrian Fish & Seafood market.
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Ankur Gupta, Head Marketing & Communications