|
Year 2009 was a record year for scallop in France, with nearly 180,000 tonnes absorbed (in equivalent live weight domestic production included) and total imports over 210 million euros. Both, the segment for fresh shucked meat and for frozen shucked meat have sky rocketed, boosted by the exchange rate favourable to imported products, and consequent low prices. 2010 may be a different story, with the severe drop of the euro versus dollar. However, the report evidences large rooms for improvement in terms of products development and marketing strategies. It may be the right time for scallops’ suppliers to develop their competitive edge beside the price.
Imports of fresh scallop boomed with +30%, to reach 73 million euros
French consumers are very favourable to scallops. The strong euro has heavily facilitated the incoming of fresh and frozen products, from abroad. In 2009, the country imported 5,833 tonnes of live and fresh scallops (most in fresh shucked meat) worth 73 million euros, compared to 4,809 tonnes worth 56 million euros a year before, and 4,466 tonnes worth 50 million euros in 2007.
The USA is the overall winner of this upward trend, with exports exploding from less than 4 million euros in 2004 to 26 million in 2009. American fresh shucked meat, roe-less have found their ways to both the retail and the food industry segments, where it is preferred to the local or UK Pecten maximus thanks to its competitive price. In 2009, the retail market for fresh shucked meat jumped with 60% compared to 2008. It today represents 65% of retail sales of fresh scallops, the 35% remaining being sold live.
Boom in frozen scallops imports
On the segment for frozen products, again, recent performances have been absolutely outstanding, with imports developing steadily from 14,002 tonnes in 2000 to 22,142 tonnes in 2009. France buys frozen scallops from all over the world, with five dominant suppliers in 2009: Peru, USA, Argentine, Chile and Canada. Placopecten magallanicus from the USA is a real success. After 10 years on the market (the first shipments date back to October 2001, with 23 tonnes that year). Peru and Chile have been regular suppliers of Argopecten purpuratus, destined mainly to the retail market, where packs of 300g, 400g, 500g of 20-30 pieces per lb, or 20-40 pieces per lb are sold at 14-17€/kg. Argentinian scallop Zygochmalys patagonica is a must have when using small size meat in ready meals. The recent come back of Japan as dynamic supplier of Pecten yessoensis is also to be noted.
The market for ready meals comprise the typical half shell in sauce item, incorporating scallops meat in 20% to 60%, depending on the brand and recipe. The processing industry making these items utilise dominantly small sized Zigochlamys patagonica from Argentine and Chlamys nobilis from Vietnam. This segment is entirely supplied with made-in-France products.
Large room for development
The affordable prices of scallops have constituted its great competitive advantage. In a period of higher prices, new efforts will be necessary to maintain sales.
This year will probably be tougher to suppliers due to the drop of euro versus dollar. This may represent an opportunity to investigate new strategies other than solely based on price. This may include product development. Compared to tropical shrimps for instance, addressing the same clients on similar segments, the supply of scallops is rather basic. When it comes to marketing, so little is being done for the time being, more precise product positioning and communication with buyers could easily and efficiently been envisaged. Scallop is still poorly branded.
Marie Christine Monfort has just published a new market report, describing the French market for scallops, in which these new challenges are made clear.
|
Email
Print
