While there have been increases in most other categories, value-added seafood entrées in the deli have declined 2.8% and seafood salad sales are down 2.5% for the year ending Dec. 1.

“Oftentimes, pre-marinated or seasoned items and items that are already created into a kabob or on a cedar plank for the grill do tend to come at a price premium. Across departments, value added sales were more subdued over the past two years,” said 210 Analytics’ Anne-Marie Roerink. “During times when the nation’s eye is on price and promotion, value-added products have a distinct disadvantage over conventional.”

However, value-added seafood also “tends to buy a bit of sanity or an easy restaurant alternative that would have been a whole lot more expensive,” she explained. “This is why we call it the nonstop balancing act. It truly is a world of ‘and’ in which shoppers balance price against convenience, time, nutrition, sustainability and more.”

While the value-added sections of the foodservice and perimeter departments have grown consistently over the years, the total index of sales is not shifting to notable amounts, according to Jason Resner, president at consultancy DNR Sales & Marketing Strategy Advisors.

“However, as these segments offer the customer convenience to supplement — not replace — every meal throughout the week, and that convenience in the eyes of the customer helps them decide which grocery store they are going to shop at, that should help that grocer command a larger share of wallet due to the customer knowing these options exist,” Resner said.

Successful prepared meal assortment should be tailored to the region and demographics of the store, according to Roerink. “In seafood, we see big geographic differences by species.”

To avoid shrink, lean into dishes that have high awareness and purchase likelihood, Roerink suggested. To that end, most retailers focus on shrimp, salmon, tilapia and cod. “These are easy to prepare, well-recognized and in a way the entry fish for light or non-seafood consumers,” she said.

Another opportunity to grow prepared meal sales is to cater to the lunch crowd, according to Roerink. 

This article is an excerpt from the January 2025 issue of Supermarket Perimeter. You can read the entire Seafood Value Proposition feature and more in the digital edition here.