From 2019 to 2020, household spending on fishery and aquaculture products grew in the EU by 17% and is expected to continue. The chilled fish sector is growing fast, and total fish retail sales are predicted to grow annually by 3%.

Southern Europe represents the biggest opportunity for exporting seafood products to the rest of Europe. Spain, Italy, and France have not only the highest seafood consumption rate but are also Europe’s major seafood processing nations.

So how can your brand take advantage of this growing interest in fish and seafood, and present your product in the best way possible? Start by exploring the latest trends and consumer expectations.

Trend 1: Convenient and practical presentation

Increased consumption of fish and seafood has seen a growth in consumer preference for convenient and practical methods of preparation. Over 60% of European fish consumers say that their number one criterion when buying fish is that it is easy to prepare. 

Packaging can play a large role in the ease of cooking fish and seafood for consumers. Amcor PrimeSeal™ OvenRite® oven-ready packaging meets the growing demand for convenient, time-saving meals that need minimal cooking skills and minimal cleanup. The packs can go straight from the freezer to the oven, which also ensures the product cooks evenly and consistently every time.

Trend 2: More sustainable fish packaging

One-third of UK fish buyers check the sustainability labels on the pack when choosing fish and shellfish. To help consumers, fish packaging needs clear graphics and straightforward messaging explaining catching methods, farming, and ethical credentials. 

There is also a need to educate consumers about what packaging is made from and how to dispose of it. According to an Amcor study, almost 9 in 10 European fish consumers look for some kind of sustainability clues when considering a product. The most common clues they pay attention to are the packaging material itself and claims on the pack.

Amcor AmFiber™ paper-based packaging can help you appeal to shoppers with a natural look and feel. AmFiber™ Packpyrus Paper Based Web replaces standard plastic trays and is suitable for fresh, smoked, and prepared fish and seafood. It is available in FSC® certified paper fiber, and is recyclable in most countries where paper recycling streams are available. 

Another option is the Amcor AmFiber™ Flat Cardboard Skin – an eye-catching and more sustainable packaging solution thanks to its efficient design. It uses a flat cartonboard tray combined with an easy-open and high barrier skin film. Once opened, the plastic liner can be separated from the cartonboard by the consumer, for easy recycling. The pack reduces plastic use by over 70% compared to solutions with a standard plastic tray. The cartonboard tray is avaialble in FSC® certified material, as well as a recycled paper option.

Packaging options like these can help you prepare for new sustainability packaging regulations being rolled out across Europe.

Trend 3: Quality is key for fish consumers

With quality being more critical to fresh fish shoppers than price or promotions, packaging that demonstrates premium quality should capture the modern consumer’s attention. For example, our PrimeSeal™ SkinTite™ VSP seafood packaging has a second skin effect that allows consumers to easily see the product.

Over half (55%) of European consumers put transparency as their top criterion for fish packaging. Transparent packaging is associated with freshness, safety, and a great-tasting product. The transparency and gloss of our SkinTite™ VSP pack make a striking, wrinkle-free presentation that can be placed horizontally or hung vertically without the risk of leaking.

SkinTite™ VSP increases product protection and extends its shelf-life by up to 20% compared to MAP packaging, reducing food waste. 

Conclusion:

We see a growing focus on convenience and sustainability for fish and seafood products. To address these growth areas, packaging needs to have clear information for consumers on its sustainability credentials while keeping the product fresh and natural looking. 

Our team of packaging experts can help you design your packaging to address these developments.  Watch our recent webinar, in partnership with Mintel.