Our seafood category is mainly composed of shelf-stable items that are primarily sold to consumers through retail channels and wholesalers.

The key seafood species include tuna, sardine, salmon, mackerel and herring. The business dynamics and margin trends of these items have some similarities. The key factor influencing consumers’ purchasing decisions is brand reputation.
A product with a well-known brand can increase its value, due to the brand’s trust and differentiation from its competitors.
Thus, consumer brands in this category generally command a price premium over the average market price as well as the private label.

The degree of the price premium will depend on the brand’s market position, the competitiveness of the product category, the uniqueness of the brand, customers’ experiences, and consumers’ engagement with the brand.