Adding Value to Salmon Helps Capturing Market Shares

Abstract

France is Europe's largest market for salmon, close to saturation for traditional products but open to opportunities for differentiated items. Over the last ten years, the supply of salmon-based products has moved from basic items to more sophisticated ones. Processing is one way of turning the product into what consumers want. But inserting non-material values is another one, which proves to be quite efficient as well. This article, inspired by a study undertaken for the salmon industry in 2005, reports that adding value to salmon is a good response to changing consumer demand and customer expectations and a successful way at capturing market shares. This presentation shows that through filleting, fixed-weight portioning, pre-cooking, assembling ingredients, packing, branding, labelling (Environmental, Regional Marketing&), producers and processors change the product, its image, its utility, its value, and ultimately its market attractiveness