There appears to be no market or consequence for tvna products ot>€r than the 



STANDARD CANNED PACK UM.ESS MIXED PRODUCTS, SUCH AS TUNA AND NOODLES, ARE ACCEPTED. 

 Few ATTEMPTS HAVE BEEN MADE TO MARKET OTHER TYPES OF TUNA PRODUCTS, BUT THE SUCCESS- 

 FUL EXPERIENCE OF THE MEAT INDUSTRY, WITH ITS NFrt PRODUCTS, OFFERS HOPE. 



MOST HOUSEWIVES ARE IK THE HABIT OF PURCHASING CANNED TUNA BY BRAND NAME. IN- 

 STIVUTIONA;. consumers on the other HAND A=?E PRIMARILY PRICE-CONSC lOUS. 



ThT market FOR CANNED TUNA IN THE UNITED STATE3 IS CAPABLE OF EXPANSION. PRO- 

 motion among institutional users has been shown to be fruitful. promotion of canifcd 

 tuna should be successful ]n the several geographical, occupational, and |f*:ome 

 groups in the unf'ed states with low per capi'a consumption. industry-wide product 

 promomon, in addition to brand advertising and greater recipe information and de- 

 velopment, were recommended means for oe'/eloping markets. 



Trade opinion and statistical analysis establish that the price relationship 

 between carjneo salmon and canned tutja is the most significanjt of the many factors 

 favorably affecting the demand for canncd tvha. dafa show how the consumption of 

 canned tuna increased as the rat|0 of canned tuna prices to cannieo salmon prices 



DECREASED, THUS MAKING TUNA A RELATIVELY MORE ATTRACTIVE BUY tq TVE CONSUMER. 



The RESULTS OF TWO GOVERNIJENT SURVEYS INDICATE Tft SUBSTANTIAL INCREASE IN THE 

 NUMBER OF HOUSEHOLDS -JONSUMING TUNA AS INCOME MOVES UPWARD. 



The rising demand for TL'NA has seen QIs^EN added WDMENTUM by the large EXPENDI- 

 TURES OF THE TUNA INDUSTRY FOR ADVERTISING AND PROMOTION WORK. 



A STATISTICAL TECHNIQUE l«^ICH ASSUMES THAT THE FACTORS AFFECTING CANNED TUNA 

 CONSUMPTION IN Tit PAST WILL COMTINUE. INDICATES THAT THE UNITED STATES MARKET WILL 

 CONSUME (based ON APPARENT SUPPLY DATa) ABOUT 292 MILLION POUNDS, OR A PACK 0^ 15 

 MILLION STANDARD CASES IN I960 AS COMPARED TC 1952 CONSUMPTnN OF ABOUT II MILLION 

 STANDARD CASES. 



It seems probable r-tAT the consumption of canniitd TUNA IN THE United States in 



S953 will exceed that of 1952 by an appreciable amount, possibly 5 PERCENT, AND 

 LESS probably, BY AS MUCH AS 10 PERCENfT. THEREAFTER, THE CONSUMPTION CAN BE EXPECT- 

 ED TO INCREASE BY MODERATE INCREMENTS, AND PROBABLY NCT EVER*/ YEAR, AT A GREATER RATE 

 THAN THAT OF THE INCREASE IN POPULATION. WITHIN TEN YEARS IT IS PROBABLE THAT CON- 

 SUMPTION VtlJL HAVE INCREASED BY 50 PERCENfT BUT I"^ DOES NOT SEEM LIKELY THAT IT WILL 

 INCREASE AS MUCH AS '50 PERCENT IN THAT TIaIE, OVER TfC LONG PULL, ANY FIGURE BEYOND 

 5 POUr^S PER CAPITA ANirjUAL CONSUMPTION OF CANNED TUNA WOULD SEEM ENTTIRELV UNREALISTtC. 

 Evetg 3 POU^DS is rather optimistic. The DEVELOPWENfr of specialty PACKS, SUCH AS 

 SMOKED OR SPi;£D TUNA, DOES NOT SEEM LIKELY TO REACH SIGNIFICANO- VOLUME IN RELATION 

 "0 STANDARD TYPES OF CANNED TDNA.. 



It is PROBABLE THAT THERE WILL BE SOME INCREASE IN THE USE OF FRESH AND FROZEN 

 TUNA IN THE NORTHEAST AND IN THE PACIFIC COAST STATES FOR HOME CANNING, AS WELL AS 

 FOR IMMEDIATE CONSUMPTION, THE POTENTIAL AMOUNT IS PROBABLY NOT LARGE ENOUGH TO 

 JUSTIFY PROMOTION. 



IA(VRt(ETS FOR FISH MEAl. PRODUCED BY THE TUNA INDUSTRY PRESENT FAVORABLE PROSPECTS 

 WHILE MARKETS FOR FISH OILS AND FOR VITAMIN-BEARING OILS FROM FISH LIVERS AfJD VISCERA 

 CF TUNA ARE UNFAVORABLE. 



GENERAL 



An analysis of the consumption of tuna and tunalike fishes is most ap- 

 propriate as u starting place for the research phase of this study. Con- 



38 



