Frozen seafood brand is still "frozen"

When entering the frozen aquatic product sales area of ​​the supermarket, there will be an endless stream of consumers who purchase frozen seafood such as fish, shrimp, crab and shellfish. However, in contrast to the huge consumer demand, the frozen aquatic product market still remains in the category marketing stage. Almost all consumers cannot remember the brand of frozen seafood products.

In order to more accurately understand the consumer demand, competitive situation and potential market opportunities of frozen seafood products, China Food News Frozen Industry Weekly joint precision planning recently conducted a professional and in-depth consumer demand market research on frozen seafood products in Beijing.

This survey uses a centralized fixed-point market research method. A total of 316 consumers visited chilled aquatic products, of which men accounted for 48.3% and women accounted for 51.7%.

[brand awareness]

The brand survey results for chilled aquatic products that few consumers can remember reveal that the percentage of consumers who can't remember the brands of chilled aquatic products has reached 97.7%; the proportion of consumers who can remember the brands of chilled aquatic products is only 2.3%, and The 2.3% of consumers said the brand is basically not really frozen seafood. It can be seen that frozen aquatic products are still in the category marketing stage, and there is basically no brand competition.

【Place of purchase】

Large and medium-sized supermarkets are the core sales terminals for frozen seafood. It is not difficult to see that large and medium-sized supermarkets are the core sales terminals for consumers to purchase frozen seafood, and small supermarket chains and vegetable markets are also important sales terminals for frozen seafood.

[Consumer category]

Nearly 70% of consumers buy frozen seafood. Among frozen seafood purchased by consumers, frozen seafood accounts for 68.52%, accounting for nearly 70% of consumers' choice ratio; while frozen freshwater aquatic products account for 31.48%, accounting for only About 30% of consumers choose the ratio. Because many freshwater aquatic products can be eaten fresh and do not need to be frozen; while frozen seafood like octopus, flatfish, salmon, and some shrimp and shellfish are more economical to sell after freezing.

Consumers who purchase fish and shrimp chilled aquatic products More research shows that consumers of fish and shrimp chilled aquatic products purchase more than other types of chilled aquatic products.

The demand for octopus in fish chilled aquatic products is the largest Among chilled fish and fishery products purchased by consumers, the octopus purchase rate ranks first, accounting for 39.3% of the consumer selection rate, which is much higher than the purchase of other frozen fish. ratio.

[purchase frequency]

There is also a large room for survey data showing that the average consumer ratio of chilled fish products purchased five times or more a month is only 9.5%. It is not difficult to see that the average number of consumers buying chilled aquatic products on a monthly basis is still relatively small, and there is still much room for improvement in the frequency of buying chilled aquatic products.

【market capacity】

There is a huge consumer demand for chilled aquatic products. The average monthly cost for consumers to purchase chilled aquatic products is mainly between 11 and 100 yuan. From the above research results, we can see that there is a wide range of consumer demand for chilled aquatic products, and the market has huge capacity.

[consumption trend]

We need to be alert to the slight decline in the consumption of chilled aquatic products. With the acceleration of the pace of modernization in our country and the development of the logistics and transportation industry, the distance between cities in time and space is shortening, and the number of living aquatic products is increasing. It is not difficult to see from the above-mentioned survey data that the demand for chilled aquatic products has declined slightly, and it needs to attract the attention and vigilance of chilled aquatic products enterprises.

[consumption]

Frozen seafood products have these deficiencies [Comment]

Brand marketing can be done in large frozen seafood market Beijing precision planning CEO Ding Hua: Frozen aquatic products have a stable consumer demand and a huge market capacity, but China's frozen aquatic products market is still in a low-level category competition stage, neither national The well-known brands also lack regional and local strong brands. Everyone is doing frozen aquatic products. Everyone's scale has not been done so much. Basically, the sales of products are not driven by brand power.

This competitive landscape in the frozen aquatic product market indicates that large-scale frozen aquatic product companies, small and medium-sized chilled aquatic products companies, and new companies entering the market are basically on a starting line, strengthening their brands and expanding their market size. The opportunities are basically equal. Whoever preempts the brand marketing through professional brand planning, product planning, marketing planning and sales planning, takes a firm brand position in the minds of consumers, realizes differentiation from the competitive brand, and will be able to get from many frozen seafood products. Enterprises stand out and seize the opportunity to expand the market of frozen aquatic products. Source: China Frozen Foods Network Statement: This article is the "Cryogen Industry Weekly" authorized in the Chinese Frozen Food Network starting, if you need to reprint please specify the source of this site! Otherwise, this website has the right to pursue relevant legal responsibilities. This site publishes this article only for your information, please treat the impact of this article's published opinion on you and any consequences. Our network will bring any loss and impact to you. We do not assume any responsibility!