Contents:

Executive Summary 1. Market Definition REPORT COVERAGE MARKET SECTORS Fresh and Chilled Seafood Frozen Seafood Canned and Other Seafood MARKET TRENDS Health Convenience Environmental Concerns Pricing Pressure Wider Sourcing Premium Products ECONOMIC TRENDS Gross Domestic Product Table 1: UK Gross Domestic Product at Current and Annual Chain-Linked Prices (£m), 2002-2006 Household Disposable Income Table 2: UK Household Disposable Income Per Capita (£), 2002-2006 Inflation Table 3: UK Rate of Inflation (%), 2002-2006 Unemployment Table 4: Actual Number of Unemployed Persons in the UK (million), 2002-2006 Population Table 5: UK Resident Population Estimates by Sex (000), Mid-Years 2002-2006 MARKET POSITION The UK Table 6: UK Household Expenditure on Fish and Fish Products, Meat and Meat Products and Total Food at Current Prices (£m at rsp), 2003-2007 Table 7: Share of UK Household Expenditure on Food Taken by Fish and Fish Products and Meat and Meat Products (%), 2003-2007 Overseas 2. Market Size THE TOTAL MARKET By Volume Table 8: Per Capita Consumption of Fish and Fish Products in the UK (grams per week), 2001/2002-2005/2006 Figure 1: Per Capita Consumption of Fish and Fish Products in the UK (grams per week), 2001/2002-2005/2006 By Value Table 9: UK Household Expenditure on Fish and Fish Products at Current Prices (£m at rsp), 2003-2007 Figure 2: UK Household Expenditure on Fish and Fish Products at Current Prices (£m at rsp), 2003-2007 Table 10: UK Expenditure on Fish and Fish Products by Sector by Value at Current Prices (£m at rsp and %), 2003-2007 Figure 3: UK Expenditure on Fish and Fish Products by Sector by Value at Current Prices (£m at rsp), 2003-2007 By Market Sector Fresh and Chilled Seafood Table 11: The UK Fresh and Chilled Seafood Sector by Value at Current Prices (£m at rsp and %), 2003-2007 Frozen Seafood Table 12: The UK Frozen Seafood Sector by Value at Current Prices (£m at rsp and %), 2003-2007 Canned and Other Seafood Table 13: The UK Canned and Other Seafood Sector by Value at Current Prices (£m at rsp and %), 2003-2007 OVERSEAS TRADE Table 14: UK Balance of Trade in Fish by Volume and by Value (000 tonnes and £m), 2002-2006 3. Industry Background RECENT HISTORY NUMBER OF COMPANIES Fishing and Fish Farms Table 15: Number of UK VAT-Based Enterprises Engaged in Fishing and in the Operation of Hatcheries and Fish Farms by Turnover Sizeband (£000, number and %), 2007 Fish Processing and Preserving Table 16: Number of UK VAT-Based Enterprises Engaged in the Processing and Preserving of Fish by Turnover Sizeband (£000, number and %), 2007 Employment Table 17: Number of UK VAT-Based Enterprises Engaged in the Processing and Preserving of Fish by Employment Sizeband (number and %), 2007 REGIONAL VARIATIONS IN THE MARKETPLACE DISTRIBUTION Table 18: UK Retail Sales of Fresh and Frozen Fish by Type of Outlet by Value (%), 2006 Figure 4: UK Retail Sales of Fresh and Frozen Fish by Type of Outlet by Value (%), 2006 HOW ROBUST IS THE MARKET? LEGISLATION KEY TRADE ASSOCIATIONS British Marine Finfish Association Frozen at Sea Fillets Association Grimsby Fish Merchants' Association National Federation of Fish Friers National Federation of Fishermen's Organisations Scottish Fishermen's Federation Scottish Salmon Producers Association Scottish White Fish Producers Association Sea Fish Industry Authority Seafood Scotland Shellfish Association of Great Britain 4. Competitor Analysis THE MARKETPLACE MAJOR PLAYERS Dawnfresh Seafoods Ltd Company Structure Current and Future Developments Financial Results Findus Ltd Company Structure Current and Future Developments Financial Results HJ Heinz Company Ltd Company Structure Current and Future Developments Financial Results Icelandic Group UK Ltd Company Structure Current and Future Developments Financial Results John West Company Structure Current and Future Developments Financial Results Lyons Seafoods Ltd Company Structure Current and Future Developments Financial Results Permira Funds Company Structure Current and Future Developments Financial Results Princes Ltd Company Structure Current and Future Developments Financial Results Seamark PLC Company Structure Current and Future Developments Financial Results Uniq PLC Company Structure Current and Future Developments Financial Results Young's Seafood Ltd Company Structure Current and Future Developments Financial Results OTHER COMPANIES Moray Seafoods Ltd Northern Foods PLC Shetland Catch Ltd OUTSIDE SUPPLIERS MARKETING ACTIVITY Main Media Advertising Expenditure Table 19: Main Media Advertising Expenditure on Fresh and Frozen Fish (£000), Year Ending September 2007 Table 20: Main Media Advertising Expenditure on Canned Fish (£000), Year Ending September 2007 5. Strengths, Weaknesses, Opportunities and Threats STRENGTHS WEAKNESSES OPPORTUNITIES THREATS 6. Buying Behaviour CONSUMER PENETRATION Fishmongers Table 21: Penetration of Consumers Shopping at Fishmongers When Buying Food and Drink (% of adults), 2007 Frozen Fish Fingers Table 22: Penetration of Consumers Using Frozen Fish Fingers in the Household (% of main shoppers), 2007 7. Current Issues HEALTH CONCERNS Consumers Still Not Eating Enough Fish, But Consumption is Rising Omega-3 Claims are Misleading, Says Which? ENVIRONMENTAL ISSUES Seafood Company Marine Harvest Under Pressure Fish Could Vanish From British Waters Within 20 Years New Product Development 8. The Global Market Market Size Europe Table 23: Per Capita Consumption of Seafood in the EU (kilograms per year), 1989, 2005 and 2030 9. Forecasts INTRODUCTION The Economy Table 24: Economic Forecasts (000, % and million), 2007-2011 FORECASTS 2008 TO 2012 Table 25: Forecast Total UK Household Expenditure on Fish and Fish Products at Current Prices (£m at rsp), 2008-2012 Market growth Figure 5: Growth in Total UK Household Expenditure on Fish and Fish Products at Current Prices (£m at rsp), 2003-2012 FUTURE TRENDS Demographics Table 26: Forecast UK Resident Population by Sex (000), Mid-Years 2007-2011 Market Segmentation and Technological Developments Merger and Acquisition Activity/Globalisation 10. Company Profiles Dawnfresh Seafoods Ltd Findus Ltd Hj heinz Company Ltd Icelandic Group Uk Ltd Lyons Seafoods Ltd Princes Ltd Seamark Plc Uniq Plc Young's Seafood Ltd 11. Further Sources Associations Publications General Sources Government Publications Bisnode Sources

Companies Mentioned

Dawnfresh Seafoods Ltd Findus Ltd Hj heinz Company Ltd Icelandic Group Uk Ltd Lyons Seafoods Ltd Princes Ltd Seamark Plc Uniq Plc Young's Seafood Ltd