Laks - fra introduksjonsfase til vekstfase?
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Transcript of Laks - fra introduksjonsfase til vekstfase?
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LAKS - GLOBAL INTRODUKSJONS- ELLER VEKSTFASE?
Havbrukskonferansen 2013 Paul Aandahl & Bjørn-Erik Stabell
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GLOBAL TRADE OF SEAFOOD 2002
SALMONIDS
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GLOBAL TRADE OF SEAFOOD 2013 ESTIMATE
SALMONIDS
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GLOBAL ATLANTIC SALMON MARKET - DEMAND GROWTH
2,00
2,50
3,00
3,50
4,00
4,50
Pric
e, E
UR
Volume, WFE
PriceLinear (Price)
Export figures from producing countries
2002
2013 (estimate) 2010
2006
0%
2%
4%
6%
8%
10%
12%
14%
16%
2006 2007 2008 2009 2010 2011 2012 2013
4 year average *Elasticity 1.1, Value EUR/Volume WFE
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0
200 000
400 000
600 000
800 000
1 000 000
1 200 000
1 400 000
1 600 000
MT
WFE
FreshFrozen
GLOBAL ATLANTIC SALMON MARKET - INCREASE FOR FRESH SALMON*
*Export of Atlantic salmon from producing countries
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0%
100%
200%
300%
400%
500%
600%
700%
800%
0
50 000
100 000
150 000
200 000
250 000
300 000
350 000
400 000
450 000
500 000
ASIA EU Eastern -Europe
South - America North -America
MT
WFE
AbsoluteRelative
GLOBAL ATLANTIC SALMON MARKET - CHANGE IN VOLUME 2002-2013
Export figures from Norway, UK, Faroe Islands, Canada & Chile
More people are buying salmon
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GLOBAL SALMON MARKET: SALMON & MEGATRENDS
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NSC INSIGHTS – AT WHICH OCCASIONS DO WE EAT SALMON?
0102030405060
At home on a weekday
At home at the weekends
At home for parties
At informal restaurants
At nice restaurants
At the home family/friends
SalmonCod
Source: Seafood Consumer Insight (SCI), TNS Gallup/NSC 2013 , Country(s): Finland, France, Germany, Great Britain, Norway, Portugal, Spain, Sweden
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WHAT WOULD YOU LIKE TO EAT FOR..
Source: Seafood Consumer Insight (SCI), TNS Gallup/NSC 2012
Salmon: No. 1 Everyday dinner Salmon: No. 1 Weekend dinner
Salmon: No. 2 Restaurants
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THE GROWTH IN DEMAND FOR NORWEGIAN SALMON WILL BE EVEN
STRONGER THE NEXT 15 YEARS THAN IT HAS BEEN IN THE PREVIOUS 15 YEARS.
A BRIGHT FUTURE…….
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1. INCREASED GROWTH – INNOVATION & DISTRIBUTION
NEW PRODUCT IN TRADITIONAL TRADE CHANNELS
Example 1: Fresh salmon in hard discount in Germany
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1. INCREASED GROWTH – INNOVATION & DISTRIBUTION
Example 1: Fresh salmon in hard discount in Germany
NEW PRODUCT IN TRADITIONAL TRADE CHANNELS
Example 2: Fresh salmon in sushi bar in Tromsø, Norway
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2. INCREASED GROWTH : THE DEMAND FOR SALMON JUST PASSED THE «TIPPING POINT»
Source: Malcolm Gladwell – Tipping Point
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3. INCREASED GROWTH: ECONOMIC DEVELOPMENT
Source: Homi Kharas; The emerging middle class in developing countries; OECD; Januar 2010
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Other 57 %
2012
St. Petersburg/ Moskva
96% Other 4 %
2003 Example Russia
3. INCREASED GROWTH: ECONOMIC DEVELOPMENT
St. Petersburg/ Moskva
96%
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OUR CAPABILTY TO GROW PRODUCTION IN LINE WITH THE INCREASED GROWTH
IN DEMAND
WHAT IF………
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THE GROWTH IN DEMAND FOR NORWEGIAN SALMON WILL BE EVEN
STRONGER THE NEXT 15 YEARS THAN IT HAS BEEN IN THE PREVIOUS 15
YEARS.
SUMMARY
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THANK YOU
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