NPG Retail Report: Mussels
Increased distribution and increased promotional efficiency are possible drivers of positive dollar sales for mussels in the United States during the 52 weeks ending 26 July, 2014.
The mollusk category contributed 4.6 percent to fresh seafood sales and increased dollar sales 4.4 percent during this period. Mussels, which at 7.3 percent dollar share was the fourth-largest mollusk subcategory, posted the second-highest dollar sales increase among mollusk subcategories during this period. Nationally, mussel sales increased 6.6 percent compared to the prior year.
During the 52 weeks ending 9 August, 2014, 1.1 percent of U.S. households purchased mussels, steady compared to the previous year. These households purchased mussels on 1.5 trips per year, steady compared to the previous year. However, the average spend per mussel shopping trip increased 1.5 percent to $6.07.
Mussel sales peaked during the week of Christmas (the week ending Dec. 28, 2013) at USD 39 (EUR 30.33) per store. The second highest-selling period occurred the week of New Year’s (the week ending Jan. 4, 2014) when sales reached USD 27 (EUR 21) per store. The lowest-selling week for mussels occurred the week ending 2 November, 2013, at USD 14 (EUR 10.89) per store.
The East outperformed among the U.S. regions during the latest 52 weeks, averaging USD 46 (EUR 35.78) per store per week, an increase of 5.5 percent compared to the previous year. The South region posted the second-highest weekly sales at USD 15 (EUR 11.66) per store, an increase of 3.7 percent compared to the prior year.
The Central region posted the lowest mussels sales, at USD 11 (EUR 8.55) per store per week, an increase of 2.9 percent from the prior year. The West region posted sales of USD 12 (EUR 9.33) per store per week and posted the highest regional sales increase, up 6.3 percent compared to the prior year.
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.
FreshFacts Point-of-Sale Data: 52 weeks ending 26 July, key U.S. grocery, mass/supercenter and club chains. FreshFacts® Shopper Insights Powered by Spire: 52 weeks ending 9 August, grocery channel only. For more information, contact Nielsen Perishables Group: Haley Hastings, 773.929.7013; [email protected]