Health-conscious consumers boost fish sales

Irish people are eating more fish because they believe it is healthier, the fisheries board said in its annual report today.

Last year the consumer market was worth €382m – a rise of 12% on 2006.

Bord Iascaigh Mhara (BIM) attributed the increase to a new marketing campaign to promote the health benefits of eating seafood.

When exports are added, the total value of Irish fish sales in 2007 was €803m, an increase of 6% on 2006.

France and Britain are the leading buyers of Irish fish exports and emerging markets like Japan, South Korea, Hong Kong, China, Nigeria and Egypt are also keen.

BIM chief executive Jason Whooley said: “The consumer is becoming increasingly aware of the health and well-being benefits of seafood and this is a significant reason for the growth in consumption.”

Domestic seafood sales to the retail sector increased by 7% to €169m while pubs and restaurants purchased €213m worth – up 5%.

“The challenge now is to not only drive consumption of the most popular products but to increase consumption of new product offerings also,” Mr Whooley said.

“While the growth in exports is modest, it is pleasing to see Irish seafood holding its own in traditional markets while also enjoying a significant increase in sales in non-traditional markets such as Asia and Africa.”

Sales to non-traditional markets of Japan, South Korea, Hong Kong and China topped €20m and is expected to grow further.

“In a difficult year for the Irish seafood industry, solid results were achieved despite significant challenges such as reduced landings at Irish ports, increased fuel prices and nominal growth in exports,” said Mr Whooley.

“With increasingly challenging economic conditions globally, it is crucial that Ireland focuses on maximising its indigenous industries, including the seafood sector, to ensure the maximum economic and social contribution to Ireland’s coastal communities and Ireland as a whole.”

BIM said it gave grants worth €6.56m to 90 aquaculture firms during 2007.

A road map for the industry, Steering A New Course – A Strategy For A Restructured, Sustainable and Profitable Irish Seafood Industry 2007-2013, was adopted into Government policy in 2007.

BIM chairman Rose McHugh said she expected 2008 to be a “notable year” for the Irish seafood industry.

“Increased innovation in all areas and assisting companies maximise their activity through improved marketing and research and development will be key to BIM’s activity in 2008,” she added.