Canned and pouched seafood products emphasize convenience and value, making them attractive to consumers.
Speaking of frozen, BBRSDA has “partnered with retailers across the country, conducting chef demos at Sprouts, Harris Teeter and QFC,” says Dunn. “These demos help educate consumers [about] the ease of prep, introduce them to frozen sockeye salmon items offered, and also are paired with printed and digital assets that lead to recipes, cooking tips and other differentiators of our Wild Sockeye Salmon from Bristol Bay, Alaska, such as nutrition, place of origin, and the support of local U.S. fishers.”
She adds: “A frozen side or portion of sockeye salmon is a perfect starting point for any skill level of the at-home cook. We have a collection of Fast, Wild and Easy recipes that have few ingredients, which are typically found in household pantries. We also have a Salmon Cooking Guide that includes various cooking methods, as well as tips on how to handle working with frozen salmon.”
Riding the Frozen and Shelf-Stable Wave
Regarding how to leverage future trends in the frozen and shelf-stable seafood segments, Dunn asserts: “Gen Alpha should be a main focus for forthcoming frozen and shelf-stable seafood products. Not only will they be the buyers for their own households, but the benefits of Wild Alaska seafood check all the boxes that Gen Alpha caretakers are prioritizing: sustainable, natural, nutritious, delicious, product of U.S.A. The missing elements are familiarity and availability, and these could be achieved ... at the retail level.”
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“Seventy-eight percent of consumers say seafood is healthy, and the seafood industry is always trying to expand consumption,” says Bennett. “A proven strategy for that is introducing more [frozen and shelf-stable] products into the market and reminding consumers of the variety and health benefits.”
Davis points out that “[r]eady to eat and convenience … are significant drivers for purchase, and brands are leaning into this.” Retailers should take note and follow suit.