Transcript COOK IT FROZEN! - Alaska Seafood Marketing Institute

WILD ALASKA FROZEN SEAFOOD:
The Opportunity Is Hot!
Fall 2011
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FROZEN SEAFOOD IS HOT!
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84% of consumers surveyed said they’d be likely to purchase
frozen seafood
•
88% of consumers eat more or the same amount of frozen
seafood as they did two years ago
•
47% of consumers have tried cooking fish or seafood white it is
still frozen
Source: Illuminate Market Research & Planning 2011 survey of upper income grocery shoppers
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The Answer:
COOK IT FROZEN!® Techniques
• Consumers turn to frozen seafood for convenience and
health benefits
• We pioneered COOK IT FROZEN! techniques to answer
consumer demand for fast, healthy meals
• It’s a fool-proof way to cook frozen seafood:
• No thawing or pre-planning needed
• Sauté, pan-sear, broil, roast, poach, steam, or grill frozen seafood
portions without thawing
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PROMOTE AND SELL!
• In order to sell more frozen seafood, you’ve got to
promote it in-store:
• Posters in the aisle
• Tear-off recipe pads affixed to poster or on tag rails
• Static clings on frozen case doors
• On-pack recipe leaflet on packages
• In-store demos – teach your crew with our ‘how-to’ demo
DVD
• ASMI adds national consumer marketing support:
• Mobile apps, website, recipe ebook, online banner ads
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FREE MERCHANDISING TOOLS
• 22”x28 Posters (fits theater/iron man stands) – Alaska Salmon or Cod/Whitefish Varieties
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FREE MERCHANDISING TOOLS
• 3”x5” Tear-off Recipe Pad offers detailed
COOK IT FROZEN! techniques
(25 sheets per pad)
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FREE MERCHANDISING TOOLS
• 1”x2” On-Pack Recipe
Leaflet
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FREE MERCHANDISING TOOLS
• 5”x5” Static Clings – COOK IT FROZEN! Specific and iPhone App Specific
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CONSUMER MARKETING SUPPORT
• www.CookItFrozen.com / iPhone app / Android app*
• Step-by-step cooking videos demonstrate the COOK IT FROZEN! techniques
• 100’s of quick and easy recipes
• By species or cooking method
• Sharable via email or
link to social media sites
• Seafood nutrition
*iPad app available soon.
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CONSUMER MARKETING SUPPORT
• Promotes at point-of-purchase
• Answers consumer demand for quick, healthy meals
• Supported by consumer outreach efforts:
• National online banner advertising and public relations
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HOW TO GET STARTED
• www.AlaskaSeafood.org/retailers/frozen
• See/order point-of-sale materials
• Email Mark Jones to place an order for POS or training tools
• [email protected]
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CONSUMER RESEARCH
• Research proves that frozen seafood represents a huge sales
opportunity
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Seafood Usage and Attitudes
(A04-2011-01)
One-third of consumers report increased consumption of frozen seafood in the past two years.
Change in Consumption – Frozen Seafood
– Aided –
(Base = Total Responding)
Q2: Do you eat more, the same or less frozen seafood at home compared to 2 years ago?
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Seafood Preferences
Over half of consumers say they are very likely to purchase frozen fish or seafood. Another 29% say
they are somewhat likely to purchase frozen. (84% are likely to purchase frozen seafood.)
Likelihood to Purchase Frozen Fish or Seafood
– Aided –
(Base = Total Responding; n=801)
Seafood Usage and Attitudes
Consumers who report increased frozen seafood consumption cite several reasons for this increase: the
convenience of frozen product, health benefits, more attractive pricing than fresh and eating a healthier
diet. The most common reason given by consumers who report decreased frozen seafood consumption
is a preference for fresh, with many citing the better taste of fresh and greater availability of fresh
seafood.
Reasons for Eating More or Less Frozen Seafood
– Unaided –
(Base = Total Responding)
Reasons Eat More
Frozen Seafood
(n=253)
Convenience – easy to store
Health benefits
Less expensive than fresh
Eating a healthier diet
More varieties available frozen
Taste
Replacing meat with seafood
Improved cooking skills
All others mentioned by 3% or less
23%
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22
20
9
6
4
4
Seafood Preferences
The top reason given by those likely to purchase frozen fish or seafood is it is more convenient due to
the ease of storage. Other reasons include the cost, the taste and quality, as well as several mentions of
increased availability of frozen. Those not likely to purchase frozen say they prefer fresh, that fresh
tastes better, and higher quality fish is sold fresh.
Reasons for Likelihood to Purchase Frozen Fish or Seafood
Likely to Purchase
(n=673)
More convenient, easier to store
Less expensive than fresh
Taste and quality compare well to fresh
Buy it now
Fresh frozen is actually fresher
Prefer fresh, but will buy if not available
More widely available
Limited availability of fresh seafood
Some varieties only available frozen
Like it
Better selection, available year round
All others mentioned by 2% or less
31%
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10
10
9
9
7
7
4
4
3
Seafood Preferences
Two-thirds of consumers agree strongly that frozen fish/seafood is widely available where they shop and
is convenient to store. About half agree strongly that frozen fish/seafood is easy to cook with. Fewer
agree strongly that frozen fish/seafood is good tasting and even fewer that it is affordably priced.
Experience with Frozen Fish or Seafood
– Aided –
(Base = Total Responding; n=801)
Frozen fish or seafood…
**
**
**
Seafood Preferences
58% of consumers say they are aware one could cook fish or seafood while it is still frozen. Consumers
in the Midwest region are at the forefront of this awareness.
Cooking Fish or Seafood While Still Frozen
– % Aware –
(Base = Total Responding)
100
% Aware
75
58
56
63
56
55
Southeast
(n=186)
Northeast
(n=168)
50
25
0
2011 Total
(n=801)
West
(n=189)
Midwest
(n=258)
Seafood Preferences
Nearly half of consumers have tried cooking fish or seafood while it is still frozen. Consumers in the
Midwest are far more likely to have cooked fish/seafood this way than consumers in other parts of the
country.
Cooking Fish or Seafood While Still Frozen
– % Have Tried –
(Base = Total Responding)
100
% Have Tried
75
50
47
46
2011 Total
(n=801)
West
(n=189)
52
44
45
Southeast
(n=186)
Northeast
(n=168)
25
0
Midwest
(n=258)
Seafood Preferences
Over half of consumers indicate having preparation tips and recipes would make them very likely to try
cooking fish without first thawing it. Consumers in the Midwest lead all others in their likelihood to try
cooking fish this way.
Impact of Preparation Tips and Recipes on Likelihood to
Try Cooking Fish or Seafood While Still Frozen
– Aided –
(Base = Total Responding)
CONSUMER RESEARCH SUMMARY
• One-third of consumers eat more frozen seafood than they did two years ago
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• They cite health benefits, convenience and cost as main factors for eating more
• They cite convenience of storage, cost and quality as main factors of purchasing more
84% of consumers are likely to purchase frozen seafood
Two-thirds of consumers agree strongly that frozen fish/seafood is widely available where
they shop and is convenient to store
Over half of consumers expect the quality of frozen product to be equal to or better than that
of fresh fish or seafood
Over half agree that seafood can be cooked without thawing and half have tried cooking
seafood without thawing
About half agree strongly that frozen fish/seafood is easy to cook
While some consumers have already tried cooking fish or seafood directly from frozen, most
agree it would increase their purchase interest to have cooking tips and recipes for frozen
product.
Merchandise and promote! Email Mark Jones at [email protected] to get started
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