The British love affair with the prawn is continuing unabated, with the category reporting 22% value growth for the year to December 2004, and 34% of households buying them [TNS].
The £137m sector is now the third-largest seafood sector behind salmon and haddock, and warm water or king prawns are providing major impetus, as are organic varieties.
Sainsbury said sales of warm water prawns from the Far East and Central America were growing 109.5%. And Allen Townsend, sales and marketing director at The Seafood Company, said sales of organic prawns from South America were flourishing and carried a 10% price premium.