LAKS - GLOBAL INTRODUKSJONS- ELLER VEKSTFASE?

Havbrukskonferansen 2013 Paul Aandahl & Bjørn-Erik Stabell

GLOBAL TRADE OF SEAFOOD 2002

SALMONIDS

GLOBAL TRADE OF SEAFOOD 2013 ESTIMATE

SALMONIDS

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

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

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

GLOBAL SALMON MARKET: SALMON & MEGATRENDS

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

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

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…….

1. INCREASED GROWTH – INNOVATION & DISTRIBUTION

NEW PRODUCT IN TRADITIONAL TRADE CHANNELS

Example 1: Fresh salmon in hard discount in Germany

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

2. INCREASED GROWTH : THE DEMAND FOR SALMON JUST PASSED THE «TIPPING POINT»

Source: Malcolm Gladwell – Tipping Point

3. INCREASED GROWTH: ECONOMIC DEVELOPMENT

Source: Homi Kharas; The emerging middle class in developing countries; OECD; Januar 2010

Other 57 %

2012

St. Petersburg/ Moskva

96% Other 4 %

2003 Example Russia

3. INCREASED GROWTH: ECONOMIC DEVELOPMENT

St. Petersburg/ Moskva

96%

OUR CAPABILTY TO GROW PRODUCTION IN LINE WITH THE INCREASED GROWTH

IN DEMAND

WHAT IF………

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

THANK YOU