Page 34 - Retail World March 2021

SEAFOOD FROM PAGE 31 Simplot tackles key trends Simplot pinpoints four key consumer trends influencing the seafood category: health and wellness, convenience, indulgence/premium, and increasing demand for sustainability. Mr Peek says the company has noted that consumers are not only demanding but also expecting transparency among seafood brands when it comes to sustainability, ethical sourcing and reducing waste. “Consumers want to understand more about where their food comes from and are willing to pay a premium for sustainable products,” he said. “As an industry leader, Simplot continues to work with partners such as \[marketing company\] Pacifical, where we’re able to work closely with local fisheries in the Pacific to continually improve the sustainability of our sourcing network.” In terms of health and wellness, Mr Peek says the trend continues to grow in importance as consumers are increasingly aware of how the food they eat impacts their mind and body. “Seafood is increasingly seen as an excellent choice for many consumers because of it’s lightness compared with many protein alternatives, and its rich nutrients,” he said. “As a result, a third or more of \[surveyed\] Australian adults plan to increase their seafood consumption in the next five years. “John West’s Protein+ pouches have been a great innovation in this space, focusing on several nutrient-rich products such as tuna and bean/grain mixes that are rich in iron, fibre, and vitamin B12.” On the topic of convenience, Mr Peek says that as the pace of modern life increases, consumers need quick and easy options that suit their lifestyle and health needs. “Seafood in the freezer, chilled and shelf categories deliver in accessibility and convenience where fresh seafood cannot,” he said. “It’s important for products to be convenient and deliver on consumer expectations of quality and health. “Birds Eye Steamfresh fish fillets are a great example of how brands can innovate to deliver super-convenient meal solutions while keeping the great taste and nutritional benefits that consumers expect.” Consumers are also seeking to indulge more frequently, says Mr Peek, with seafood often considered a special or indulgent food. Restaurant quality seafood, however, is seen as “largely inaccessible” at home, he adds. “Innovation within the seafood category now gives shoppers new and exciting ways to bring that restaurant quality into their homes,” Mr Peek said. “For example, Birds Eye recently launched three Deli snacking products designed to provide a bistro pub experience straight from your oven.” “Consumers want to understand more about where their food comes from and are willing to pay a premium for sustainable products.” Driving conversation and success Mr Peek says Simplot always works closely with its customers, adding that the key to this is sharing the insights and trends that it notes. “Given the pace of change, which we’ve witnessed amplified through Covid, it’s essential that we work collaboratively,” he said. “Right now, these insights are driving our conversations around enhancing convenience, health and wellness, indulgence and how to better communicate the importance of sustainably sourced seafood.” Throughout the year, Simplot supports retailers through its “wide range” of activations. “Lent, in particular, is the biggest activation period across all seafood categories,” Mr Peek said. “\[We drive\] visibility to the category through off- locations, in-store activations, catalogue features and recipe leaflets, to drive meal inspiration – to name a few. “Simplot is also working with the retailers to create new events outside of Lent to make sure seafood is always top of mind for the consumer – through activation periods for spring, Christmas and Chinese New Year.” In addition, Simplot is liaising with and supporting retailers to make sure the online shopping experience is enjoyable and easy to use for all consumers. “With more people shopping online, accelerated by Covid-19, online retailer stores are now more important than ever,” Mr Peek said. Salmon worth celebrating 2021 marks 35 years of Huon Aquaculture, which, according to National Retail Manager Alex Hunnisett, is celebrating “how far we’ve come and where we’re going”. He notes that Huon continues to focus on delivering the freshest fish possible to its retailers, aiming to enhance store appeal and reduce food wastage. “Shoppers buy with their eyes and we know that they’re looking for beautifully presented fresh salmon,” Mr Hunnisett said. “We achieve this through locating our value-added processing facilities close to major markets and paying close attention to how our fish is trimmed and packaged, and, of course, its plate appeal. This is especially important with our new frozen line: how it looks on the pack is how it has to look on the plate.” Mr Hunnisett notes that the Covid-19 pandemic has demonstrated how interconnected the modern world is and, perhaps, highlighted some vulnerabilities in the reliance on imported seafood. “Australians have a sense of pride in buying Australian, and this is incredibly important when it comes to the seafood area, where so much product is imported and mislabelled,” he said. “Retailers need to find new ways to communicate with shoppers so that they have confidence that the seafood they’re buying is safe, sustainable and, first and foremost, Australian.” Mr Hunnisett also advises retailers that 32 RETAIL WORLD MAR, 2021