France's whitefish sales boom; salmon loses ground

News 18:03 12/09/2014
Demand for fresh whitefish continues to be strong in France, as consumers continue to switch over from the more expensive salmon.

In the six months up to the end of June 2013, whole and filleted fresh cod gained 16.8 percent in volume year-on-year, taking a total fresh market share of 16.8 percent, according to recent Kantar Worldpanel figures.

Prices dropped 6 percent year-on-year to an average of €13.63 ($18.10) per kilogram. Salmon on the other hand lost 16.6 percent in total market share, but still took the first rank and remained with 20.5 percent the most consumed fish. Average salmon price in the same period shot up 16 percent to €14.26 ($19).

Saithe took the first rank with a total fresh market share of 6 percent in France, followed by trout (3.7 percent market share), bream (3.3 percent), perch (1.3 percent) and pangasius (1.1 percent).

Saithe took the first rank with a total fresh market share of 6 percent in France, followed by trout (3.7 percent market share), bream (3.3 percent), perch (1.3 percent) and pangasius (1.1 percent).

Viking Fresh, a Boulougne-based fresh fish trader, is seeing the effect of higher salmon prices. While the company sells several species, including cod, saithe, ling, flatfish, and haddock, the demand for fresh cod is "very strong," Karl Johannesson, a trader at the company, said.

Aurelie Soulan, marketing manager at Viviers de Marins -- which supplies supermarkets chains including Auchan and Carrefour -- concurs, saying sales have increased throughout the year, with the low prices of cod being the main driver.

However, since April fresh cod sales have been going down slightly, according to the Kantar figures, correlating with the slighlty rising prices, which are reflected in the IntraFish Price Tracker.

But Johannesson sees the high demand continuing through to the year end. "We expect to see an increase of 20-30 percent by the end of the year," he told IntraFish, adding Viking moves about 100 metric tons of fresh finished whitefish products every month.

Nevertheless, 2013 was a difficult year, he said. Despite higher sales, margins were lower for many companies.

One positive trend, however, is that more consumers are moving back to fresh after years of buying frozen. In addition, fresh fish also is finding its way back into the foodservice market, after years of frozen dominance.

But sales could always be better, he said, talking about a "general pessimism" in the French market since 2007.

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