While the brewers, the producers of foie gras, the manufacturers of chocolate, toys or the producers of fir trees are worried about the end of year celebrations inevitably upset by the health crisis, the smoked salmon manufacturers are rather smiling.
Since the start of the year, it's been a little Christmas every day on the shelves of supermarkets, for this seafood very popular with the French.
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According to manufacturers in this sector, which brings together around thirty smoking companies in France for 33,000 tonnes consumed and 700 million euros in turnover, sales in value have thus jumped by more than 10% since the start of the year. year in hypermarkets, supermarkets and convenience stores in France.
Over the period of the first confinement from March 16 to May 10, the jump even borders on 15%.
“
Beyond its undeniable nutritional advantages (Omega 3, vitamin D, B12, proteins, iodine, etc.), its protective packaging and its practicality were appreciated in a period of confinement where a family of 4 people must provide 84 meals per week!
»Analyzes Jacques Trottier, vice-president of Fresh Catering Enterprises (ETF) and co-president of Labeyrie Fine Foods, leader in this segment in supermarkets (23% market share).
Drive and label "Smoked in France"
In a confined context where the French have rediscovered a taste for cooking, this fish, which is eaten as it is or in multiple recipes, has therefore conquered or reconquered new homes.
The increase was particularly strong on the drive (+ 60%), with now almost 8% of volumes sold through this channel (against 5.3% before the crisis).
After being strongly shaken in 2013 by a report by “
Special Envoy
” on the conditions of fish farming, the sector played the card of know-how and Made in France quality.
Not on the breeding of fish, which still come for the vast majority from Scotland (25%) or Norway (61%), but on the preparation and smoking with the label
“Fumé en France”
.
An approach that goes from the selection of the salmon in the country of origin, to the final packaging and delivery of the smoked product, including cutting, salting, and smoking.
After a desertion of consumers for more than two years, the confidence of the French seems to have recovered.
Even if visibility remains at its lowest for the conditions for celebrating the end of the year holidays, the sector remains confident.
First of all, Christmas weighs much less heavily on the business (30% in November and December) than for other sectors such as champagne or foie gras, which generates 70% of its sales over the same period.
Ditto for out of home, closed for the second time since the start of the year, and which only represents 20% of outlets (40% for wine or foie gras).
Multiple formats
“
It is not because people have consumed a lot this year that it will be a brake for the end of the year,
positive Jacques Trottier
.
The luck we have is that as a food product we already have the assurance that we will be able to buy smoked salmon until December 31st.
And even if people wait for deconfinement on December 1 or 15 to do their shopping, we will be ready to meet this demand, which is concentrated over a small period
”.
In order not to miss any sales and to adapt to any type of configuration (confined Christmas, family, friendly, festive or not), manufacturers have finally multiplied even more this year the formats: sliced salmon, minced, fillet hearts, carpaccios, ready-to-slice pavers ... A way to go upmarket, and to promote their products.
