Challenges in the Swedish market onon

pickled herringNordic Workshop

pickled herringp

30 August 201030. August 2010

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Herring in Grocery st. Herring keels total volume 11337 ton Herring keels total volume 11337 ton +5,3%,

Volums 12 monthes 1,9%0,8% Sill i glas 6 470 +9,8

Trend (%)Volume (ton)

6,6%

7,9%

0,8% Sill i glas

Matjessill

,

2 919 +1,9

753 1 4

57,1%25,7%

Ansjovis

Inläggningssill

753 +1,4

890 -1,8

Gaffelbitar

Steksill

94 +0,2

211 -19,7Steksill ,

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Källa: AC Nielsen rullande helår tom w5309

Who is eating herring

50 %

Age : 15-24 25-49 50 - >

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Why do we eat herring?Herring are ”Food for happy Herring are ”Food for happy

social events and Swedish tradition”.

Functional needs Emotional needs

Satisfying

Excellent taste

Tradition (S di h

Healthy

Salty

Good time

VariationEnjoy

(Swedish)

”Fast Easy to

Light mealSalty

Socialfood” Easy to bring

Celebrate

Social

Low-priced

The usual herring consumer eat herring on emotional reasons

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The usual herring consumer eat herring on emotional reasons.The heavy user eats herring form functional reasons.

Källa: Fokusgrupper ”Sillkylen”, 2002

How do we eat herring?As a mane component in a meal On the buffet As a sandwich

As spice in a dish As every day food

5Källa: Fokusgrupper ”Sillkylen”, 2002

” Herring universe” a positive place…

SWEDISH

SKERRIES

SUMMER

FAMILY � FRIENDS

FEASTES

GOOD TIME

TRADITIONSLEISURE

SOSIAL

SPESIAL

VACATION

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Herring in the Swedish markedg• Strongly connected with Swedish traditions

– 50 % of consumption for Christmas ,Easter and midsummer

• 7 out of 10 Swedes eat pickled herring

• The average buyer buy pickled herring 4,3 times a year.

• 50 % of all heavy users are in the retirement age

• The share of non users are increasing while heavy users• The share of non users are increasing while heavy users decrease

• Large price cuts on pickled herring before Christmas ,Easter and midsummer

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Consumer quality

• Taste• Consistency

E i d i• Even sized pieces• LookLook

– Shiny N l l– Natural colour

– No bones– No skin– Little or no tales pieces

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Little or no tales pieces

From our consumer contactTasteTaste

• What is the reason that the herring some• What is the reason that the herring some times taste bad, I eat a lot of pickled herring

d ti th t t i t ibland some times the taste is terrible• I eat a lot of pickled herring, but this time it p g,

did not taste good. The taste was bitter.The herring tasted rancid!• The herring tasted rancid!

• The herring smells oily and are very soft g y y

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From our consumer contactConsistencyConsistency

• DissolvedDissolved– Had guest and was going to serve a pickled

herring lunch When we opened the tin theherring lunch. When we opened the tin, the content was dissolved. This ruined the lunch

– Ruined Easter holyday! Bought two tins of– Ruined Easter holyday! Bought two tins of herring fillets, the filets was very soft. Tasty herring is a must during the Easter holydays.herring is a must during the Easter holydays. Have dried the tears, but there is still the broken heart!

– Bought four tins of herring fillets in two of the tins the fillets was dissolved.

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From our consumer contact Size on the piecesSize on the pieces

• There are too many small pieces in the jar it is• There are too many small pieces in the jar, it is not like that in the large jars. Why?In the bottom of the jar there was a lot small soft• In the bottom of the jar there was a lot small, soft pieces of herring. No niece pieces as stated on the jarthe jar

• The size on the pieces varies too much. Some ll h h l k lik “ ki ” dare so small that the look more like “skin” and

others are too large. The pieces should be even d f hi h lit Th t h b htand of high quality. The customer has bought

several jars the last month (10 Jars) with different d t

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dates.

From our consumer contact LooksLooks

• A head with eye remand on the herringA head with eye remand on the herring piece

• There was skin and tail left on the herring piecepiece.

• Have “Skjärgårdssill” as a favourite, but this jar did not have any nice pieces of herring There was an aprox 13 cm longherring. There was an aprox. 13 cm long piece of skin in the jar.

12• Yellow herring in the jar.

IndustrialIndustrial quality

•Food safety

•Correct function•Correct function

•Good Storage

•Proper fat

•Correct sizeCorrect size

•Correct cut

•Proper packaging

•Correct price

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p

Select quality fat

• In the grocery store, we face many choices and temptations.

• Most people know that h ld h fi hwe should choose fish

instead of meat, Why?

• It's not about to buy food without fat but fatfood without fat, but fat with quality

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Sortiment sill i glasSill i glasSill i glas

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Matjesj

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InläggningssillInläggningssill

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Smörgåssillg

Traditionell skivad smörgåssillTraditionell skivad smörgåssill

Modern smörgåssill

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Storkök

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Th kThank youy

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Når man skal vurdere en silds kvalitet bør man se på 4 dimensioner:dimensioner:

1. Udseende1. Udseende• Det er vigtigt at en sild ser både frisk og appetitlig ud, når den serveres. For at opnå det velkendte,

blanke sølvskær skal silden afskindes nænsomt. Herefter skal silden gennemgås minutiøst, så den er fri for urenheder og fremstår flot.

2 St l2. Størrelse• At ”en stor sild er en god sild” er helt korrekt. Det er nemlig fedtet der giver smagen, og store sild er

lig fede sild. Specielt efterårets første fangster er gode, da silden på netop dette tidspunkt har spist sig stor og stærk inden den årlige gydevandring.

3. Fasthed• En god marineret sild er desuden kendetegnet ved at have en god fast konsistens. Fast-heden hænger

både sammen med sildens størrelse og råvarens alder. Ofte siger man om en god fast sild, at der er godt bid i dengodt bid i den.

4. Smag• Den foretrukne danske sild er en marineret sild med den karakteristiske let søde smag. Den bedste

å d t d t f d ild t l i t ll ismag opnås ved at anvende store, fede sild, som enten lægges i en cremet sauce eller i en sukker/eddike-lage tilsat den rette blanding krydderier.

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