The shrimp category accounted for more than one-quarter (27.7 percent) of seafood department dollar sales during the 52 weeks ending 28 February 2015.
During this time, stores sold USD 1,984 weekly of shrimp per store, an increase of 5.9 percent compared to the previous year. However, this was largely due to the 16.3 percent increase in average retail price, which helped drive down shrimp volume sales and seafood volume sales overall.
Regionally, shrimp maintained seafood department dollar shares between 25 to 29 percent. The South region posted the highest contribution, at 29.3 percent. The South region also posted the second highest average sales at USD 2,090. The East region posted the highest average weekly sales at USD 2,548 per store, but posted the lowest contribution to department sales at 25.1 percent. The West region, where shrimp contributed 28 percent to total seafood department sales, posted the largest growth in average sales compared to the previous year, up 10.3 percent to USD 1,645.
Shrimp sales peaked during holiday weeks around the holiday weeks of Christmas and New Year’s Eve. The highest selling week for shrimp was the week of Christmas (the week ending 27 December 2014) with sales of USD 3,840 per store.
The week of New Year’s Eve (the week ending 1 January 2015) shrimp posted sales of USD 2,975 per store. The third-highest selling week occurred the week ending December 20, 2014, at USD 2,472 per store. The lowest-selling week for shrimp occurred the week ending 1 November 2014, at USD 1,415 per store.
This sales review is provided by Nielsen Perishables Group. Based in Chicago, Nielsen Perishables Group specializes in retail measurement, analytics, marketing communications, category development, promotional best practices and shopper insights.
Nielsen Perishables Group’s FreshFacts Point-of-Sale Data is for the 52 weeks ending 15 February, including key U.S. grocery, supercenters and club chains. For more information, contact Nielsen Perishables Group: Haley Hastings, 773.929.7013; email: [email protected].
