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

The Answer: COOK IT FROZEN!® Techniques

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• 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

PROMOTE AND SELL!

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• 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

FREE MERCHANDISING TOOLS

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• 22”x28 Posters (fits theater/iron man stands) – Alaska Salmon or Cod/Whitefish Varieties

FREE MERCHANDISING TOOLS

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• 3”x5” Tear-off Recipe Pad offers detailed COOK IT FROZEN! techniques (25 sheets per pad)

FREE MERCHANDISING TOOLS

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• 1”x2” On-Pack Recipe Leaflet

FREE MERCHANDISING TOOLS

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• 5”x5” Static Clings – COOK IT FROZEN! Specific and iPhone App Specific

CONSUMER MARKETING SUPPORT

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• 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.

CONSUMER MARKETING SUPPORT

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• Promotes at point-of-purchase• Answers consumer demand for quick, healthy meals• Supported by consumer outreach efforts:• National online banner advertising and public relations

HOW TO GET STARTED

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• www.AlaskaSeafood.org/retailers/frozen• See/order point-of-sale materials

• Email Mark Jones to place an order for POS or training tools• mjones@alaskaseafood.org

CONSUMER RESEARCH

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• Research proves that frozen seafood represents a huge sales opportunity

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Seafood Usage and Attitudes

One-third of consumers report increased consumption of frozen seafood in the past two years. 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?

(A04-2011-01)

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.)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.

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 Reasons Eat More FrozenFrozen Seafood Seafood

(n=253)(n=253)

Convenience – easy to store 23% Health benefits 22 Less expensive than fresh 22 Eating a healthier diet 20 More varieties available frozen 9 Taste 6 Replacing meat with seafood 4 Improved cooking skills 4

All others mentioned by 3% or less

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.

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

More convenient, easier to store 31% Less expensive than fresh 14 Taste and quality compare well to fresh 10 Buy it now 10 Fresh frozen is actually fresher 9 Prefer fresh, but will buy if not available 9 More widely available 7 Limited availability of fresh seafood 7 Some varieties only available frozen 4 Like it 4 Better selection, available year round 3

All others mentioned by 2% or less

Likely to Purchase(n=673)

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.

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)

Seafood Preferences

Frozen fish or seafood…

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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.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)

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.

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)

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.

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

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• One-third of consumers eat more frozen seafood than they did two years ago• 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 mjones@alaskaseafood.org to get started