NPG Retail Report: Scallops

During the 52 weeks ending 26 April 26 2014, mollusks accounted for 4.6 percent of fresh seafood dollar sales. More than half (56.4 percent) of mollusk dollar sales came from scallop sales, followed by oysters at 16.8 percent, and clams at 15.4 percent.

Just over 6 percent of U.S. households purchased scallops from the fresh seafood department during the 52-week period. These households purchased scallops on an average of 1.9 trips per year, remaining steady from the previous year. Additionally, scallop dollars spend per trip increased slightly, up 1.3 percent, as average price increased 3.5 percent from the previous year.

Nationally, holiday festivities helped drive scallop sales above the previous year during the weeks leading up to Christmas and New Year’s. The week ending 28 December 2013, posted the largest scallop sales of the 52-week period with an average of USD 308 (EUR 228) per store (up 18 percent versus the previous year), followed by week ending 4 January 2014, with an average of USD 230 (EUR 170) per store (up 14 percent versus the previous year).

Valentine’s Day scallop sales averaged USD 185 (EUR 137) per store the week ending 15 February, 2014. Scallop sales also increased in May with Mother’s Day (the week ending 11 May 2013) and again before the Fourth of July holiday (week ending 6 July 2013) with an average of USD 163 (EUR 120.65) and USD 162 (EUR 119.91) per store, respectively. Scallop sales were lowest the week of 2 November 2013, at USD 109 (EUR 80.68) per store.

The East region, the primary source of the United States’ scallop harvest, topped scallop sales performance among the four regions with an average of USD 351 (EUR 259.82) per store per week, and had the highest dollar contribution to total seafood at 3.5 percent. The lowest dollar contributor to scallop sales nationally was the West region at 1.5 percent with an average of USD 84 (EUR 62.18) per store per week. The South region (at 1.7 percent dollar contribution) posted the largest increase in dollar sales compared to the previous year, up 7.2 percent to USD 116 (EUR 85.86) per store per week.

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. For more information, contact Nielsen Perishables Group: Haley Hastings, 773.929.7013; [email protected].


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