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2022年疫情中的海產業新契機
電子商務加速發展、終端配送方式創新、消費者更重視永續

挪威海產推廣協會(Norwegian Seafood Council,NSC)甫發表的年度趨勢報告,揭露因疫情而興起的各項海產產業趨勢。隨著商家的關閉和通路的限制,人們越來越需要改變購物習慣。我們已經看到食品雜貨類的電子商務有明顯成長,再也不只是每週固定的網購。

COVID-19 疫情對全世界的各個層面都造成長遠影響,而我們已經深刻體會傳染病的種種負面效應。但值得留意的是,這場疫情也為全球市場帶來了巨幅的成長和創新的機會,而海產產業便是受惠者之一。

挪威海產推廣協會(Norwegian Seafood Council,NSC)甫發表的年度趨勢報告,揭露因疫情而興起的各項海產產業趨勢。隨著商家的關閉和通路的限制,人們越來越需要改變購物習慣。我們已經看到食品雜貨類的電子商務有明顯成長,再也不只是每週固定的網購。

綜觀整體產業,從批發商到地方的獨立餐廳都面臨尋求能夠同時提供便利性與功能性又滿永續發展意識抬頭消費者的收入來源。

挪威海產推廣協會報告書指出,當代許多新趨勢都是由年輕消費者所推動。儘管年輕消費者購買相對少量的魚類和海產,但他們是新型態商業活動的發展主力。年輕世代經常被網路上的見聞所啟發,樂於嘗試簡單又方便的新產品,也通常是要求永續議題資訊透明的推手。

渴求便利性

挪威海產推廣協會的消費者行為分析師 Lars Moksness 表示,電子商務的迅速發展下,全球成千百萬的消費者已在疫情期間已投向網購:「線上與線下購物的利弊衡量已經過時。現在我們早已不再探討人們有無透過網路購物,而是人們正在進行何種形式的網路購物?選擇在哪個平台購物?」

部分市場有更為顯著的蓬勃發展: 相較於其他市場,2020年亞太地區在食品雜貨方面的電子商務銷售額比例為全球最高,佔有9%麥肯錫(McKinsey)2021年的一項調查顯示,74%的中國受訪者在受訪日之前的三個月內曾使用過食品雜貨宅配服務。

其他地區電子商務在疫情期間的成長尤為迅速: 儘管 2020 年電子商務僅佔南美洲食品雜貨銷售額的2.7%,但eMarketer發現此處亦是該年度電子商務整體成長最快的地區,成長率高達36.7%。

在海產方面,透過網路購買鮭魚的前三大市場都在亞洲: 中國為首,再依次是韓國和泰國。29%的中國消費者告訴挪威海產推廣協會,他們很常或經常在網路上購買鮭魚。

這場疫情不單單只是促使人們轉向電子商務,它也同時刺激創新並奠定消費者對於便利性的追求。從專門服務第三方業者的「線上幕後」(Darkstore)超市提供10分鐘到貨的食品雜貨宅配服務,到餐廳直接提供料理包讓客人在家中複製最喜愛的菜色,這些趨勢在短時間內迅速成為消費者的新習慣。

報告書列出多種新興的商業型態,不過Moksness認為「新經濟」的最後一哩路配送(Last Mile Delivery,LMD)業者或第三方宅配服務最饒富趣味: 「我相信這些服務能促進地方企業的發展。透過與第三方業者的合作,就有機會振興在地的小生意,例如肉鋪或尚無能力自行經營網購通路的鮮魚市場。」

對許多消費者來說,在網路上購買肉類和魚類等被認定為「風險較高」的食品雜貨時,信任可能是他們面臨的關鍵難題,因為消費者在網頁上看不到也聞不到產品,如此癥結卻可以透過最後一哩路配送得到改善。

「當人們可以直接向當地魚販網購新鮮海產時,產品的信任問題幾乎都迎刃而解,因為消費者早就認識這些商家,也有過實體購物經驗,」Moksness 說明。「唯一的區別是,現在將有一部電動車直接把生鮮送到消費者家門前。」

這樣的演變,彰顯了海產產業在近幾年即可充分運用的關鍵機會。

消費不忘良心

挪威海產推廣協會報告書非常重視永續議題: 這是海產產業的一大關注焦點,從政府到消費者,人人都在要求永續議題的資訊透明。

報告書直接正反探討一個關鍵問題: 對於便利性的追求會減緩永續發展的進步嗎?Moksness不認為此類衝突會發生,更表示隨著科技的進步,兩者將在未來漸趨互補。舉例來說,電動車配送只是其中一個因素,但網購的成長也實踐更多符合永續理念的包裝,進而帶來更多元的運輸方式並減少塑膠的使用。

儘管未必明顯,海產產業已屢次成就科技和永續發展互相結合的傑出例證。

報告書特別介紹了挪威公司 Vesterålen Havbruk 如何透過區塊鏈技術的創新應用,成功提升資訊透明度並滿足年輕消費世代日益注重健康、氣候和動物福祉的需求。該公司的「CodSwap」應用程式讓使用者可以追溯鱈魚從捕撈或養殖,到加工處理及送抵漁販前的整個過程。

Godfisk(挪威海產推廣協會在挪威的消費者品牌)也舉辦各類推廣活動,示範使用永續方式捕撈的海產和新產品(例如鮭魚碎肉)進行烹飪是多麼地輕而易舉。這些簡單、方便、美味、便於烹調的產品,將會協助消費者以最永續、環保的方式降低紅肉攝取並增加海產食用量,打造全方位的雙贏局面。

有健康的消費者,也有健康的地球

挪威海產推廣協會的第二份年度報告明確地指出海產與其他相關產業在未來幾年可以把握的機會。全球消費者對便利性的渴望不斷增長,但永續解決方案的需求則更為優先且急迫。雖然有能輕鬆超前的簡單方法,但全球企業也越來越必須在永續改革上投資,以確保用最有益於地球的方式來提供消費者健康的選擇。

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