Surf ‘n’ turf will tempt younger shoppers: Mintel

08-Dec-2014 - Last updated on 08-Dec-2014 at 10:02 GMT

Surf 'n' turf ready meals could tempt younger shoppers to buy more fish, said Mintel

Food manufacturers and retailers could tempt younger shoppers with ‘surf ‘n’ turf’ meals that marry meat and fish ingredients, according to new research from Mintel.

While ‘surf ‘n’ turf’ may be a retro food concept, it could boost fish sales among the millennials (15–24 year olds) who often shun seafood, said the research organisation. More than half (57%) of millennials surveyed had not bought any fish or shellfish during the past three months.

That compared with just 17% of shoppers aged over 65 who had neglected fish over the same period. Overall, more than a third (39%) had not bought fish or shellfish recently.

But nearly a third (30%) of millennials who buy fish or shellfish said they would consider buying ready-to-cook products combining meat and fish, rising to almost one in three (30%) younger Millennials.

‘Help operators appeal to younger consumers’

Mintel senior food analyst Richard Ford said: “Suggesting ways to pair fish or shellfish with meat products, or launching more ready-to-cook meat and fish products should help operators appeal to younger consumers.”

Despite fish’s declining appeal to many shoppers, fish loyalists remained committed to its health benefits. More than two thirds (70%) of those who had eaten fish or shellfish in the past three months agreed a healthy diet should include at least two portions of fish a week. That rose to 80% pf shoppers aged over 65.

“That over two thirds of UK consumers who eat fish and shellfish agree that a healthy diet should include at least two portions of fish a week is good news for the industry,” said Ford.

“It suggests most consumers see a health benefit to eating fish. Increasing awareness of the two-a-week advice amongst those aged under 25 may help to grow intake if awareness does translate into sales.”

‘Nation’s most popular seafood’

Frozen fish was the nation’s most popular seafood, eaten by two thirds of Britons in the past three months. In fact 19% of shoppers ate it once a week, with 4% eating it a few times a week.

Overall, sales of fish and shellfish have been dropping, sinking from 409Mkg in 2009 to an estimated 364Mkg last year. Sales are estimated to drop by 4% from 379Mkg between last year and this year, with a further fall to 329Mkg over the next three years.

But value sales have been fuelled by inflation and consumers trading up to added value offerings, rising from £3bn in 2009 to an estimated £3.4bn this year. Sales are forecast to reach £3.7bn in 2019.

“Inflation continues to challenge the category as does the fact that fish remains more expensive than other proteins,” said Ford. “Adding value through innovation offers one way in which to grow usage by inspiring consumers. Niche and new product concepts, such as pairing seafood with meat products, offering larger chunks of tuna and offering frozen fish pieces suitable for cooking in dishes such as stir-fries, should help to build usage.”