HENK BRUS
A MARKET IN DECLINE
EU CANNED TUNA* IMPORTS
(Years 2005-2010) in M/T
422831.60 426592.30 424864.60
430000
420000
- 15% since
2008
403462.0
410000
400000
378432.30
390000
371012.70
380000
370000
360000
350000
340000
2005
2006
2007
* Including Tuna in Pouches due to equal Tariff Code
2008
2009
2010
WHO ARE DELIVERING ?
EXPORTERS OF CANNED TUNA* TO THE EU - In M/T - 2010
Colombia, 11259.50,
3%
Others, 45255.40,
12%
Papua New Guinea,
15866.50, 4%
Ecuador, 62039.40,
16%
24% duty !!
Ghana, 27405.90, 7%
Thailand, 67032.70,
17%
Côte d'Ivoire,
26249.30, 7%
Philippines,
45392.40, 12%
Mauritius, 44194.0,
11%
Seychelles,
40983.80, 11%
* Including Tuna in Pouches due to equal Tariff Code
PNG RECOVERING - STRONG FOCUS ON GERMANY
CANNED TUNA* EXPORTS TO THE EU
2005-2010 in M/T
20000.0
18217.40
15866.50
16299.20
18000.0
16000.0
14625.80
Netherland
s
13%
12718.50
14000.0
12000.0
8757.40
Germany
67%
10000.0
8000.0
6000.0
France
5%
Belgium
2%
4000.0
2000.0
.0
U.K
9%
2005
2006
2007
2008
2009
2010
Only One plant had
EU approval #
Denmark
2%
Others
2%
* Including Tuna in Pouches due to
equal Tariff Code
SOLOMONS ALL to ITALY – No canned in 2010
Pre-cooked loins TUNA EXPORTS TO THE EU
2005-2010 in M/T
2500.0
2146.60
2100.40
1851.20
2294.30
2193.60
ALL TO
ITALY
CANNED TUNA EXPORTS TO THE EU
2005-2010 in M/T
67.3
70
1925.30
60
2000.0
50
1500.0
40
30
1000.0
17.9
19.1
20
500.0
10
.0
2005 2006 2007 2008 2009 2010
0
0
2006
2007
0
0
2005
2008
2009
2010
THAILAND’s SHARE between 17% of EU Imports
CANNED TUNA* EXPORTS TO THE EU
2005-2010 in M/T
ADDED VALUE –
Niche Products
85093.30
90000.0
80000.0
68072.30
65379.70
64395.50
70000.0
62972.60
66944.10
60000.0
50000.0
40000.0
30000.0
20000.0
10000.0
.0
2005
2006
2007
2008
* Including Tuna in Pouches due to equal Tariff Code
2009
2010
RAW MATERIAL SHORTAGE PUTS END TO ECUADOR’s GROWTH
RULES OF ORIGIN !! ECUADOR Canned Tuna Export* to EU 2005 - 2010
in M/T
16% of
EU Imports
93631.20
100000.0
75868.10
90000.0
80000.0
63720.90
62489.10
63243.40
2005
2006
62039.60
70000.0
60000.0
50000.0
40000.0
30000.0
20000.0
10000.0
.0
2007
2008
EPO skipjack catch 300.000
* Including Tuna in Pouches due to equal tariff code
2009
235.000
2010
228.000
Main EU Markets Canned Tuna Imports
2008-2010 (M/T) + % Change over last 2 years
2010
2010
* Including Tuna in Pouches due to equal Tariff Code
UK –SUMMER OF 2011 LOWER VOLUME SALES
CANNED TUNA & SALMON – MILLIONS OF CANS (2009 -2011)
7
6.5
6.2
-20% From June to
Dec 2010
6
TUNA
5.7
5.25
25% from Dec to
April 2011
4.8
4.5
3
1.2
1
0.92
1
0.82
Jul-11
Jun-11
Jul 2011
May-11
Apr-11
Mar-11
Feb-11
Jan-11
Dec-10
Nov-10
Oct-10
Sep-10
Aug-10
Jul-10
Jul 2010
Jun-10
May-10
Apr-10
Mar-10
Feb-10
Jan-10
Dec-09
Nov-09
Oct-09
Jul 2009
Sep-09
-1
Aug-09
0.5
Price Resistance among UK Consumers
TUNA PERFORMANCE Jul 2010 vs. Jul 2011
KPIs
JUL 09/2010
JUL 09/2011
% Change
Volume (Kgs m)
53.9
49.33
-8.47
Penetration %
65.14
62.20
-4.51
Trip Spend
Trip Kgs
Price per Kg
2.25
.60
3.75
2.44
.61
4.03
8.64
.99
7.57
Higher Prices !
Less People are
buying tuna !
WHAT FUELS EUROPE’S CANNERIES ?
IMPORTS OF FROZEN PRECOOKED TUNA LOINS
2005- 2010 (M/T)
64% to
SPAIN
WHERE DID THE FROZEN PRECOOKED TUNA LOINS
COME FROM? (2010)
Mostly as part of
Yearly 6% Quota
Guatemala Salvador
ACP
ACP
7%
9%
Thailand
12%
China
5%
Madagascar
ACP
3%
Kenya
ACP - 4%
Mauritius
ACP
12%
Côte d'Ivoire
ACP - 3%
Ecuador
ACP
37%
Others
4%
Papua New
Guinea
2%
Solomon
Islands
2%
Private Label Threatening Position of Brands
General Market Shares in EU in 2010
70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
P
r
i
v
a
t
e
l
a
b
e
l
B
r
a
n
d
s
.00%
France
Spain
UK
Italy
EU Tuna Brands are fighting back !
ALL brands are
ISSF members
Canned Tuna Market Share 2010
Calvo
Isabel
Ranxiera
Others
4.28%
80.00%
70.00%
Saupiquet
Petite Navire
Others
-10%
John West
Princes
Rio Mare
Nostromo
Mare Blu
0.60%
8.40%
0.90%
- 0.90%
0.80%
60.00%
- 8.40%
50.00%
B
r
a
n
d
s
40.00%
30.00%
P
L
20.00%
10.00%
.00%
Spain
France
UK
Italy
Growing product costs forced a reduction of deep promotions and
narrowed the gap between volume and value sales
SPAIN
Organic;
CUCA seafood
in organic oil
New products:
Calvo, Tuna
sausages &
tuna burger
INNOVATION IN THE EU TUNA
MARKET 2010
007%
006%
005%
004%
003%
002%
001%
000%
FRANCE
Connetable:
MSC Tuna
Products.
7%
002%
Spain
Catalane:
Naturality in
Products
1%
Italy
France
Source: Atuna
Naturality;
ISABEL:
Naturfresh
Technology
ITALY
Premium:
Tuna in
Glass Jars
No additives
+ great taste
+
convenience
: Mareblu
Segments:
Nostromo
Chilled
Products
FRANCE
Specific
Niches:
Riomare:
Sandwich
filler
Petite
Navire:
No drain
Tuna
Saupiquet:
Tuna range
hot or cold
Specific
Niches:
Tuna PateAs do Mar.
CANNED TUNA GOT IT ALL !
Solidarity
with
population
Ethics
Ecology
Values
Slimness
Weight loss
Beauty
Cosmetics
Looking
Good
Energy Well
Feeling
Good
Health
Variety of
Taste
Pleasure
Eat Healthy
Natural –
no
Additives
Sophistication
Exoticism
Time Saving
Convenience
Easy to
Handle
HOW DOES SUSTAINABILITY RATE AMONG 6 OTHER ISSUES?
Sustainable seafood
Cruelty free
Organic
Locally sourced
Dolphin Friendly
Low Carbon
Free Range Eggs
Cruelty free
Dolphin Friendly
Too much packing
Sustainable Seafood
Low Carbon
Free Range Eggs
Locally sourced
Cruelty free
Organic
Sustainable Seafood
Dolphin Friendly
10%
8%
10%
9%
8%
7%
6%
5%
4%
3%
2%
1%
0%
USA (1ST place)
UK (4th place)
8%
FRANCE (4th place)
Free Range Eggs
Cruelty Free
Too much packaging
Locally Sourced
Sustainable Seafood
Low Carbon
9%
GERMANY (4th
place)
IS SEAFOOD SUSTAINABILITY A CONCERN?
3600 Interviews by MSC
30%
25%
20%
15%
10%
5%
Y
E
S
N
O
0%
USA
UK
FRANCE
GERMANY
UNPROMPTED RECALL OF MSC ECOLABEL AS A
SEAFOOD MARK
Nearly 1 of 5 German Adults WITHOUT PROMPTING,
describe this in their own words as a mark for
sustainable food
50%
40%
28%
Seafood Health/Quality
Mark
30%
20%
10%
0%
13%
11%
2%
3%
USA
UK
14%
17%
4%
FRANCE
GERMANY
Seafood Environmental/
sustainability Mark
ARE SHOPPERS ACTIVELY BUYING MSC LABELLED
SEAFOOD?
42%
45%
37%
40%
28%
35%
26%
30%
25%
20%
15%
10%
5%
0%
USA
UK
FRANCE
GERMANY
COMMITMENTS OF UK MAJOR SUPERMARKETS
TO POLE AND LINE by end 2013
Major UK brands
John West & Princes
committed
to 100% P&Lor FAD-Free
by 2016 & 2014
30%
25%
20%
100%
P&L
15%
MIXED
WITH
FAD
FREE
10%
5%
MIXED
WITH
FAD
FREE
100%
P&L
100%
P&L
100% P&L
100% P&L
0%
Tesco
Asda
Morrison's
Sainbury
Waitrose
Coop
M&S
EU: Canned Tuna* Imports from
Maldives (2007-2010)
4500.0
4000.0
3924.50
-63% decrease from 2007 to
2010
3500.0
3000.0
2500.0
1809.60
2000.0
1877.90
1468.50
1500.0
1000.0
2007
2008
* Including Tuna Pouches due to equal tariff code
2009
2010
85% goes
to the UK
Imports of Thailand of raw material from
Maldives
70000
60844.0
60000
80% decrease from 2006 to 2010
50000
37004.0
40000
SKIPJACK
35589.0
30000
13085.0
20000
10000
5855
5540
YELLOWFIN
3686
2926
0
2006
2007
12370.0
2008
2009
3564
2010
UK: Pole and Line Promises vs Supply
UK CANNED CONSUMPTION :
68.588 M/T
COMMITED UK DEMAND FOR POLE AND LINE SKIPJACK 2013
36.763 M/T
2010 AVAILABILITY OF
POLE AND LINE
7.290 M/T
THE GAP
29.473 M/T canned
MALDIVES 1248
MT canned
THAILAND skipjack
imported from
Maldives 12.370
mt was converted
in 6043 MT
canned
Abt 60.000 M/T of Pole and Line RAW MATERIAL
NEEDED IN NEXT 2 YEARS (If commitments are respected
or demand doesn’t Increase)
Likely Future Scenario Pole & Line
• Unfortunately artisanal production cannot
compete industrial
• No signs yet that supply will increase
• Problems with stable year around supply
• Lack of traceability & monitoring is weakness
• Growing demand also in other markets for
FAD-Free ( within and outside EU).
• MSC certification of PNA Free school skipjack
might be easier available and competitive.
WHO ARE COMPLAINING ?
ANFACO & OPAGAG major brands & vessel owners
•
•
•
•
CALVO – loining + canning in El Salvador & Spain
ISABEL – loining + canning in Ecuador & Spain
JEALSA – loining + canning in Guatemala & Spain
SALICA – loining + canning in Ecuador & Spain
* OPAGAG + ANFACO ( eurothon)
of the PNA free school skipjack
are opposing the MSC certification
SPANISH CANNED TUNA PRODUCTION DROPS 18%
1995- 2010 in M/T of canned
300000
22%
Since 06 to 08
280000
260000
250985.0
240000
220000
200000
209087.0
180000
160000
140000
120000
100000
267820.0
153476.0
147498.0
160455.0
226418.0
-18% Decrease since 2008
to 2010
Spanish Imports Canned tuna* - Decline
in M/T of Canned Tuna
54000.0
50164.10
49000.0
45515.60
Mauritius
14%
- 43%
since
2006
El
Salvador
Calvo
8%
Thailand
6%
44000.0
Ecuador
Salica
Isabel
72%
39000.0
36822.60
Others
3%
34000.0
32628.50
PNG
0%
28362.20
29000.0
28276.30
24000.0
2005
2006
2007
2008
2009
DANGER ???
2010
* Including Tuna Pouches due to equal tariff code.
Spanish Canners Prefer to have their tuna cleaned at
their own Latin American Affiliated Plants
Imports Spain Frozen Precooked Tuna Loins (in M/T)
80000.0
66142.90
60000.0
40000.0
64832.30
Salvador
Calvo
12%
Guatemala
JEALSA
13%
45102.40
33963.20
Mauritius,
7530.10,
12%
Thailand,
5590.60, 9%
China
4%
36.261
44%
20000.0
76 % from
Spanish owne
increase
since
2007 To
2010
Ecuador
Salica
Isabel
39%
Others,
5193.0, 8%
PNG,
1746.50, 3%
.0
2005 2006 2007 2008 2009 2010
DANGER ???
CALVO
ISABEL
JEALSA
PNG
THIS IS WHAT THE SPANISH INDUSTRY WANTS THE EUROPEAN
PARLAIMENT TO BELIEVE !!
SO…WHO THREATENS WHO ?
SPAIN
18.595 DIRECT JOBS
43.630 INDIRECT JOBS
Latin America
53% of loins
20% canned
PNG: ONLY 4% of
the import volume
of the EU
PNG
7.200 DIRECT JOBS
18.000 INDIRECT JOBS
SPANISH INVESTMENTS IN
LATIN AMERICA
35.200 DIRECT JOBS
200.000 INDIRECT JOBS
Shortage of
“ rules of origin”
skipjack
EPO:
NO MORE POSSIBILITIES
FOR EXPANSION BY
SPANISH VESSELS
Only “rules of
origin’ tuna –
yearly need
about 300.000 MT
RAPID GROWTH
LATIN
AMERICAN
MARKETS
Source: ANFACO
Exports of Spain – 18% increase
Since 2005 (M/T)
120,000
90,722 95,429
100,146
100,130
91,509
100,000
81,725
80,000
Others
25%
France
32%
60,000
Portugal
14%
40,000
Italy
29%
20,000
0
2005 2006 2007 2008 2009 2010