The development of trout markets and marketing with particular reference to the European experience

The 1980s was a period of steady growth in production for the European trout industry. There were initial fears that this increase in production would lead to a saturated market and falling prices. However, this scenario has not occurred due to the interaction of favourable market conditions and the ability of the industry to organise itself to capitalise upon the opportunities presented. The trend toward healthier eating within Europe has meant that fish has been viewed with increasing favour. Trout in particular has been helped by a competitive price advantage coupled with the development of product forms in keeping with the demand for convenient foodstuffs. From an organisational perspective, changing shopping patterns and the rise of the supermarket have highlighted the need for year round, high quality and volume supply. During the next decade the European trout industry will have to respond to these, and a number of other trends, if continued growth and market stability are to be ensured.