Branzino: Riding the Wave to Culinary Stardom
Can you guess which fish in the United States has been:
Prominently featured on 79% of restaurant menus
Recognized by 19% of consumers?
Enjoyed by 7% of consumers?
Eaten by more seafood lovers under its pseudonyms, European or Mediterranean sea bass?
Gaining even greater popularity in the two years since these statistics were collected?
If you chose branzino, you are right. If you guess that consumers who love fish and have not tried branzino will be trying—and buying— it with increasing regularity, you are sure to be right again.
A Sea of Expansion
During the pandemic shutdown, studies show more people stayed home and experimented with cooking fish. In fact, according to the Chicago-based research firm IRI, year-over-year sales of frozen seafood were 37% higher for 2020.
The good news for seafood sellers doesn’t stop here.
IRI’s January 2021 report shows that younger generations favored comfort food and baking products during the pandemic, while seniors opted for cooking ingredients and cleaning products. Yet the one thing all ages seemed to agree on was seafood. It ranked third or higher with every generation in the report’s Top Growth list of foods based on sales. Moreover, below are the incredible 2020 seafood growth spikes by generation based on dollars spent per 1,000 households compared to the previous year:
Gen Zers—42%
Millennials—41%
Gen X—39%
Boomers—33%
Seniors—33%
Note that the most significant leaps were in the younger generations, which bodes well for the future of seafood sales, especially for rising stars such as branzino.
Increasingly Center Stage
Branzino’s delicate taste and firm texture have already made it a favorite on ethnic and fine dining menus, where home dining trends start. Meanwhile, IRI’s report predicts that “health and wellness, indulgence, premiumization, and taste exploration trends will continue.” Let’s look at how the continuance of these trends puts branzino at a clear advantage.
Health and wellness. Packed with protein, OMEGA-3s, and vitamins while being low in calories and saturated fats, branzino is a tasty option for those focused on health and wellness. Popular in Mediterranean cuisine, branzino’s firm texture can stand up to a variety of healthy cooking methods, including grilled, roasted, steamed, poached, and braised.
Indulgence. Branzino is a small, white, delicately flavored fish with few small bones that is delicious whether served simply prepared or in a more complex sauce. These qualities explain the fish’s increasing popularity with independent ethnic and fine dining eateries, where diners are eager to indulge both their taste buds and their love of staying abreast of emerging trends.
Premiumization. Branzino’s delicate flavor and smooth texture make it popular in fine cuisine and have already initiated the premiumization of this delicious seafood. Once diners taste it, they are willing to pay a little more for it, whether in restaurants or at home, because it always delivers a consistently great dining experience.
Taste exploration. Those looking for a taste adventure have already propelled branzino to front and center dining on innovative restaurant menus. And with consumers becoming increasingly comfortable cooking fish and yearning for versatility, branzino’s flexibility in a wide range of recipes also positions it well for home cooking.
Whether you are a seafood restaurant or retailer, as you take the next steps to reset and refresh your business this year, try casting this rising star - branzino - in a leading role.