FISH TRADE AND CONSUMER TRENDS IN...

FISH TRADE AND CONSUMER TRENDS IN EUROPE

Ekaterina Tribilustova

Eurofish International Organisation

“Aquaculture – the way forward”

29 September 2016, Vilnius, Lithuania

EUROPEAN TRADE OF FISHERIES PRODUCTS (2015)

Extra-EU import – EUR 22.3 billion

Extra-EU export – EUR 4.5 billion

Intra-EU export – EUR 22.6 billion

EU TRADE FLOW OF FISHERIES PRODUCTS

Source: EUMOFA, 2016

The trade flow (2015)

- Total trade of EUR 49,4 billion and

13.8 million tonnes,

- The overall growth in 2015-2015:

+61% in value and 11% in

volume;

- Trade development in 2005-2015:

Extra-EU imports

Extra-EU exports

Intra-EU exports

Value +57% +79% +63%

Volume +5% -4% +26%0

5

10

15

20

25

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

EUR

, bill

ion

s

Extra-EU import Extra-EU export Intra-EU export

BALTIC COUNTRIES IN THE EU TRADE OF FISHERIES PRODUCTS (2015)

The EU trade flow –

EUR 49.4 billion

Lithuania – EUR 598 million

61% of the Baltic countries trade flow

1.2% of the total EU trade flow

Baltic countries in the EU

EUR 986 million

2% of the EU trade flow

BALTIC COUNTIRES TRADE FLOW OF FISHERIES PRODUCTS

0

100

200

300

400

500

600

700

800

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

EUR

, mill

ion

s

Baltic countries (value)

Extra-EU import Extra-EU export Intra-EU export


- In 2005-2015, the value of Intra-EU

exports from the Baltic countries

increased tripled reaching EUR 690

million, while the volume grew 65% to

205 000 tonnes.

- The value of Extra-EU imports grew 45%

to EUR 168 million, whereas the volume

decreased 4% to 71 550 tonnes.

- The value of Extra-EU export went

down 7% to EUR 127 million, as well as

the volume dropped 40% to 133 600

tonnes.

EUROPEAN EXTRA-EU IMPORTS

Extra-EU imports by commodity groups in value (2015)

2015; 5.8 million tonnes, -3% to

2014

2015; EUR 22billion, +6% to

2014

0

5

10

15

20

25

5,100

5,200

5,300

5,400

5,500

5,600

5,700

5,800

5,900

6,000

6,100

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

EUR

, bill

ion

ton

nes

, mill

ion

Volume Value

21%

20%

19%

12%

6%

4%

3%3%

12%

Crustaceans SalmonidsGroundfish Tuna and tuna-like speciesCephalopods BivalvesSmall pelagics Freshwater fishOtherSource: EUMOFA, 2016

BALTIC COUNTRIES - EXTRA-EU IMPORTS

0

20

40

60

80

100

120

140

160

180

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

EUR

, mill

ion

s

Estonia Latvia Lithuania

- In 2005-2015, the overall value of Extra-EU

imports by the Baltic countries grew 45% to

EUR 168 million;

- Lithuania had a 73% share with EUR 124

million in 2015, increasing from EUR 77 million

in 2005.

29%

16%

16%

9%

10%

4%

16%2015

Groundfish Miscellaneous aquatic products

Small pelagics Salmonids

Freshwater fish Crustaceans

Other


LITHUANIA (IMPORTS FROM EXTRA-EU OF SELECTED COMMODITY GROUPS IN 2015)

Norway - EUR 27.4 million

Russia – EUR 10 million

China – 2.9 million

Norway – EUR 16.3 million

Iceland – EUR 3 million

Faroe Islands –EUR 1.3 million

Kazakhstan – EUR 8 million


Vietnam – EUR 1 million

Groundfish EUR 46 million

Small pelagics EUR 21 million

Freshwater fish

EUR 15 million

EXTRA-EU EXPORTS

Extra-EU exports by main commodity groups by

value (2015)

2015; 1.9 million tonnes, -14% to 2014

2015; EUR 4.5 billion, +1% to

2014

0

1

2

3

4

5

6

0

500

1,000

1,500

2,000

2,500

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

EUR

, Bill

ion

s

ton

nes

, mill

ion

s

Volume Value

17%

15%

13%

12%

8%

7%

3%

3%1%

21%

Small pelagics SalmonidsNon-food use Tuna and tuna-like speciesCrustaceans GroundfishBivalves CephalopodsFreshwater fish OtherSource: EUMOFA, 2016

BALTIC COUNTRIES – EXTRA-EU EXPORTS

- In 2005-2015, the overall value of Extra-EU

exports from the Baltic countries decreased

7% to EUR 127 million;

- Lithuania had a 21% share with EUR 26.5

million in 2015, decreasing from EUR 32

million (23% share) in 2005. Estonia and

Latvia had 47% and 32% shares

respectively.

0

20

40

60

80

100

120

140

160

180

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

EUR

, mill

ion

s


Small pelagics

51%

Salmonids11%

Crustaceans10%

Freshwater fish 8%

Other 20%

2015


LITHUANIA (EXPORT OF SELECTED COMMODITY GROUPS TO EXTRA-EU IN 2015)

Belarus – EUR 2.7 million

Ukraine – EUR 2.5 million


Ukraine – EUR 1.9 million




Vietnam - EUR 0.5 million

Bosnia & Herzegovina – EUR 0.2 million

Miscellaneous

aquatic

products

EUR 8 million

Small pelagics

EUR 6 million

Salmonids EUR 4.5 million

INTRA-EU EXPORTS

Intra-EU exports by commodity groups in value (2015)

2015: 6 million tonnes, +3% to

2014

2015: EUR 22.6 billion, +8% to

2014

0

5

10

15

20

25

0

1

2

3

4

5

6

7

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

EUR

, bill

ion

s

Ton

nes

, mill

ion

s

Volume Value

31%

14%

14%

8%

7%

5%

4%

3%

14%

Salmonids Groundfish

Crustaceans Small pelagics

Tuna and tuna-like species Bivalves

Cephalopods Freshwater fish

OtherSource: EUMOFA, 2016

BALTIC COUNTRIES INTRA-EU EXPORT

0

100

200

300

400

500

600

700

800

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

EUR

, Mill

ion

s


2015: EUR 341 million

0

50

100

150

200

250

300

350

400

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

EUR

, mill

ion

sSalmonids Groundfish

Miscellanious aquatic products Freshwater fish products

Small pelagics Other aquatic products


LITHUANIA – INTRA-EU EXPORTS

0 100 200 300 400 500

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

2015

EUR, millions

EU export markets for Lithuania

Germany Italy Belgium Latvia UK Estonia Poland Denmark Other

Germany 37%

Italy12%

Belgium12%

Latvia 6%

UK5%

Estonia5%

Poland4%

Denmark4%

Other 15%

2015


LITHUANIA – INTRA-EU EXPORTS

2015; EUR 234 million

0

50

100

150

200

250

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

EUR

, mill

ion

s

Salmonids Miscellanious aquatic products Groundfish Small pelagics Freshwater fish Other


LITHUANIA (EXPORT TO INTRA-EU OF SELECTED COMMODITY GROUPS IN 2015)

Germany – EUR 113 million

Italy - EUR 43.7 million

Belgium – EUR 41 million

Germany – EUR 22.6 million

UK – EUR 8 million

Denmark – EUR 7.6 million

Germany - EUR 12.8 million

Estonia – EUR 6.2 million

Latvia – EUR 5.3 million

Salmonids –

EUR 234 million

Groundfish –EUR 70 million

Small pelagics -

EUR 33 million

LITHUANIAN EXPORTS OF FRESHWATER FISH

2015; EUR 1.7 million

2015; EUR 1.6 million

0

500

1,000

1,500

2,000

2,500

3,000

2015 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

EUR

, th

ou

san

ds

Lithuanian Intra-EU export of carp and trout

Carp Trout

42%

58%

TROUT (2015)

Estonia Latvia

28%

70%

2%

CARP (2015)

Latvia Poland Other


GLOBAL CONSUMER TRENDS - 2016

GREENER AND HEALTHIER FOOD

• Greener food, “eco” is the new reality;

• Higher consumer demand for natural and “lessprocessed” food;

• Local and seasonal food – ”Km zero”;

• Growing popularity of the plant-based diets, inparticular, Mediterranean diet due to the rise ofMediterranean-inspired products in the retail,menu-options in the Ho-Re-Ca sector, and itsattractiveness compared to restrictive fat diets.

CHANGE MAKERS

• Consumers focus on creating alifestyle rather than products alone;

• Sustainability evolves from beinggood to a necessary part of theproduct development;

• Food waste - creative ways ofsupporting sustainable produce andconsumption

Source: Wefood

BUYING TIME

• Online shipping, apps and deliveryservices are transforming consumeraccess to deals, niche offering andcomplete meals;

• Innovations encourage consumers tothink outside traditional physicalretailers;

• The delivery revolution in the foodservice and Ho-Re-Ca sector – orderand pay apps and third party onlineorders.

Source: Skagenfood

Source: Greenlandfood

OVER-CONNECTED CONSUMERS

• Almost 79% of the EU population areestimated as internet users (per November2015, Eurostat);

• 50% used internet away from home or workusing mobile phone networks or wirelessconnection;

• Several researches show that moreconsumers will use technology to improvetheir diet in 2016, tracking their food intake oractivities with smartphone apps.

• Digital breaks?

Credit: FishAlerts!

FREE THINKING CONSUMERS

• Consumers are searching forinnovative routes to product valueand uniqueness;

• Higher consumer spending onproducts which inspire them, yet,significant discounts are expected;

• The market share of discounters inthe EU keeps strong, although thegrowth is slowing down because ofhigher consumer focus on varietyand premium qualities of products.

CHALLENGING MATURE LIFESTYLE

• Growing consumer segment -senior consumers (65+) focused onhealth, quality and wellbeing;

• The share of senior population inthe EU-28 is projected to increasefrom 18.5% in 2014 to 28.7% by 2080(additional 55.2 million seniorpersons, Eurostat),

• High/highest fish consumption bythis consumer group on many EUmarkets.

Source: Eurofish – Fish Day in Copenhagen

Thank you for your attention!

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