SellFish
Domestic and International Seafood Market Research
Contact for Comments:
Jayne Gallagher
jayne.gallagher@seafoodcrc.com
Ph: 0438 336712
VERSION: For Feb 2010 Planning and Reporting Forum
Australian Seafood CRC SellFish
SellFish Theme Outcomes
.
The net value of seafood products sold by Australian Seafood CRC participants will increase,
through:
1. Greater understanding by consumers, regulators and seafood industry staff of the
positive nutritional benefits of seafood consumption
2. Increased satisfaction with the products by existing customers resulting in higher prices
paid, and/or increased sales of the products;
3. Sales in newly accessed and established domestic and international markets.
4. Increased opportunity for seafood product differentiation, for example through nutrition
claims, in new and existing markets
Measures of Success
1. Pre and post project surveys to measure consumer understanding of seafood nutritional
benefits (will be ongoing).
2. Net value of seafood products sold will be measured through benchmarking studies with
CRC participants.
3. An “omnibus” survey will enable the impact of CRC activities in domestic markets to be
measured. Additional consumer surveys and sales data will be used to assess the
effectiveness of specific projects.
4. International market success will be measured in volume and value of additional sales.
Australian Seafood CRC SellFish
Five Strategies to Achieve the Outcomes
1. Develop new approaches that CRC participants can use to communicate the health
benefits and risks of seafood consumption.
2. Evaluate new products, and new retail presentation approaches for CRC participants.
3. Conduct research to assist CRC participants determine whether, when and how to enter
new export markets.
4. Assist the development of government and industry policies and programs to support
international and domestic market development activities of CRC participants.
5. Build technical and analytical capacity and capabilities to ensure product integrity,
support nutritional claims and underpin trade negotiations.
Disclaimer:
The purpose of the Seafood CRC's theme business plans is to direct investments towards the outcomes, outputs and milestones
approved through the CRC's Commonwealth Agreement. The plans are working documents that respond to changes in the CRC'
research and business environments. Consequently, while effort is made to ensure they are consistently and correctly presented, the
substance of the activities described in them is of prime importance.
Australian Seafood CRC SellFish
1.0
Projects
Project Name
Project Description
Contributing
Participants
R&D Providers
involved to date*
Strategy 1: Develop new approaches that CRC participants can use to communicate the health benefits and
risks of seafood consumption
Approved Projects
2007/711
2007/713
2007/714
Reviews of gaps
and opportunities
for seafood health
benefit research
Curtin University
(WA Centre of
Excellence for
Seafood)
Planned Outcome
Completed reviews carried out to assist with theme planning in
relation to health benefits of seafood. The reviews examined what
research has already been done, identified gaps in our knowledge,
considered new FSANZ health benefit claims requirements and
opportunities for functional food developments using seafood.
Flinders University
University of
Wollongong,
(National Centre of
Excellence for
Functional Foods)
University of
Adelaide
2008/720
A community
intervention
approach to
increasing
seafood
consumption
.
WA -COES
Planned Outcome
Review of published literature on health benefits of seafood to
specific sectors and/or medical conditions.
WAFIC and Curtin
University
WA Dept of
Fisheries
A series of targeted seafood health benefits/risks communication
material, specifically for different target groups.
Includes additional
contribution by Curtin
University
SSA
Seafood health benefits/risks training resources for the seafood retail,
food service and hospitality sectors.
WAFIC
Australian Seafood CRC SellFish
Project Name
2008/731
The Australian
seafood diet for
intergenerational
health (PhD
project)
Project Description
Contributing
Participants
R&D Providers
involved to date*
Planned Outcome
A diet that can be promoted to Australian women to ensure that they
eat sufficient seafood to sustain adequate omega-3 fatty acid levels
in their children, while avoiding mercury contamination.
Southern Adelaide
Health Service
Southern Adelaide
Health Service
Simplot
Flinders University
Adelaide Uni
Chem Centre WA
2008/796
The Australian
seafood diet for
the elderly
Planned Outcome
Identification of opportunities to develop new fish and/or seafood
products tailored to the need of the aging population in health care
Simplot
University of SA –
EBMRI
USC – Business
School
Flinders University
WA State Chem Lab
SARDI
Strategy 2: Evaluate new products, and new retail presentation approaches for CRC participants
Approved Projects
2008/710
Benchmarking
consumers’
physical and
mental availability
for seafood
products and
brands in different
buying situations.
Planned Outcome
Employment of a Postdoctoral Research Scientist (PDRS) at the
Ehrenberg-Bass Institute for Marketing Research (EBIMR) at UniSA.
2008/740:
Understanding
seafood suppliers
Planned Outcome
Uni SA
Uni SA - EBIMR
Seafood CRC Education
Funds
Uni SA - EBMRI
Preparation of an analytical report using Dirichlet modelling on the
relative market positioning of local and imported seafood and
methods by which both market segments, or “brands” can be
developed profitably.
Organisation of seafood marketing research workshops.
This research will extract valuable insights from the Sydney Fish
Market database, including measures of species sales performance
Australian Seafood CRC SellFish
Project Name
Project Description
and buyers trading
behaviour at the
Sydney Fish
Market
(PhD project)
on a monthly and yearly basis (for the last 10 years), identification of
niche species, determinants of species growth in demand and
cross-species buying effects.
2008/779
Omnibus Seafood
Consumer Survey
(Measuring
consumer
acceptance of
innovation in the
seafood industry)
Contributing
Participants
R&D Providers
involved to date*
It is also expected to transform these findings into market
intelligence helping the Sydney Fish Market to improve the auction
sales system.
Planned Outcome:
Subject to CRC participant agreement on questions regular reports
could be provided on:
1. Measurement and interpretation of seafood consumption
patterns over time.
2. Detection of changes in seafood consumption in selected
target groups as a result of Seafood CRC R&D projects.
3. Understanding and measuring the level of consumer
awareness and share of mind (salience) of seafood.
4. Measurement of seafood consumers’ willingness to pay for
premium features in Australian seafood.
5. Overall satisfaction level of consumers with their seafood meal
purchases. The results may be a catalyst for change.
6. Consumer perceptions about fresh versus frozen seafood,
imported versus local seafood, health risks versus benefits.
7. Evaluate perceived or real difficulty in preparation of seafood
as a barrier to consumption.
8. Determine the likely impact on demand and price of
environmental sustainability labels / brands.
9. The importance of price points in consumer perceptions of
seafood products.
Communal Project
2 years commencing
2009
Uni SA - EBIMR
University of
Adelaide/SARDI
Australian Seafood CRC SellFish
Project Name
2009/721
Eat more fish
Project Description
Planned Outcome
Contributing
Participants
Simplot
To use a detailed understanding of consumer attitudes to in store
location of seafood purchase, acceptability of fish species and
sustainability, to develop a minimum of 6 new product concepts and
marketing strategies that could be implemented to realise an
increase in seafood consumption.
R&D Providers
involved to date*
University of SA –
EBMRI
Simplot
SSA
.
2009/761
The role of
inbound Chinese
tourists in
promoting
Australian food
products in China
(PhD project)
Planned Outcome
Understanding how tourism experiences influences perceptions of a
country’s food products and purchase behaviour in the tourists’ home
countries may assist the development of innovative export focussed
market development strategies.
.
DIISR funds
University of SA –
EBMRI
2008/794.10
Retail
Transformation:
Identifying
opportunities for
creating consumer
focused Australian
Salmon value
added products
Planned Outcome
This project will help understand the potential for the
commercialisation of the Australian Salmon industry as consumer
driven fishery.
WAFIC
WA DoF
2008/794.20
Retail
Transformation:
Repositioning
Australian Farmed
Barramundi
Planned Outcome
ABFA members will be achieving increased returns through
implementing product repositioning strategies in the domestic market
for Australian farmed barramundi at both the organization and
individual company level.
Curtin Uni
Chem Centre WA
The consumer research will describe and quantify consumer attitudes
and preferences for the species, make recommendations on the
positioning of the species and product development based on
consumer preferences.
ABFA
USC Business
School
DEEDI Qld/
University of SA –
EBMRI
Private providers
Australian Seafood CRC SellFish
Project Name
Project Description
2008/794.40
Retail
transformation Forecasting new
product
performance
Planned Outcome
A new forecasting model for first year packaged seafood product sold
through multiple retailers to assist companies to better plan their new
product launch strategies and establish profitability and performance
expectations
2009/770
Seafood Retail
Transformation –
Chilled Seafood
Category
Development
Planned outcome
A chilled pre packaged seafood product range and category
marketing plan, based on consumer and trade research,
commercially trialled in a multiple retailer.
Contributing
Participants
Simplot
University of SA –
EBMRI
Simplot
USC Business
School
SFM
APFA
ACPF
An Australian Seafood Manufacturing Scheme that articulates
internationally leading GMP requirements (and how to implement
them) needed to establish chilled pre packaged seafood ranges.
R&D Providers
involved to date*
Sardines
University of SA –
EBMRI
SSA
SARDI
Oysters
CST
WAFIC
Approved concepts
2008/794.30
Retail
transformation Eat more fish 2
Planned outcome
Research, develop and trial a consumer focused natural seafood
category in the ‘well freezer’ (located in retail stores by the deli
section).
NB: This is an extension of work to be completed in Eat More Fish 1
(a different category) and the project will be developed once results
from the first project are known.
Simplot
University of SA –
EBMRI
Australian Seafood CRC SellFish
Project Name
Project Description
Contributing
Participants
R&D Providers
involved to date*
Strategy 3 – Conduct research to assist CRC participants determine whether, when and how to enter new
export markets
Approved Projects
2007/704:
Development of
supply chain,
distribution and
communication
tools to support
entry of Southern
Rocklobster into
the superpremium, fine
dining sector in
the USA.
Planned outcome
This project aims to consolidate a premium price market in the USA
initially, and then throughout the globe. This will increase the security
of fishers’ income by diversifying the market, establishing customer
loyalty and putting upward pressure on price by increasing the
demand for Southern Rocklobster.
SRL
2008/721
Survey of
European Seafood
Importers
Planned Outcome:
To provide CRC participants with up to date information on the needs
of international seafood importers attending the European Seafood
Expo.
DIISR Funds
2008/753
Oyster marketing
projects
investment
meeting
2008/776
South Australian
Marine Fin Fish to
Europe Market
Development Plan
2009/722 and
2009/722.10
Planned Outcome
Creation of a market development investment platform as part of the
Oyster consortium business planning process
Oyster Consortium
Ridge Partners
Planned Outcome
Creation of a strategic market development plan for Marine Fin Fish
in the EU Market.
CST
PIRSA
SRL Ltd
Corvel Management
University of SA –
EBMRI
SSA
University of SA –
EBMRI
Market Strategy Ltd
.
Planned Outcome
Significantly increase the value and volume of yellow tailed kingfish
exports to USA and Europe by developing, launching and evaluating
CST
CST
Australian Seafood CRC SellFish
Project Name
Development and
Evaluation of
value-added YTK
consumer
products
Project Description
Contributing
Participants
the success of at least 10 new products (or product forms) over the
life of the project
R&D Providers
involved to date*
SARDI
University of SA –
EBMRI
QDPI
UTas (TIAR)
2009/723.10 and
2009/723.20
Analysis of
product
differentiation
opportunities for
Australian Wild
Caught Abalone in
China
Planned Outcome
Establish an agreed strategy and research plan to establish how best
to significantly increase the opportunities to differentiate Australian
Wild Caught Abalone as a way to increase the value and volume of
sales to China by an average of15% to existing customers.
ACA, AAA
University of SA –
EBMRI
Approved concepts
2008/795
Market Intelligence
Planned Outcome
Capability to understand and describe seafood export market
dynamics and provide appropriate assistance to Seafood CRC
participants to enable them to take advantage of new market
opportunities.
Communal Project
University of SA –
EBMRI
SSA
Contributes to Seafood CRC milestone: 1.6.1
2009/723
Analysis of
product
differentiation
opportunities for
Australian Wild
Caught Abalone in
China
Planned Outcome
Significantly increase the opportunities to differentiate Australian Wild
Caught Abalone as a way to increase the value and volume of sales
to China by an average of15% to existing customers.
Identify new market channels and increase value per unit and the
number of repeat purchases by new customers
Business Schools
(participant
Universities)
ACA, AAA
University of SA –
EBMRI
(Potentially SARDI,
and others in the
second and
subsequent stages)
Australian Seafood CRC SellFish
Project Name
Project Description
Contributing
Participants
R&D Providers
involved to date*
Grey Group China
(China based
company).
Strategy 4 - Assist the development of government and industry policies and programs to support
international and domestic market development activities of CRC participants
Approved Projects
2004/401
A market access
guide for seafood
exporters
Planned Outcome
CRC end users have timely access to advice about technical market
access requirements for their products and how to meet them.
2007/706
Establish the
technical and
market data to
assess the
feasibility of live,
bivalve mollusc
access to US
Planned Outcome
Information about the USA commercial market opportunities and the
technical requirements to accept Australian testing standards as
equivalent to the USA, enabling Seafood CRC participants to
determine whether to pursue access to the USA market for oysters.
Oyster consortium
2008/735
Report on
international trade
negotiations
impacting on the
seafood industry
Planned Outcome
A report that details the multilateral and bilateral trade negotiations
and their potential impact on and opportunities for the Australian
seafood industry.
Communal Project
Uni of Adelaide
(Institute for
International Trade)
2007/709
Review of seafood
market issues
Planned Outcome
Review completed and contributed to establishment of the Seafood
Market Access Forum and development of a number of project
concepts included in this plan
DIISR funds
SARDI
FRDC
SARDI
Project now incorporated
into 2008/906
Corvel
SARDI
DPWE (TAS)
PIRSA
Australian Seafood CRC SellFish
Project Name
Project Description
Contributing
Participants
R&D Providers
involved to date*
2007/712
Technical market
access review
Planned Outcome
Review completed and contributed to establishment of the Seafood
Market Access Forum
DIISR funds
Vision Rural
Services Pty Ltd
2008/741 and
2008/741.20
Human enteric
viruses in
Australian bivalve
molluscan
shellfish
(PhD Project)
Planned Outcome
Seafood CRC Education
Funds
UTas
2008/906
Market Access
Database –
Continuation
Planned Outcome
Adopt European Union reference laboratory methods for the
detection of human enteric virus in shellfish growing waters and
shellfish tissue.
Survey shellfish growing and harvesting areas for human enteric
viruses
Profile the risk of human enteric viruses in Australian shellfish
Communal Project
By 2009 secure on-line, easy to understand and access, updateable
database that details technical market access requirements for
important existing markets.
SARDI,
AQIS (providing in
kind support)
By 2014 secure on-line database available to CRC participants that
details technical and other market access requirements for existing
and key potential markets.
2008/907
Seafood Access
Forum (SAF)
SARDI
SSA
Planned Outcome
To establish the SAF which will establish agreed trade and market
access negotiation platforms to support market development
activities of CRC participants. .
Communal Project
SSA
ACA
SARDI
AAA
UTas (TIAR)
.
2008/909
Abalone Market
Access for the
European Union
Planned Outcome
A cohesive package of information with which to negotiate EU market
access for abalone including
 An estimate of risk of biotoxin poisoning from consuming
each abalone product type e.g. canned, fresh, frozen, dried,
refrozen product, etc.
Australian Seafood CRC SellFish
Project Name
Project Description


2009/752
STEP Review of
EU Biotoxin
standards for
shellfish
Contributing
Participants
R&D Providers
involved to date*
the potential requirements for biotoxin monitoring of each
abalone product type.
industry risk management guidelines for biotoxins in abalone
e.g. could provide estimates to the industry on clearance
rates of toxins in affected abalone
Planned Outcome
To ensure that Australia’s technical input regarding the proposed new
EU biotoxin standards for shellfish is considered in international
discussions and debate thereby avoiding potential trade and market
access issues. .
Communal Project
SARDI
Communal Project
UTas (TIAR)
.
Approved Concepts
2009/752.10
Seafood Trade
Expert Panel
(STEP)
Planned Outcome
To ensure the Seafood CRC participants have well analysed
positions available to support trade and market access negotiations
and domestic food quality issues.
SARDI
Uni of Adelaide
To ensure favourable outcomes from current international trade
negotiations including WTO and bilateral Free Trade Agreements.
Chem Centre WA
Others (experts)
Concepts under development
2009/787
Prawn Defenders
Planned Outcome
To provide technical data to support continued and expanded
international market access for Australian wild caught prawns and
develop capacity to respond quickly to emerging access issues
ACPF
SARDI
Strategy 5: Enhance technical and analytical support to ensure product integrity for trade negotiations
Approved Projects
2008/729
Post doctoral
research scientist
Planned Outcome
Recruitment of a laboratory diagnostic specialist (post doctoral
scientist) at SARDI, with expertise in food safety and trade.
SARDI
SARDI
Australian Seafood CRC SellFish
Project Name
Project Description
Contributing
Participants
R&D Providers
involved to date*
– shellfish safety
2008/905
Planned Outcome
Establish
composition
profiles for
seafood products
sold by CRC
participants
Establish a consistent platform for developing composition profiles for
seafood products sold by CRC participants and establish an online
web portal to provide secure access to the information.
2009/739
Compositional
profile of
Australian seafood
– strategic
analysis and
method
development
Planned Outcome
Communal Project
SARDI,
Chem Centre WA,
UTas,
Flinders Uni
Participants have access to and are using nutritional and
contaminant profiles of their products to underpin product claims
and/or standards and using these to differentiate products in the
market.
SSA
Chem Centre WA
Chem Centre WA
Communal Project
SARDI,
Chem Centre WA,
UTas,
SSA,
(Commonwealth and
State governments,
others as
appropriate)
Capacity built to support the development of a comprehensive
compositional profile of Australian seafood to assist with market
access and development
Approved Concepts
2008/799
Australian seafood
diagnostic
capability map
Planned Outcome
CRC participants have access to diagnostic and testing services that
enable rapid response to issues and minimises disruptions to trade.
Development of national and international networks (commercial and
regulatory) to share information and build capacity in testing and
diagnostics.