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Processed Meat and Seafood in France - New Market Research Report.

[USPRwire, Tue Feb 16 2016] Most operators in the category were not really satisfied by the performance of processed meat and seafood towards the end of 2014 and during 2015. The category and only just recovered from the major horsemeat scandal of 2013 when other scandals and shifts in the prevailing trends emerged in 2015. Processed seafood, a category that had the opportunity to capitalise on the horsemeat scandal, was the main contributor to the meagre performance of processed meat and seafood in 2015. First, sales of smoked salmon, the dominant product in chilled processed seafood in France, suddenly slumped at the beginning of 2014 due to a television programme highlighting the less appealing aspects of salmon farming. Then, sales of surimi, included in chilled processed fish/seafood, bore the brunt of the end of the Dukan diet fad, which had pushed sales of surimi until 2012 thanks to the product's high protein levels. Finally, mainstream operators admitted that the offer of products in processed frozen seafood was not attractive enough and that they continued to face strong competition from the fresh fish counters which are common in French supermarkets.

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Competitive Landscape

In a highly fragmented competitive landscape, the leading player in chilled processed meat and seafood in 2015 was Fleury Michon with a value share of 8%. Present with several sub-brands, the Fleury Michon umbrella brand has its core-business in charcuterie (delicatessen cold cuts), categorised under chilled processed meat, and it also holds a strong position in chilled processed seafood. Fleury Michon recorded above-average growth in 2014 and 2015, recording among the highest increases in actual value sales of any company in the category, mainly by virtue of its regular new product launches of charcuterie. While it was the leading player in cooked ham throughout the review period, it also entered the dynamic category of cured ham at the end of 2013, enjoying success as it forged ahead during 2014 and 2015. In addition, Fleury Michon was the only player in the category to record strong progress in sales of surimi in chilled processed seafood in 2014 and early 2015, while demand for all other brands offering this product collapsed due to the waning popularity of the Dukan diet.

Industry Prospects

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Date:Feb 16, 2016
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