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Market seafood segmentations: Results from 5 European countries survey
October 04, 2018, 02:15 PM
This is the presentation of Dr. Gudmundur Stefansson from Matis, Iceland in the Conference “European seafood production and markets” in the framework of Vietfish 2018.

Consumer side: ever more differentiated

Address diversity

Satisfy specific needs

Understand and approach our customer better

Industry side: ever more competitive environment

Define target customers - segments

Find niches - overlooked by (big) competitors

Reduce competition

 

Italy

Healthy & environmen-tally conscious

Brand-convenience-taste

Self-efficacious health oriented cooking artist

Local connoisseur

Price-wise convenience

Self-efficacious pragmatic

Indif-ferent

Spain

Brand/seller dependent high quality

Self-efficacious egoistic brand buyer

Independent “good-for-me” connoisseur

360° health

Cooking artist

Indifferent

 

France

Egoistic  health

Health oriented, egoistic  (not creative) cook

Cooking artist

Self-efficacious convenience

Indifferent

   

Germany

Cooking artist

Healthy &  environmentally-conscious

Convenience-brand loyal

Health oriented cooking artist

Cheap brand & taste

Indifferent

 

UK

Healthy convenience

Egoistic  health & convenience

Cooking artist

Self-efficacious - &  local ecologist

Indifferent

   

Health and environmentally conscious consumers

 

Convenience, brand loyal consumer

 

Cheap brand and taste consumer

 

Cooking artist

 

Healthy cooking artists

 

Indifferent

 

Nutritional digestive and inclusive health (360°)

Product and segment match – illustrative example 1

 

Product and segment match – illustrative example 2

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Ms Van Ha
Tel: +84.24.3771.5055 (ext. 216)
Portal of Vietnam Association of Seafood Exporters and Producers (VASEP)
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