The U.S. Marketplace for Sustainable Seafood:
Are We Hooked Yet?
As the second-largest importer of seafood in the world, the United States clearly has a role to play in tipping the market towards environmental and economic sustainability.
Seafood Choices Alliance details the United States marketplace for sustainable seafood, including a national survey of chain restaurants, retailers and seafood wholesalers and distributors, in its most recent report in the marketplace series. The report—titled, The U.S. Marketplace for Sustainable Seafood: Are We Hooked Yet?—affirms that while the issue of seafood sustainability has been on the radar screen of the U.S. seafood supply chain for a relatively short period of time, the movement is gaining real traction, most notably in retail and foodservice.
The U.S. Marketplace for Sustainable Seafood (available for download below) comes on the heels of recent news indicating that four of the five top U.S. supermarket chains are cooperating with Greenpeace regarding the organization’s forthcoming ranking of the best and worst retailers. According to a National Restauarant Association survey of more than 1,200 chefs, organics, local produce and sustainable seafood are among the hottest menu trends right now. Another survey of 1,000 natural and organic consumers reveals that 88 percent report buying the same or more environmentally friendly products versus six months ago, even with the faltering economy and rising food and energy prices.
“The results present positive evidence of a growing awareness in the seafood industry of the importance of choosing sustainable seafood,
as well as the
environmental impacts often associated with commercial fishing and aquaculture,” says Mike Boots, director of Seafood Choices Alliance.
“The task now is turning this awareness into action on behalf of preserving our ocean resources. Business is beginning to see that procuring seafood that is sustainable benefits both an economic and an environmental bottom line.”
The U.S. Marketplace for Sustainable Seafood is a reference for stakeholders in the seafood industry working towards sustainability. This report includes benchmark research on two segments of the seafood value chain—seafood wholesalers and distributors and chain restaurants—and an update to previous research on the retail segment.
Key findings of the research:
All sectors have taken action to remove seafood items from their product list due to environmental considerations, and in greater numbers than a few years ago.
- Compared to the Seafood Choices Alliance survey of retailers conducted in 2001, there was a 17-point increase in the number of retailers who had taken action on an environmental concern about seafood (20 percent in 2001 compared to 37 percent in 2007).
Majorities in each sector are concerned about the health of the ocean and its impact on their businesses, but, at the same time, each sector sees significant growth in the percentage of their seafood that will be sustainable in five years.
- On average, seafood already comprises close to one-third of menu items at chain restaurants.
- Chain restaurants and retailers expect sales of all seafood to increase in the next five years (37% of chain restaurants and 69% of retailers).
- Larger chains are more likely to expect an increase in the proportion of seafood on the menu.
Each sector perceives its customers to be less concerned about the oceans than themselves.
- 49% of wholesalers say they are very concerned about the health of the ocean, while believing 33% of their customers to be very concerned.
- This compares to 33% of retailers being very concerned (vs 25% of their customers) and 39% of chain restaurants (vs 22% of their customers).
Sustainable seafood appears to be a rising trend…
- For chain restaurants, using locally grown food (69 percent) or supporting sustainable food and farming (59 percent) were the most common new environmental initiatives after recycling (75 percent).
… but there is a wide degree of latitude in defining “sustainable” seafood.
- Significant percentages of chain restaurants (28 percent) and seafood retailers (20 percent) report that 50 percent or more of the seafood they currently sell is “sustainable.”
- Wholesalers report currently carrying such high percentages of sustainable product, bringing into question how “sustainable” is being defined at this time (52% indicate that more than half of the seafood they sell is sustainable).
Role of the United States in world seafood demand and supply:
According to the FAO, in 2004 the value of world trade was $71.5 billion—a 23 percent increase over 2000 levels—and preliminary estimates are that numbers will be even higher in 2005. Fish is one of the most highly traded food and feed commodities, with growth rates in developing countries higher than traditional exports such as rice or coffee, from $4.6 billion to more than $20 billion in the past two decades.
At the same time, the organization notes that thee-quarters of wild fisheries are fully- to over-exploited.
The United States contributes heavily to the international seafood trade; it is the second largest importer, behind only Japan. In addition, the United States is the fourth largest exporter.
In 2006, U.S. consumers spent $69.5 billion on fish and shellfish, just over seven percent of total food spending. At 16.5 pounds, per capita consumption increased by 0.3 pounds over 2005, but is still lower than its 2004 peak. And Americans split their seafood buying about equally between restaurants and retail outlets.
Conclusions:
Based on these findings, there appears to be a clear business case for continued efforts in identifying and procuring sustainable seafood, as well as room for improvement in communicating “sustainable” seafood policies with customers.
The good news is all three sectors of industry are open to dialogue on these issues and interested in information that can help them make informed and responsible choices for themselves, their customers and the ocean. Seafood Choices Alliance supports all sectors of the supply chain in efforts to make the seafood marketplace environmentally, economically and socially sustainable.
About the report:
The U.S. Marketplace for Sustainable Seafood includes highlights of market research commissioned by Seafood Choices Alliance in 2007. The surveys, designed and conducted by the independent research firm Edge Research, relied on in-depth telephone surveys with seafood decision-makers at chain restaurants (corporate executive chefs, menu designers and buyers), retailers (seafood buyers, independent store owners and seafood counter managers) and wholesalers. Whenever possible, comparisons have been made to the earlier research conducted in 2001 and presented in the report, The Marketplace for Sustainable Seafood: Growing Appetites and Shrinking Seas (Seafood Choices Alliance, 2003). Nationwide surveys were conducted with retailers, chain restaurant decision-makers and wholesalers to uncover the influences and concerns of those buying seafood for resale to consumers.
To download the release, executive summary or full report, scroll down.
The report is broken down into two sections: an overview of the U.S. supply and demand for seafood and the Alliance's market research results. The Table of Contents includes:
The U.S. Marketplace for Sustainable Seafood
- Overview of the U.S. Seafood Supply
- U.S. Seafood Trade
- U.S. Seafood Demand
- Seafood Supply Chain
- Seafood Trends and Sustainable Seafood
Seafood Choices Alliance Market Research
- Food Trends
- Labeling
- Challenges and Considerations in Selling Seafood
- Business Impacts of Ocean Health
- Sustainable Seafood: Awareness, Attitudes and Actions
- Information: Needs and Sources
View the full report or executive summary:
For media or general inquiries, contact Joey Brookhart or Stephanie Faison.
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