Norwegian Seafood Export Council calls Atlantic salmon Russia's superstar

May 31, 2007 12:24

According to a consumer poll held in Moscow and Saint Petersburg by Norsk Gallup to the order of the Norwegian Seafood Export Council, the most popular fish species in 2006 were Atlantic salmon (39% of respondents) and shrimp (39%), while trout took the third place winning ca.32% of the consumers, said NSEC in a recent Russian-language release.

Herring was the fifth top popular species with 13.9%, while mackerel attracted only 5.9% of the respondents.

Frequency of fish consumption

(respondents - women 18-69 years old, source - Norsk Gallup)

How often do you eat fish?

January 2002

January 2003

February 2004

February 2005

November 2005

November 2006

At least twice a week

29.5

26.8

29.6

34.2

38.7

36.7

Once a week

30.0

29.7

30.8

30.9

26.4

30.2

2-3 times a month

17.5

20.5

22.0

19.9

17.8

16.9

Approximately once a month

9.3

11.9

10.3

8.3

10.3

9.6

From once two months to 2-3 times a year

5.1

7.3

5.1

3.1

4.7

5.2

Rarer

2.8

1.1

0.5

1.4

0.5

0.9

Never/I don't know

5.9

2.7

1.6

2.3

1.7

0.5

Note: total consumption in 2006 and in November 2005, household consumption in the previous years

In the year 2006, according to the release, 67% of the respondents consumed fish at least once a week, 7% rarer than once a month or did not consume it at all. Frequency of fish consumption in Moscow was higher than in Saint Petersburg. Besides, the older the consumers are, the more often they prefer eating fish. A lot of them eat fish at least twice a week.

Frequency of seafood consumption (at least once a month, women 18-69 years old, source: Norsk Gallup)

2006

2004

Finfish/shellfish/mollusks, etc.

93.4%

93.2%

Atlantic salmon

50.6%

41.8%

Fresh/frozen Atlantic salmon

37.0%

38.0%

Salted Atlantic salmon

48.7%

39.2%

Herring

65.5%

73.6%

Mackerel

33.6 in 2005

Market penetration (at least 2-3 times a year)

2006

2004

Finfish/shellfish/mollusks, etc.

98.6%

97.9%

Atlantic salmon

72.6%

71.8%

Fresh/frozen Atlantic salmon

63.0%

52.0%

Salted Atlantic salmon

69.8%

69.1%

Herring

83.3%

89.6%

Mackerel

66.3% in 2005

Atlantic salmon

Atlantic salmon consumption in Russia has been smoothly growing since 2002 and the fish has been the most popular among young people under 30 years old. 51% of respondents eat Atlantic salmon at least once a month, while the percent of such frequent eaters of Atlantic salmon among young people under 30 reaches 57%.

(Respondents - women 18-69 years old, source - Norsk Gallup)

How often do you eat Atlantic salmon?

January 2002

January 2003

February 2004

February 2005

November 2006

At least twice a week

6.1

3.8

4.0

7.3

7.5

Once a week

4.3

6.3

5.7

9.5

9.5

2-3 times a month

8.9

9.9

13.9

18.6

12.1

Approximately once a month

11.0

13.3

18.2

19.8

21.5

From 1 time two months to 2-3 times a year

25.1

30.8

30.0

24.0

22.1

Rarer

12.0

13.6

9.8

6.4

5.6

Never/I don't know

32.5

22.2

18.3

14.4

21.8

Note: total consumption in 2006 and in November 2005, household consumption in the previous years

In the year 2006 17% of the respondents ate Atlantic salmon at least twice a week, while more than 50% ate Atlantic salmon at least once a month.

A similar trend was observed with fresh/frozen Atlantic salmon with the consumption growing until 2005 and decreasing in 2006. That could be explained by problems connected with provisional restrictions for import of fresh Norwegian salmon. Its consumption in Moscow was higher than in Saint Petersburg. Young people dominated among the Atlantic salmon consumers in 2006.

Consumption of salted Atlantic salmon also grew, but it was lower than that of fresh/frozen salmon (the poll concerned salted salmon as it is the main product, but smoked salmon began winning a larger part in that period). The below table shows that its consumption in Moscow was higher than in Saint Petersburg and the younger consumers were, the higher the demand was.

How often do you eat Atlantic salmon?

2006

Moscow

Saint Petersburg

18-29

30-49

50+

At least twice a week

10.7

6.6

6.0

8.19

6.73

Once a week

12.7

8.5

8.2

10.67

8.23

2-3 times a month

9.8

13.3

12.3

13.90

10.22

Approximately once a month

23.4

26.0

14.6

22.33

20.70

From 1 time two months to 2-3 times a year

22.4

19.6

25.0

24.57

19.70

Rarer

3.9

5.1

7.5

2.73

8.48

Never/I don't know

17.1

20.8

26.5

17.62

25.94

 

Where did you eat fresh/frozen Atlantic salmon last time?

2005

2006

At home/as a guest

80.1

85.3

In sushi bar

1.8

0.7

In restaurant/at work

16.2

13.2

In other place

0.7

0.4

I don't know/I don't remember

1.2

0.4

Herring

Unlike Atlantic salmon. consumption of herring has been decreasing despite the fact that 83% of respondents eat herring 2-3 times a year and 66% eat it at least once a month.

The above data has been analyzed from a poll of approximately the same number of people from Moscow and Saint Petersburg. About 800 women from 18 to 69 have taken part in the poll which has been organized in cooperation with Norsk Gallup.

(Respondents - women 18-69 years old, source - Norsk Gallup)

How often do you eat herring?

January 2002

January 2003

February 2004

February 2005

November 2006

At least twice a week

20.4

11.2

13.2

9.3

10.4

Once a week

21.0

18.4

19.4

19.3

18.4

2-3 times a month

19.8

23.1

25.8

25.3

27.9

Approximately once a month

13.9

20.1

17.9

19.8

19.6

From 1 time two months to 2-3 times a year

10.3

16.9

13.2

14.2

14.9

Rarer

2.1

1.9

2.1

4.2

1.9

Never/I don't know

12.5

8.3

8.3

8.0

7.0

Note: total consumption in 2006 and in November 2005. Household consumption in the previous years

The above table shows a decrease in herring consumption. There were especially few people who ate herring at least twice a week in 2006 as compared to 2002. At the same time herring is still consumed at least once a week by nearly 30% of the respondents, while 66% of the respondents ate it at least once a month. People older than 30 years ate herring more often than other. But there is a comparably small difference in age groups, though the older group said they ate herring at least twice a week. The poll did not reveal a considerable difference between the volume of herring consumed in Moscow and Saint Petersburg.

Where did you eat herring last time?

2004

2006

At home/as a guest

94.2

93.7

In restaurant/at work

4.8

5.4

In other place

0.3

0.6

I don't know/I don't remember

0.8

0.3

Mackerel

Consumption of mackerel is considerably lower than herring consumption. In the year 2005 nearly 5% of consumers ate mackerel at least once a wee. While 33.6% ate it at least once a month.

Where did you eat mackerel last time?

2005

At home/as a guest

94.2

In restaurant/at work

2.9

In other place

0.6

I don't know/I don't remember

2.2

Herring and mackerel are eaten at home more often than fresh/frozen Atlantic salmon. The tables show that more than 90% of the respondents ate those two fish species at home last time.

Consumers' attitude to Norwegian seafood (awareness, advantages, position)

(Respondents - women 18-69 years old. source - Norsk Gallup)

NORGE logo awareness

42% of the respondents said they knew NORGE logo both in November 2006 and in November 2005.

Country of origin awareness

In November 2005 some 50% of freshfrozen Atlantic salmon consumers said that its producer was Norway. In the year 2005 the number of such aware consumers amounted to 72% of the respondents.

As much as 80% of the consumers got to know Norway as a salmon producer in February 2006. In February 2004 their share amounted to 75%, while the number of such consumers in January 2002 accounted for 54% of the total.

Ca.47% of the consumers got to know Norway as a herring producer in 2006. In November 2005 their share amounted to 63%, while the number of such consumers in January 2003 accounted for 53% of the total.

According to the poll, ca.32% of the consumers got to know Norway as a mackerel producer in February 2005.

Consumers' preference

The poll has disclosed that 44% of the respondents gave preference to Norway as a country producing fresh and frozen Atlantic salmon in 2006. Russia took the second place winning 13% of consumers' preferences. Ireland got 2% and Scotland - 1%. (Moreover, 40% of the respondents did not answer the question or they did not eat fresh/frozen Atlantic salmon.) In November 2005 the shares were as follows: Norway - 67% and Russia - 18%.

Herring from what producer country do you prefer to buy?

January 2002

February 2004

November 2005

November  2006

Russia

45

48

53

37

Norway

15

14

16

12

Ireland

4

6

7

6

Others

6

3

2

2

I don't know

30

29

22

43

TOTAL

100

100

100

100

In the meantime, the number of those consumers who preferred Norwegian herring tended to decrease in the recent years.

In the period from 2002 to 2006 consumers' preferences remained practically without changes. For instance, the Russian herring was at the first place, while the Norwegian herring was at the second place leaving the Icelandic herring well behind.

In the year 2006 ca.21% of the respondents gave preference to Norway as a country supplying herring, Russia won 27% and Iceland - 25% of the respondents.

Mackerel from what producer country do you prefer to buy?

February 2005

Russia

44

Norway

6

Others

1

I don't know

49

TOTAL

100

Note: The number of the respondents in 2005 was higher than in 2006.

According to the poll, 44% of the respondents preferred buying Russian mackerel and only 6% preferred Norwegian mackerel. Some 49% either did not eat mackerel or did not answer the question or did not know which mackerel they preferred.

Position

The consumers' appraisal of fresh/frozen Atlantic salmon has revealed that the Norwegian salmon is the best product for 12 indices, except for its price. Russia is at the second place, while Ireland and Scotland are well behind.

The consumers' appraisal of herring has revealed that the Norwegian herring is slightly better than the Irish and Icelandic products, though it is partly worse than the Russian herring.

More information from:

Olga Gilerovich, Communications Director of NSEC in Russia; tel.: +7 916 6521763; e-mail: OGilerovich@mpg-mediaplanning.ru

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