News

NPD Group: Fried seafood consumption continues decline

July 18, 2011

New research from the NPD Group, a Chicago-based market research company, has found that total U.S. seafood and fried seafood servings have been declining for several years; however, servings of non-fried seafood have increased throughout the past two years.

The decline in seafood servings at U.S. restaurants has less to do with natural and man-made disasters such as the Gulf Oil spill and more to do with the economy and price, according to NPD's Crest service, which continually tracks consumer use of foodservice outlets.

Commercial foodservice seafood consumption declined by 2 percent versus flat total restaurant industry traffic for the year ending March 2011. The decline is a continuation of a longer-term slip in seafood servings. Prior years ending in March find total seafood servings declining by 1 percent in 2007; down 1 percent in 2008; down 6 percent in 2009; and down 1 percent in 2010.

"The recession was when a notable reduction occurred in seafood consumption with consumers trading down and out of the market," said Bonnie Riggs, NPD restaurant industry analyst. "Then and now, the matter of the price of a seafood meal may have influenced cautious, controlled spenders to switch to other entrees or lower price point outlets."

Non-fried seafood, including salmon and sushi, is an exception in the category. While servings of fried seafood experienced the steepest declines, Crest tracking finds that demand for non-fried fish that is grilled, broiled, baked or raw posted growth in this latest year and prior to the recession. Servings of total non-fried fish increased by 1 percent for year ending March 2011. Salmon servings grew by 1 percent and sushi was up by 4 percent.

According to NPD's report "Consumers Define Healthy Eating When They Go Out to Eat," the cooking method ranks among the top features in the definition of healthful eating, and the preferable method is grilled. The fastest growing segment of the population, those 50 and older, were most inclined to mention cooking method as of importance in describing characteristics of a healthful meal, and this age group are heavier consumers of seafood than those younger.

"The growth in non-fried seafood servings suggests consumers are making health-conscious decisions in their seafood selections," said Riggs. "With the attention healthful eating is being given by public and private sector initiatives, restaurant operators may see this as a good opportunity to assess their seafood menu offerings in order to meet their consumers' interests and needs."