TABLE VI - 5.~B. "STORES HANDLING" MEASUREMENT 



Shrimp 

 product 

 item 



Percent of total food stores to food 

 stores handling shrimp products 



\lh.o had 

 stocks on 

 audit date 



Who were out 

 of stock on 



audit date 



Maximum 

 distribution 



Fresh and bulk- 

 frozen 



Frozen, headless 



Frozen uncooked 

 breaded 



Frozen cooked 

 breaded 



Canned 



Percent 

 k 



29 



18 

 59 



Percent 

 2 



5 



5 

 h 



Percent 



6 

 30 



33 



23 

 63 



Note: "Stores handling shrimp products" refers to stores stocking 

 shrimp products at some time between August 1, 1955 and October 1, 1955. 



Retail Sales 



The audit of sales involved the actual examination of piirchase 

 invoices. 7/ Both quantity and dollar value of sales for the 28l stores 

 in the sample were determined. Expanded to a total for the country, some 

 27,280,000 pounds of shrimp and shrimp products were sold to retail 

 customers in August and September 1955- Fish co\inter sales of fresh and 

 bulk-frozen shrimp amounted to close to ik million pounds, sales of 

 packaged frozen headless shrimp to 7-l/3 million pounds. Breaded products- 

 frozen uncooked breaded and frozen cooked breaded in that order — followed 

 next \d.th a total of about 3 •5 million pounds. Canned shrimp ajid shrimp 

 specialty products- -i.e.j shrimp cocktail, frozen cooked shrimp, shrimp 

 Creole, shrimp sticks, and others--made up the remainder, with approxi- 

 mately 1.8 million and 3/^ °^ ^ million pounds, respectively, (see 

 figure VI - 3) 



7/ The principles employed in determining consumer sales and other 

 vital marketing data in Nielsen store audits are explained on p. 5> 

 A Brief Description of Nielsen Food Index and Nielsen Drug Index, 

 Nielsen Company publication, I955. 



25 



