Road to Boston: Gauging Americans’ buying habits


Mercedes Grandin, SeafoodSource contributing editor

Published on
January 19, 2010

The economy’s impact on Americans’ purchasing habits is top of mind for all seafood marketers. It’s also the subject of a seminar at this year’s International Boston Seafood Show in mid-March.

How the Economy is Changing Consumer Seafood Purchases” will be held from 1 to 2 p.m. on Monday, 15 march, in Room 153BC of the Boston Convention & Exhibition Center.

Charles Brougher, associate client director at the Neilsen Group, and Steve Lutz, executive VP of the Perishables Group, will analyze data from U.S. supermarket sales over the last three years, identifying key consumer purchasing behaviors and trends in the seafood market. Lutz and Brougher will examine seafood sales by volume to determine how consumer demographics shape buying habits.

“I anticipate that the shifts will be significant,” said Brougher.

Brougher will focus on the demographics of consumer purchasing by looking at factors such as age, race, income, geography, size of household, age and presence of children.

“I will also reveal the most effective methods to promote and merchandise seafood to reach the key consumers by seafood type,” he added.

Lutz will focus on volume of seafood sold in the United States, analyzing consumer purchasing by seafood category.

“We have basically seen a shift toward value, as consumers have shifted purchases from higher cost items to medium to lower cost items,” said Lutz.

The data will reveal how households have modified purchasing behaviors as the U.S economy worsened. Lutz will also present data from supermarket scans on fresh seafood sales over the last two years.

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