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Organic Seafood & Premium Products Retail Market Study Germany, Austria & Switzerland

Máirtín Walsh An Bord Iascaigh Mhara March 2010

 

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Acknowledgement
This Study was carried out in conjunction with An Bord Bia, The study was carried out at various location in Düsseldorf, Köln (Cologne) Wien (Vienna) and Zürich between the 15th and 20th March 2010. An Bord Iascaigh Mhara would like to thank An Bord Bia for their assistance in facilitating the study and would like to thank Ms. Judith Derichs in particular for her assistance in facilitating and carrying out the study.

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Table of Contents

Summary of Market Study.............................................................................................4 1. German Retail Overview .......................................................................................5 1.1 Metro......................................................................................................................7 1.2 Kaufland................................................................................................................9 1.3 Galeria Kaufhof ..................................................................................................12 1.4 SuperBiomarkt ....................................................................................................14 1.5 Edeka...................................................................................................................15 1.6 Globus .................................................................................................................18 1.7 Rewe City............................................................................................................20 1.8 Basic....................................................................................................................21 1.9 Vierlinden Bio Supermarkt .................................................................................21 1.10 Hit .......................................................................................................................22 1.11 Temma ................................................................................................................24 1.12 Erdkorn Bio-Discount.........................................................................................25 1.13 Alnatura...............................................................................................................26 2. Austrian Retail Overview ...................................................................................27 2.1 Spar & Spar Gourmet..........................................................................................29 2.2 Zielpunkt .............................................................................................................32 2.3 BioMarkt Maran..................................................................................................32 2.4 Billa.....................................................................................................................33 2.5 Merkur.................................................................................................................35 2.6 Julius Meinl.........................................................................................................36 2.7 Hofer / Aldi .........................................................................................................39 2.8 Magnet ................................................................................................................39 3. Swiss Retail Overview........................................................................................41 3.1 Migros .................................................................................................................43 3.2 Denner.................................................................................................................49 3.3 Coop....................................................................................................................50 3.4 Globus .................................................................................................................53 4. Conclusions.........................................................................................................55 4.1 Smoked Salmon Products ............................................................................55 4.2 Novel Smoked Salmon Products .................................................................55 4.3 Specialised Organic Retailers ......................................................................55 4.3 Niche ............................................................................................................55 4.4 Premium Products........................................................................................55 4.5 Organic & Sustainability Certification ........................................................56 Appendixes ..................................................................................................................57

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There appears to be a strong awareness amongst consumers about the issues surrounding the sustainability of various seafoods. Organic certification in all three countries appears to be dominated by Naturland. Marine Stewardship Council (MSC) certification is very common and is highlighted on display units. Irish organic smoked salmon appears to be generally achieving a slight price premium over other organic smoked salmon products such as Scottish. prepared starters and mixed platters. Norwegian and wild Alaskan smoked salmon. modest size may present opportunities for Irish seafood producers. packaging and promotional materials. It should be noted that these outlets present opportunities for prepared. Bio-Verde or retailers own brands. There are a number of specialised retail and food service chains that despite. usually found under the Friedrichs. appear to be reasonably static when compared to market studies carried out previously in Germany and Austria. and other seafood products. Smoked salmon is the most commonly available Irish seafood product. although relatively small by German standards appear to have a strong focus on seafood. Business Research & Intelligence 4 www. specialist organic retailers are reasonably widespread and may offer Irish producers opportunities to increase their volume of sales. with AB and Bio Suisse also reasonably common. Frozen. international food products into the Swiss market at premium prices. particularly sustainable and organic seafood and the chain produces promotional materials specifically for their seafood range. smoked or frozen products only. the Gosch Sylt chain are an emerging seafood specialist restaurant in Germany. There appears to be consumer demand for smoked salmon products such as Hors d'oeuvres. gigas oysters being offered in retail settings appeared relatively poor. There may also be opportunities for Irish seafood processors to introduce some Irish shellfish into the German. The Hit retail chain. It appears that there may be opportunities for Irish producers to increase the appeal of their products in these markets if they were to develop more diverse product ranges. Basic and Super Bio-Markt are just some of the specialised retailers in the organic sector. The Globus retail chain in Switzerland (not to be confused with the German hypermarket of the same name) is a premium department store with a strong focus on bringing high quality. particularly in Germany and Switzerland where the quality of C. the chain appears to stock a number of premium and organic seafood products. Swiss and Austrian markets.bimb2b. Austrian and Swiss markets. prepared scallop and mussel dishes appear reasonably popular and there may also be opportunities for oyster producers to achieve some success. none of the stores visited had traditional wetfish counters. The scale of the organic market in Europe is much larger than in Ireland.Summary of Market Study Irish Organic and Premium seafood products are reasonably widespread in the German.com . Prices for smoked salmon products. particularly in Germany where Alnatura.

000 Store Numbers (2009) 10.142 3.000 8.000 0 Ed ek a G ro up Do hl e Re we an n a Sc hw ar z Bü nt in g Te ng el m G lo bu s di No rm Al 11.000 6.70% Source IGD Germany: Retailer by Store Numbers 2009 14.com .000 2.10% Rewe 17.20% Aldi 14.739 1.20% Edeka 19. German Retail Overview Germany: Market Share of Major Retailers 2010 Others.000 12.70% Tengelmann 1.10% Metro Group 5.bimb2b.1.000 4.80% Norma 1.466 10.20% Lidl & Schwarz 16.249 708 650 333 106 43 Li dl & Source IGD Business Research & Intelligence M et ro 5 www. 24.286 4.

8 0.com .5 27.70 9.3 5.383 1.4 2.8 2009 2.282 1.3 26.000 15.575 8.243.9 3.422.519 22.492.081 8.80 -5.20 8.9 2.000 5.321.9 1.355.4 29.648 26.9 2006 2.Germany: Major Retailers Gross Turnover 2009 35.000 Grocery Turnover 2009 (€m) 30.7 4.000 0 G ro up Ed ek a Do hl e Re we an n a Sc hw ar z Te ng el m Bü nt in g G lo bu s di No rm Al 32.4 GDP (Nominal €bn) Real GDP Growth (%) GDP per Capita (€) Unemployment (%) Food Price Inflation (%) Consumer Price Inflation (%) Source IGD Business Research & Intelligence M et ro 6 www.345.3 2.6 0.373.360.210.49 10.bimb2b.575 2.80 7.000 20.80 10.90 4.4 28.8 2007 2.1 2010 2.70 0.9 30.253.202.8 1.334 26.20 1.3 2008 2.4 -0.416 1.000 10.3 26.4 1.000 25.30 8.469.282 Li dl & Source IGD Germany: General Economic Data 2005 2.90 2.50 3.

1. 40% of which is generated in Germany alone. gutted Norwegian salmon in various sizes. A Metro Cash & Carry and a Galeria Kaufhof Department Store were visited as a part of the store audits for this report Fresh / Chilled Products Metro stocked a wide range of products. prices and quality varied considerably. There was a large stand alone display unit for chilled mussels. salmon cutlets and fillets and a wide range of shellfish including Irish C. gigas oysters (sold by piece).5 billion (2009). Fresh Mussels on sale at Metro. well stocked wet fish counter with very diverse offering including whole. Real Hypermarkets. Origins: Holland (L) and Spain (R) Business Research & Intelligence 7 www. The bulk of the mussels appeared to be of Galician and Dutch origin.bimb2b. There was a large.com . Some showed heavy fouling and foaming.1 Metro The Metro group are a German retail group that operate in 33 countries and have a turnover of €65. Metro Cash & Carry and Galeria Kaufhof Department Stores. The Group operates a number of store formats including. the bulk of which consisted of large size vacuum packed tubs and packs. The metro group have a number of private label brands including Real Bio for organic products and Real Select for Premium products.

The availability of larger unit sizes and products of Alaskan origin were noticeable. Smoked Products The Friedrichs brand dominated the smoked salmon display.bimb2b. however there were no organic products in evidence. Ambient Products Metro also stocked a diverse range of ambient products including bottled mussels in brine and vinegar. Business Research & Intelligence 8 www. Metro also stocked a diverse range of canned products such as canned pacific salmon with shrimps and flavourings.Bottled Mussels (Dutch processed Chilean Mussels) Pasteurised chilled Mussels (Spain) Frozen Products Metro stocked a wide range of frozen products. Irish organic smoked salmon was stocked under the Friedrichs Brand. Irish branded frozen Crab was located in the frozen foods section. various types and sizes of smoked salmon portions were being offered for sale at Metro.com .

The product was Dutch made with Chilean mussels. both cutlets and fillets at their wet fish counter.bimb2b. it consisted of 12 stuffed mussels frozen on the half shell. Fresh / Chilled Products This store stocked Norwegian farmed salmon. The Lidl & Schwarz group had 570 hypermarkets in Germany with a turnover of €12. Large frozen Salmon fillets with flavourings were offered for very low prices. Kaufland is large retailer with a diverse product range.2 billion in 2009. This retailer carried an interesting Escal ready meal. The products were reasonably well presented but damage to the packs was evident. the stores are generally hypermarkets and tend to be located away from city centres. Frozen Products Frozen Salmon and Trout were strongly in evidence in this store. The wet fish counter was relatively small and did not feature any obvious organic products. this was mainly the retailers own sustainability certification with some MSC certified products. The product was a 110g pack with mussel meat accounting for 55% of the product w/w. likely a result of customers trying to inspect the product.2 Kaufland Lidl & Schwarz group Kaufland is a part of the Lidl & Schwarz group. sustainability certification was obvious at the wet fish counter.com .1. Escal Prepared Mussels on half shell Business Research & Intelligence 9 www.

bimb2b.com .EWE frozen Salmon fillet with “Provence” Herb Flavouring 700g (Norway) Paulus Salmon Fillet with “Scandinavian” and “Italian” flavourings 600g (Norway) Business Research & Intelligence 10 www.

Overall the smoked fish section was relatively small considering the size of the store.Ostsee Fisch Hot Smoked Salmon cutlet with Pepper and Herbs (UK) It should be noted that there appears to be a trend of offering large size frozen Salmon fillets for Barbeques and family meals (700g).bimb2b. There may be some opportunities for Irish processors to offer organic or conventional frozen Salmon fillets. achieving suitable prices may be a problem as the existing Ewe and Paulus conventional ranges are relatively cheap. Large frozen fillets with flavourings and cook-in-bag application were widely observed. however. mainly Scottish Salmon being offered under German brands. Ambient Products This store had a selection of ambient products mainly canned salmon. The selection of smoked products in a Kaufland store is unsurprising due to the sentral purchasing that is practices by Lidl and Schwarz. Smoked Products This store stocked mainly Laschinger (Morpol) smoked Salmon. Business Research & Intelligence 11 www.com . No organic products or particularly innovative Ambient products were observed. is to be expected. There were a number of small hot smoked flavoured cutlets available. jars of mussel meats and herring rollmops. Kaufland may present some opportunities for Irish smoked Salmon producers. particularly producers of organic smoked Salmon which was noticeably absent in this store.

Scottish lightly smoked “Tsar fillet” product. fish fingers etc. fish fingers.com . Smoked Products This store featured a significant quantity of smoked Salmon.bimb2b. the store concept is based on offering premium and high quality brands and a wide selection of international products. This store offered some frozen pacific salmon fillets (2 per pack). gigas oysters were offered for sale at the wet fish counter. Ambient Products No ambient products of worthy of particular note were observed Business Research & Intelligence 12 www. Frozen Products This store offered a wide selection of seafood and the standard of the presentation of frozen products was quite good.above all in prime innercity locations.3 Galeria Kaufhof Galeria Kaufhof is a part of the Metro group. roll mops etc. The bulk of the offering was conventional products such as breaded frozen fish. It was interesting to note that organic and conventional Irish salmon was being sold at the same price and conventional Scottish salmon for slightly less. An interesting frozen product from the Escal brand was observed. this product was made with conventional salmon but achieved a premium price compared to other conventional salmon products. Galeria Kauhof operates 141 stores and 2 markets in Germany and Belgium. There was also a Farne. shrimp and sauce. These department stores are mostly located in city centres . This store offered a wide selection of seafood and the standard of the presentation of frozen products was quite good. Fresh / Chilled Products This store had a reasonably well stocked wet fish counter that and offered organic and conventional Irish and Scottish salmon fillets. the Friedrichs brand was dominant in this store.1. small. Poor quality. mussel. misshapen C. The bulk of the offering was conventional products such as breaded frozen fish. 2 filled Scallop shells containing scallop. and Irish organic smoked salmon was observed. This store also offered a range of smoked products with the Friedrichs brand featuring strongly.

bimb2b.com .Farne brand Scottish mild smoked “Tsar Filet” Business Research & Intelligence 13 www.

this product appeared to be of poor quality (colour) This store carried Followfish branded frozen organic salmon from Norway. Frozen Products This store stocked a limited selection of frozen fish. Bio-verde Smoked Trout (L) & Smoked Salmon (R) Business Research & Intelligence 14 www. Smoked Products This store stocked Bio-verde branded organic smoked Salmon from Scotland.1. The store also stocked a Scottish frozen Salmon product in a curry marinade. chilled organic foods and other organic products.com . this was to be expected due their insistence on organic products.bimb2b. and Bio-verde Branded organic smoked Trout from Italy. ambient. the store stocked a Biopolar branded frozen organic Salmon product from Scotland. This store had a limited offering of seafood.4 SuperBiomarkt This store is a specialist organic food and grocery retailer with 15 stores in north western Germany (6 in Münster and 2 each in Düsseldorf and Osnabrück) The stores are generally centrally located and offer a complete range of fresh. Fresh / Chilled No fresh or chilled seafood products were on offer.

supermarkets and hypermarkets. There was a strong contrast in the services available in the stores and the range of products that each carried.9 billion in 2009. however. Spar.1. A large pre-packed Salmon carpaccio platter by Stührk was observed during the visit. This retail chain has an own brand range of seafood products including frozen Norwegian Salmon portions. stocked a wide range of fresh seafood products including salmon. Netto. discount stores. “Gut und Günstig” (value) and Bio Wertkost (Organic) During the store audits for this report 2 Edeka outlets were visited. There was also a range of Dutch mussel meats preserved in sauce and oil available. Business Research & Intelligence 15 www. and a new. the bulk of the products available were standard fare such as fish fingers. Plus and others The Group operates over 11.600 stores and reported turnover of €65 billion and sales of €39. and imported Asian prawns etc. The group operates convenience stores. cash and carry/wholesalers.bimb2b. cod.com . one well established but small. scallop meats etc. they are a large cooperative that own a wide range of stores under the banners of Edeka. breaded fillets. Norwegian fresh salmon appears to be dominant in this chain. the product was well presented and appealing. very large suburban supermarket. Supermarkets and Discount stores accounted for the bulk (63%) of the groups sales in 2009. city centre supermarket. Irish Frozen mussels were available under the Costa brand.5 Edeka Edeka are the largest retailer in the German Market. the product was flavoured with a piquant tomato sauce and the packaging clearly referenced Ireland as the country of origin. Frozen Products This store had a large and diverse offering of frozen seafood products. No fresh Irish salmon was observed during the store visits. The Edeka group has a number of well developed private labels including. Fresh / Chilled Products The larger Edeka supermarket.

Whole. gutted hot smoked mackerel were also available. Stührk and Merl. the stores visited featured various brands of smoked Salmon including Abrahams.bimb2b. Business Research & Intelligence 16 www.Costa branded Irish frozen Mussels (Front) Costa branded Irish frozen Mussels (Back) Smoked Products Edeka stores appear to be well stocked with smoked seafood products. several organic smoked salmon products of Irish origin were observed in the larger of the 2 stores visited.com . including Krone brand Irish organic smoked salmon.

bimb2b. low to mid price products of no particular interest. Ambient Products There was a range of ambient products available including Dutch mussels meats. Business Research & Intelligence 17 www. canned fish etc. Ambient products were generally conventional.com .Krone brand Irish Organic Smoked Salmon.

This retail visit was carried out at a hypermarket on the outskirts of Köln. There was a relatively weak effort being made with shellfish in this store. Tuna and Salmon all being offered in this outlet.1.1 billion grocery sales). The Followfish brand was again prominent with frozen organic or sustainable Rainbow Trout. Frozen Products This store was well stocked with frozen products. Irish frozen trout was stocked in this store under the Clew Bay brand. Stores are large hypermarkets usually located at the outskirts of cities. There was also a noticeable effort being made to inform customers about preparing seafood. Cod. mostly conventional fare such as breaded fish.com . Followfish brand Organic Cod fillets Business Research & Intelligence 18 www. The group had sales of €4. including the provision of a magazine and the provision of herbal seasonings for preparing mussel dishes. frozen fillets and fish fingers etc. Czech Republic (15) and Russia (6).6 Globus Globus are a private company that operate 64 hypermarkets in Germany (43).bimb2b.0 billion in 2009 (€2. the seafood products were well presented and there was a strong focus on sustainability and the origin of the various products. Globus are a part of the Edeka buying group and Edeka own a 10% stake in Globus. Fresh / Chilled Products This store carried fresh Salmon fillets and smoked Salmon at the wet fish counter.

Followfish brand Rainbow Trout fillets Followfish brand Organic Salmon Smoked Products This store carried a range of smoked products. amongst the organic products. Conventional and Organic salmon were offered side by side.com .bimb2b. Irish smoked salmon commanded a slight premium. The Friedrichs brand was dominant and smoked salmon was offered from a number of countries including Ireland. Norway the US (Alaska) and Scotland. Business Research & Intelligence 19 www.

Smoked Products Smoked products were offered in only one of the two Rewe City units visited. Merkur.3% market share. the group has a range of formats.com . the smoked products offered included Krone brand smoked Salmon.7 Rewe City The Rewe Group are Germanys 2nd largest retailer with 16. Business Research & Intelligence 20 www. Fresh / Chilled Products The stores visited were small and did not have wet fish counters. these were small city centre outlets that functioned like a middle ground between a supermarket and a convenience store. supermarkets etc. Several frozen Salmon products were on offer.bimb2b. Adeg and Penny Market brands. Convenience stores. Smoked trout products were offered under the Weschlers and Merl brands.000 supermarkets as well and 175 hypermarkets in Germany. mostly standard products like breaded fish.1. mostly comprising Pacific Salmon. the group has over 9. The Rewe group own the Billa. Rewe generates approximately 25% of its sales from private label brands such as the Erlenho (Premium) and Fülhorn (organic) labels During the store audits for this report 2 Rewe City outlets were visited. and fish fingers from major brands like Iglo. The Rewe Group turned over €50.6 billion in 2009 and generated 67% of their sales in Germany and a further 25% in other western European countries. including Cash and Carry. Frozen Products The seafood range on offer was limited.

Fresh / Chilled The store visited did not have a wet fish counter. frozen smoked Damon product. 1.9 Vierlinden Bio Supermarkt Vierlinden Bio Supermarkt is a small retail chain within the Rewe Group that specialises in organic products.com . Frozen Products This store had a modest selection of frozen organic seafood products.1. The store was well presented and well stocked with a wide range of products. Business Research & Intelligence 21 www. breads. The store visited was a small unit in a city centre location. This store stocked Dunn of Dublin frozen smoked salmon. meats. including Tuna. the store stocked mainly Biopolar brand products.8 Basic Basic are an Organic Supermarket with 24 stores throughout Germany and 2 in Austria.bimb2b. Frozen Products This store stocked a limited range of organic seafood. eggs. Smoked Products This store had a relatively small selection of smoked seafood products. Prices for frozen seafood products at this store appeared to be noticeably more expensive than other retailers. Fresh / Chilled Products This store did not have a wet fish counter. fruit and vegetables etc. Smoked Products No smoked products of particular interest were observed other than the frozen smoked salmon described above. a Dunns of Dublin. the store carried a wide range of organic products and organic versions of all common food products. The store that was visited was in central Köln (Cologne) and it was a medium sized outlet. the Followfish brand was prominent in the frozen seafood section. including Scottish organic Salmon. the store stocked Weschlers branded products including Irish organic smoked Salmon. Cod and Salmon This store stocked one Irish organic smoked Salmon product.

Norwegian. the Friedrichs brand was dominant in the store in terms of diversity and quantity offered. the group consists of 110 stores (of which 106 are grocery stores) with a combined turnover of €1. and were dominated by major brands like Iglo etc.1. The wet fish counter did not appear to have any Irish salmon products on offer.bimb2b. Irish Salmon marked in red.4 billion in 2009. Fresh / Chilled Products This store featured a reasonable selection of fresh fish at the wet fish counter. Pre-packed Dutch mussels were on sale at a relatively cheap price.com . Hit hypermarkets contribute significantly to the groups overall turnover. Frozen Products Frozen products offered were standard fare. the counter strongly featured information on origin and sustainability of the products on offer. The group has a market share of less than 1% of the German market and sources products through the Rewe Group.10 Hit Hit are a family owned chain that are controlled by the Dohle family through the Dohle Handelsgruppe Gmbh. Business Research & Intelligence 22 www. The wet fish counter featured a sign stating that certain species had been removed form the product range due to sustainability concerns. Smoked Salmon and Trout in a display unit at Hit store. Smoked Products This store stocked a range of smoked Salmon products. conventional salmon was offered at the wet fish counter. The strong position of Friedrich brand is not surprising considering the group source through the Rewe group.

com .Hit Promotional Material Note the focus on Organic & MSC Business Research & Intelligence 23 www.bimb2b.

mainly the Followfish brand.com . The store also offered Norwegian organic salmon with De-bio certification as well as a Biopolar branded Salmon topped pizza. Smoked Products This store featured some smoked Salmon products. premium price concept. including Irish smoked salmon sold under the Rewe brand. Fresh / Chilled Products This store did not have a wet fish counter Frozen Products This store offered some frozen organic products. furniture and equipment used in the store. the stores are focused on offering the best quality organic products to customers and providing a high quality shopping experience.11 Temma The Temma retail chain is an organic retail chain that is a part of the Rewe group. Temma cheese counter Business Research & Intelligence 24 www. The chain operates on a high quality. Temma stores appear to be an ideal fit for high quality Irish organic seafood products. significant expense appears to have been incurred on the decor. The stores are of a moderate size with a strong focus on making shopping a pleasant experience for the customer.bimb2b. The store visited was well presented with ample staff on hand to assist and there was a Temma restaurant/café operating in the store.1.

Despite the name of the chain.bimb2b.12 Erdkorn Bio-Discount Erdkorn Bio Discount is a small chain of specialist organic retailers with 8 stores in north western Germany including 4 in their home city of Hamburg. Smoked Products This store stocked a limited range of smoked products including two Irish smoked salmon products. Fresh / Chilled Products This store did not have a wet fish counter Frozen Products This store had a very limited stock of frozen seafood products. Business Research & Intelligence 25 www. prices at the store visited appeared broadly in line with those of other specialist organic retailers. Bio-verde and Dunns of Dublin branded products. 1. Discounts applied to seafood products appeared to be motivated by remaining shelf life considerations rather than an desire to offer organic seafood products at a strong discount.com .Temma wine stock.

The store stocked own brand farmed Salmon portions. Bio-verde and Dunns of Dublin branded products.com . the chain has 55 stores in over 35 cities throughout Germany.1. Alaskan Pollock fillets and Wilkes brand German farmed Trout. Wilkes brand Rainbow Trout Business Research & Intelligence 26 www. Smoked Products This store stocked a limited range of smoked products including two Irish smoked salmon products. mostly in western and southern Germany.13 Alnatura Alnatura is a chain of specialist organic and natural products retailers. Fresh / Chilled Products This store did not have a wet fish counter Frozen Products This store had a limited stock of frozen seafood products.bimb2b.

Billa.300 1.783 4.bimb2b.000 1.000 2. 4.259 4.40% Source IGD Business Research & Intelligence /Z 27 Li dl ie lp M un -P kt re (T is en ge lm an n) Re we Bi lla .60% Plus/Zielplunkt (Tengelmann).000 4. 29.000 5.007 5.2.60% M-preis. Pe nn y Ho fe r( M Al ar di ka ) nt Au st ria a Source IGD Austria: Market share of key players 2008 Others.000 3. 6. 2. 17. Penny.com .10% Lidl. Adeg.000 0 1.M Sp ar A Au st ri Ad eg Rewe Group incl.10% Hofer (Aldi).80% Pl us Spar Austria. 15. Austrian Retail Overview Austria: Major retailers Grocery Sales 2009 Grocery Sales 2009 (€m) 6. 22. Merkur.00% Zev Markant.40% www. 2.395 550 450 441 us tr i a er ku r.252 3.

7 29026 4.500 Store numbers (2009) 2.2 6.096 750 430 361 180 156 Re we Bi lla .25 2006 257.438 1.3 28209 4. Sp ar Au M st ar r ia ka nt Au st ria Li dl -P re is M 2.2 2.1 1.3 3.7 1.24 2005 244.M Austria General Economic Data 2003 223.Austria: Retailer by store numbers 2.5 1.8 2 26812 4.4 1.2 1.3 1.500 1.4 29490 3.3 26330 4.8 1.36 2008 282.8 2 1.2 4.2 2. Exchange Rate (US$ : €) Source IGD Business Research & Intelligence Pl Source IGD us /Z 28 www.3 1.000 500 0 Ad eg Ho ie lp fe un r( kt Al (T di ) en ge lm an n) Au st er ria ku r.8 2.000 1.26 2007 270.188 1. Pe nn y.4 2.3 27387 5.413 1.35 GDP (Nominal €bn) GDP Growth (%) GDP per Capita (€) Unemployment(%) Consumer Price Inflation (%) Food Price Inflation % Av.1 1.com .5 1.8 3.bimb2b.5 3.7 1.13 2004 232.3 2.

the latter being stocked with a more diverse product range with a stronger emphasis on organic. (price ranged from Kulmer €17.1 Spar & Spar Gourmet The Spar chain has 59 hypermarkets and 1.59 to €1. Stuhrk and Freidrichs brand smoked Salmon. It was noticeable that similar products were available at various price points and quality brands.99/kg) Business Research & Intelligence 29 www.2. Kulmer. including canned oysters under the Schenkels brand (€2.99/kg) Ambient Products Several ambient products were observed. including MSC certified pacific salmon fillets.g. store numbers and market share. The stores featured chilled ready meals under the Spar brand.99/unit) canned salmon (€2. There is a clear differentiation between the Eurospar and the Spar Gourmet concepts. Spar operates stores under different concepts Spar. Smoked Products Both stores visited featured similar products including Elfin. Eurospar and Spar Gourmet are supermarket/superstores and Interspar are hypermarkets. A Eurospar outlet and a Spar Gourmet outlet were investigated Fresh / Chilled Products The stores visited had no wet fish counters.com . Spar Vital and Spar Budget brands. Frozen New Zealand Greenshell mussels were stocked in a 1 kg pack (€8.69/unit) and bottled Spanish Tuna chunks in oil.bimb2b. Frozen Products This store featured a number of frozen wild salmon products.45/kg to Friedrichs €49. 250g packs consisting of 2 x 125g fillets of Salmon were available under Spar Premium.29/unit) Canned mussel meats (€1. 50% of Austrian Spar stores are privately owned and Spar Austria is the largest private company in the country. healthy and gourmet products.90/kg) Smoked Sea Trout was available under the Royal Greenland Brand and Smoked whole mackeral was offered (€6.354 Supermarkets/Superstores in Austria (IGD 2009) The chain is well represented and is the largest stand alone retailers in Austria (the Rewe Group has more stores but under different banners) Overall Spar International is the 2nd largest retailer in Austria behind the Rewe Group in terms of grocery sales. including a Spar Vital Pasta with Salmon ready meal with a strong health and nutritional focus was identified in Spar. e.

Spar Vital 250g with nutritional info. Spar Budget 250g Spar Vital ready meal 330g with nutritional info. Business Research & Intelligence 30 www. A selection of Spar branded frozen and chilled Salmon products.com .bimb2b. Spar Premium 250g with MSC logo.

Kulmer (L) & Elfin (R) branded conventional smoked Salmon (200g packs) Schenkels brand canned smoked oysters in oil (L) & Mayflower brand canned mussels in tomato sauce (R) Sanford brand Frozen Greenshell Mussels (1kg) Business Research & Intelligence 31 www.com .bimb2b.

fish fingers etc. under the Followfish brand. The brand had 664 stores and a turnover of €994million in 2009.2 Zielpunkt Plus/Zielpunkt is a part of the Tengelmann Group. Frozen Products This store stocked standard fare in terms of frozen seafood products.com . The store was not well stocked with premium type products.bimb2b. fresh Scottish organic Salmon was being sold at €39. Smoked Products This store stocked two types of smoked Salmon.90/kg and Bio-verde at €59. Smoked Products This stores stocked Scottish organic smoked Salmon under two brands Weschlers at €52.90/kg. Fresh Products This store had a limited stock of fresh seafood. Business Research & Intelligence 32 www. they are a specialist organic products supermarket. Tuna. wild pacific salmon under the Abrahams brand and Norwegian conventional salmon under the Laschinger brand. Cod.3 BioMarkt Maran BioMarkt Maran is a small retail chain with 5 outlets in Austria.2.7% in Austria and has been declining in recent years. Sea trout etc. breaded fillets. The store visited was small and clean but did not appear to be particularly well kept. 2. The store visited was very clean. the store was in a residential area beside a busy road.90/kg Frozen products This store stocked various organic and sustainable seafood including Salmon. In Austria the group had 330 stores and a turnover of €557 million in 2009 A small suburban Zielpunkt outlet was visited. the Plus/Zielpunkt brand has a market share of 2. well staffed and well laid out with an apparent effort to make shopping an enjoyable experience. The store appeared to function as a neighbourhood convenience store / supermarket.

90/kg Labeyrie brand smoked salmon with clear national origins. and no organic frozen seafood was seen.4 Billa See Rewe Group information in Section 1. Business Research & Intelligence 33 www.2.com . it consisted 12 frozen scallops on the half shell with garlic butter sauce.90/kg. Norway. Scotland. Smoked Products This store stocked a range of conventional farmed and wild smoked Salmon products under the Norsson and Labeyrie brands.91/kg to €39. Prices for smoked farmed Salmon ranged from €19. The Labeyrie brand differentiates the product clearly by national origin whereas the Norsson brand uses packaging that states that the product could come from any one of several countries including Ireland. The store stocked an interesting frozen scallop product under the Escal brand.bimb2b. The Norsson product found was of Norwegian origin with a French production number. Chile etc. smoked wild Salmon was €49.7 Frozen Products This store stocked mostly standard frozen seafoods.

Business Research & Intelligence 34 www. Escal brand stuffed Scallop shells.Labeyrie brand wild Alaskan smoked Salmon (MSC certified) Norsson brand farmed Norwegian Salmon.com . French production number.bimb2b.

95/kg to €27.bimb2b. It was noted that the portions offered were relatively large sizes circa 300g-400g. the products consisted of Merkur Selected and Novomare brand smoked conventionally farmed Norwegian Salmon.99/kg Smoked Products This store stocked a number of smoked Salmon products. this indicated a trend towards consumption of fish on Fridays.com .5 Merkur See Rewe Group information in Section 1.7 Fresh / Chilled Products This store stocked Norwegian farmed salmon under the Eisvogel brand.2.29/kg. Some frozen wild salmon fillets were offered. Prices ranged from €19. The store also offered pre-packed salmon tails for soup making at €4. The store highlighted that there were seafood special promotions every Thursday. the products were mainly cutlets and portions pre-packed very simply in styrofoam trays. Frozen Products This store stocked mostly standard fare in terms of frozen seafood.90/kg Polar Frost brand Mussels (1kg) Business Research & Intelligence 35 www.99/kg. Well presented Polar Frost frozen mussels (NE Atlantic origin) were also offered at €6. Italian farmed trout was offered under the Eisvogel brand at €9.49/kg. the store did stock Pastemar brand frozen pasteurised Galician mussels at €7.

90/unit (€99. The Labeyrie soups had been discounted. The group have a small number of outlets worldwide mainly focusing on coffee products.6 Julius Meinl Julius Meinl is a specialist gourmet food retailer. This store also stocked smoked Charr from two different Austrian smokers (79. Conventional fresh Norwegian salmon was offered at €34. which contained mostly smoked products.90/kg.06/kg) A well presented Salmon terrine was also offered at €16.00/kg Smoked Products This store had a large. A number of Labeyrie brand bottled soups were offered.90/kg & €42. Fresh / Chilled Products This store has a modestly sized. located in downtown Vienna.com . well stocked and diverse premium seafood display unit. Scallop meat was offered at €59. caviars. these appeared to be of poor quality and appeared to be drying out or to have split. however.41/kg). Business Research & Intelligence 36 www. Irish organic smoked Salmon was offered at the wet fish counter at €168/kg and fresh Irish organic Salmon offered at €52/kg.90/kg) and Labeyrie brand Irish conventional smoked Salmon offered in 6 slices (61.bimb2b. seafood terrines and prepared soups. roes. the store is a part of the Julius Meinl group.2.90/kg) Hink Wein Salmon terrine with Dijon mustard. The display featured mostly Freidrichs and Labeyrie brand smoked salmon products including Friedrichs brand conventional and organic Irish smoked Salmon (€72. but well stocked wet fish counter. The Julius Meinl store could be likened to a Harrods type retailer. the soups were smoked Salmon and also Scallop. a specialist coffee roaster and coffeehouse.90/kg – €89.

note the poor appearance of both and the reductions applied.com .Labeyrie bottled soups. Labeyrie brand Irish smoked salmon Business Research & Intelligence 37 www.bimb2b.

Friedrichs brand Irish smoked Salmon. Business Research & Intelligence 38 www.bimb2b. conventional (L) organic (mislabelled) (R) Questers (L) and Schloss Fuschl (R) Austrian smoked Charr.com .

8 Magnet See Rewe Group information in Section 1. Business Research & Intelligence 39 www. the store stocked Laschinger brand smoked wild Salmon from Alaska and farmed conventional salmon from Norway (€26. Frozen Products This store stocked standard fare in frozen foods section. The chain has a market share of 15.7 Hofer / Aldi Hofer are a part of the Aldi group. the Hofer name is used in Auatria and Slovenia only.3% in 2009 in Austria and is showing slight decline in market share from 2008 and 2007. 2. The store stocked frozen Dragon Bay Pangasius fillets and Quality first sushi products Quality First Sushi pack. Smoked Products This store has a very limited stock of smoked Salmon.bimb2b. The store stocked Aldi/Hofer own brand frozen Salmon fillets. breaded fillets. fish fingers etc.com . mostly standard fare such as breaded fillets and fish fingers.2.7 The store visited was a medium sized supermarket in a suburban area.95/kg) Frozen Products This store had a limited selection of frozen products. The group is a hard discounter and may not be a commercially viable proposition for Irish manufacturers of premium price or organic products.57/kg to €15.

Royal Crown brand smoked Salmon Business Research & Intelligence 40 www.bimb2b.Dragon Bay Pangasius fillets (L) Frozen Mackeral fillets (R) Chilled seafood selection at Magnet store.com .

000.81 213.493.00 0.000.00 2.00 8.00 4.19 8.600 1.000.3.000.00 Grocery Sales 2009 (€m) 12.30 397 385.com .000 800 600 400 200 0 en ne r) an or * Sw it z er la nd Li dl ** Al Sc hw (C as i no ) ei z di 1.00 10.077 SP AR ig ro s 158 112 ag ro 33 30 12 (in c D M Co op SP AR ig ro s Source IGD Business Research & Intelligence M M 41 ag ro www.000.000.bimb2b.407 1.00 6.28 65 (in c D M M Co op Source IGD M Switzerland: Retailer by store numbers 1.65 325.000.400 Store numbers (2009) 1. Swiss Retail Overview Switzerland: Grocery Sales 2009 (€m) 14.071.00 en ne r) an or * no ) di Sw it z er la nd Sc hw (C as i Li dl ** ei z Al 11.200 1.

bimb2b.804.73 2008 341.68 1.37 -0.61 40.79 3.68 4.458. €bn) Real GDP Growth (%) Nominal GDP per Capita (€) Unemployment (%) Food Price Inflation (%) Consumer Price Inflation (%) 2006 311.58 2.90% Magro (Casino) 0.3 Source IGD Business Research & Intelligence 42 www.05 2007 317.48 43.78 42.49 0.02 -1 1.10% Coop Schweiz 22.66 3.6 -0.Switzerland: Market Share of key players 2009 SPAR Switzerland 1.43 2009 354.39 2.95 43.40% Manor 0.62 -1.60% Lidl 0.315.63 40.8 0.5 0.10% Aldi 1.6 2010 358.9 -0.20% Migros (inc Denner) 32% Others 42% Source IGD Switzerland: General Economic Data GDP (Nominal.36 3.com .1 2.695.47 3.12 3.16 -0.657.

1 Migros Migros are a Swiss retail group with limited operations in France and Germany. Norwegian farmed salmon at €30.42/kg. Qualimar and Migros own brand mussels were offered pre-packed at €7. gigas oysters were offered at €1.26/kg.3.35/kg. Scottish smoked Salmon product with Migros own organic certification was offered at €68. Hake nuggets from South Africa were offered at €19. The group is the largest retailer in Switzerland with 1.19/kg. Prices for frozen salmon ranged from €20. 99% of which was generated in Switzerland.45/kg Smoked Products This store had a large and diverse selection of smoked products.10/kg to €24.68/kg.14/kg Skinned fillets of Monkfish from the UK were offered at €49.84/kg. smoked salmon being the dominant product.2/kg. the product was reduced to a lower price but the reduction was attributed to short remaining shelf life. Frozen Salmon. Fresh / Chilled Products This store had a large and well stocked. including Chinese processed MSC certified Sockeye and farmed Norwegian and Chilean salmon was available under the Pelican brand.61/kg Pacific Albacore tuna in MAP was offered at €34. A product labelled as “Whitefish” and of Irish origin was found. including Hypermarkets. including a noticeably diverse offering of frozen Asia shellfish. A large Migros store close to central Zurich was visited. mainly various Nephropidae (lobster) species. Frozen Scallops were available under the Luxor brand at €37.38/kg.07/kg. wet fish counter. Business Research & Intelligence 43 www. French C.63/kg for cutlets. the store was located in the same building as the group corporate headquarters. Wild.com . A Migros own brand product of note was a pack containing 3 different types of smoked salmon.03 and €18. The chain reported turnover of over €16 billion in 2008.28/kg. Pre-packed Norwegian Salmon portions in MAP was offered at €30.54/kg and US white Scallop meats were offered at €43.bimb2b. Scottish frozen mussels were offered in 500g packs at €12. the product was labeled Coregonus. Fresh Icelandic Cod in MAP was offered at €23. The store offered trout fillets at €24. it was offered at €17. Scottish Farmed and Graved Lax for €56.42/kg. this product may have been Lough Neagh Pollan. Frozen Products This store had a very large and diverse offering of Frozen seafood. A Migros own brand.587 stores. Fresh pre-packed Danish trout was offered at €18.35/kg for fillet and €21.84/kg for salted and lightly salted. very well presented and stocked a very large and diverse product range. The store was large. Supermarkets and Convenience stores.19 per piece and large Spanish mussels were offered at €9.

Various Alaskan. Scottish and Norwegian smoked salmon were offered at prices between €43.26/kg and €48.com .bimb2b.98/kg (glass jar) Migros Alaskan Chum Salmon Business Research & Intelligence 44 www.Migros own brand smoked salmon labeled “Ireland” was offered at €59.31/kg. however the product featured a UK plant number.85/kg Ambient Products Migros own brand Danish mussel meats were offered at €6.

com . Migros own brand Mussel products in brine (L) Fresh (R) Business Research & Intelligence 45 www.Seafood section at Migros store. Smoked products are on the left.bimb2b.

bimb2b. Labelled as Irish.Migros own brand Trout fillets Pelican brand Pollan fillets. Business Research & Intelligence 46 www.com .

com .bimb2b.Migros Irish smoked Salmon (100g) Pre-packed Norwegian farmed Salmon portion Business Research & Intelligence 47 www.

bimb2b.Migros brand “Toastlachs” Scottish smoked salmon Migros brand smoked Salmon selection with 300g Salmon & 20g dill sauce.com . Business Research & Intelligence 48 www.

Frozen Products This store stocked standard frozen fare such as breaded fillets and fish fingers etc. Smoked Products This store stocked Laschinger brand Norwegian and Pacific smoked Salmon.54/kg Business Research & Intelligence 49 www.bimb2b.3.2 Denner Denner are a part of the Migros group. Prices ranged from €18. The Denner outlet visited was a relatively small store located in central Zurich.35/kg to €34.com . they are a discounter and have 752 stores throughout Switzerland. Denner has responded to pressure from other discounters by refurbishing stores and launching premium and healthy eating own brand labels.

60 per piece and Spanish mussels were offered a €8. Fresh / Chilled Products Irish Organic Salmon was offered at €30. Poorly processed but well presented Spanish salted seaweed was offered at €52. gigas oysters from France were offered at €1.72/kg. A product consisting of Norwegian organic smoked Salmon trimmings was offered at €15. however it was standard fare of breaded fillets and fish fingers etc.96/kg Frozen Products The store had a large selection of frozen seafood products. the store was very modern clean and well presented with a wide range of products. A Weightwatchers branded Scottish smoked Salmon product was offered at €68.3 Coop Coop are the second largest retailer in Switzerland.13/kg for loin) Coop brand Naturaplan Irish smoked salmon was offered at €71.34/kg Norwegian conventional fillets were offered in a ready to cook tray with thyme flavouring under the Coop own brand with the IDEE Betty Bossi label at €28. this product seemed to be offered as sandwich filling etc.50/kg.70/kg. they operate 8 store formats and have 1.com .28/kg .bimb2b.61/kg. Smoked products There was very strong representation of Irish products in the smoked seafood section. The store visited was a Supermarket located in central Zurich.3. Norwegian organic salmon was also offered at €30.70/kg for single portions in MAP.€85. Movenpick brand Irish smoked salmon and smoked salmon appetizers made with Irish smoked salmon were offered at premium prices (€68.87/kg. C. Business Research & Intelligence 50 www.077 grocery stores in Switzerland with turnover of €8 billion.

com .bimb2b.Coop Naturaplan Irish Smoked Salmon Movenpick appetizers made with Irish smoked Salmon Business Research & Intelligence 51 www.

bimb2b. Business Research & Intelligence 52 www.Movenpick Alaskan smoked Salmon tartare with sauce portion.com .

the store had a large delicatessen in the basement that was very well presented and well stocked with diverse luxury products. the cut was better trimmed and the Irish organic product. Business Research & Intelligence 53 www.18/kg under the Dhyrberg brand.93/kg Prepacked Norwegian smoked Salmon cheeks were offered at €101. large dressed scallops on the half shell were offered at €13. Fresh / Chilled Products The store stocked a reasonable selection of seafood at premium prices. Irish organic Salmon fillet with skin on was offered at €52.88/kg.45/kg Smoked Products Scottish organic smoked Salmon was offered at €131.34/kg.58/kg. however. this chain is not believed to be associated with the Germany retailer of the same name.61/kg.60/kg. The store visited was a large store near central Zurich.bimb2b. Frozen Products Whole frozen cooked lobsters were offered at €40.93/kg. Irish and Scottish conventional Salmon was offered at €96. French bouchot mussels were offered at 12. the chain has a delicatessen section with a strong focus on premium products.47/kg.56/kg. Frozen Chilean mussel meats were offered at €17. gigas oysters were offered at €20. Shetland conventional smoked Salmon was offered at €117. The chain has a distinctive organic range that is branded in a very simple and contemporary manner. Scottish conventional fillet was offered at the same price.com . skinless trimmed. imported products and organic products. French C. New Zealand Greenshell mussels were offered at €17.3. Alaskan smoked wild salmon was offered at €90/kg .4 Globus Globus is a premium department store with 14 locations throughout Switzerland.

Globus promotional material for “Organic” label, Scottish smoked Salmon (L) and Swiss Trout fillets (R)

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4.

Conclusions

4.1 Smoked Salmon Products Irish organic smoked salmon is relatively easy to find in many major retailers and it appears to be achieving a price premium over Scottish and Norwegian organic smoked salmon. Irish smoked salmon was most commonly seen in Germany and Austria under brands like Friedrichs and Bioverde and under retailer own brands in Coop and Migros in Switzerland. The presence of Irish smoked salmon products appears stronger in Germany and Switzerland than in Austria and there may be opportunities to develop the Austrian market further. The strong position of Migros and Coop in Switzerland in terms of market share, appears to suggest that Irish producers can gave reasonable expectation of achieving good sales in Switzerland through these retailers. 4.2 Novel Smoked Salmon Products There seems to be a move towards innovation in smoked salmon products especially in Austria and Switzerland where pre-packed smoked salmon appetizers and starters appear popular. A salmon starter platter, smoked salmon trimmings for sandwiches and a salmon topped pizza were found during the study indicating a willingness amongst some processors such as Stührk and Biopolar innovate with smoked salmon. 4.3 Specialised Organic Retailers There appears to be an increasing market niche for specialised organic or natural products retailers, Alnatura, Vierlinden, SuperBioMarkt, Basic, Biomarkt Maran and Erdkorn are just some chains that focus on organic products in Germany and Austria. Irish producers may be able to capitalise on these retailers because, despite their lower market share and number of retail outlets, their entire customer base are actively seeking organic products by using these stores. 4.3 Niche The Globus department store chain in Switzerland may be a relatively small chain but they appear to present opportunities for companies that can deliver premium or organic seafood, either fresh or frozen. The Gosch-Sylt restaurant chain in Germany may also be an interesting target for Irish seafood producers, the chain is a popular high street fish restaurant that offers high quality seafood dishes in stylish surroundings, prices appear to be significantly higher than other chains like Nordsee, and their seafood offerings are much more diverse and sophisticated. 4.4 Premium Products There also appears to be opportunities for Irish seafood processors to introduce high quality products into these markets, Irish organic mussels, either frozen or fresh would likely achieve excellent consumer acceptance and a price premium as would good quality C. gigas oysters and frozen dressed crab or scallop products.

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4.5 Organic & Sustainability Certification The German, Austrian and Swiss markets appear to be strongly concerned and motivated by organic and sustainability certification, the presence of certified organic and sustainable products is particularly noticeable in the German market. Naturland (organic) Marine Stewardship Council (sustainability) appear to be the most common forms of certification in these markets with AB, Bio Suisse and Friends of the Sea certification being also observed albeit, at much lower frequency. Retailers are now offering products that are certified to their own standards rather than those of recognized certification bodies, for example Coop operate several of their own organic, quality and sustainability certification labels.

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com .Appendixes Business Research & Intelligence 57 www.bimb2b.

94 1.bimb2b. Marine Harvest price/kg assumes €1.20 6.52 Brand Summa Qualimar Classic Neptunus Pastemar Observations vacuum packed in tub (encrusted) vacuum packed in tub vacuum packed in tub vacuum packed in tub vacuum packed in tub 8.83 8.00 2.08 2.48 37.94 0.95 46.06 2.85 3. Naturland Certified.65 16.01 2.29 2.77 6. whole gutted Line caught.87 10.48 8.16 2.59 0.06 13.24 4.05 8.90 Wechslers Wechslers Friedrichs Friedrichs Connemara Seafoods Large selection.55 9.02 4.Retailer METRO METRO METRO METRO METRO METRO METRO METRO METRO METRO METRO METRO METRO METRO METRO METRO METRO METRO METRO METRO METRO METRO METRO KAUFLAND KAUFLAND Product Mussels Mussels Mussels Mussels Mussels Mussels Oysters Oysters Trout Salmon Salmon (Sashimi) Tuna Salmon Trout Salmon Salmon Crab Mussels Mussels Mussels Salmon Oncorhynchus Tuna Salmon Salmon Format Chilled Chilled Chilled Chilled Chilled Fresh Fresh Fresh Fresh Fresh Fresh Fresh Smoked Smoked Smoked Smoked Frozen Ambient (Glass jar) Canned Canned Canned Canned Canned Fresh Fresh Origin Spain Spain Holland NE Atlantic Spain Spain Ireland Netherlands Italy Norway Norway Sri Lanka Ireland Greece Norway Alaska Ireland Chile via Holland Spain Spain Norway via Lithuania Pacific Norway Noway Pack size 2kg 2kg 1kg 1. FOS certified Organic.com .89 Price/kg 5.90 12.13 6.400g Price/unit 10.5kg 1kg weight piece piece weight weight weight weight weight weight weight weight weight unit 115g 115g 200g 125g 1.99-1.40 32. Wrapped in muslin + vacuum packed.01 8.90 10.13 2.02 per unit 75g drained with shrimps&sauce catering size Portions Fillets Market Research & Intelligence 58 www.50 23.85 0.77 4.

99 8.Retailer KAUFLAND KAUFLAND KAUFLAND KAUFLAND KAUFLAND KAUFLAND KAUFLAND KAUFLAND KAUFLAND KAUHOF KAUHOF KAUHOF KAUHOF KAUHOF KAUHOF KAUHOF KAUHOF KAUHOF KAUHOF KAUHOF KAUHOF EDEKA EDEKA Product Salmon Salmon Salmon Salmon Salmon Salmon Salmon Trout Mussels Salmon Salmon Salmon Salmon Salmon Salmon Salmon Tuna-Albacore Salmon Salmon Scallop Oysters Salmon Salmon Format Frozen Frozen Frozen Frozen Frozen Smoked Hot Smoked Smoked Frozen Fresh Fresh Smoked Smoked Smoked Smoked Smoked Smoked Smoked Frozen Frozen Fresh Smoked Smoked Origin Norway Norway Chile Wild Chile Scotland Scotland Turkey via Holland Chile Ireland Ireland Scotland Alaska Ireland Scotland Norway Scotland Pacific Pack size Whole 800g 700g 300g 220g 100g 125g 125g 110g Price/unit Price/kg 5.49 7.99 9.96 11.bimb2b.99 3.99 Friedrichs Friedrichs Friedrichs Labeyrie Labeyrie Farne Iglo Escal 12 mussels with sauce (55% mussels w/w) Organic Fillets Conventional Fillets Conventional Fillets MSC Certified Organic. Poor Quality Frozen fillet w/sauce in foil+box.29 2.49 Brand Observations Whole.12 36.69 3.79 3.49 1.99 7.9 34. In Box with window 2 Fillets in oven bag + box.90 64.99 5.96 12.99 1.90 7.90 79.49 27.79 2. Poor Quality Frozen fillet w/sauce in foil+box. vac-pac+box Cutlet with flavourings 6. Poor Quality 2 portions vac-pac+box . head on.27 79. 2 filled shells with mussels prawns & sauce Poor quality.23 34.9 Suempol Tsar Fillet.99 3. MSC Certified 2 portions w/sauce. gutted. small & misshapen Pack + Box with window Market Research & Intelligence 59 www.99 4.39 3.Premium Laschinger/Morpol Laschinger/Morpol W Kok Escal 150g 100g 150g 125g 80g 150g 280g 250g Piece 100g 100g 6.49 79.com .73 5. Naturland Certified.90 Paulus Ewe Frosta Paulus .70 10. Marine Harvest Norway Scotland 1.

99 6.39 3. ISPG.79 2.90 13.99 3. sockeye Hot smoked cutlet with herbs MSC certified "Sockeye" Poor colour & quality Salmon Carpaccio . Whole.32 Werner Lauenroth Costa Edeka 15.99 Price/kg 35.99 3.Large platter Vacuum packed whole.99 3.79 3.92 49.95 19. Hot smoked with herbs Meats in plastic tub.79 2.59 4.95 14.69 Globus Friedrichs Friedrichs ? Followfish Clew Bay Ewe Schär Iglo Market Research & Intelligence 60 www.8 29.78 2.92 43.99 4.79 7. Vacuum-packed & frozen 10 fish fingers.90 44.com .89 3.99 22.90 19. Gluten free.bimb2b.Retailer EDEKA EDEKA EDEKA EDEKA 2 EDEKA 2 EDEKA 2 EDEKA 2 EDEKA 2 EDEKA 2 EDEKA 2 EDEKA 2 EDEKA 2 EDEKA 2 EDEKA 2 EDEKA 2 GLOBUS GLOBUS GLOBUS GLOBUS GLOBUS GLOBUS GLOBUS GLOBUS GLOBUS GLOBUS GLOBUS GLOBUS Product Salmon Salmon Mussels Salmon Salmon Salmon Salmon Salmon Salmon Salmon Trout Trout Mussels Mussels Salmon Salmon Salmon Salmon Salmon Salmon Salmon Salmon Cod Trout Trout Pollock "Whitefish" Format Smoked Smoked Canned Smoked Smoked Smoked Smoked Smoked Smoked Smoked Smoked Smoked Ambient (Oil) Frozen Frozen Fresh Smoked Smoked Frozen Smoked Smoked Frozen Frozen Frozen Frozen Frozen Frozen Origin Norway Norway NE-Atlantic Ireland Ireland Alaska Alaska Alaska Norway Spain Chile Ireland Chile Norway ? Norway Norway Scotland Ireland Norway Scotland Ireland Pack size 50g 100g 100g 100g 150g 50g 130g 150g 200g 200g 125g 340g 450g 250g Price/unit 1.92 31.9 13.19 4. "Gut und Gunstig" Fillet Fillet Hot Smoked Cutlet Reduced to €2.49 1.90 Brand Abrahams Stuhrk Havesta Krone Merl Abrahams Nolls Suempol Suempol Stuhrk Observations Oven smoked 2 small portions Curry sauce.9 39. Vacuum packed + box. Shetlands 2 fillets. AB certified.29 1.99 2. MSC certified 9.99 5.99 2.95 19.63 125g (e) 125g 150g 100g 200g 200g 200g 300g 300g 3.50/unit short shelflife Organic Marine Harvest Organic 2 fillets.99 1. 60% mussels w/w Organic Irish Sea Spray MSC certifed.96 5. 200g drained Rope mussels in tomato sauce 2 portions. 10 fish fingers.

49 54.99 Price/kg 7.99 1.29 2.49 6. Made from Fillets Scotland Scotland 100g 300g 300g 5.99 4. 58% Fish.99 54. Foil wrapped in box.13 9.49 7. Boxes damaged by public Marine Harvest 2 x fillets Vac-pac fillets in Box. Foil wrapped in box.07 Brand Caldenhof Fisch Ewe Krone Krone Krone Rewe Bio Deutsche See Iglo Iglo Wechslers Merl Iglo Fish & More Bioverde Observations Fillet. Naturland Certified Vacuum-packed with sleeve Scotland Italy Ireland Scotland Scotland 160g 100g 100g 160g 171g 7.90 36.bimb2b.29 7. Boxes damaged by public Fillet. Pack with sleeve 2 fillets. Made from Fillets WWF & MSC certified Naturland Certified.49 2.99 1.99 3.99 3. MSC certified Fish Fingers x10.69 1. Poor colour.59 5.99 3. 58% Fish.99 Fish Fingers x10. In curry marinade 2 Portions 1 Portion.99 5.9 Biopolar Bioverde Wechslers Biopolar Biopolar 2 x 80g Fillets "Provence" style 3 x 57g pieces Market Research & Intelligence 61 www.com .Retailer GLOBUS GLOBUS REWE CITY REWE CITY REWE CITY REWE CITY REWE CITY REWE CITY REWE CITY REWE CITY REWE CITY REWE CITY 2 REWE CITY 2 BIOSUPERMARKT BIOSUPERMARKT BIOSUPERMARKT BIOSUPERMARKT BIOSUPERMARKT VIERLINDEN VIERLINDEN VIERLINDEN Product Salmon Salmon Salmon Salmon Salmon Salmon Salmon Salmon Salmon Trout Trout Salmon Pike Perch Salmon Salmon Salmon Salmon Trout Salmon Salmon Salmon Format Frozen Frozen Smoked Smoked Smoked Smoked Frozen Frozen Frozen Smoked Smoked Frozen Frozen Smoked Frozen Frozen Frozen Smoked Smoked Frozen Frozen Origin Alaska Alaska Norway Norway Norway Ireland NE Pacific Pacific Greece Pacific Pack size 700g 550g 200g 150g 50g 100g 320g 250g 280g 125g 125g 280g Price/unit 4.90 13.59 3.

99 Brand Dunns of Dublin Bio-verde Clare Island Wilkies Friedrichs Friedrichs Deutsche See Zeeland Roem Followfish Biopolar Bio-verde Dunns of Dublin Observations Frozen-Smoked product Organic Organic.49 3.9 27. Strong Nutritional data on packaging Cheap Brand.96 13. 2 x 125g Portions.Retailer VIERLINDEN ALNATURA ALNATURA ALNATURA ALNATURA HIT HIT HIT HIT TEMMA TEMMA TEMMA BIO-DISCOUNT BIO-DISCOUNT GOSCH-SYLT GOSCH-SYLT NORDSEE SPAR SPAR SPAR SPAR SPAR SPAR SPAR SPAR SPAR ZIELPUNKT Product Salmon Salmon Salmon Salmon Trout Salmon Salmon Salmon Mussels Salmon Salmon Salmon Salmon Salmon Salmon Bream Salmon Salmon Salmon Salmon Salmon Salmon Salmon Salmon Salmon Mackerel Salmon Format Frozen-Smoked Smoked Smoked Smoked Frozen Smoked Smoked Frozen Chilled Frozen Frozen Smoked Smoked Smoked Meal Meal Meal Ready Meal Smoked Smoked Smoked Frozen Frozen Frozen Frozen Smoked Smoked Origin Ireland Ireland Ireland NE Atlantic Germany Ireland Scotland NE Atlantic Norway Scotland Ireland Ireland Ireland Pack size 100g 100g 75g 100g 300g 100g 100g 1kg 200g 100g 100g 100g Portion Portion Portion 330g 200g 200g 100g 200g 250g 250g 250g 150g 100g Price/unit 5. Health claims on packaging Smoked in Austria Smoked in Denmark 64.95 15.99 2.79 4.Naturland certified Organic.9 2.99 MSC Certified.50 7.99 Price/kg 59.90 49.99 2.90 29.79 4.bimb2b. 2 x 100g fillets Frozen Pizza topped with Salmon.90 59.9 24.9 49.96 19.49 5.50 2. DE-Bio certified.99 3. Very poor colour Vac-pac Tub.99 6.Naturland certified Organic Conventional Organic. 2 x 125g portions MSC Certified.27 39.com .99 5.49 4.97 64.99 5.Naturland certified Organic.99 14. Sockeye various flavours MSC Certified Market Research & Intelligence 62 www.50 12.99 4.45 49.45 27.96 11.99 5.49 5. Naturland certified 30% discount sticker attached frozen Lunch + Potato & Veg Lunch + Potato & Veg Lunch + Potato & Veg Pasta with Salmon ready meal.90 Alaska 10.49 6.90 Spar Kulmer Elfin Friedrichs Followfish Spar Vital Spar Budget Spar PL Abrahams Norway Norway Norway Norway Pacific Pacific Pacific NE-Atlantic Pacific 3.49 4.99 3.9 57.00 17.

sold by weight Conventional .sold by weight Organic.49 3. Reduced by €2.90 100g 100g 85g 7.Labelled as German.9 Elfin Kulmer Friedrichs Norway Norway Norway 200g 200g 100g Market Research & Intelligence 63 www. 6 slices Conventional Very poor quality.French Production Number.29 8.90 89.Wet fish counter sold by weght Omega 3 content highlighted on pack Simple vac-pac. Reduced by €2.00 26.99 6.95 13.29 2.90 59.00 Organic.45 72.69 1.06 89.00 52. lumpy & split.00 Very poor quality.29 2.Wet fish counter .90 42.Retailer ZIELPUNKT JULIUS MEINL JULIUS MEINL JULIUS MEINL JULIUS MEINL JULIUS MEINL JULIUS MEINL JULIUS MEINL JULIUS MEINL JULIUS MEINL JULIUS MEINL JULIUS MEINL JULIUS MEINL SPAR GOURMET SPAR GOURMET SPAR GOURMET SPAR GOURMET SPAR GOURMET SPAR GOURMET Product Salmon Salmon Salmon Salmon Salmon Salmon Scallop Salmon Salmon Salmon Charr Charr Scallops Oyster Salmon Mussel Salmon Salmon Salmon Format Smoked Smoked Smoked Smoked Smoked Bottled Soup Bottled Soup Smoked Wet fish Wet fish Smoked Smoked Wet fish CannedSmoked Canned Canned Smoked Smoked Smoked Origin Norway Norway Ireland Ireland Scotland France France Ireland Ireland Norway Austria Austria NW-Atlantic Pack size 200g 100g 100g 180g 150g 500ml 500ml Price/unit 3.59 to 1.90 61.49 7.49 4.45 17.00 34.com .45 49.Wet fish counter .99 10.99 4.99 5.84 Brand Laschinger Friedrichs Friedrichs Labeyrie Friedrichs Labeyrie Labeyrie Observations 168.45 Questers Schloss Fuschl Schenkel Schenkel Conventional Organic .49 6. lumpy & split. Labelled as Irish .99 Price/kg 17. US 200g 115g Canned meats 27.99 13.99 79.bimb2b.

99 Brand Stührk Royal Greenland Observations New Zealand Scotland Scotland Scotland 1kg 100g 100g 100g 8.99 23. Prepacked portions of relatively large sizes.80 39. Vac-pac in Box.90 12 Frozen dressed Scallops on half shell Morpol Morpol 2 x 125g Frozen Fillets Pastuerised and vac-pac.com .8 33.59 4.90 Quality First Norsson Norsson Labeyrie Labeyrie Labeyrie Escal Laschinger Laschinger Hofer/Aldi Pastemar Eisvogel Fillets.90 35.95 26. French smoked.99 3.99 59.19 3. Various origin Norway Alaska Spain Norway 3.90 49.99 7.bimb2b. French smoked.Retailer SPAR GOURMET SPAR GOURMET SPAR GOURMET SPAR GOURMET BIO-MARKT MARAN BIO-MARKT MARAN BIO-MARKT MARAN BIO-MARKT MARAN BILLA BILLA BILLA BILLA BILLA BILLA BILLA HOFER/ALDI HOFER/ALDI HOFER/ALDI MERKUR MERKUR Product Salmon Sea Trout Mackerel Mussels Salmon Salmon Salmon Various Pike-Perch Salmon Salmon Salmon Salmon Salmon Scallop Salmon Salmon Salmon Mussels Salmon Format Smoked Smoked Smoked Frozen Smoked Wet fish Smoked Frozen Frozen Smoked Smoked Smoked Smoked Smoked Frozen Smoked Smoked Frozen Frozen Fresh Prepacked Origin Norway Pack size 50g 150g whole Price/unit 1. Various origin Conventional.90 Sanford Bio-verde Greenshell Mussels.99 4.99 2.99 1.99 3. Price by weight Market Research & Intelligence 64 www.29 8. Wechslers Followfish Norway Norway Scotland Norway Alaska 500g 150g 50g 100g 100g 100g 150g 200g 150g 250g 1kg 329g 8.98 19.57 11.99 Price/kg 39.Box with window Conventional.27 6.99 5.99 7.96 7.90 52.99 3.91 39.99 5.99 17.90 39. Vac-pac.99 2.86 15.

81 3.21 4.95 19. 10 pieces.90 19.bimb2b.29 9. 1kg 200g 217g 2kg 250g 350g 300g 200g 100g 100g 75g 100g 64g 100g 100g 6. Reduced to €12.49 4.65 6.93 6.84 5. Sold by weight Prepacked gutted fish with head on.10 48.99 3.50 "Toast Cut" 2 x100g portions.26 62.31 Austria Denmark Denmark Various Scotland Norway Norway Norway Norway Alaska Scotland Ireland Migros Organic Certified British Production number BD009EC Market Research & Intelligence 65 www.95 27.75 3.89 8.44 16.86 5. Reduced to €5.99 2.95 27.15 44.99 10.90 4.45 48.14 6.Retailer MERKUR MERKUR MERKUR MERKUR MERKUR MERKUR MERKUR MAGNET MAGNET MAGNET MIGROS MIGROS MIGROS MIGROS MIGROS MIGROS MIGROS MIGROS MIGROS MIGROS MIGROS Product Salmon Salmon Salmon Salmon Salmon Trout Mussels Salmon Various Mackeral Trout Mussel Salmon Salmon Salmon Salmon Salmon Salmon Salmon Salmon Salmon Format Smoked Smoked Smoked Wet fish Fresh Prepacked Fresh Prepacked Frozen Smoked Frozen Frozen FreshPrepacked Ambient (Glass Jar) Smoked Smoked Smoked Smoked Smoked Smoked Smoked Smoked Smoked Origin Norway Norway Norway Norway Norway Italy NE Atlantic Pack size 200g 200g 100g Price/unit 3. For making soup. Sushi.85 68.28 43.14 6.38 59.25 18.com .65 47. Sold by weight Tails x 2.79 Price/kg 19.99 19.99 5.99 3.53 200g of meats/unit 3x 100g Wild/Scot/Graved.93 includes 20g of Dill or Mustard Sauce. Reduced to €4.98 56.49 Brand Merkur Novomare Merkur Eisvogel Eisvogel Eisvogel Polar Frost Royal Crown Quality First Polar Frost Migros Migros Migros Migros Migros Migros Migros Migros Migros Migros Migros Observations "Selected" Danish smoked Danish smoked "Selected" Danish smoked Cutlets. Strongly featuring salmon 3-4 fillets/pack.35 4. Sold by weight Vac-pac in Box.54 2.

35 31.61 12.bimb2b.35 Brand Migros Migros Migros Qualimar Observations Skinned portion.56 7.84 24.84 44.14 7.63 49.54 18. 12 nuggets "Sockeye" MSC.14 9.61 3.19 12.03 18.40 Laschinger Morpol Morpol Market Research & Intelligence 66 www.19 0.42 19.45 44.07 34.54 43.61 6.10 37. Pelican MIGROS own label NPD: smokes salmon carpaccio with hazelnuts dressing 2 portions vacuum packed tray Fillets Portunus species Salted Lightly salted Fillet Fillet Cutlet Skinned Fillets White meats only Large mussels Includes 16ml Sauce.66 23.26 Pelican Pelican Pelican Luxor Pelican Migros Selection 3 pieces Trimmings Possibly Dutch origin with garlic butter or white wine sauce MSC certified.21 4.Retailer MIGROS MIGROS MIGROS MIGROS MIGROS MIGROS MIGROS MIGROS MIGROS MIGROS MIGROS MIGROS MIGROS MIGROS MIGROS MIGROS MIGROS MIGROS MIGROS MIGROS MIGROS MIGROS DENNER DENNER DENNER Product Salmon Mussels Tuna Albacore Salmon Mussels Mussels Hake Salmon Salmon Salmon Scallops Whitefish (Coregonus) Crab meat Cod Cod Trout Salmon Salmon Monkfish Scallop Oysters Mussles Salmon Salmon Salmon Format FreshPrepacked Chilled Chilled-MAP Smoked Chilled Frozen Frozen Frozen Frozen Frozen Frozen Frozen Frozen Chilled-MAP Chilled-MAP Wet fish Wet fish Wet fish Wet fish Wet fish Wet fish Wet fish Smoked Smoked Smoked Origin Norway NE Atlantic Pacific Norway NE Atlantic Scotland S.38 20.45 2.81 7. Piece 100g 150g 100g 1.61 34.26 24.35 21.68 17. (MAP) 1kg 200g 1 kg 500g 250g 250g 140g 250g 400g 7. Africa China Norway Chile NE-Atlantic Ireland Vietnam Iceland Iceland Norway Norway UK USA France Spain Norway Pacific Pack size Price/unit Price/kg 30.76 3.com .00 3.42 30.

63 68.93 Market Research & Intelligence 67 www.com .45 68.34 18.71 97.bimb2b.60 5.23 Price/kg 9.40 17.70 2.96 Brand Observations Reduced to €6.63 4.69 117.70 18.61 30. Tray with shrink wrap Tray with shrink wrap Frozen meats Greenshell mussels Organic Wild Conventional Conventional Ireland Ireland Ireland Ireland France Spain Spain NE-Atlantic Ireland Norway Norway Scottish Norway NE-Atlantic France France Movenpick Movenpick COOP Naturaplan Movenpick Piece 100g COOP COOP COOP COOP IDEE Betty Bossi Weight Watchers Arbi 165g 250g 60g 500g 4.14 0.00 1.28 2 pieces Whole Chile New Zealand Scotland Alaska Ireland Shettland 250g 1kg 4. one portion in tray.13 8.58 17.45 131.47 17.72 52.28 80.93 12.61 40.56 13.87 85.78 9.72 28.94 Poor Presentation Appetisers Appetisers Organic Smoked Loin Large Mussels Poorly processed but well presented in tub with sleeve Provencal flavouring organic.12 9. MAP Trimmings 2 Portions with a thyme-lemon topping in tray for oven Organic Whole Nephrops.14 30.89 71.56 20.Retailer DENNER COOP COOP COOP COOP COOP COOP COOP COOP COOP COOP COOP COOP COOP COOP GLOBUS GLOBUS GLOBUS GLOBUS GLOBUS GLOBUS GLOBUS GLOBUS GLOBUS GLOBUS Product Pangasius Salmon Salmon Salmon Salmon Oysters Mussels Seaweed Mackerel Salmon Salmon Salmon Salmon Salmon Prawns Oysters Mussels Scallop Lobster Mussels Mussels Salmon Salmon Salmon Salmon Format Frozen Smoked Smoked Smoked Smoked Wet fish Wet fish Chilled & Salted Smoked Chilled Smoked Chilled Smoked Wet fish Frozen Wet fish Wet fish Frozen Frozen Cooked Frozen Frozen Smoked Smoked Smoked Smoked Origin Pack size 1kg 70g 113g Price/unit 9.88 90. 21/30 Buchot mussels With Hollandaise & Parmesan.

fillet.02 48. Fillet.34 52. better trimmed than the Irish Canapeé Portions Market Research & Intelligence 68 www.bimb2b.54 52. defrosted Organic. skin-off.com .85 Brand Dhyrberg Observations Smoked Salmon cheeks Nephrop tails.34 34.Retailer GLOBUS GLOBUS GLOBUS GLOBUS SPAR SPAR Product Salmon Prawns Salmon Salmon Salmon Salmon Format Smoked Wet fish Wet fish Wet fish Smoked Smoked Origin Norway South Africa Ireland Scotland Norway Poland Pack size Price/unit Price/kg 101. skin on conventinal.18 146.