1.2.7 European Organic Market Study-2010.ATTACHMENT

Organic Seafood & Premium Products Retail Market Study Germany, Austria & Switzerland
Mirtn Walsh An Bord Iascaigh Mhara March 2010
Business Research & Intelligence
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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 Dsseldorf, Kln (Cologne) Wien (Vienna) and Zrich 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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Summary of Market Study
Irish Organic and Premium seafood products are reasonably widespread in the German, Swiss and Austrian markets. Smoked salmon is the most commonly available Irish seafood product, usually found under the Friedrichs, Bio-Verde or retailers own brands. Irish organic smoked salmon appears to be generally achieving a slight price premium over other organic smoked salmon products such as Scottish, Norwegian and wild Alaskan smoked salmon. There appears to be consumer demand for smoked salmon products such as Hors d'oeuvres, prepared starters and mixed platters. Prices for smoked salmon products, and other seafood products, appear to be reasonably static when compared to market studies carried out previously in Germany and Austria. 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. The scale of the organic market in Europe is much larger than in Ireland, specialist organic retailers are reasonably widespread and may offer Irish producers opportunities to increase their volume of sales, particularly in Germany where Alnatura, Basic and Super Bio-Markt are just some of the specialised retailers in the organic sector. It should be noted that these outlets present opportunities for prepared, smoked or frozen products only, none of the stores visited had traditional wetfish counters. There appears to be a strong awareness amongst consumers about the issues surrounding the sustainability of various seafoods, Marine Stewardship Council (MSC) certification is very common and is highlighted on display units, packaging and promotional materials. Organic certification in all three countries appears to be dominated by Naturland, with AB and Bio Suisse also reasonably common. There are a number of specialised retail and food service chains that despite, modest size may present opportunities for Irish seafood producers, the Gosch Sylt chain are an emerging seafood specialist restaurant in Germany. 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, international food products into the Swiss market at premium prices, the chain appears to stock a number of premium and organic seafood products. The Hit retail chain, although relatively small by German standards appear to have a strong focus on seafood, particularly sustainable and organic seafood and the chain produces promotional materials specifically for their seafood range. There may also be opportunities for Irish seafood processors to introduce some Irish shellfish into the German, Austrian and Swiss markets. Frozen, prepared scallop and mussel dishes appear reasonably popular and there may also be opportunities for oyster producers to achieve some success, particularly in Germany and Switzerland where the quality of C. gigas oysters being offered in retail settings appeared relatively poor.
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1.
German Retail Overview

Germany: Market Share of Major Retailers 2010
Others, 24.20%
Edeka 19.80%
Norma 1.70% Tengelmann 1.10% Metro Group 5.20% Aldi 14.10% Rewe 17.20% Lidl & Schwarz 16.70%
Source IGD
Germany: Retailer by Store Numbers 2009

14,000 12,000 Store Numbers (2009) 10,000 8,000 6,000 4,286 4,000 2,000 0
Ed ek a G ro up Do hl e Re we an n a Sc hw ar z B nt in g Te ng el m G lo bu s di No rm Al
11,466 10,142
3,739 1,249
708
650
333
106
43
Li dl &
Source IGD
et ro
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Germany: Major Retailers Gross Turnover 2009

35,000 Grocery Turnover 2009 (m) 30,000 25,000 20,000 15,000 10,000 5,000 0
G ro up Ed ek a Do hl e Re we an n a Sc hw ar z Te ng el m B nt in g G lo bu s di No rm Al
32,334 26,648 26,519 22,081
8,575
8,575 2,282 1,416 1,383
1,282
Li dl &
Source IGD
Germany: General Economic Data

2005 2,243.20 1.5 27,210.80 10.6 0.4 1.9 2006 2,321.50 3.4 28,202.70 9.8 1.9 1.8 2007 2,422.90 4.4 29,469.30 8.4 2.9 2.3 2008 2,492.90 2.9 30,345.80 7.3 5.3 2.8 2009 2,355.80 -5.3 26,253.20 8.9 3.8 0.1 2010 2,360.70 0.3 26,373.49 10.7 4.4 -0.4
GDP (Nominal bn) Real GDP Growth (%) GDP per Capita () Unemployment (%) Food Price Inflation (%) Consumer Price Inflation (%)
Source IGD
et ro
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1.1
Metro
The Metro group are a German retail group that operate in 33 countries and have a turnover of 65.5 billion (2009), 40% of which is generated in Germany alone. The Group operates a number of store formats including, Real Hypermarkets, Metro Cash & Carry and Galeria Kaufhof Department Stores. The metro group have a number of private label brands including Real Bio for organic products and Real Select for Premium products. 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. There was a large, well stocked wet fish counter with very diverse offering including whole, gutted Norwegian salmon in various sizes, salmon cutlets and fillets and a wide range of shellfish including Irish C. gigas oysters (sold by piece). There was a large stand alone display unit for chilled mussels, the bulk of which consisted of large size vacuum packed tubs and packs. The bulk of the mussels appeared to be of Galician and Dutch origin, prices and quality varied considerably. Some showed heavy fouling and foaming.
Fresh Mussels on sale at Metro. Origins: Holland (L) and Spain (R)
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Bottled Mussels (Dutch processed Chilean Mussels)
Pasteurised chilled Mussels (Spain)
Frozen Products Metro stocked a wide range of frozen products; however there were no organic products in evidence. Irish branded frozen Crab was located in the frozen foods section. Smoked Products The Friedrichs brand dominated the smoked salmon display, various types and sizes of smoked salmon portions were being offered for sale at Metro. The availability of larger unit sizes and products of Alaskan origin were noticeable. Irish organic smoked salmon was stocked under the Friedrichs Brand. Ambient Products Metro also stocked a diverse range of ambient products including bottled mussels in brine and vinegar. Metro also stocked a diverse range of canned products such as canned pacific salmon with shrimps and flavourings.
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1.2
Kaufland
Lidl & Schwarz group Kaufland is a part of the Lidl & Schwarz group, Kaufland is large retailer with a diverse product range; the stores are generally hypermarkets and tend to be located away from city centres. The Lidl & Schwarz group had 570 hypermarkets in Germany with a turnover of 12.2 billion in 2009. Fresh / Chilled Products This store stocked Norwegian farmed salmon, both cutlets and fillets at their wet fish counter. The wet fish counter was relatively small and did not feature any obvious organic products, sustainability certification was obvious at the wet fish counter, this was mainly the retailers own sustainability certification with some MSC certified products.
Frozen Products Frozen Salmon and Trout were strongly in evidence in this store. Large frozen Salmon fillets with flavourings were offered for very low prices. The products were reasonably well presented but damage to the packs was evident, likely a result of customers trying to inspect the product. This retailer carried an interesting Escal ready meal, it consisted of 12 stuffed mussels frozen on the half shell. The product was Dutch made with Chilean mussels. The product was a 110g pack with mussel meat accounting for 55% of the product w/w.
Escal Prepared Mussels on half shell
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EWE frozen Salmon fillet with Provence Herb Flavouring 700g (Norway)
Paulus Salmon Fillet with Scandinavian and Italian flavourings 600g (Norway)
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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). Large frozen fillets with flavourings and cook-in-bag application were widely observed. There may be some opportunities for Irish processors to offer organic or conventional frozen Salmon fillets, however, achieving suitable prices may be a problem as the existing Ewe and Paulus conventional ranges are relatively cheap. Smoked Products This store stocked mainly Laschinger (Morpol) smoked Salmon. There were a number of small hot smoked flavoured cutlets available, mainly Scottish Salmon being offered under German brands. Overall the smoked fish section was relatively small considering the size of the store. The selection of smoked products in a Kaufland store is unsurprising due to the sentral purchasing that is practices by Lidl and Schwarz. is to be expected. Kaufland may present some opportunities for Irish smoked Salmon producers, particularly producers of organic smoked Salmon which was noticeably absent in this store. Ambient Products This store had a selection of ambient products mainly canned salmon, jars of mussel meats and herring rollmops. No organic products or particularly innovative Ambient products were observed.
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1.3
Galeria Kaufhof
Galeria Kaufhof is a part of the Metro group, the store concept is based on offering premium and high quality brands and a wide selection of international products. Galeria Kauhof operates 141 stores and 2 markets in Germany and Belgium. These department stores are mostly located in city centres - above all in prime innercity locations. This store offered a wide selection of seafood and the standard of the presentation of frozen products was quite good. The bulk of the offering was conventional products such as breaded frozen fish, fish fingers, roll mops etc. This store also offered a range of smoked products with the Friedrichs brand featuring strongly. Fresh / Chilled Products This store had a reasonably well stocked wet fish counter that and offered organic and conventional Irish and Scottish salmon fillets. 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. Poor quality, small, misshapen C. gigas oysters were offered for sale at the wet fish counter. Frozen Products This store offered a wide selection of seafood and the standard of the presentation of frozen products was quite good. The bulk of the offering was conventional products such as breaded frozen fish, fish fingers etc. This store offered some frozen pacific salmon fillets (2 per pack). An interesting frozen product from the Escal brand was observed, 2 filled Scallop shells containing scallop, mussel, shrimp and sauce. Smoked Products This store featured a significant quantity of smoked Salmon, the Friedrichs brand was dominant in this store, and Irish organic smoked salmon was observed. There was also a Farne, Scottish lightly smoked Tsar fillet product, this product was made with conventional salmon but achieved a premium price compared to other conventional salmon products. Ambient Products No ambient products of worthy of particular note were observed
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Farne brand Scottish mild smoked Tsar Filet
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1.4
SuperBiomarkt
This store is a specialist organic food and grocery retailer with 15 stores in north western Germany (6 in Mnster and 2 each in Dsseldorf and Osnabrck) The stores are generally centrally located and offer a complete range of fresh, ambient, chilled organic foods and other organic products. This store had a limited offering of seafood, this was to be expected due their insistence on organic products. Fresh / Chilled No fresh or chilled seafood products were on offer. Frozen Products This store stocked a limited selection of frozen fish, the store stocked a Biopolar branded frozen organic Salmon product from Scotland. The store also stocked a Scottish frozen Salmon product in a curry marinade, this product appeared to be of poor quality (colour) This store carried Followfish branded frozen organic salmon from Norway. Smoked Products This store stocked Bio-verde branded organic smoked Salmon from Scotland, and Bio-verde Branded organic smoked Trout from Italy.
Bio-verde Smoked Trout (L) & Smoked Salmon (R)
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1.5
Edeka
Edeka are the largest retailer in the German Market, they are a large cooperative that own a wide range of stores under the banners of Edeka, Netto, Spar, Plus and others The Group operates over 11,600 stores and reported turnover of 65 billion and sales of 39.9 billion in 2009. The group operates convenience stores, discount stores, cash and carry/wholesalers, supermarkets and hypermarkets. Supermarkets and Discount stores accounted for the bulk (63%) of the groups sales in 2009. The Edeka group has a number of well developed private labels including, Gut und Gnstig (value) and Bio Wertkost (Organic) During the store audits for this report 2 Edeka outlets were visited, one well established but small, city centre supermarket, and a new, very large suburban supermarket. There was a strong contrast in the services available in the stores and the range of products that each carried.
Fresh / Chilled Products The larger Edeka supermarket, stocked a wide range of fresh seafood products including salmon, cod, scallop meats etc. No fresh Irish salmon was observed during the store visits, Norwegian fresh salmon appears to be dominant in this chain. A large pre-packed Salmon carpaccio platter by Sthrk was observed during the visit, the product was well presented and appealing. There was also a range of Dutch mussel meats preserved in sauce and oil available. Frozen Products This store had a large and diverse offering of frozen seafood products, however, the bulk of the products available were standard fare such as fish fingers, breaded fillets, and imported Asian prawns etc. This retail chain has an own brand range of seafood products including frozen Norwegian Salmon portions. Irish Frozen mussels were available under the Costa brand, the product was flavoured with a piquant tomato sauce and the packaging clearly referenced Ireland as the country of origin.
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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, the stores visited featured various brands of smoked Salmon including Abrahams, Sthrk and Merl, several organic smoked salmon products of Irish origin were observed in the larger of the 2 stores visited, including Krone brand Irish organic smoked salmon. Whole, gutted hot smoked mackerel were also available.
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Krone brand Irish Organic Smoked Salmon. Ambient Products There was a range of ambient products available including Dutch mussels meats, canned fish etc. Ambient products were generally conventional, low to mid price products of no particular interest.
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1.6
Globus
Globus are a private company that operate 64 hypermarkets in Germany (43), Czech Republic (15) and Russia (6). The group had sales of 4.0 billion in 2009 (2.1 billion grocery sales). Globus are a part of the Edeka buying group and Edeka own a 10% stake in Globus. Stores are large hypermarkets usually located at the outskirts of cities. This retail visit was carried out at a hypermarket on the outskirts of Kln. Fresh / Chilled Products This store carried fresh Salmon fillets and smoked Salmon at the wet fish counter, the seafood products were well presented and there was a strong focus on sustainability and the origin of the various products. There was also a noticeable effort being made to inform customers about preparing seafood, including the provision of a magazine and the provision of herbal seasonings for preparing mussel dishes. Frozen Products This store was well stocked with frozen products, mostly conventional fare such as breaded fish, frozen fillets and fish fingers etc. There was a relatively weak effort being made with shellfish in this store. The Followfish brand was again prominent with frozen organic or sustainable Rainbow Trout, Cod, Tuna and Salmon all being offered in this outlet. Irish frozen trout was stocked in this store under the Clew Bay brand.
Followfish brand Organic Cod fillets
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Followfish brand Rainbow Trout fillets
Followfish brand Organic Salmon Smoked Products This store carried a range of smoked products, The Friedrichs brand was dominant and smoked salmon was offered from a number of countries including Ireland, Norway the US (Alaska) and Scotland. Conventional and Organic salmon were offered side by side, amongst the organic products, Irish smoked salmon commanded a slight premium.
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1.7
Rewe City
The Rewe Group are Germanys 2nd largest retailer with 16.3% market share, the group has over 9,000 supermarkets as well and 175 hypermarkets in Germany, the group has a range of formats, including Cash and Carry, Convenience stores, supermarkets etc. The Rewe group own the Billa, Merkur, Adeg and Penny Market brands. 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. Rewe generates approximately 25% of its sales from private label brands such as the Erlenho (Premium) and Flhorn (organic) labels During the store audits for this report 2 Rewe City outlets were visited, these were small city centre outlets that functioned like a middle ground between a supermarket and a convenience store. Fresh / Chilled Products The stores visited were small and did not have wet fish counters. Frozen Products The seafood range on offer was limited, mostly standard products like breaded fish, and fish fingers from major brands like Iglo. Several frozen Salmon products were on offer, mostly comprising Pacific Salmon. Smoked Products Smoked products were offered in only one of the two Rewe City units visited, the smoked products offered included Krone brand smoked Salmon. Smoked trout products were offered under the Weschlers and Merl brands.
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1.8
Basic
Basic are an Organic Supermarket with 24 stores throughout Germany and 2 in Austria. The store visited was a small unit in a city centre location, the store carried a wide range of organic products and organic versions of all common food products, meats, breads, eggs, fruit and vegetables etc. Fresh / Chilled The store visited did not have a wet fish counter. Frozen Products This store stocked a limited range of organic seafood, the Followfish brand was prominent in the frozen seafood section, including Tuna, Cod and Salmon This store stocked one Irish organic smoked Salmon product, a Dunns of Dublin, frozen smoked Damon product. Smoked Products No smoked products of particular interest were observed other than the frozen smoked salmon described above. 1.9 Vierlinden Bio Supermarkt
Vierlinden Bio Supermarkt is a small retail chain within the Rewe Group that specialises in organic products. The store that was visited was in central Kln (Cologne) and it was a medium sized outlet. The store was well presented and well stocked with a wide range of products. Fresh / Chilled Products This store did not have a wet fish counter. Frozen Products This store had a modest selection of frozen organic seafood products, the store stocked mainly Biopolar brand products, including Scottish organic Salmon. Prices for frozen seafood products at this store appeared to be noticeably more expensive than other retailers. This store stocked Dunn of Dublin frozen smoked salmon. Smoked Products This store had a relatively small selection of smoked seafood products, the store stocked Weschlers branded products including Irish organic smoked Salmon.
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1.10
Hit
Hit are a family owned chain that are controlled by the Dohle family through the Dohle Handelsgruppe Gmbh, the group consists of 110 stores (of which 106 are grocery stores) with a combined turnover of 1.4 billion in 2009. Hit hypermarkets contribute significantly to the groups overall turnover. The group has a market share of less than 1% of the German market and sources products through the Rewe Group. Fresh / Chilled Products This store featured a reasonable selection of fresh fish at the wet fish counter, the counter strongly featured information on origin and sustainability of the products on offer. The wet fish counter featured a sign stating that certain species had been removed form the product range due to sustainability concerns. The wet fish counter did not appear to have any Irish salmon products on offer. Norwegian, conventional salmon was offered at the wet fish counter. Pre-packed Dutch mussels were on sale at a relatively cheap price. Frozen Products Frozen products offered were standard fare, and were dominated by major brands like Iglo etc. Smoked Products This store stocked a range of smoked Salmon products, the Friedrichs brand was dominant in the store in terms of diversity and quantity offered. The strong position of Friedrich brand is not surprising considering the group source through the Rewe group.
Smoked Salmon and Trout in a display unit at Hit store. Irish Salmon marked in red.
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Hit Promotional Material Note the focus on Organic & MSC
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1.11
Temma
The Temma retail chain is an organic retail chain that is a part of the Rewe group. The chain operates on a high quality, premium price concept. The stores are of a moderate size with a strong focus on making shopping a pleasant experience for the customer, significant expense appears to have been incurred on the decor, furniture and equipment used in the store. The store visited was well presented with ample staff on hand to assist and there was a Temma restaurant/caf operating in the store. Temma stores appear to be an ideal fit for high quality Irish organic seafood products, the stores are focused on offering the best quality organic products to customers and providing a high quality shopping experience. Fresh / Chilled Products This store did not have a wet fish counter Frozen Products This store offered some frozen organic products, mainly the Followfish brand. 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, including Irish smoked salmon sold under the Rewe brand.
Temma cheese counter

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Temma wine stock.
1.12
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. Despite the name of the chain, prices at the store visited appeared broadly in line with those of other specialist organic retailers. 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. 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. Smoked Products This store stocked a limited range of smoked products including two Irish smoked salmon products, Bio-verde and Dunns of Dublin branded products.
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1.13
Alnatura
Alnatura is a chain of specialist organic and natural products retailers, the chain has 55 stores in over 35 cities throughout Germany, mostly in western and southern Germany. Fresh / Chilled Products This store did not have a wet fish counter Frozen Products This store had a limited stock of frozen seafood products. The store stocked own brand farmed Salmon portions, Alaskan Pollock fillets and Wilkes brand German farmed Trout. Smoked Products This store stocked a limited range of smoked products including two Irish smoked salmon products, Bio-verde and Dunns of Dublin branded products.
Wilkes brand Rainbow Trout
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2.
Austrian Retail Overview

Austria: Major retailers Grocery Sales 2009
Grocery Sales 2009 (m) 6,000 5,000 4,000 3,000 2,000 1,000 0 1,300 1,007 5,259 4,783 4,252 3,395
550
450
441
us tr i a er ku r, Pe nn y Ho fe r( M Al ar di ka ) nt Au st ria
Source IGD
Austria: Market share of key players 2008
Others, 17.60% M-preis, 2.10% Lidl, 2.60% Plus/Zielplunkt (Tengelmann), 4.00% Zev Markant, 6.10% Hofer (Aldi), 15.80%
Pl
us
Spar Austria, 22.40%
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
,M
Sp ar A
Au st ri
Ad eg
Rewe Group incl. Billa, Merkur, Penny, Adeg, 29.40%
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Austria: Retailer by store numbers

2,500 Store numbers (2009) 2,000 1,500 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, Pe nn y, Sp ar Au M st ar r ia ka nt Au st ria Li dl -P re is M
2,188
1,438
1,413 1,096 750 430 361 180 156
Re we
Bi
lla
,M
Austria General Economic Data

2003 223.3 2.3 26330 4.3 1.3 1.5 1.13 2004 232.8 2 26812 4.8 2 1.7 1.24 2005 244.5 3.3 27387 5.2 2.1 1.1 1.25 2006 257.3 3.3 28209 4.8 1.7 1.5 1.26 2007 270.8 2.7 29026 4.4 2.2 4.2 1.36 2008 282.2 2.4 29490 3.8 3.2 6.4 1.35
GDP (Nominal bn) GDP Growth (%) GDP per Capita () Unemployment(%) Consumer Price Inflation (%) Food Price Inflation % Av. Exchange Rate (US$ : )
Source IGD
Pl
Source IGD
us
/Z
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2.1
Spar & Spar Gourmet
The Spar chain has 59 hypermarkets and 1,354 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, store numbers and market share. Spar operates stores under different concepts Spar, Eurospar and Spar Gourmet are supermarket/superstores and Interspar are hypermarkets. 50% of Austrian Spar stores are privately owned and Spar Austria is the largest private company in the country. A Eurospar outlet and a Spar Gourmet outlet were investigated Fresh / Chilled Products The stores visited had no wet fish counters. The stores featured chilled ready meals under the Spar brand, including a Spar Vital Pasta with Salmon ready meal with a strong health and nutritional focus was identified in Spar. There is a clear differentiation between the Eurospar and the Spar Gourmet concepts, the latter being stocked with a more diverse product range with a stronger emphasis on organic, healthy and gourmet products. Frozen Products This store featured a number of frozen wild salmon products, including MSC certified pacific salmon fillets. It was noticeable that similar products were available at various price points and quality brands, e.g. 250g packs consisting of 2 x 125g fillets of Salmon were available under Spar Premium, Spar Vital and Spar Budget brands. Frozen New Zealand Greenshell mussels were stocked in a 1 kg pack (8.99/kg) Ambient Products Several ambient products were observed, including canned oysters under the Schenkels brand (2.29/unit) Canned mussel meats (1.59 to 1.99/unit) canned salmon (2.69/unit) and bottled Spanish Tuna chunks in oil. Smoked Products Both stores visited featured similar products including Elfin, Kulmer, Stuhrk and Freidrichs brand smoked Salmon. (price ranged from Kulmer 17.45/kg to Friedrichs 49.90/kg) Smoked Sea Trout was available under the Royal Greenland Brand and Smoked whole mackeral was offered (6.99/kg)
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Spar Vital 250g with nutritional info. Spar Premium 250g with MSC logo.
Spar Budget 250g
Spar Vital ready meal 330g with nutritional info. A selection of Spar branded frozen and chilled Salmon products.
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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)

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2.2
Zielpunkt
Plus/Zielpunkt is a part of the Tengelmann Group, the Plus/Zielpunkt brand has a market share of 2.7% in Austria and has been declining in recent years. The brand had 664 stores and a turnover of 994million in 2009. In Austria the group had 330 stores and a turnover of 557 million in 2009 A small suburban Zielpunkt outlet was visited, the store was in a residential area beside a busy road. The store visited was small and clean but did not appear to be particularly well kept. The store appeared to function as a neighbourhood convenience store / supermarket. The store was not well stocked with premium type products. Frozen Products This store stocked standard fare in terms of frozen seafood products, breaded fillets, fish fingers etc. Smoked Products This store stocked two types of smoked Salmon, wild pacific salmon under the Abrahams brand and Norwegian conventional salmon under the Laschinger brand. 2.3 BioMarkt Maran
BioMarkt Maran is a small retail chain with 5 outlets in Austria, they are a specialist organic products supermarket. The store visited was very clean, well staffed and well laid out with an apparent effort to make shopping an enjoyable experience. Fresh Products This store had a limited stock of fresh seafood, fresh Scottish organic Salmon was being sold at 39.90/kg. Smoked Products This stores stocked Scottish organic smoked Salmon under two brands Weschlers at 52.90/kg and Bio-verde at 59.90/kg Frozen products This store stocked various organic and sustainable seafood including Salmon, Cod, Tuna, Sea trout etc. under the Followfish brand.
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2.4
Billa
See Rewe Group information in Section 1.7 Frozen Products This store stocked mostly standard frozen seafoods, and no organic frozen seafood was seen. The store stocked an interesting frozen scallop product under the Escal brand, it consisted 12 frozen scallops on the half shell with garlic butter sauce. Smoked Products This store stocked a range of conventional farmed and wild smoked Salmon products under the Norsson and Labeyrie brands. 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, Norway, Scotland, Chile etc. The Norsson product found was of Norwegian origin with a French production number. Prices for smoked farmed Salmon ranged from 19.91/kg to 39.90/kg, smoked wild Salmon was 49.90/kg
Labeyrie brand smoked salmon with clear national origins.
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Labeyrie brand wild Alaskan smoked Salmon (MSC certified)
Norsson brand farmed Norwegian Salmon. French production number.
Escal brand stuffed Scallop shells.

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2.5
Merkur
See Rewe Group information in Section 1.7 Fresh / Chilled Products This store stocked Norwegian farmed salmon under the Eisvogel brand, the products were mainly cutlets and portions pre-packed very simply in styrofoam trays. It was noted that the portions offered were relatively large sizes circa 300g-400g. The store also offered pre-packed salmon tails for soup making at 4.29/kg. Italian farmed trout was offered under the Eisvogel brand at 9.49/kg. The store highlighted that there were seafood special promotions every Thursday, this indicated a trend towards consumption of fish on Fridays.
Frozen Products This store stocked mostly standard fare in terms of frozen seafood, the store did stock Pastemar brand frozen pasteurised Galician mussels at 7.99/kg. Some frozen wild salmon fillets were offered. Well presented Polar Frost frozen mussels (NE Atlantic origin) were also offered at 6.99/kg Smoked Products This store stocked a number of smoked Salmon products, the products consisted of Merkur Selected and Novomare brand smoked conventionally farmed Norwegian Salmon. Prices ranged from 19.95/kg to 27.90/kg
Polar Frost brand Mussels (1kg)

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2.6
Julius Meinl
Julius Meinl is a specialist gourmet food retailer, located in downtown Vienna, the store is a part of the Julius Meinl group, a specialist coffee roaster and coffeehouse. The group have a small number of outlets worldwide mainly focusing on coffee products. The Julius Meinl store could be likened to a Harrods type retailer. Fresh / Chilled Products This store has a modestly sized, but well stocked wet fish counter. Irish organic smoked Salmon was offered at the wet fish counter at 168/kg and fresh Irish organic Salmon offered at 52/kg. Conventional fresh Norwegian salmon was offered at 34.90/kg. Scallop meat was offered at 59.00/kg Smoked Products This store had a large, well stocked and diverse premium seafood display unit, which contained mostly smoked products, roes, caviars, seafood terrines and prepared soups. The display featured mostly Freidrichs and Labeyrie brand smoked salmon products including Friedrichs brand conventional and organic Irish smoked Salmon (72.90/kg 89.90/kg) and Labeyrie brand Irish conventional smoked Salmon offered in 6 slices (61.06/kg) A well presented Salmon terrine was also offered at 16.90/unit (99.41/kg). A number of Labeyrie brand bottled soups were offered, the soups were smoked Salmon and also Scallop, however, these appeared to be of poor quality and appeared to be drying out or to have split. The Labeyrie soups had been discounted. This store also stocked smoked Charr from two different Austrian smokers (79.90/kg & 42.90/kg)
Hink Wein Salmon terrine with Dijon mustard.

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Labeyrie bottled soups, note the poor appearance of both and the reductions applied.
Labeyrie brand Irish smoked salmon
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Friedrichs brand Irish smoked Salmon, conventional (L) organic (mislabelled) (R)
Questers (L) and Schloss Fuschl (R) Austrian smoked Charr.

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2.7
Hofer / Aldi
Hofer are a part of the Aldi group, the Hofer name is used in Auatria and Slovenia only. The chain has a market share of 15.3% in 2009 in Austria and is showing slight decline in market share from 2008 and 2007. The group is a hard discounter and may not be a commercially viable proposition for Irish manufacturers of premium price or organic products. Smoked Products This store has a very limited stock of smoked Salmon, the store stocked Laschinger brand smoked wild Salmon from Alaska and farmed conventional salmon from Norway (26.57/kg to 15.95/kg) Frozen Products This store had a limited selection of frozen products, mostly standard fare such as breaded fillets and fish fingers. The store stocked Aldi/Hofer own brand frozen Salmon fillets.
2.8
Magnet
See Rewe Group information in Section 1.7 The store visited was a medium sized supermarket in a suburban area. Frozen Products This store stocked standard fare in frozen foods section, breaded fillets, fish fingers etc. The store stocked frozen Dragon Bay Pangasius fillets and Quality first sushi products
Quality First Sushi pack.
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Dragon Bay Pangasius fillets (L)
Frozen Mackeral fillets (R)
Chilled seafood selection at Magnet store.
Royal Crown brand smoked Salmon

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3.
Swiss Retail Overview
Switzerland: Grocery Sales 2009 (m)

14,000.00 Grocery Sales 2009 (m) 12,000.00 10,000.00 8,071.19 8,000.00 6,000.00 4,000.00 2,000.00 0.00
en ne r) an or * no ) di Sw it z er la nd Sc hw (C as i Li dl ** ei z Al
11,493.30
397
385.65
325.81
213.28
65
(in c
M M
Co op
Source IGD
Switzerland: Retailer by store numbers

1,600 1,400 Store numbers (2009) 1,200 1,000 800 600 400 200 0
en ne r) an or * Sw it z er la nd Li dl ** Al Sc hw (C as i no ) ei z di
1,407 1,077
SP AR
ig ro s
158
112
ag ro
33
30
12
(in c
Co op
SP AR
ig ro s
Source IGD
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Switzerland: Market Share of key players 2009

SPAR Switzerland 1.10%
Aldi 1.10% Coop Schweiz 22.40%
Manor 0.90% Magro (Casino) 0.60% Lidl 0.20%
Migros (inc Denner) 32%
Others 42%
Source IGD
Switzerland: General Economic Data

GDP (Nominal, bn) Real GDP Growth (%) Nominal GDP per Capita () Unemployment (%) Food Price Inflation (%) Consumer Price Inflation (%) 2006 311.79 3.63 40,695.47 3.02 -1 1.05 2007 317.12 3.61 40,315.39 2.49 0.5 0.73 2008 341.68 1.78 42,458.58 2.66 3.1 2.43 2009 354.62 -1.95 43,657.36 3.9 -0.16 -0.6 2010 358.8 0.48 43,804.68 4.6 -0.37 -0.3
Source IGD
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3.1
Migros
Migros are a Swiss retail group with limited operations in France and Germany. The group is the largest retailer in Switzerland with 1,587 stores, including Hypermarkets, Supermarkets and Convenience stores. The chain reported turnover of over 16 billion in 2008, 99% of which was generated in Switzerland. A large Migros store close to central Zurich was visited, the store was located in the same building as the group corporate headquarters. The store was large, very well presented and stocked a very large and diverse product range. Fresh / Chilled Products This store had a large and well stocked, wet fish counter. The store offered trout fillets at 24.42/kg. Norwegian farmed salmon at 30.35/kg for fillet and 21.63/kg for cutlets. Pre-packed Norwegian Salmon portions in MAP was offered at 30.35/kg. Fresh pre-packed Danish trout was offered at 18.14/kg Skinned fillets of Monkfish from the UK were offered at 49.54/kg and US white Scallop meats were offered at 43.2/kg. French C. gigas oysters were offered at 1.19 per piece and large Spanish mussels were offered at 9.07/kg. Fresh Icelandic Cod in MAP was offered at 23.03 and 18.84/kg for salted and lightly salted. Qualimar and Migros own brand mussels were offered pre-packed at 7.61/kg Pacific Albacore tuna in MAP was offered at 34.19/kg. Frozen Products This store had a very large and diverse offering of Frozen seafood, including a noticeably diverse offering of frozen Asia shellfish, mainly various Nephropidae (lobster) species. Frozen Salmon, including Chinese processed MSC certified Sockeye and farmed Norwegian and Chilean salmon was available under the Pelican brand. Prices for frozen salmon ranged from 20.10/kg to 24.84/kg. Frozen Scallops were available under the Luxor brand at 37.68/kg. Scottish frozen mussels were offered in 500g packs at 12.42/kg. Hake nuggets from South Africa were offered at 19.26/kg. A product labelled as Whitefish and of Irish origin was found, the product was labeled Coregonus, this product may have been Lough Neagh Pollan, it was offered at 17.45/kg
Smoked Products This store had a large and diverse selection of smoked products, smoked salmon being the dominant product. A Migros own brand product of note was a pack containing 3 different types of smoked salmon, Wild, Scottish Farmed and Graved Lax for 56.28/kg, the product was reduced to a lower price but the reduction was attributed to short remaining shelf life. A Migros own brand, Scottish smoked Salmon product with Migros own organic certification was offered at 68.38/kg.
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Migros own brand smoked salmon labeled Ireland was offered at 59.31/kg, however the product featured a UK plant number. Various Alaskan, Scottish and Norwegian smoked salmon were offered at prices between 43.26/kg and 48.85/kg Ambient Products Migros own brand Danish mussel meats were offered at 6.98/kg (glass jar)
Migros Alaskan Chum Salmon
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Seafood section at Migros store. Smoked products are on the left.
Migros own brand Mussel products in brine (L) Fresh (R)
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Migros own brand Trout fillets
Pelican brand Pollan fillets. Labelled as Irish.
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Migros Irish smoked Salmon (100g)
Pre-packed Norwegian farmed Salmon portion

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Migros brand Toastlachs Scottish smoked salmon
Migros brand smoked Salmon selection with 300g Salmon & 20g dill sauce.
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3.2
Denner
Denner are a part of the Migros group, 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. The Denner outlet visited was a relatively small store located in central Zurich. 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. Prices ranged from 18.35/kg to 34.54/kg
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3.3
Coop
Coop are the second largest retailer in Switzerland, they operate 8 store formats and have 1,077 grocery stores in Switzerland with turnover of 8 billion. The store visited was a Supermarket located in central Zurich, the store was very modern clean and well presented with a wide range of products. Fresh / Chilled Products Irish Organic Salmon was offered at 30.70/kg for single portions in MAP. Norwegian organic salmon was also offered at 30.70/kg. C. gigas oysters from France were offered at 1.60 per piece and Spanish mussels were offered a 8.72/kg. Poorly processed but well presented Spanish salted seaweed was offered at 52.34/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 28.96/kg Frozen Products The store had a large selection of frozen seafood products, however it was standard fare of breaded fillets and fish fingers etc. Smoked products There was very strong representation of Irish products in the smoked seafood section, Movenpick brand Irish smoked salmon and smoked salmon appetizers made with Irish smoked salmon were offered at premium prices (68.28/kg - 85.13/kg for loin) Coop brand Naturaplan Irish smoked salmon was offered at 71.87/kg. A product consisting of Norwegian organic smoked Salmon trimmings was offered at 15.50/kg, this product seemed to be offered as sandwich filling etc. A Weightwatchers branded Scottish smoked Salmon product was offered at 68.61/kg.
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Coop Naturaplan Irish Smoked Salmon
Movenpick appetizers made with Irish smoked Salmon
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Movenpick Alaskan smoked Salmon tartare with sauce portion.
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3.4
Globus
Globus is a premium department store with 14 locations throughout Switzerland, the chain has a delicatessen section with a strong focus on premium products, imported products and organic products. The chain has a distinctive organic range that is branded in a very simple and contemporary manner; this chain is not believed to be associated with the Germany retailer of the same name. The store visited was a large store near central Zurich, the store had a large delicatessen in the basement that was very well presented and well stocked with diverse luxury products. Fresh / Chilled Products The store stocked a reasonable selection of seafood at premium prices. Irish organic Salmon fillet with skin on was offered at 52.34/kg, skinless trimmed, Scottish conventional fillet was offered at the same price, however, the cut was better trimmed and the Irish organic product. French C. gigas oysters were offered at 20.93/kg, French bouchot mussels were offered at 12.56/kg. Frozen Products Whole frozen cooked lobsters were offered at 40.47/kg, large dressed scallops on the half shell were offered at 13.61/kg. Frozen Chilean mussel meats were offered at 17.58/kg, New Zealand Greenshell mussels were offered at 17.45/kg Smoked Products Scottish organic smoked Salmon was offered at 131.88/kg, Irish and Scottish conventional Salmon was offered at 96.60/kg. Alaskan smoked wild salmon was offered at 90/kg . Shetland conventional smoked Salmon was offered at 117.93/kg Prepacked Norwegian smoked Salmon cheeks were offered at 101.18/kg under the Dhyrberg brand.
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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 Sthrk 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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Appendixes
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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 1.5kg 1kg weight piece piece weight weight weight weight weight weight weight weight weight unit 115g 115g 200g 125g 1,400g
Price/unit 10.48 8.01 2.77 6.20 6.85 0.94 0.89
Price/kg 5.24 4.00 2.77 4.13 6.85 3.52
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
8.01 8.55 9.08 2.95 46.50 23.48 37.40 32.05 8.29 2.94 1.59 0.99-1.06 2.13 2.02 4.06 13.83 8.87 10.65 16.16 2.90 10.90 12.90 Wechslers Wechslers Friedrichs Friedrichs Connemara Seafoods
Large selection, whole gutted Line caught. Wrapped in muslin + vacuum packed. FOS certified Organic. Naturland Certified. Marine Harvest
price/kg assumes 1.02 per unit
75g drained with shrimps&sauce catering size Portions Fillets
Market Research & Intelligence
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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
Brand
Observations Whole, head on, gutted. Poor Quality Frozen fillet w/sauce in foil+box. Poor Quality Frozen fillet w/sauce in foil+box. Poor Quality 2 portions vac-pac+box . MSC Certified 2 portions w/sauce. vac-pac+box Cutlet with flavourings
6.99 3.99 3.29 2.69 3.49 1.99 1.39 3.99
8.73 5.70 10.96 12.23 34.90 7.96 11.12 36.27 79.90 79.90 64.90
Paulus Ewe Frosta Paulus - Premium Laschinger/Morpol Laschinger/Morpol W Kok Escal
150g 100g 150g 125g 80g 150g 280g 250g Piece 100g 100g
6.49 7.99 7.99 4.99 9.99 5.49
79.99
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. Naturland Certified. Marine Harvest
Norway Scotland
1.79 2.79 3.49
27.9 34.9
Suempol
Tsar Fillet. In Box with window 2 Fillets in oven bag + box. 2 filled shells with mussels prawns & sauce Poor quality, small & misshapen Pack + Box with window
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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 1.79 2.99 1.39 3.99 5.29 1.89 3.99 3.79 2.79 7.99 2.19 4.99 3.78 2.99
Price/kg 35.8 29.9 13.9 39.90
Brand Abrahams Stuhrk Havesta Krone Merl Abrahams Nolls Suempol Suempol Stuhrk
Observations Oven smoked 2 small portions Curry sauce. 60% mussels w/w Organic Irish Sea Spray MSC certifed, sockeye Hot smoked cutlet with herbs MSC certified "Sockeye" Poor colour & quality Salmon Carpaccio - Large platter Vacuum packed whole. Hot smoked with herbs Meats in plastic tub. 200g drained Rope mussels in tomato sauce 2 portions. "Gut und Gunstig" Fillet Fillet Hot Smoked Cutlet Reduced to 2.50/unit short shelflife Organic Marine Harvest Organic 2 fillets. Vacuum packed + box. Shetlands 2 fillets. AB certified. ISPG. Whole. Vacuum-packed & frozen 10 fish fingers. Gluten free. 10 fish fingers. MSC certified
9.99 22.32 Werner Lauenroth Costa Edeka 15.90 44.90 19.92 31.92 43.92 49.90 13.95 19.95 19.95 14.96 5.63
125g (e) 125g 150g 100g 200g 200g 200g 300g 300g
3.99 6.59 4.99 2.79 3.99 3.99 4.49 1.69
Globus Friedrichs Friedrichs ? Followfish Clew Bay Ewe Schr Iglo
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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 4.99 4.99 3.29 2.99 1.59 3.49 6.99 3.69 1.99 3.49 2.99 1.99
Price/kg 7.13 9.07
Brand Caldenhof Fisch Ewe Krone Krone Krone Rewe Bio Deutsche See Iglo Iglo Wechslers Merl Iglo Fish & More Bioverde
Observations Fillet. Foil wrapped in box. Boxes damaged by public Fillet. Foil wrapped in box. Boxes damaged by public
Marine Harvest 2 x fillets Vac-pac fillets in Box. MSC certified Fish Fingers x10. 58% Fish. Made from Fillets
Scotland Scotland
100g 300g 300g
5.49
54.90 36.90 13.99
Fish Fingers x10. 58% Fish. Made from Fillets WWF & MSC certified Naturland Certified. Pack with sleeve 2 fillets. Poor colour. In curry marinade 2 Portions 1 Portion. Naturland Certified Vacuum-packed with sleeve
Scotland Italy Ireland Scotland Scotland
160g 100g 100g 160g 171g
7.59 5.99 5.49 7.29 7.99 54.9
Biopolar Bioverde Wechslers Biopolar Biopolar
2 x 80g Fillets "Provence" style 3 x 57g pieces
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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 5.99 5.79 4.79 4.99 6.49 4.99 2.99 5.49 3.49 6.49 5.99 14.50 12.50 7.50 2.99 3.49 5.49 4.99 5.99 3.99 2.99 4.99
Price/kg 59.9 57.90 49.9 24.97 64.9 49.9 27.9 2.99
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- Naturland certified Organic- Naturland certified Organic- Naturland certified Organic Conventional Organic. Very poor colour Vac-pac Tub. DE-Bio certified. 2 x 100g fillets Frozen Pizza topped with Salmon. Naturland certified 30% discount sticker attached frozen Lunch + Potato & Veg Lunch + Potato & Veg Lunch + Potato & Veg Pasta with Salmon ready meal. Health claims on packaging Smoked in Austria Smoked in Denmark
64.90 59.90
Alaska
10.00 17.45 27.45 49.90 29.95 15.96 11.96 19.96 13.27 39.90
Spar Kulmer Elfin Friedrichs Followfish Spar Vital Spar Budget Spar PL Abrahams
Norway Norway Norway Norway Pacific Pacific Pacific NE-Atlantic Pacific
3.99
MSC Certified. Strong Nutritional data on packaging Cheap Brand. 2 x 125g portions MSC Certified. 2 x 125g Portions. Sockeye various flavours MSC Certified
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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 3.49 7.29 8.99 10.99 13.49 6.99 6.99
Price/kg 17.45 72.90 89.90 61.06 89.84
Brand Laschinger Friedrichs Friedrichs Labeyrie Friedrichs Labeyrie Labeyrie
Observations
168.00 52.00 34.90 100g 100g 85g 7.99 4.29 2.29 2.69 1.59 to 1.99 5.49 3.49 4.99 79.90 42.90 59.00 26.95 13.45 Questers Schloss Fuschl Schenkel Schenkel
Conventional Organic - Labelled as German. Labelled as Irish - French Production Number. 6 slices Conventional Very poor quality, lumpy & split. Reduced by 2.00 Very poor quality, lumpy & split. Reduced by 2.00 Organic- Wet fish counter - sold by weight Organic- Wet fish counter - sold by weight Conventional - Wet fish counter sold by weght Omega 3 content highlighted on pack Simple vac-pac.
US
200g 115g
Canned meats 27.45 17.45 49.9 Elfin Kulmer Friedrichs
Norway Norway Norway
200g 200g 100g
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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 1.99 4.99
Price/kg 39.8 33.27 6.99
Brand Sthrk Royal Greenland
Observations
New Zealand Scotland Scotland Scotland
1kg 100g 100g 100g
8.99 5.99 3.99 5.29
8.99 59.90 39.90 52.90
Sanford Bio-verde
Greenshell Mussels. Vac-pac in Box.
Wechslers Followfish
Norway Norway Scotland Norway Alaska
500g 150g 50g 100g 100g 100g 150g 200g 150g 250g 1kg 329g
8.99 2.99 1.99 3.99 3.59 4.99
17.98 19.91 39.80 39.90 35.90 49.90
Quality First Norsson Norsson Labeyrie Labeyrie Labeyrie Escal Laschinger Laschinger Hofer/Aldi Pastemar Eisvogel
Fillets. Vac-pac.Box with window Conventional. French smoked. Various origin Conventional. French smoked. Various origin
Norway Alaska Spain Norway
3.19 3.99 2.99 7.99 7.86
15.95 26.57 11.96 7.99 23.90
12 Frozen dressed Scallops on half shell Morpol Morpol 2 x 125g Frozen Fillets Pastuerised and vac-pac. Prepacked portions of relatively large sizes. Price by weight
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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 3.99 3.99 2.79
Price/kg 19.95 19.95 27.90 19.90 4.29 9.49
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. Sold by weight Tails x 2. For making soup. Sold by weight Prepacked gutted fish with head on. Sold by weight Vac-pac in Box. Sushi. 10 pieces. Strongly featuring salmon 3-4 fillets/pack. Reduced to 4.53 200g of meats/unit 3x 100g Wild/Scot/Graved. Reduced to 12.50 "Toast Cut" 2 x100g portions. Reduced to 5.93 includes 20g of Dill or Mustard Sauce.
1kg 200g 217g 2kg 250g 350g 300g 200g 100g 100g 75g 100g 64g 100g 100g
6.99 3.99 5.99 10.49 4.54 2.44 16.89 8.65 6.21 4.81 3.35 4.75 3.14 6.84 5.93
6.99 19.95 27.86 5.25 18.14 6.98 56.28 43.26 62.10 48.15 44.65 47.45 48.85 68.38 59.31
Austria Denmark Denmark Various Scotland Norway Norway Norway Norway Alaska Scotland Ireland
Migros Organic Certified British Production number BD009EC
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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. Africa China Norway Chile NE-Atlantic Ireland Vietnam Iceland Iceland Norway Norway UK USA France Spain Norway Pacific
Pack size
Price/unit
Price/kg 30.35
Brand Migros Migros Migros Qualimar
Observations Skinned portion. (MAP)
1kg 200g 1 kg 500g 250g 250g 140g 250g 400g
7.61 3.14 7.61 6.21 4.81
7.61 34.19 12.56 7.61 12.42 19.26 24.84 44.38 20.10 37.68 17.45 44.66 23.03 18.84 24.42 30.35 21.63 49.54 43.26
Pelican Pelican Pelican Luxor Pelican Migros Selection
3 pieces Trimmings Possibly Dutch origin with garlic butter or white wine sauce MSC certified. 12 nuggets "Sockeye" MSC; 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.
Piece 100g 150g 100g
1.19 0.00 3.45 2.76 3.14
9.07 34.54 18.35 31.40
Laschinger Morpol Morpol
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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 9.63 4.78 9.14 0.00 1.60 5.23
Price/kg 9.63 68.28 80.89 71.87 85.13 8.72 52.34 18.14 30.70 2.72 28.96
Brand
Observations Reduced to 6.94 Poor Presentation Appetisers Appetisers Organic Smoked Loin Large Mussels Poorly processed but well presented in tub with sleeve Provencal flavouring organic, one portion in tray, MAP Trimmings 2 Portions with a thyme-lemon topping in tray for oven Organic Whole Nephrops, 21/30 Buchot mussels With Hollandaise & Parmesan. 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 4.12 9.28
2 pieces Whole Chile New Zealand Scotland Alaska Ireland Shettland 250g 1kg 4.40 17.45
68.61 30.70 18.56 20.93 12.56 13.61 40.47 17.58 17.45 131.88 90.71 97.69 117.93
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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 101.18 146.54 52.34 52.34 34.02 48.85
Brand Dhyrberg
Observations Smoked Salmon cheeks Nephrop tails, defrosted Organic, Fillet, skin on conventinal, fillet, skin-off, better trimmed than the Irish Canape Portions
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1.2.7 European Organic Market Study-2010.ATTACHMENT

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1.2.7 European Organic Market Study-2010.ATTACHMENT

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

Mirtn Walsh An Bord Iascaigh Mhara March 2010

Business Research & Intelligence

Business Research & Intelligence

Business Research & Intelligence

Summary of Market Study

Business Research & Intelligence

German Retail Overview

Germany: Retailer by Store Numbers 2009

Business Research & Intelligence

Germany: Major Retailers Gross Turnover 2009

32,334 26,648 26,519 22,081

8,575 2,282 1,416 1,383

Germany: General Economic Data

Business Research & Intelligence

Business Research & Intelligence

Bottled Mussels (Dutch processed Chilean Mussels)

Pasteurised chilled Mussels (Spain)

Business Research & Intelligence

Escal Prepared Mussels on half shell

Business Research & Intelligence

Business Research & Intelligence

Business Research & Intelligence

Business Research & Intelligence

Farne brand Scottish mild smoked Tsar Filet

Business Research & Intelligence

Bio-verde Smoked Trout (L) & Smoked Salmon (R)

Business Research & Intelligence

Business Research & Intelligence

Costa branded Irish frozen Mussels (Front)

Business Research & Intelligence

Business Research & Intelligence

Followfish brand Organic Cod fillets

Business Research & Intelligence

Followfish brand Rainbow Trout fillets

Business Research & Intelligence

Business Research & Intelligence

Business Research & Intelligence

Hit Promotional Material Note the focus on Organic & MSC

Business Research & Intelligence

Temma cheese counter

Temma wine stock.

Business Research & Intelligence

Wilkes brand Rainbow Trout

Business Research & Intelligence

Austrian Retail Overview

Austria: Market share of key players 2008

Spar Austria, 22.40%

Source IGD Business Research & Intelligence

Rewe Group incl. Billa, Merkur, Penny, Adeg, 29.40%

Austria: Retailer by store numbers

1,413 1,096 750 430 361 180 156

Austria General Economic Data

Business Research & Intelligence

Spar & Spar Gourmet

Business Research & Intelligence

Spar Budget 250g

Business Research & Intelligence

Sanford brand Frozen Greenshell Mussels (1kg)

Business Research & Intelligence

Labeyrie brand smoked salmon with clear national origins.

Business Research & Intelligence

Labeyrie brand wild Alaskan smoked Salmon (MSC certified)