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1.1 Definition and Introduction

The fish and seafood market covers the consumption and the distribution of all fish and seafood products which are found in the ocean and are edible. 

The global fish and seafood market is growing strongly in light of increased consumption. This demand is enabled through improved production and distribution channels. Asia dominates demand globally.

In the UK, the fish and seafood market is shrinking in light of higher prices which decreases spending amongst consumers. The UK is more reliant on exports than imports, and have access to rich waters. Nevertheless, Brexit causes questions of concern on the future of trade with the EU. In section 2.2 we analyse potential outcomes based on different scenarios. 

Finally, the UK fishing industry will be hit hard by COVID-19.

1.2 Fish and seafood in the world

Source: ****
The global market for fish and seafood was valued at $*** billion in ****. It is expected to increase to reach $***.** billion in **** which represents a CAGR of *.**% between **** and ****.
Reasons for this increase includes the perceived health benefits around fish and seafood.

Source: ****
The chart above depicts retail sales of fish ...

1.3 Zoom in: the European Union

Source: ****
The table above shows which fish are consumed the most in the EU; we find that tuna accounts for the largest share (***) of consumption, and that the EU consumes on average *.** kilo of tuna per year.
Meanwhile, the highest sufficiency rate (***), the EU relies on other players globally.

Source: ****
Finally, ...

1.4 Fish and seafood is decreasing in the UK

Source: ****
The UK market for fish and seafood is decreasing when measured through volumes sold. In **** ***,*** tonnes were sold; in ****, this value is expected to amount to ***,*** which represents a decrease of CAGR *.**%. 
This decrease in volumes sold is mainly due to higher prices, which decreases demand. However, factors such as ...

1.5 International trade

In this section we use data from UN Comtrade to analyse the UK's trade relationship with the world. In particular, we analyze category ** – "Fish and crustaceans, molluscs and other aquatic invertebrates".

Source: ****
The UK imports more fish and seafood than it exports. However, the coverage rate (***) was **.*% in **** which means that ...


2.1 Profile Analysis: The British Consumer

In this section we analyse demand on fish and seafood from the British population.
Seafish reports that **% of UK adults who eat fish once a week or less state that cost is what is hinders further consumption. Moreover, British consumers eat fish for dietary reasons primarily; **% of respondents in a survey ...

2.2 Brexit's impact on the industry remains unclear

In this section, we seek to shed light on what effetcs Brexit might have on the fishing industry in the UK in terms of fishing rights and economic co-operation with the EU. 

Source: ****
First, the data above shows which fish was the most exported from the UK to the EU ...

2.3 Fish and seafood is suffering from COVID-19

The fishing industry has been hit hard by the pandemic. [***] In January ****, exports of Fish and Crustaceans, Molluscs and Other Aquatic Invertebrates were down **% compared to December ****. In February **** this figure had decreased another **% versus January ****. On the larger scale, February **** to February **** showed a year-on-year decrease of *.**% with a huge ...


3.1 The supply chain of fish and seafood

Source: ****
The first step in the supply chain is the fishing or fish farming. Since a few years back only the world consumes more farmed fish than captured (***). [***] 
In the second step, the fish is processed. The four basic procedures used in the final processing of fish products are heating, freezing, ...

3.2 Fishing in the UK

Source: ****
UK waters are rich in fish and seafood. In particular, we can see from the graph above that mackerel is the fish which is caught the most. This confirms the abundance of this fish in UK (***). Important to note is that this graph shouldn't be confused with data in section ...

3.3 Fish and seafood is consumed in restaurants

Source: ****
Distribution of fish in the UK is similar to that of the EU, hence the graph above serves as credible proxy for UK distribution. Indeed, above we can see that restaurants is by far the most common distribution channel (***). Fish bought and consumed at home is the second most common ...


4.1 Product Analysis

The four most consumed fish in the UK are Cod, Haddock, Tuna, and Salmon. For shellfish, prawns remain the go-to meal. These five ocean products make up **-**% of all fish and seafood eaten in the UK. [***]
In general the fish and seafood market in the UK is divided in three ...

4.2 Prices for fish and seafood are increasing dramatically

Source: ****
The graph above depicts the price evolution of fish and seafood in the UK. The base year is **** where the index value is ***. The intuition is that if the index value is ***, this implies a price increase of *% (***). Following this logic, we see that in ****, the price had increased by ...

4.3 The UK fishing fleet is contracting

Source: ****
Between **** and **** the number of fishing boats in the UK has decreased from *,*** to *,*** which represents a decrease of **%. One reason for this can be that the industry has suffered from foreign competition and from fish farms, which has caused fishermen to financially starve. 
Moreover, the majority (***) is fragmented.


5.1 Current Regulation

Regulation around fishing remains extensive and strict. In light of overfishing and the extinction of several species, legislative frameworks are increasingly aimed at mitigating these issues through regulation on control and prohibitions. The data below is based on guidelines from the UK government.
To begin with, fishermen in the UK need ...


6.1 Segmentation

  • Young's Seafood
  • Lyons Seafood
  • Maruha Nichiro
  • Nippon Suisan Kaisha
  • Thai Union Group

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chargé d'études économiques, Xerfi

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Mathieu Luinaud

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PhD Industrial transformations

Robin Charbonnier

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Pierre Doussau

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