case study gilt-head seabream in italy · the study focuses on the italian market for fresh whole...

CASE STUDY

IN ITALY GILT-HEAD SEABREAM

SUPPLY CHAIN

Maritime Affairs

and Fisheries

LAST UPDATE: SEPTEMBER 2017

WWW.EUMOFA.EU

PRICE STRUCTURE IN THE

EUROPEAN MARKET OBSERVATORY FOR FISHERIES AND AQUACULTURE PRODUCTS – Gilt-head seabream in Italy

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Contents

0 TASK REMINDER – SCOPE AND CONTENT .................................................................................. 1

0.1 CASE STUDY SCOPE ............................................................................................................................. 1 0.2 CONTENT OF THE DOCUMENT ............................................................................................................... 1

1 DESCRIPTION OF THE PRODUCT................................................................................................ 2

1.1 BIOLOGICAL AND COMMERCIAL CHARACTERISTICS .................................................................................... 2 1.2 PRODUCTION CYCLE ............................................................................................................................ 3 1.3 PRODUCTION AND AVAILABILITY OF GILTHEAD SEABREAM ......................................................................... 3

1.3.1 Structure of the supply ........................................................................................................... 3 1.3.2 Supply from capture fisheries ................................................................................................. 4 1.3.3 Supply from aquaculture ........................................................................................................ 5

1.4 SEABREAM AQUACULTURE IN ITALY ....................................................................................................... 7 1.4.1 Farming systems .................................................................................................................... 7 1.4.2 Location of production ........................................................................................................... 8

2 THE EU MARKETS FOR FRESH SEABREAM .................................................................................. 8

2.1 STRUCTURE OF THE EU MARKET ........................................................................................................... 8 2.2 THE ITALIAN MARKET .......................................................................................................................... 8

2.2.1 A mature market .................................................................................................................... 8 2.2.2 Seabream species n°1 in the Italian consumption of fresh fish .............................................. 9 2.2.3 A market widely depending on import ................................................................................. 10 2.2.4 Supply balance ....................................................................................................................... 1 2.2.5 Segmentation of the market .................................................................................................. 2

2.3 OVERVIEW OF THE MAIN EU MARKETS ................................................................................................... 7 2.3.1 Greece .................................................................................................................................... 7 2.3.2 Spain ....................................................................................................................................... 9

3 PRICES ALONG THE SUPPLY CHAIN ......................................................................................... 10

3.1 PRICE INFORMATION SOURCES ............................................................................................................ 10 3.2 PRODUCER PRICES ............................................................................................................................ 10 3.3 FIRST SALE PRICES ............................................................................................................................. 10 3.4 IMPORT PRICES ................................................................................................................................ 10 3.5 WHOLESALE PRICES .......................................................................................................................... 10 3.6 RETAIL PRICES .................................................................................................................................. 11

3.6.1 MIPAAF ................................................................................................................................. 11 3.6.2 API ........................................................................................................................................ 12 3.6.3 ISMEA ................................................................................................................................... 12 3.6.4 EUMOFA ............................................................................................................................... 12

4 PRICE TRANSMISSION IN THE SUPPLY CHAIN .......................................................................... 13

5 ANNEXES ............................................................................................................................... 15

5.1 SOURCES USED ................................................................................................................................. 15


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0 TASK REMINDER – Scope and content 0.1 Case study scope

Reminder

The rationale for the choice of seabream to analyse price transmission and distribution of value in the Italian supply chain is described in the table below.

Product Origin Characteristics Market and price drivers

Seabream (whole, for fresh

market)

Aquaculture (EU + extra-EU)

Growing reference in the fresh whole fish market Largest species consumed fresh Species particularly requested by big retailers

Supply/demand balance (market stability) Price of imported seabream/seabass (Greece, Turkey) Origin: quality and differentiation of Italian products vs. imported products

Key elements of the analyses will concern:

The influence of Eastern Mediterranean supply (Greece, Turkey, Croatia) on prices and balance;

The role of GDO (“Grande Distribuzione Organizzata”, literally “Large Organized Distribution”, i.e. large-scale retailers) in the marketing of farmed species;

The market dynamics and the effects of private labels and innovation (fillets, carpaccio) on prices and demand.

The study focuses on the Italian market for fresh whole seabream. It also provides an insight into the other two big markets: Greece and Spain.

This is an update of a previous study, initially carried out in March 2012.

Species - Products Main MS (focus) Other MS (overview)

Seabream (fresh, whole) Italy Greece, Spain

0.2 Content of the document

In conformity with the methodology developed within EUMOFA project and published in the website (http://www.eumofa.eu/price-structure), the document includes:

A description of the product;

A description of the most relevant EU markets for seabream, with a special focus on the Italian market;

An analysis of the price structure along the supply chain.

http://www.eumofa.eu/price-structure


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1 DESCRIPTION OF THE PRODUCT 1.1 Biological and commercial characteristics

The case study focuses on fresh farmed gilt-head seabream.

Case study product

Name: gilt-head seabream (Sparus aurata)

FAO code: SBG

Presentation: quite exclusively whole fish, ungutted, fresh or chilled.

Fresh fillets and frozen fillets marginal (fillet yield: 25%).

Commercial size: 200 - 800 g (mostly), but some farms offer individuals up to 1,5 kg.

Biological parameters

Parameter Characteristics

Temperature 22 - 26°C

Habitat Saltwater

Diseases in farming Vibrio spp, Pseudomonas spp, Pasteurella spp, Trichodina; Cryptocaryon spp

Maturation After 13 months

Diet in the wild Carnivorous

Diet in farming Juvenile phase : live feed

Grow-out : fish feed (50% of marine origin, hereof 35% fishmeal)

Juvenile phase 140 days

Grow-out 14-16 months

Distribution in the wild Mediterranean, Black Sea, North Eastern Atlantic

Farming Greece, Turkey, Italy, Spain, France, Malta, Croatia, Cyprus, North Africa, Egypt, Israel

Farming systems Ponds/lagoons, tanks, cages, offshore systems

Source : Kontali analyse

Related codes in the product nomenclature.

Gilt-head seabream is distinguished in the Combined Nomenclature (CN)1. From 2012 onwards, the fillet and the frozen forms are differentiated:

CN code: 03 02 85 30 — “Gilt-head seabream (Sparus aurata), fresh”

CN code: 03 03 89 55 — “Gilt-head seabream (Sparus aurata), frozen”.

1 CN is a tool for designating goods and merchandise which was established to meet simultaneously the requirements both of the Common Customs Tariff and of the external trade statistics of the EU. The basic regulation is Council Regulation (EEC) n°2658/87; an updated version of the Annex I is published every year as a Commission regulation (latest version: Commission Implementing Regulation (EU) n°2016/1821).


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1.2 Production cycle Figure 1 – Production cycle of seabream/seabass

Source : Kontali analyse

1.3 Production and availability of gilt-head seabream 1.3.1 Structure of the supply

The European supply of gilt-head seabream depends at 96% on aquaculture.

Table 1 - Structure of the EU supply of gilt-head seabream (Sparus aurata)

Source: based on FAO-Fishstat

BROODSTOCK EGGS

ON GROWING FISH

NURSING JUVENILES

WEANING FRY

HATCHING LARVAE

HARVESTINGDISTRIBUTION

TO MARKETSPACKAGING TRANSPORT

3-4 days 2 months 1-2 months 16-22 months

t Fisheries AquacultureTotal

production

%

aquaculture

2000 4 001 59 547 63 548 93,7%

2001 5 649 64 545 70 194 92,0%

2002 5 174 60 498 65 672 92,1%

2003 4 848 72 134 76 982 93,7%

2004 5 396 64 704 70 100 92,3%

2005 2 093 72 480 74 573 97,2%

2006 2 351 73 909 76 260 96,9%

2007 2 563 85 743 88 306 97,1%

2008 2 449 87 815 90 264 97,3%

2009 2 834 97 714 100 548 97,2%

2010 3 095 93 076 96 171 96,8%

2011 3 246 80 030 83 276 96,1%

2012 2 742 86 503 89 245 96,9%

2013 3 118 93 218 96 336 96,8%

2014 3 250 86 914 90 164 96,4%

2015 3 558 82 526 86 084 95,9%

Source : based on FAO-Fishstat


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1.3.2 Supply from capture fisheries

Catches of gilt-head seabream are dominated by France, Italy and Spain in the EU and by Tunisia, Egypt and Turkey outside of the EU. In recent years EU catches have been quite stable around 3.000 tonnes. Yearly world catches of gilt-head seabream average 8.000 tonnes. The Mediterranean Sea provides almost all of the world supply.

Figure 2 – World catch of gilt-head seabream (tonnes)

Table 2 - World catch of gilt-head seabream (tonnes)

Source: FAO-Fishstat

Other species of seabreams, about 6.000 tonnes per year, are also caught in the EU, mostly black seabream (Spondyliosoma cantharus) for 3-4.000 tonnes, mainly in France, and red seabream (Pagellus bogaraveo) for 1.500 tonnes, primarily in Portugal.

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

France 376 369 474 618 748 567 675 549 496 951 1 215 1 018 696 928 1 198 1 167

Spain 1 229 2 164 1 174 954 978 744 1 054 1 126 1 189 1 151 1 022 1 235 816 944 819 826

Italy 1 939 2 675 3 004 2 999 3 349 265 303 424 339 293 341 439 672 641 523 931

Portugal 183 213 268 94 175 137 150 240 189 200 220 286 230 283 298 241

Greece 248 176 199 172 131 357 138 166 208 194 227 187 184 205 293 194

Croatia 25 11 6 6 8 16 19 44 18 33 59 74 74 77 96 141

Other EU-28 1 41 49 5 7 7 12 14 10 12 11 8 77 40 23 58

EU-28 4 001 5 649 5 174 4 848 5 396 2 093 2 351 2 563 2 449 2 834 3 095 3 247 2 749 3 118 3 250 3 558

Egypt 2 478 2 312 2 480 1 373 1 353 1 334 2 569 2 884 2 705 2 798 2 072 1 702 1 663 1 503 1 457 825

Tunisia 757 399 822 1 026 1 140 1 121 1 228 695 699 538 495 409 789 928 1 087 3 282

Turkey 830 1 070 700 794 879 1 215 867 759 1 526 1 186 1 164 766 918 944 606 481

Morocco 6 3 10 18 78 248 320 389 275 340 368 301 192 146 159 103

Mauritania - - - - - - - - - - 711 907 1585 372 5 12

Other non-EU 75 131 251 76 69 92 138 88 138 313 457 220 211 200 139 177

Non-EU 4 146 3 915 4 263 3 287 3 519 4 010 5 122 4 815 5 343 5 175 5 267 4 305 5 358 4 093 3 453 4 880

TOTAL 8 147 9 564 9 437 8 135 8 915 6 103 7 473 7 378 7 792 8 009 8 362 7 552 8 107 7 211 6 703 8 438

% EU-28 49% 59% 55% 60% 61% 34% 31% 35% 31% 35% 37% 43% 34% 43% 48% 42%

Source : FAO-Fishstat


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1.3.3 Supply from aquaculture

For the purposes of this study, aquaculture production was analysed making reference to datasets coming from two different sources: FAO and FEAP2.

According to FEAP data, the European production of farmed gilt-head seabream has considerably increased from 2005 to 2008, reaching a record level of 166.000 tonnes3 in 2008. On the other hand, it is worth noting that, according to FAO, this peak is reflected in 2009 production figures, while for 2008 only a limited increase of 2% over the previous year is recorded.

The overproduction situation of 2008 led to a price crisis, which entailed a reduction of the supply of the two main producers (-21% for Greece and -11% for Turkey) in 2009-2010. In 2011 the Greek production continued to fall (-15%) whereas Turkey increased back to pre-crisis level. In 2012 the Greek started to grow again (+20%) as well as the production of the second-largest EU producer, Spain (+15%).

In the last years the European production (Turkey included) has stabilised at around 146.000 tonnes, with Turkey increasing its share (from 18% in 2009 to 33% in 2015) at the expense of the EU (from 82% in 2009 to 67% in 2015).

Table 3 – Evolution of gilt-head seabream farming production (t)

Data for Malta has not been included due to lack of reliability (FEAP) Source: FEAP

The Italian production remained relatively stable between 9.000 and 10.000 tonnes along the period 2003-2011. Then it regularly declined, due to the harsh competition from Greece and Turkey, to reach 7.360 tonnes in 2015, its lowest level since 2000.

Italy represents 7% of EU production in 2015 (against 10% in 2011 and 13% in 2002).

After a period of high increase leading to the record year of 2006 and to the overproduction crisis of market size seabreams in 2008, the EU production of seabream juveniles decreased until 2009. Then it rose again and from 2011 onwards the production is relatively stable around 425-440 million juveniles.

At the Mediterranean basin level4 a record has been reached in 2012 with 599 million seabream juveniles produced, due to a strong increase of the Turkish production of juveniles, which led to a record level of the production of market-size seabreams in 2014-2015 for this country.

2 FAO data (Tab. 1) allow the comparability between fishery and aquaculture production. Data collected by FEAP (Tab.3) do not cover fishery production but give information also on juvenile production. The big 2008 price crisis due to overproduction which led farmers to reduce the production appears clearly in FEAP statistics: 2008 is the highest year with 134.200 t, with a high increase of production over previous year (+17.000 t). 4 Egypt and Israel are also significant producers of farmed gilt-head seabream (16.100 tonnes and 1.700 tonnes respectively in 2015, according to FAO), but their production of juveniles is not known.

Country 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

CYPRUS 1.266 1.181 1.356 1.465 1.879 1.404 1.600 2.572 2.799 3.065 3.121 4.444 2.919 3.656

FRANCE 1.361 1.100 1.600 1.900 2.200 1.392 1.636 1.648 1.377 1.500 1.300 1.477 1.105 1.502

GREECE 37.944 55.000 48.000 50.000 66.000 79.000 94.000 90.000 74.000 63.000 72.000 75.000 71.000 65.000

ITALY 8.000 9.000 9.050 9.500 8.900 9.800 9.600 9.600 9.600 9.700 8.700 8.400 8.200 7.360

PORTUGAL 1.855 1.449 1.685 1.519 1.623 1.930 1.635 1.383 851 1.200 1.000 1.500 1.500 1.400

SPAIN 11.335 12.442 13.034 15.577 20.220 22.320 23.930 23.690 20.360 16.930 19.430 16.800 16.230 16.231

CROATIA 700 1.000 1.000 1.200 1.500 1.500 1.800 2.000 2.000 1.793 2.105 2.466 3.640 4.500

EU-28 62.461 81.172 75.725 81.161 102.322 117.346 134.201 130.893 110.987 97.188 107.656 110.087 104.594 99.649

TURKEY 11.681 16.735 20.435 27.634 28.463 33.500 31.670 28.362 28.157 32.187 30.743 35.701 41.873 48.000

TOTAL 74.142 97.907 96.160 108.795 130.785 150.846 165.871 159.255 139.144 129.375 138.399 145.788 146.467 147.649

Data for Malta has not been included due to lack of reliability (FEAP) Source : FEAP


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Table 4 – Evolution of the production of gilt-head seabream juveniles (thousands)

Source: FEAP

Country 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

GREECE 170 000 160 000 142 500 207 000 273 000 220 000 214 000 150 000 160 000 242 000 245 000 266 000 237 000 245 000

ITALY 40 000 30 000 40 000 45 000 61 000 52 000 50 000 48 000 48 000 62 000 70 000 65 000 67 000 60 000

FRANCE 21 000 19 500 24 000 34 000 33 000 26 740 31 317 22 300 29 100 41 742 30 400 43 728 47 103 54 510

SPAIN 53 000 64 200 48 300 56 235 56 757 67 370 47 282 32 180 36 451 52 900 54 985 51 420 65 786 39 250

CYPRUS 15 000 14 000 9 000 8 086 8 176 12 502 13 000 8 589 8 929 18 479 7 976 14 267 23 588 27 927

CROATIA 2 000 2 000 2 000 2 000 5 000 6 000 7 000 6 000 6 000 6 900 5 400 3 400 0 0

PORTUGAL 14 000 14 000 14 000 14 794 19 252 29 722 21 722 3 810 1 378 1 000 0 0 0 0

EU-28 315 000 303 700 279 800 367 115 456 185 414 334 384 321 270 879 289 858 425 021 413 761 443 815 440 477 426 687

TURKEY 20 000 20 000 35 000 75 000 93 000 103 000 80 000 72 000 85 000 140 000 185 000 138 000 149 000 120 000

TOTAL 335 000 323 700 314 800 442 115 549 185 517 334 464 321 342 879 374 858 565 021 598 761 581 815 589 477 546 687

Source : FEAP


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1.4 Seabream aquaculture in Italy 1.4.1 Farming systems

The Italian seabream aquaculture rests on two main farming systems: sea cages and land-based systems.

Table 5 – Farming systems in the Italian seabass/seabream aquaculture

Source: ISMEA – EUMOFA

Wetland Land-based system Sea cages Specialized hatchery

Location

ZoneFishing lagoon, lagoon,

coastal lakeCoastal zones in/off-shore land

Technical

Average area ≥ 5 ha 0,7 - 3 ha (pond) 15 000 - 120 000 m3-

Water useBrackish (sea water by

natural rising, wells)Well (sea diversion) Sea

Well (water supply point

in sea and water

treatment)

FeedPellets, extruded feeds,

natural trophismExtruded feeds Extruded feeds

Rotifers, artemia,

microencapsulated,

crumbled, extruded

Species farmed

Predominantly seabass,

but also seabream,

mullet and eel

Seabream and seabass

(> 90%)

White seabream, drum, ...

Seabass and seabream

Other sparids

Seabass, seabream

Other sparids

Farming phases Pre-growing

On-growing

Pre-growing

On-growing

(some of them equipped

with a hatchery)

Pre-growing

On-growing

(some of them equipped

with a hatchery)

Reproduction-

hatchery

Production

Capacity ≤ 120 t/year 100 - 1 000 t/year 200 - 1 800 t/year3 - 50 mill ions of

juveniles

Farming density 1 - 7 kg/m3 20 - 40 kg/m3 10 - 25 kg/m3 -

Length of farming

period36 - 60 months 20 - 36 months 14 - 24 months 5 - 9 months

Feed conversion

ratio2,0-2,5 1,8 - 2,5 2,25 -

Commercial

Product size 500 - 1 500 g 300 - 1 500 g 300 - 600 g 2 - 4 g

Markets Regional/national Regional/national Regional/national/export National/export

CustomersTraders, wholesalers,

restaurants

Large scale retailers

Traders, wholesalers,

catering

Large scale retailers

Traders, wholesalersFish farmers

Source : ISMEA - EUMOFA

FeaturesFarming systems


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1.4.2 Location of production

The two regions of Central Italy, Lazio and Tuscany, represent more than half of total production (27% and 25%, respectively), followed by Sicily (20%) and Sardinia (15%).

Table 6 – Production of farmed seabream by region in 20145

Source: UNIMAR/MIPAAF

2 THE EU MARKETS FOR FRESH SEABREAM 2.1 Structure of the EU market The EU apparent consumption of EU-28 for fresh seabream amounts to 107.300 tonnes in 2015, stable compared to 2014. Italy is the largest market, followed by Greece and Spain. These three Member states account for 77% of the EU overall market in volume. The highest apparent per capita consumption is observed in Greece (2,8 kg), followed by Cyprus (0,7 kg), Portugal (0,6 kg) and Italy (0,5 kg).

Table 7 - The EU main national markets for seabream in 2015

Sources: EUROSTAT (Production Fisheries), FEAP (Production Aquaculture), COMEXT (Import-Export)

2.2 The Italian market 2.2.1 A mature market

The Italian market for fresh seabream amounts to 31.400 tonnes.

5 Table 6 data come from the Ministry (MIPAAF). They do not match with EUROSTAT data (total Italian production: 7.400 tonnes in 2014) and with the data in Table 3 (8.200 tonnes in 2014), which are provided by FEAP based on data transmitted by API (Associazione Piscicoltori Italiani).

RegionProduction

(tonnes)

Friuli Venezia Giulia 170

Veneto 23

Emilia Romagna 16

Liguria 410

Toscana 1 692

Lazio 1 805

Puglia 390

Sardegna 979

Sicilia 1 345

TOTAL 6 830

Source : UNIMAR/MIPAAF

Member States

Production

Fisheries

(t)

Production

Aquaculture

(t)

Import

(t)

Export

(t)

Apparent

market

(t)

Consumption

per capita

(kg)

Ita ly 900 7 400 26 100 3 300 31 100 0,512

Greece 200 65 000 500 34 800 30 900 2,846

Spain 800 16 200 6 500 5 500 18 000 0,388

France 1 200 1 500 8 300 700 10 300 0,155

Portugal 200 1 400 9 100 100 6 300 0,607

Germany - - 4 800 1 300 3 500 0,043

United Kingdom - - 2 500 100 2 400 0,037

Croatia 100 4 500 - 2 900 1 700 0,402

Cyprus - 3 600 - 3 000 600 0,708

Other MS Ɛ Ɛ 5 800 3 300 2 500 0,015

EU-28 3 400 99 600 63 600 55 000 107 300 0,211

Sources : EUROSTAT (Production Fisheries), FEAP (Production Aquaculture), COMEXT (Import-Export)


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After a period of strong rise in the years 2009-2012 (+26%), the market has experienced a decreasing trend (-9% between 2009 and 2012). Indeed, due to the intense competition of exporters (Greece, Turkey), the Italian aquaculture production has decreased and refocused on quality, e.g. organic production, which rose from 402 tonnes of organic seabreams in 2013 to 968 tonnes in 2014 and 1.526 tonnes in 20156.

Table 8 – The Italian apparent consumption of fresh seabream

Sources: API, FAO, COMEXT

2.2.2 Seabream species n°1 in the Italian consumption of fresh fish

With almost 9% of the total fish quantities consumed fresh, seabream is the species n°1 in Italy and has significantly increased its position in the years 2005-2010, with a market share rising from 7,7% in 2005 to 8,9% in 2010. Since 2010 the share of seabream is quite stable.

Table 9 – Main species consumed fresh in Italy

Source: ISMEA

Farmed seabream remains attractively priced and maintains a positive image in the mind of consumers.

6 Source: CREA-BioBreed-H2O project

tonnes 2008 2009 2010 2011 2012 2013 2014 2015

Production -aquaculture 9 600 9 600 9 800 9 700 8 700 8 400 8 200 7 400

Production - catches 300 300 300 400 700 600 500 900

Import 19 200 19 300 22 500 22 700 25 500 25 500 25 900 26 100

Export 1 800 2 300 2 100 1 600 900 2 000 2 300 3 300

Apparent market 27 300 26 900 30 500 31 200 34 000 32 500 32 300 31 100

Source : API, FAO, COMEXT

In volume (%) In value (%) In volume (%) In value (%)

Seabream 8,9 8,1 8,8 8,6

Mussel 8,9 2,1 8,5 2,1

Salmon 4,0 4,8 7,4 8,8

Trout 6,2 5,2 7,0 6,9

Anchovy 6,8 3,9 6,1 3,6

Seabass 6,5 6,5 6,0 6,3

Clam 4,7 3,8 4,7 3,9

Squid 3,6 3,9 4,0 4,0

Shrimps 3,5 5,0 3,8 5,4

Hake/pollack 3,9 4,5 3,8 4,2

Octopus 4,3 4,6 3,3 3,8

Swordfish 3,1 6,0 3,1 5,5

Cuttlefish 2,9 2,9 2,4 2,6

Sole 2,2 3,9 1,9 3,2

Perch 2,2 2,4 1,7 1,9

Mullet 1,7 2,0 1,5 1,6

Other 28,3 30,4 27,5 27,6

Total 100,0 100,0 100,0 100,0

Source : ISMEA

2010 2015Species


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According to information collected through stakeholder interviews, main substitutes to fresh seabream are:

farmed seabass (Dicentrarchus labrax), which is produced by the same producers with the same farming process,

other regularly available farmed fish, either locally produced (mullets) or imported (salmon),

and, to a lesser extent, wild “Mediterranean” species (in addition to the wild gilt-head seabream): common dentex (Dentex dentex), blackspot seabream (Pagellus bogaraveo), pandoras7, etc.

2.2.3 A market widely depending on import

The Italian seabream market is supplied at more than 75% by imports.

Greece is by far the main supplier, providing 60% of total imports (in 2015), followed by Turkey (21%), Croatia (7%) and Malta (6%). Turkey and Croatia strongly developed their exports to Italy in the last years, from less than 1.900 tonnes in 2008 to 5.400 tonnes in 2015 for Turkey, and from 300 tonnes to 1.800 tonnes for Croatia over the same period.

Spain, France and Portugal deliver smaller volumes, but higher value products, as can be seen in the unit price table.

Table 10 - Evolution of Italian imports of fresh gilt-head seabreams (in tonnes) (CN 03 02 69 95 until 2011, CN 03 02 85 30 from 2012)

Source: EUROSTAT-COMEXT

The period analysed (2000-2015) has been marked by strong fluctuations: an important price drop in 2008 caused by the overproduction crisis (Greece, Turkey). In 2011, these two main suppliers experienced a dramatic price increase, 17% for Greece and 25% for Turkey, resulting from limited supply. Prices fell sharply in 2012 (around 20%), caused by a significant production increase and remained at this low level in 2013. They strongly increased again in 2014 (+10%) and 2015 (+11%) and returned to their 2011 level.

Greece is by far Italy’s main supplier (70% of Italian imports in 2014) and the Greek production decreased in 2014 (from 75.000 to 71.000 tonnes) and 2015 (from 71.000 to 65.000 tonnes), leading to price increases. As Greece is price-maker, Turkish prices increased at approximately the same rate.

In 2015 the seabream shortfall has been particularly severe in the summer months, with very high prices which significantly impacted the average import price of the year. The decrease of Italian production in 2014 and 2015 has also to be taken into account in this respect.

7 Italian catches in 2015: pandoras 1.070 tonnes, gilt-head seabream 931 tonnes, blackspot seabream 136 tonnes, common dentex 179 tonnes.

Origin 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

GREECE 8 758 10 449 10 012 9 867 10 260 10 772 9 936 13 803 14 894 14 711 17 144 17 165 18 910 19 583 18 184 15 653

SPAIN 208 334 408 418 332 401 377 552 522 529 487 659 664 483 575 941

FRANCE 269 264 182 179 271 279 302 216 268 354 287 379 224 187 267 185

MALTA 1 409 993 1 015 774 723 544 728 883 1 107 1 015 1 508 1 869 1 624 1 037 1 210 1 473

NETHERLANDS 9 18 10 3 4 12 110 64 75 49 175 252 228 158 544 433

PORTUGAL 44 65 76 51 56 59 32 40 30 36 51 30 14 26 31 24

CROATIA 42 81 131 140 203 406 499 384 344 583 681 651 835 911 1 183 1 753

Other EU 6 14 13 25 156 129 7 84 60 20 44 76 366 534 311 199

EU28-INTRA 10 744 12 218 11 845 11 456 12 005 12 601 11 990 16 026 17 299 17 298 20 377 21 081 22 865 22 919 22 305 20 661

TURKEY 122 124 302 538 711 1 561 813 1 525 1 874 2 003 2 152 1 597 2 548 2 520 3 576 5 380

Other non-EU 110 62 56 19 118 95 11 57 37 16 5 5 54 37 14 13

EU28-EXTRA 231 186 359 557 829 1 656 824 1 582 1 911 2 020 2 156 1 602 2 602 2 557 3 590 5 393

TOTAL 10 975 12 404 12 204 12 013 12 834 14 257 12 814 17 608 19 210 19 317 22 533 22 683 25 467 25 476 25 895 26 054

Source : EUROSTAT-COMEXT


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Seabream of Spanish origin is characterised by a markedly different price evolution: an increase during the period observed, particularly since 2005 (a 50% increase between 2005 and 2013). Spain was able to increase its prices thanks to higher quality and larger sizes than those provided by the Greek and Turkish production, and also because they export not only farmed seabream but also some wild seabream (as well as France and Portugal), which are more highly valued.

Table 11 - Average import prices of fresh gilt-head seabream (EUR/kg) (CN 03 02 69 95 until 2011, CN 03 02 85 30 from 2012)

Source: EUROSTAT-COMEXT

Italy also imports limited quantities of frozen gilt-head seabream (297 tonnes in 2015), provided by the Netherlands (196 tonnes), Greece (44 tonnes), Turkey (28 tonnes) and Spain (21 tonnes).

Origin 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

GREECE 4,51 3,70 3,64 3,69 4,31 4,25 4,30 4,03 3,37 3,76 4,30 5,02 4,18 4,13 4,65 5,22

SPAIN 8,99 7,99 8,30 8,85 8,94 7,39 7,73 7,88 8,69 9,55 10,51 10,27 10,14 11,11 10,44 9,41

FRANCE 4,76 5,89 6,99 6,98 6,55 6,45 7,18 8,41 8,67 7,16 9,32 9,06 9,07 10,54 7,23 11,69

MALTA 3,12 2,82 2,62 3,79 5,07 4,79 4,74 4,15 3,26 3,45 4,01 4,86 4,09 4,23 4,71 5,21

PORTUGAL 11,60 11,93 11,97 11,65 11,56 11,65 14,56 14,24 11,76 11,20 13,15 13,62 16,74 14,18 16,03 16,97

CROATIA 3,91 3,27 3,47 4,10 4,25 4,53 4,37 4,85 4,53 4,30 4,49 4,97 4,61 4,71 5,40 4,71

TURKEY 4,12 3,56 3,28 3,37 4,45 3,64 3,58 3,44 2,84 3,18 3,74 4,69 3,53 3,86 4,36 4,84

TOTAL 4,44 3,83 3,80 3,94 4,55 4,37 4,50 4,21 3,59 3,95 4,48 5,26 4,35 4,33 4,78 5,32

Source : EUROSTAT-COMEXT


1

2.2.4 Supply balance

The figure below gives an overview of the structure of the Italian market.

Figure 3 – The Italian supply balance for fresh gilt-head seabream (2015)

Source: EUMOFA based on Eurostat and FEAP data

Fresh seabream is predominantly sold in the fish counters of the supermarkets. In 2010, the market share of large scale distribution was much bigger for seabream (66%) than for the whole of fresh fish (59%). Indeed aquaculture products fit, much more than fisheries products, the needs of supermarkets, which are looking for steady supply all along the year, stability of prices and traceability.

The situation has changed a little bit since then. Fresh seabream is still sold a little bit more than other fish species in supermarkets, but the difference is now very small.

Table 12 – Places of purchase of the fresh seabream (volume)

Source: ISMEA

Supply34.400 tonnes

Import26.100 tonnes

Aquaculture production7.400 tonnes

Apparent consumption

31.100 tonnes(512 g per capita)

Export3.300 tonnes

Fisheries900 tonnes

All species Seabream All species Seabream

Supermarkets 59,1 66,2 67,1 68,1

Fishmongers 28,9 22,1 24,3 24,0

Mobile shops and local markets 9,0 8,0 7,5 6,7

Other 3,0 3,7 1,1 1,1

Total 100,0 100,0 100,0 100,0

Source : ISMEA

2010 2015%


2

Figure 4 – Places of purchase of fresh seabream in 2015

Source: ISMEA

Large retailers market more than 2/3 of the volumes. They develop private labels on Italy-farmed products;

Since Italian aquaculture production decreased in the last years (from 9.700 tonnes in 2011 to 7.360 tonnes in 2015 – see table 3), the demand is met by imports or by a reduced export supply.

2.2.5 Segmentation of the market

The market for seabream is segmented according to production method (aquaculture/fisheries), size, origin, quality, and, to a lesser extent, presentation.

2.2.5.1 Segmentation by production method

The wild seabream market can be estimated at less than 1.000 t, i.e. less than 3% of the total market. Local catches are complemented by some imports from Spain. Wild species are viewed as superior to farmed species, more natural and of higher quality. This is reflected in the price which can reach up to 40 EUR/kg at retail level (compared to 9-17 EUR/kg for farmed seabream). The demand for wild seabream exists mostly in traditional channels (fishmongers) while large scale retailers generally focus on farmed seabream.


3

Table 13 - Market segmentation: offer of fresh seabream in a major large-scale retailer (Esselunga) in July 2016

Source: surveyed by EUMOFA

The wild seabream caught and landed by the Italian fishermen is paid around 13 EUR/kg to the producer, that means around twice the price paid to the Italian farmer.

Table 14 - Landings of gilt-head seabream (Sparus aurata) in Italy

Source: EUROSTAT

In the auctions (first sale markets) the price of the wild seabream can vary from 4 to 28 EUR/kg, in connection with the size, the fishing technique and the volume landed.

In 2015 the most frequent price (Civitavecchia in the table below) was between 15 and 19 EUR/kg.

ProductConsumer price

(EUR/kg)

Seabream - farmed

Origin Greece (approx. 250 g/piece)10,90

Seabream - farmed

Origin Italy

Private quality label NATURAMA

Approx. 500 g/piece

16,80

Seabream fillets - farmed

Origin Greece

Approx. 150-200 g (2 fillets)

special offer : 19,80

(normal price : 24,76)

Aromatized seabream fillets - farmed

Origin Greece

Approx. 300 g (2 fillets)

special offer : 22,30

(normal price : 27,88)

Large seabream - farmed

NATURAMA (origin Tuscany)17,50

Large seabream - wild

Caught in the Western Mediterranean33,90

Packed (self service counter)

Unpacked (fresh fish counter)

t EUR EUR/kg

2007 407 5 984 14,70

2008 326 5 270 16,16

2009 282 4 701 16,69

2010 341 5 113 14,98

2011 439 6 832 15,57

2012 672 5 637 8,39

2013 641 7 170 11,19

2014 523 6 724 12,85

2015 931 n.a. n.a.

Source : Eurostat


4

Table 15 – First sale prices for wild seabream in some Italian auctions in the last three years

Source: ISMEA

2.2.5.2 Segmentation by size

Italian farmers try to stand out from Greek and Turkish competitors by producing bigger sizes. These competitors generally produce small fish (mainly 250-300 g). Italian seabream farmers achieve better prices and create a more positive image when offering larger fish.

Compared to a 300-400 g seabream, the price premium is about 0,60 EUR/kg for a 400-600 g fish, 1,80 EUR/kg for a 600-800 g and 3,40 EUR/kg for a seabream above 800 g.

Table 16. Ex-farm price of farmed gilt-head seabream in Italy in September 2016

Source: ISMEA

2.2.5.3 Segmentation by origin

Seabreams of Italian origin are selling at a premium, compared to Greek products, as can be seen in ESSELUNGA’s offer of fresh seabream (table 13).

But this premium is mainly connected to the size, since Italian seabream is generally marketed at sizes bigger than Greek fishes, as explained above. Turkey and Malta also supply low/average quality and small sizes8,9. Spain and France are selling higher quality and bigger sizes (and a part of wild seabream in the export volume also partly explains the higher average price); this represents a niche market.

8 There is no direct link between size and quality (although a minimum length of breeding is necessary to guarantee a minimum level of quality), but there is a segmentation of the market based on the size/quality couple and the market often associates, maybe wrongly, small sizes and low quality. 9 As it is substantiated in Globefish (“European Seabass and Seabream Report” – March 2015) concerning Italy: “Many retailers use three product categories: the large volume and low-priced Turkish origin, Greek product as standard, and Italian product, which is somewhat larger sized, as the top product”.

Volume Min P Max P Volume Min P Max P Volume Min P Max P

kg EUR/kg EUR/kg kg EUR/kg EUR/kg kg EUR/kg EUR/kg

Ancona medium trawl plastic box 803 6,88 8,35 1 147 6,63 8,27 794 7,12 9,36

Ancona big trawl plastic box 486 7,23 10,37 393 8,04 11,49 512 11,08 14,44

Cesenatico medium trawl plastic box 1 455 4,86 7,29 2 177 5,05 6,74 131 4,80 6,67

Civitanova Marche mixed trawl plastic box 233 5,29 7,07 666 4,88 7,52 837 5,62 9,20

Civitavecchia - trawl polystyrene box 5 697 12,97 20,71 2 614 12,53 19,76 867 15,26 19,19

Corigliano Calabro - trawl polystyrene box 114 14,84 15,03 12 14,50 15,50 10 11,00 12,50

Goro medium trawl plastic box 628 6,52 7,15 1 791 6,89 9,13 3 036 6,38 8,77

Livorno - trawl bulk 124 18,63 20,69 32 26,56 28,40 19 20,16 22,56

Livorno medium trawl polystyrene box 88 8,96 10,28 50 14,52 16,03 66 14,36 15,37

Livorno big trawl polystyrene box 114 17,91 18,15 917 23,47 26,22 925 22,85 25,93

Manfredonia medium trawl polystyrene box - - - 50 7,00 10,00 6 125 9,36 15,34

San Benedetto del Tronto medium trawl plastic box 929 4,12 7,31 712 3,39 6,55 1 104 3,76 6,39

Viareggio 0,5-1 kg entangling nets polystyrene box 88 27,91 27,91 55 26,71 26,71 51 28,59 28,59

Source : ISMEA

2013 2014 2015

Mercato SizeFishing

techniquePackaging

Size North-West North-East CentreSouth and

Islands

300-400 g 6,60 6,60 6,80 6,30

400-600 g 7,30 7,30 7,50 7,10

600-800 g 8,60 8,40 8,80 8,50

> 800 g 10,20 10,20 10,60 10,00

Source : ISMEA


5

The products of Italian origin represent a quarter of the total consumption, while low-priced products imported from Greece, Turkey, Malta and Croatia, represent more than 70%.

Table 17 – Segmentation of the Italian market by origin in 201510

Source: elaboration EUMOFA

The price differentiation between Italian production and import is to be found at the wholesale level, as it is shown in the tables below.

Table 18 – Prices of fresh seabream in the Wholesale Market of Milan (EUR/kg)

Source: ISMEA

Figure 5 – Evolution of minimum prices of fresh farmed seabream (400-600 g) in the Wholesale Market of Milan (EUR/kg)

Source: ISMEA

10 To compile this table, the following assumption has been made: out of the 3.300 tonnes of gilt-head seabream exported by Italy according to COMEXT statistics, 800 tonnes are coming from Italian farms and the rest is re-export from fish imported from Greece (1.500 tonnes), Turkey (700 tonnes) and Malta (300 tonnes).

t EUR/kgMarket

share

Italy 7 500 - 24%

Greece 14 200 5,22 46%

Turkey 4 700 4,84 15%

Croatia 1 800 4,71 6%

Malta 1 200 5,21 4%

Spain 900 9,41 3%

France 200 11,69 1%

Other 600 6,02 2%

Total 31 100 100

Source : elaboration EUMOFA

P. min P. max P. min P. max P. min P. max P. min P. max P. min P. max P. min P. max P. min P. max P. min P. max P. min P. max P. min P. max P. min P. max

National > 800 gr Fisheries 19,28 26,45 16,79 24,78 18,00 25,64 17,76 24,00 12,08 18,33 14,40 19,94 18,00 22,00 18,00 22,00 18,00 22,00 18,00 22,00 18,00 22,00

National 400-600 gr Farming 8,02 9,61 7,55 9,72 4,60 11,50 4,45 8,17 4,32 5,21 4,76 6,68 7,50 8,50 6,78 7,68 5,17 5,56 5,25 5,57 5,25 5,57

Import 400-600 gr Farming 5,27 6,62 4,47 5,33 4,50 5,40 4,50 5,40 4,55 5,62 4,48 5,35 5,35 5,94 4,91 5,92 5,18 7,97 5,10 6,50 5,20 6,30

Import 200 - 400 gr Farming 4,41 5,53 4,61 5,02 4,60 5,00 4,23 4,93 4,13 4,89 4,38 5,22 4,83 5,25 4,83 5,25 4,83 5,25 4,60 8,49 4,72 12,48

Source : ISMEA

2014 2015201020092008200720062005

Origin Size System

201320122011


6

Figure 6 – Evolution of maximum prices of fresh farmed seabream (400-600 g) in the Wholesale Market of Milan (EUR/kg)

Source: ISMEA

While minimum and maximum wholesale prices of imported seabreams observed in the Wholesale Market of Milan follow a quite regular trend, prices of domestic products follow different patterns: price increases in the beginning of the period surveyed, followed by sharp price falls in 2008-2009, as a consequence of the overproduction crisis, and strong increases in 2011. In the last years (2014-2015), import and national prices tend to converge.

This confirms that Greece and Turkey are making the price on the Italian market, at least for the 400-600 g segment.

2.2.5.4 Segmentation by labels / brands

The major large-scale retailers have developed private labels on aquaculture products. The market leader, COOP Italia, has for instance 7 aquaculture species under this scheme: rainbow trout, seabass, seabream, salmon, turbot, tropical shrimp, striped bass, with specifications in particular on traceability, sustainability and animal welfare. For seabream COOP has selected a few suppliers, who all produce in sea cages. In December 2016, the 300-400 g seabream under the COOP brand11 was sold 14,90 EUR/kg, while the 450-600 g seabream of Greek origin without COOP label was sold at 10,90 EUR/kg (and even 7,90 EUR/kg in special offers).

ESSELUNGA includes farmed seabream in the offer under its NATURAMA12 quality scheme of the retailer. In July 2016 the NATURAMA seabream of Italian origin was sold at a price 54% higher than the Greek seabream (16,80 vs. 10,90 EUR/kg). Italian products also generally have a higher unit weight (500 g for the Italian product vs. 250 g for the Greek seabream). The NATURAMA seabream is farmed only in Italy (in Sardinia or in Orbetello) and is monitored for traceability and for respect of the scheme’s provisions.

11 Fish under COOP brand are subject to high quality and safety standards: the farming process is submitted to a double certification by two autonomous bodies, who certify the control of the supply chain, the absence of animal ingredients of terrestrial origin in the feed, the Italian origin for seabream, seabass and trout, the absence of GMOs, the traceability, the absence of colourings, and the fat content for seabream, seabass and trout fillets (source: Coop Italia). 12 Naturama, ESSELUNGA’s quality assurance brand, is used for fresh meat, fish, fruit and vegetables and eggs. It focuses on quality and traceability and introduces quality control schemes in all production phases.


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2.2.5.5 Segmentation by presentation

One of the main features of the Italian seabream market is that it is mostly fresh-based with large price swings (as shown in figures 5 and 6).

By tradition Italian consumers are consumers not only of fresh fish, but also of whole fish, especially for seabream. The market is therefore characterized by limited value addition and limited product development.

Filleted products have recently started to develop, and most large-scale retailers offer fillets of seabream. For instance in July 2016, ESSELUNGA sells fillets of seabreams (seabreams are filleted in Greece, where filleting costs are lower than in Italy) at 24,76 EUR/kg13 (19,80 EUR/kg in special offers) and AUCHAN also sells fillets of seabreams at 28,29 EUR/kg.

ESSELUNGA also proposes aromatized seabream fillets, sold at 27,80 EUR/kg in July 2016: fillets with a slice of lemon, halved tomato cherries, sea salt, rosemary, garlic, sage, juniper, oregano, parsley and aromatic plants.

2.3 Overview of the main EU markets 2.3.1 Greece

Greece has the biggest seabream production in the EU (and in the world) and is the exporter n°1 but it has also a strong domestic market with a per capita consumption approaching 3 kg in 2015.

Figure 7 – Greek apparent market for seabream in 2015

13 See table 13.

Supply65.700 tonnes

Production65.200 tonnes

Import500 tonnes

Apparent consumption30.900 tonnes

(2,846 kg per capita)

Export34.800 tonnes


8

After the overproduction crisis of the year 2008 (record year, with a production of 94.000 tonnes) the Greek production of farmed seabream decreased to reach 63.000 tonnes in 2011 according to FEAP data. The sector, which is stable in capacity as there have not been any new licenses since 2006, has recovered after the crisis, thanks to strong demand, higher prices and market stabilization. Anyhow the production is on a decreasing trend in the last years (2013-2015)14.

Greece provides the two thirds of the EU seabream production and exports 40.000 to 50.000 tonnes per year. The main destinations are Italy (49% of total volumes exported by Greece in 2015), France (15%), Portugal (12%) and Germany (6%).

Table 19 – Greek exports of fresh seabreams (CN 03 02 69 95 and, from 2012, CN 03 02 85 30), in tonnes

Source: Comext

After the heavy fall of 2008 (the price fell from 3,97 EUR/kg in 2007 to 3,23 EUR/kg in 2008), the average export price of the Greek seabream recovered: it rose to 3,65 EUR/kg in 2009 and reached a new peak in 2011 (5,12 EUR/kg) before coming back to more normal levels in 2012 (4,28 EUR/kg) and 2013 (4,10 EUR/kg). In 2014 and 2015 the export price increased again following a reduction in the Greek production (from 75.000 tonnes in 2013 to 71.000 tonnes in 2014 and 65.000 tonnes in 2015). In 2016 the price started to decrease again to 5,39 EUR/kg in July, 5,01 EUR/kg in September and 4,43 EUR/kg in November.

Figure 8 – Evolution of the average export price of the fresh Greek seabream (EUR/kg)

Source: Comext

14 Production data differ according to sources, but the trends are the same: -13% for FEAP for the years 2013-2015, -16% for Eurostat.

Year 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

ITALY 10 487 12 998 17 109 23 517 23 891 23 141 18 733 20 513 20 716 19 394 17 066

SPAIN 2 739 4 213 5 296 8 916 7 431 6 781 5 368 5 152 6 378 2 886 1 728

FRANCE 1 273 2 384 4 141 6 243 6 712 6 618 5 733 5 777 5 713 5 888 5 089

PORTUGAL 507 1 393 2 112 3 074 3 354 3 147 3 994 4 426 4 858 4 699 4 232

GERMANY 329 638 1 377 1 746 2 741 2 180 1 981 2 379 2 501 2 390 2 063

UNITED KINGDOM 362 676 996 1 269 1 349 1 335 1 453 1 671 1 262 963 891

NETHERLANDS 96 439 726 1 033 1 040 1 133 1 029 1 086 1 069 1 039 1 193

Other 404 560 1 507 2 270 2 537 2 762 2 202 2 693 4 903 2 996 2 498

TOTAL 16 196 23 302 33 264 48 068 49 053 47 098 40 493 43 697 47 400 40 255 34 760

Source : Comext


9

2.3.2 Spain

The Spanish market is the third-largest after Italy and Greece. The apparent consumption of seabream registered a strong decrease in the early 2010s, falling from 24.800 tonnes in 2010 to 18.100 tonnes in 2012, and remained at this level since then.

Unlike the Italian market, the Spanish market is mainly supplied by the domestic production.

Figure 9 – Spanish apparent market for seabream in 2015

The Spanish seabream farming production was exceeding 20.000 tonnes in the late 2000s, peaking at 23.930 tonnes in 2008. After a strong decrease in 2010-2011, the production has stabilized at a level slightly over 16.000 tonnes in the years 2013-2015 (see table 3).

Two companies, CULMAREX and TINAMENOR Group, control 60% of the Spanish production.

Spain mainly exports to its two neighbours, Portugal (3.100 tonnes in 2015) and France (1.400 tonnes). Sales to Italy are limited (900 tonnes).

Imported seabreams (6.400 tonnes in 2015) are supplied by Turkey (67% of the total) and Greece (27%).

Market prices recovered in 2010-2011 and average wholesale prices of farmed seabream reached 5,69 EUR/kg in Mercabarna in 2011 (same level as farmed seabass). In 2012 seabream prices decreased to 4,94 EUR/kg (-13% compared to 2011) while prices for seabass kept rising to reach 6,51 EUR/kg (+14%). From 2012 trends have reversed: seabream prices continuously increased to reach 6,04 EUR/kg in 2015 and thus to be slightly above seabass prices (5,97 EUR/kg in 2015).

Supply23.500 tonnes

Production17.000 tonnes

Import6.500 tonnes

Apparent consumption

18.000 tonnes(388 g per capita)

Export5.500 tonnes


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3 PRICES ALONG THE SUPPLY CHAIN

This chapter proposes to analyse prices and trends at the various stages of the seabream supply chain in Italy, with the objective to set the framework for price transmission analysis (chapter 4).

3.1 Price information sources

While chapter 4 relies on data gathered through direct interviews with stakeholders, chapter 3 lists the consistent sources regularly accessible and the content of the information provided by each of them.

Table 20 – Price information sources on the seabream supply chain in Italy

Source: EUMOFA

3.2 Producer prices

ISMEA (Istituto di Servizi per il MErcato Agricolo alimentare) collects price data from a sample of about 70 aquaculture companies on a monthly basis for three major species species (trout, seabass, seabream) and another seven (sturgeon, carp, eel, catfish, mullet, clam and mussel). As can be seen in Table 16, data for seabream are broken down by region (North-West, North-East, Central Italy, South and Islands) and by size category (300-400 g, 400-600 g, 600-800 g, > 800 g).

3.3 First sale prices

First sale prices are provided by ISMEA, on a daily, weekly, monthly and yearly basis, for wild seabream. Prices collected by ISMEA in auction halls cover 11 “mercati di produzione” or “production” markets (Aci Trezza, Ancona, Cesenatico, Civitanova Marche, Civitavecchia, Corigliano Calabro, Goro, Livorno, Manfredonia, San Benedetto del Tronto, Viareggio) and 4 “mercati misti” or mixed markets (Cagliari, Catania, Chioggia, Molfetta). The data provided are differentiated by origin (local, regional, national), by production method (fisheries, aquaculture), and by weight category.

3.4 Import prices

Import prices are provided on a monthly and yearly basis by COMEXT (as can be seen in Table 11 for yearly prices).

3.5 Wholesale prices

Wholesale prices are provided by ISMEA for two wholesale markets (Milan and Rome) on a daily, weekly, monthly and yearly basis, as can be seen in Table 18 for Milan. The data provided are differentiated by origin (national, import), production system (fisheries, aquaculture), and weight category.

Supply

chain stageType of price Frequency Source

Producer prices (aquaculture, ex-farm) Monthly ISMEA

Yearly EUROSTAT

Daily, weekly, monthly, yearly ISMEA

Import Import price Monthly, yearly COMEXT

Wholesale Wholesale price (in two major markets:

Milan, Rome)Daily, weekly, monthly, yearly ISMEA

Retail price (all channels) DailyMIPAAF (Ministry of Agriculture) -

service suspended in 2013

Retail price (all channels) Weekly, monthly, yearly EUMOFA (EUROPANEL)

Retail price (large-scale retailers) MonthlyAPI (service suspended, data until

September 2013)

First sale

Retail

Producer prices (fisheries)


11

3.6 Retail prices 3.6.1 MIPAAF

The Italian Ministry of Agriculture (MIPAAF) used to monitor the daily retail prices of a basket of 84 major food products, out of which 12 fish species (farmed seabream was one of them). Consumers had access to this service, called SMS Consumatori, and could request prices by SMS.

This service has been stopped in 2013 for budget reasons.

Figure 10 – Example of data on farmed seabream - SMS Consumatori – Screenshot 17 05 2013


12

3.6.2 API

The Association of Italian Fish Farmers (API) monitored the consumer prices in the large-scale retail (“grande distribuzione”) for 10 aquaculture products (6 trout products + Italian seabream + imported seabream + Italian seabass + imported seabass). The prices issued (on API website) were average consumer prices surveyed in the points of sale of 19 retail chains in a two weeks period. This service has also been suspended in 2013 for budget reasons. Table 21 shows the last report.

Table 21 – Average consumer prices in the large-scale retail in the period 16-29 September 2013

Source: API

3.6.3 ISMEA

Until the end of 2015, ISMEA was collecting retail prices of food products (including fishery and aquaculture products) through a collaboration with large-scale retailers (Carrefour, Auchan, Coop, Conad…) who transmitted prices automatically to ISMEA on a weekly basis. This collection has been discontinued because of its high cost.

3.6.4 EUMOFA

EUMOFA provides weekly and monthly data on consumer prices, provided by Europanel.

Table 22 - Monthly consumer prices in Italy by main commercial species in 2016

Source: EUMOFA based on EUROPANEL

GroupSeabream

Import

Seabream

Italy

AGORÀ NETWORK - 9,50

BENNET 10,05 11,40

C3 - 8,90

CATENE INDIPENDENTI - 7,50

CONAD 8,68 14,32

COOP ITALIA 9,62 13,73

DESPAR SERVIZI 9,44 14,22

ESSELUNGA 9,84 13,74

FINIPER 8,94 13,69

GRUPPO AUCHAN 8,81 12,41

GRUPPO CARREFOUR IT 7,66 14,05

GRUPPO LOMBARDINI 10,90 -

GRUPPO PAM 9,06 13,90

GRUPPO SUN 11,20 10,70

IL GIGANTE 9,90 18,80

REWE 9,15 14,95

SELEX COMMERCIALE 8,10 15,88

SIGMA 8,75 12,23

SISA - 12,40

Source : API

Main commercial

species

Month

2016 / 01

Month

2016 / 02

Month

2016 / 03

Month

2016 / 04

Month

2016 / 05

Month

2016 / 06

Month

2016 / 07

Month

2016 / 08

Month

2016 / 09

Month

2016 / 10

Month

2016 / 11

Month

2016 / 12

Clam 8,34 8,34 8,16 8,75 8,74 8,67 8,47 8,21 8,40 8,66 8,12 8,94

Mussel 2,31 2,36 2,45 2,35 2,41 2,41 2,37 2,30 2,29 2,43 2,47 2,38

Cuttlefish 10,24 9,43 10,03 10,28 10,08 9,59 10,20 9,58 9,82 9,43 8,49 9,23

Octopus 9,15 9,86 9,83 10,10 9,90 10,05 10,06 10,24 9,72 9,60 9,38 9,63

Squid 10,14 10,15 10,08 10,55 9,76 10,04 9,58 9,91 10,00 10,55 10,11 10,22

Cod 9,01 9,03 9,40 9,63 9,15 8,87 8,64 8,63 8,66 9,71 9,33 9,03

European seabass 9,63 9,46 9,14 9,09 9,37 9,23 9,19 9,21 9,11 8,96 8,78 9,00

Gilt-head seabream 8,91 8,72 9,15 9,01 9,19 8,97 9,14 8,85 8,47 9,21 8,29 9,28

Salmon 12,06 11,64 11,28 11,47 11,84 12,03 11,81 11,99 11,19 11,30 12,18 11,93

Anchovy 5,96 5,75 5,55 5,37 5,37 5,06 4,92 5,31 5,42 4,92 5,41 5,70


13

The prices reported by Europanel are low compared to the prices of Italian seabream analysed in the following chapter, for two reasons:

o the dominant weight of low-price import seabreams (seabreams imported from Greece, Turkey, Croatia and Malta at an import price close to 5 EUR/kg represent 71% of the market),

o they take into account the many special offers made by large-scale retailers (up to 30 weeks a year).

4 PRICE TRANSMISSION IN THE SUPPLY CHAIN

Chapter 4 complements the data of chapter 3 with information obtained through direct interviews with stakeholders.

Table 23 – Costs and margins for the fresh farmed seabream in the large-scale retail in Italy (July 2016)

Source: elaboration by EUMOFA workteam from interviews with supermarket chains’ purchase managers in July 2016 for seabream 300-600 gr origin Italy

Assumptions:

- cost of a box: 0,25 €

- weight loss: 0,5%

- shrink: < 1%

- labour cost (fish counter): 14-15%

- operating cost (fish counter): 12,5%

- VAT: 10%

EUR/kg

Purchase price (to the producer) 6,60

Transport farm --> platform 0,40

Packaging 0,05

Labour cost 0,45

Delivered at platform 7,50

Ditribution cost 0,38

Weight loss 0,07

Shrink 0,13

Labour cost (fish counter) 2,01

Operating cost (fish counter) 1,68

Net margin 1,64

Average selling price, exclusive of VAT 13,41

VAT 1,49

Average selling price 14,90


14

Figure 11 illustrates the price transmission in the supply chain for fresh seabream. This figure has been drawn up from interviews of fish purchase managers of the GDO (large retailers) in July 2016.

Figure 11 - Price transmission for fresh farmed seabream sold in Italy – large retailers (July 2016)

EUR/kg

Source : interviews of fish purchase managers of the GDO (large retailers) in July 2016 o cost of a box: 0,25 EUR o weight loss: 0,5 %, o shrink: < 1 % o labour cost (fish counter): 14-15 % of selling price, o operating cost (fish counter): 12,5 % of selling price, o VAT: 10% o Selling price: 14,90 EUR/kg.

Contacts with the large-scale retail (December 2016) indicate that the average consumer price for 2016 has been lower than the price in the figure above, due to promotional pressure. One major large-scale retailer indicates an average retail price of 12,59 EUR/kg in 2016, because farmed seabream has been on special offer during 30 weeks. In this case the price paid to the farmers is 5% lower. This, together with a moderate retailer’s margin, made possible an increase of volumes sold compared to 2015. The decision to use promotion is a commercial choice made by the retailer to counter the low prices of Greek and Turkish seabream.


15

5 ANNEXES

5.1 Sources used

- EUMOFA - EUROSTAT - FAO - FEAP - API (Associazione Piscicoltori Italiani) - UNIMAR/MiPAAF (Ministero delle Politiche Agricole, Alimentari e Forestali) - ISMEA (Istituto di Servizi per il MErcato Agricolo alimentare) - AUCHAN - ESSELUNGA - COO.P.AM - API (Associazione Piscicoltori Italiani)

“Gilt-head seabream in Italy” is published by the Directorate-General for Maritime Affairs and Fisheries of

the European Commission.

Editor: European Commission, Directorate-General for Maritime Affairs and Fisheries, Director-General.

Disclaimer: Although the Maritime Affairs and Fisheries Directorate General is responsible for the overall

production of this publication, the views and conclusions presented in this report reflect the opinion of the

author(s) and do not necessarily reflect the opinion of the Commission or its officers.

© European Union, 2017

Catalogue number: KL-01-17-177-EN-N

ISBN: 978-92-79-66575-2

DOI: 10.2771/591660

Reproduction is authorized, provided the source is acknowledged.

Cover photo: © Scandinavian Fishing Year Book

FOR MORE INFORMATION AND COMMENTS:

Directorate-General for Maritime Affairs and Fisheries

B-1049 Brussels

Tel: +32 229-50101

E-mail: [email protected]

mailto:[email protected]

www.eumofa.eu

http://www.eumofa.eu/

case study gilt-head seabream in italy · the study focuses on the italian market for fresh whole...

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