It’s enough to drive poor old Captain Birdseye to drink. Sales of frozen fish have continued on their downward trajectory during the past year, while the ambient and fresh categories continue to flourish.

The overall frozen category saw a 2.9% volume drop and a 0.5% value reduction in the year to 17 August; over the same period, value sales of ambient fish grew by 4.6% to £542.9m and fresh fish grew 7.3% to £1.47bn.

So why are consumers turning away from the freezers, who is benefiting, and how do frozen fish brands plan to fight back?

The Grocer’s exclusive report has all the crucial insight, data and analysis you’ll need to get ahead. We’ve looked at consumer trends and innovations driving sales, retailers’ promotional strategies and the impact of own-label on the category.

You can purchase our Fish Category Report 2014 above. Alternatively, it is available free to existing subscribers.

Log in and download the report, or subscribe now.

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