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CBI Product Factsheet: Pangasius in the United Kingdom

‘Practical market insights for your product’

The United Kingdom (UK) is the fifth largest market for

pangasius in the EU. In 2013, imports were 15% higher than

in 2010, and in the first two months of 2014, imports further

increased. This product fact sheet provides you with

information on product specifications, statistics, trends, market

channels and segments, and competitiveness of pangasius in

the seafood market of the UK.

Product definition

Figure 1: Pangasius

The scientific name for pangasius is Pangasius hypophthalmus. In Vietnam, the

fish is mostly referred to as basa. In the UK, pangasius and (Vietnamese) river

cobbler, and also basa are used. The HS codes referred to in this product fact

sheet are given in table 1. Pangasius fillets belong to the broader product group

of fish fillets (HS 0304). Since 2012, whole fresh/chilled catfish (HS 0302) and

whole frozen catfish (HS 0303) have also been reported as separate HS codes

that include pangasius. Pangasius represents over 95% of the trade volume and

value included in the HS codes for catfish fillets. In the UK, pangasius competes

with white fish species such as Alaska pollack, haddock and cod.

Table 1: HS codes for Pangasius since 2012

030272 Fresh or chilled catfish

030324 Frozen catfish

030432 Fresh, chilled fillets catfish

030462 Frozen fillets catfish

CBI Product Fact Sheet: Pangasius in the UK

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Product specification This section provides you with basic information about product specifications and

import requirements in the United Kingdom, which is based on EU legislation.

Important legislation is the recently renewed Common Organisation of the

Market, which contains the rules of the organisation of the market for fishery

and aquaculture products in the EU. Legislation about how to inform EU

consumers about fishery and aquaculture products is also relevant to you.

Below, you can find more specific information about the labelling, packaging,

and processing of pangasius for the market in the United Kingdom.

Labelling:

The contents of labelling must be provided in English.

When importing fishery and aquaculture products into

the EU, the following information must be provided on

the labelling or packaging of the fishery product, or by

means of a commercial document accompanying the

goods:

The name of the product: The commercial and

scientific name of the species. For this purpose,

Member States publish a list of the commercial

and scientific names accepted in their

territories;

Production method: In the case of pangasius, it

must be mentioned that it is a cultured product;

Origin: In the case of pangasius, there needs to

be a reference to the country of production;

Presentation: There must be a mention of how

the product is processed (for frozen products

whole fish or fillets; for fresh products gutted,

with or without head, filleted, thawed, other);

Net Weight: The net weight must be stated on

pre-packed products;

Date of minimum durability: Consisting of day,

month, and year, in that order and preceded by

the words "best before" or "best before end" or

the "use by" date;

EU seller: The name or business name and

address of the manufacturer, packager or seller

established in the EU;

The package must contain an EU approval

number;

The packaging must also contain a lot number;

Nutrition: Ingredients and nutrition must be

mentioned;

The competent authority with respect to

labelling is the Food Labelling and Standards

Division of the Food Standards Agency. This

agency is also appointed as the competent

authority regarding traceability and compliance.

Packaging:

Packaging requirements differ widely between customers and market segments.

Therefore, it is crucial that you discuss your customers’ preferred packaging

requirements. Some general characteristics are:

Frozen pangasius imported by wholesalers are mostly delivered in 10 x

1 kg bags packed in master cartons. Smaller bags are sometimes

requested for smaller size fillets;

NET WEIGHT :

SIZE :

EU APPROVAL NO. :

COUNTRY OF ORIGIN : VIETNAM

PRODUCTION DATE : 12 - 04 - 2013

EXPIRY DATE : 11 - 04 - 2015

LOT NO. : 185

IMPORTER :

KEEP FROZEN AT -18ºC OR BELOW

DO NOT REFREEZE AFTER THAWING

CBI Product Fact Sheet: Pangasius in the UK

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Frozen pangasius fillet is mostly imported in polybags of 250/500

grams or 1000 grams, which are directly distributed to retail. Breading

or battering of frozen pangasius fillets is usually done by UK

processors;

In retail, defrosted pangasius is sometimes sold over the counter, but

mostly packed for self-service in a tray and plastic filter as breaded,

battered, and sometimes also smoked product.

Processing and colour:

Colour: UK consumers have a strong preference

for white and sometimes light pink. Pink is not

the preference;

Preferred processing: Mostly natural fillets

(skinless, boneless, belly fat off, red meat off),

that also can be breaded or battered. Defrosted

fillets can also be smoked;

Glazing: However, the Vietnamese Ministry of

Agriculture and Rural Development (MARD)

recently has issued a decree to limit the glazing

to 10%. Glazing rates have to be declared;

Tumbling to increase water content is allowed

but limited if it is declared. However, it is often

unwanted by buyers and consumers in Europe.

In the decree mentioned above, the water content of frozen pangasius

is set at a maximum of 83%.

CBI Product Fact Sheet: Pangasius in the UK

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Buyer requirements

Buyer requirements can be divided into: (1) musts, requirements you must

meet in order to enter the market, such as legal requirements; (2) common

requirements, which are those most of your competitors have already

implemented, in other words, the ones you need to comply with in order to keep

up with the market; and (3) niche market requirements for specific segments.

You can find a general overview of the EU buyer requirements for fish and

seafood on the Market Intelligence Platform of CBI.

Figure 2: Buyer requirements for psngasius in the UK

Requirements you must meet (1)

These are the legal requirements for the import of pangasius into the UK. More

information about these legal requirements can be found on the EU export

helpdesk.

Compliance with EU Food Law and traceability:

The EU Food Law is the basis for legislation with

respect to food safety in the EU. The EU Food Law

is supplemented by other EU legislation regarding

hygiene and the use of forbidden substances such

as hormones and pesticides;

Traceability is defined by the EU as the ability to

trace and follow pangasius and other seafood

products that will be used for consumption,

through all stages of production, processing, and

distribution;

EU companies that deal with pangasius and other

seafood products have to provide information

about the supplier and the buyer of the pangasius

on a batch level;

Considerations for action

This fact sheet gives you more

information about traceability.

Health control

Control of contaminants and

residues of veterinary

medicines

Sustainability

certification

Traceability and compliance with EU Food Law

Food safety standards

Good Agricultural Practices

1

2

3

CBI Product Fact Sheet: Pangasius in the UK

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Companies in the EU are required to have systems

in place that allow for information regarding

traceability, in order to be able to identify from

where and how pangasius was produced and

processed in the third country. Therefore,

traceability is also important for exporters from

developing countries.

Health control:

Pangasius that is imported into the UK must comply

with the following general health requirements:

Country health approval: The European

Commission´s Directorate General for Health and

Consumers (DG SANCO) applies a procedure to

assess if your country complies with EU Public and

Animal Health conditions. Part of this procedure is

an on-site review by the Food and Veterinary Office

(FVO);

Approved establishments: Pangasius can only be

imported into the EU, if they have been processed

and prepared in establishments that are on a list

approved by DG SANCO. The competent authority

in Vietnam, NAFIQAD, is responsible for the

approval of your company. If you are approved,

you will receive an EU approval number that has to

be mentioned on the label;

Health certificates: Imports of pangasius into the

EU must be accompanied by a health certificate

signed by the competent authority of the exporting

third country. This certificate states that your

products are suitable to be exported to the EU. In

practice, various models of health certificates are

applied, which can depend on the category of

products, the species concerned or special health

conditions;

Hygiene and health control: Upon arrival in the EU,

pangasius products and the accompanying

certificates must be inspected by veterinarian

officials. The result of the inspection is reflected in

the Common Veterinary Entry Document (CVED).

Control of contaminants and residues of

veterinary medicines:

Imports of pangasius into the UK should comply with

EU legislation designed to ensure that the product is

safe to eat and does not contain contaminants,

chemical substances, and residues at levels that could

threaten human health. For pangasius, it is about which

chemicals may be used during the production, and

which residues for pangasius are allowed in the EU. If

you want to export aquaculture products to the EU, you

have to be aware of the following issues:

Pangasius products containing contaminants at a

level that is unacceptable for public health will be

rejected;

The level of contaminants must be kept as low as

can reasonably be achieved;

For several contaminants, maximum levels are set

to protect public health;

On the website of the European

Commission, you can find more

information about the EU Food Law.

Here, you can find more information

about the activities of the Food and

Veterinarian Office of the EU.

See the list of EU approved fishery

establishments for your country to

check which of your competitors have

access to the EU.

Discuss with your buyers which model

of health certificate is needed.

More information about the import

conditions and legislation in the UK

for food products that are imported

from outside the EU can be found in

the GRAIL database (Guidance and

Regulatory Advice on Import

Legislation) of the Food Standards

CBI Product Fact Sheet: Pangasius in the UK

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Your country is required to submit an annual

residue monitoring plan to the European

Commission;

Samples of consignments may be tested for

residues by national reference laboratories in the

Member States;

The maximum concentration of a residue of a

pharmacologically active substance that may be

permitted in an aquaculture product is the

Maximum Residue Limit (MRL). MRLs are listed in

Commission Regulation (EU) No 37/2010 (OJ L-15

20/01/2010). If your product surpasses these

limits in this regulation, it will be rejected.

Agency.

In 2012, VASEP published a report

with Answers and Questions about

the production and trade of

pangasius. On page 31 and 32, you

can find a list with antibiotics and

chemicals that are banned in the

production and trading of pangasius,

and for veterinary use.

On the export desk of the EU, you can

find more information about control of

residues of veterinary medicines.

Common requirements (2)

For pangasius, common requirements are mainly requirements with respect to

food safety. More information about which food safety standards are relevant

can be found on the ITC standards map. GlobalG.A.P., a standard that promotes

Good Agricultural Practices, is another common requirement in addition to food

safety standards, if you want to export pangasius to the UK.

Food safety standards

Third-party food safety certification schemes such as

the British Retail Consortium (BRC) are very important

in the EU, especially in northern Europe. It is especially

a buyer requirement if you supply to (large)

international retailers.

British Retail Consortium (BRC)

Food safety certification is very

important in the UK, where it is a buyer

requirement if you supply to large

retailers and catering companies. In

Vietnam, there are already 62 BRC

approved fish-processing

establishments.

GlobalG.A.P.

GlobalG.A.P. is a business-to-business

(B2B) certification scheme. Various

Vietnamese pangasius producers are

already GlobalG.A.P.-certified. In 2013,

GlobalG.A.P. and the Aquaculture

Stewardship Council started to work

together in order to harmonise their

requirements. A step-by-step approach

makes it possible to first become

GlobalG.A.P.-certified and then work

towards ASC certification.

Considerations for action

For more information about food

safety standards, visit this website to

see which other standards can are

applied.

See the BRC database and website to

check which of your competitors are

already BRC-certified are and to find

out more about the BRC standard.

See the GlobalG.A.P. website if you

have identified buyers that are

interested in sourcing GlobalG.A.P.

pangasius or if you are interested in

finding out more about the ASC

standard.

CBI Product Fact Sheet: Pangasius in the UK

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Niche market requirements (3)

In the UK, sustainability certification of pangasius is still seen as a niche market

requirement, although for large retail and catering companies in the UK,

sustainability certification has nearly become a buyer requirement.

Aquaculture Stewardship Council (ASC)

An emerging B2C certification scheme

for aquaculture products, expected to

become the dominant scheme in

aquaculture. In May 2013, Sainsbury’s

was the first retailer in the UK who

offered ASC-certified pangasius. In

April 2014, more than 190,000 tons of

pangasius were ASC-certified. 43 farms

have been awarded with the ASC

certification scheme, while six were in

assessment.

Considerations for action

If you already sell ASC-certified

pangasius or are interested in doing

so, discuss with your buyer whether a

premium can be paid or calculate if

you can produce ASC-certified

pangasius on a cost–neutral basis.

For more information about ASC

standards and certification, check the

ASC Website and the website of the

ASC accelerator support programme.

Trade and macro-economic statistics

General information about trade figures in the EU is provided in CBI Tradewatch.

This section provides you with more detailed statistics in relation to pangasius

trade and consumption in the UK.

Figure 3: Imports of catfish fillets (of which

over 95% is pangasius) on the UK market in

2010-2013 (euro x million)

Figure 4: Re-exports of catfish fillets (of

which over 95% is pangasius) from the UK

market in 2010-2013 (euro x million)

Data source: Eurostat

Data source: Eurostat

Analysis and interpretation

Imports

The import of frozen pangasius fillets in the UK grew

from €21 million in 2010 to €27 million in 2013; an

increase of 15%. In January-February 2014, the

export value of Vietnamese pangasius to the UK was

16% higher compared to the same period in 2013.

The growing supplies of competing wild-caught white

fish species such as cod did not have a negative

effect on the imports of pangasius in the UK in 2013.

The lower import price of pangasius can be an

explanation for this. Based on the trade statistics of

Considerations for action

The annual international Food and

Drink Event (IFE) in London is a good

opportunity to become familiar with

eating habits and trends in the UK

food market.

0

5

10

15

20

25

30

2010 2011 2012 2013

Fresh fillets Frozen fillets

0

0.2

0.4

0.6

0.8

1

1.2

2010 2011 2012 2013

Fresh fillets Frozen fillets

CBI Product Fact Sheet: Pangasius in the UK

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January-February 2014, a further increase of the

import of pangasius into the UK in 2014 is expected.

The UK imported 9,400 tons of frozen pangasius

fillets in 2010 (4% of total EU imports in 2010). In

2013, it imported 11,800 tonnes of pangasius, which

was an increase of 36% compared to 2010. Besides

frozen fillets, the UK also imports small volumes of

frozen whole pangasius (700 tons) and fresh

pangasius fillets (600 tons) in 2013.

The average import price per kg of frozen pangasius

fillets in the UK in 2013 was €2.29. The average

import price of pangasius in the UK is high compared

to the other main EU markets. The high import price

reflects the strict quality requirements (e.g. glazing,

tumbling) for pangasius in the UK market.

Additionally, the use of pangasius for traditional fish

and chips, where comparable portions and good

quality fillets are required, results in specific

requirements that are more expensive. Import

prices in the other main markets for pangasius in

2013 were €2.03 in the Netherlands, €1.92 in

Germany, €1.70 in Italy, €1.68 in Spain, and €1.40

in Poland.

Exports

The UK does not re-export large volumes of

pangasius. In 2013, about €1 million of frozen

pangasius fillets was re-exported. The most

important export markets were Germany (€0.6

million) and France (€0.3 million). Export data for

fresh pangasius fillets have only become available

since 2012. Please take into account that these

trade data could contain other catfish species

besides pangasius.

Consumption

Figure 5: Per capita consumption of seafood per week

in the UK (grams)

Data source: Defra, food Statistics Branch

Overall, seafood consumption in the UK in the past

Many buyers of seafood products

from the UK also attend the

European Seafood Exposition in

Brussels. A visit to this exhibition

also provides you with relevant

information about trends in the

seafood market and interesting

contacts with potential buyers.

More data on seafood consumption

can be found at the Family Food

0

20

40

60

80

100

120

140

160

180

200

2007 2008 2009 2010 2011 2012

households eating out

CBI Product Fact Sheet: Pangasius in the UK

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few years has been slowly decreasing. The main

factor is that British consumers have not been

willing to spend more on seafood, while the prices of

seafood products have increased. For 2012, the per

capita purchase of seafood per week was 158

grams, of which 144 grams at home and 14 grams

in restaurants. In 2007, this amount was 178 grams

per capita. British consumers ate less fish at home,

while the consumption of fish in restaurants has

been stable. Consumption of seafood in the UK in

the future however is expected to rise steadily.

Factors that support the expected growth are

increased health awareness, an increase in

household spending, advanced production

technologies in aquaculture and fisheries, and an

ageing population who prefers fish.

In 2012, 36% of the purchases of fish for

consumption at home were ready meals. Other

popular products are canned products (17%) and

fresh and frozen white fish products (15%).

The traditional ‘Big Five’ species in the UK that are

consumed most are tuna, cod, salmon, haddock, and

prawns. Diversification of the product range of fish

species is recognised as important by major retailers

in order to reduce pressure on the traditional

species.

Statistics of the British Government.

As retailers are interested in

broadening their product range of

seafood species, pangasius is an

important alternative for traditional

white fish species. Discuss with your

UK buyers what product innovations

could be interesting for pangasius.

Market Trends

CBI Trend Mapping provides you with general trends in the European white fish

market. This section provides more details about specific trends in the pangasius

and broader seafood market in the UK.

Analysis and interpretation

Social:

Negative media attention: Although less

severe than in Germany, pangasius still has

a rather negative image because of critical

media attention in recent years. Moreover,

consumers in the UK are not familiar with

pangasius compared to other white fish

species, because they have a strong tradition

with wild-caught white fish such as haddock

and cod. The recent introduction of ASC

pangasius in the UK market however may

contribute to a more positive image of the

product.

Changing consumer patterns may

benefit pangasius: Overall seafood

consumption in the UK is expected to grow.

Besides the traditional fish species, it is

expected that other fish species also may

gain market share. Sainsbury’s, a major UK

retailer, identified tilapia, pollack, sea bass,

hake and saithe as potentially interesting

species for the UK market that may increase

Considerations for action

To increase the awareness and

familiarity of UK consumers with

pangasius, a generic marketing plan to

tell the story of pangasius and the

promotion of sustainable practices is

recommended.

Read Sainsbury’s report: Our Future with

Fish to find more information about

trends and developments in the UK

Seafood market.

CBI Product Fact Sheet: Pangasius in the UK

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their market position. The acceptance of

alternative fish species may also benefit

pangasius.

Barriers for eating fish in the UK:

Important barriers to UK consumers

purchasing fish are the relatively high cost of

fish products in general, the lack of

knowledge regarding how to prepare fish,

and not enough preparation time. Pangasius

is a product suitable for overcoming these

barriers, as it is a relatively cheap product,

which is easy to use and has a neutral taste.

Technical:

Concern about taste, consistency, and

soaking: European buyers are increasingly

aware of issues related to tempering

pangasius with phosphates and increasing

water content through tumbling and

soaking. Although these techniques are

allowed, they are often unwanted by

European consumers. In order to improve

the image of pangasius in the European

market, you should be aware of the risks of

soaking and tempering and consider not

using these technologies to sell your

products at a lower price.

Economic:

Less spending on seafood: British

consumers have not spent more on seafood

products in recent years; they spent more on

almost all other kinds of foods, however.

When prices increase, they tend to search for

cheaper alternatives, or reduce their seafood

consumption. The low price of pangasius and

the current economic situation makes this

product particularly interesting for British

consumers.

Competition with wild-caught white fish

species: The UK traditionally prefers wild-

caught white fish species, such as haddock

and cod, species often used for the

traditional fish and chips. After years of

declining cod stocks, cod quotas for 2012

and 2013 have increased. When the supply

of cod was low, in some market segments

such as quick service restaurants in catering,

pangasius gained popularity as a cost-

effective substitute. Even though pangasius

is still an interesting species in the current

economic climate, growing supplies of cod

can put the market position of pangasius

under pressure.

Environmental:

Strict requirements regarding

sustainability: Although sustainability is a

major issue in the UK market, sustainability

Discuss with your buyers what product

innovations, such as ready meals with

pangasius, might benefit the market

position of pangasius in the UK.

VASEP, together with CBI and Dutch

importers, Seafood Connection, and

Anova will launch a campaign to

reposition ASC-certified pangasius in the

EU market. The aim is to reposition the

certified fish as a price premium product

in leading retail. The launch of the

campaign was during the European

Seafood Exhibition in Brussels with 18

ASC-approved suppliers. If you want to

be directly involved in this campaign or

need more information, check this

website: www.youreverydayfish.com

Gather data about market developments

of pangasius and other white fish species

such as cod and haddock. Globefish

provides quarterly information about

developments in the global seafood

market.

For more information about the

importance of sustainability for

pangasius in the UK market and in the

CBI Product Fact Sheet: Pangasius in the UK

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certification schemes are less dominant than

in the Netherlands or Germany, for example.

In the UK, major retailers and catering

companies have their own strict

requirements for responsible sourcing and

minimising negative environmental impact.

Although certification is gaining more

importance, consumers in the UK are not yet

familiar with certification schemes.

EU, read this report about the market

perspectives of ASC pangasius on the

CBI website.

The ASC website provides useful

information about the certification

process of pangasius and support

options.

Market Channels and Segments

For more general information about market segments and channels, take a look

at the Market Channels and Segments document on the European market for

white fish products available at the CBI market intelligence platform. This

section provides some detailed information about the various marketing

channels through which pangasius is marketed in the UK.

Figure 6: Market segments and channels of pangasius in the UK

Analysis and interpretation

In the period of 21 July 2011 – 21 July

2012, pangasius (basa) was ranked 20th

of fish products sold in the UK.

Purchases of pangasius in retail were

1.6% lower compared to the previous

year and amounted to more than £13

million. Salmon was consumed most,

with total purchases of £686 million.

In retail, chilled seafood products are

most popular. In 2011, 56% of the

seafood purchases in retail were chilled

products, while frozen products

accounted for 27% and other products

(canned and other categories) had a

Considerations for action

There are only a limited number of

wholesale companies that source for

retailers in the UK. If you are aiming to

supply pangasius to the UK retail segment,

find out which large importing and

wholesaling companies source for retailers

in the UK. Through the website of Seafish,

you could get access to these companies.

Developing

country

exporter

Importer /

Processor /

wholesaler

Re-exports

Retail

Chains

Developing

Country

UK market Industries in

the UK

Catering

Imports from other EU

countries

CBI Product Fact Sheet: Pangasius in the UK

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share of 18%.

With respect to fish purchases, the

most important retail chains are Tesco

(26.5%), Sainsbury’s (18.8%), Asda

(13.0%), Morrisons (12.8%), and

Waitrose (8.1%).

Pangasius fillets are mostly imported as

frozen fillets. Secondary processing

(such as breading or battering) occurs

at seafood processing companies in the

UK. Most retailers do not source fish

products themselves but make use of

large importing and wholesaling

companies.

In 2011, overall food purchases in the

catering segment were 13% lower

compared to 2010. This is mainly due

to the economic downturn, which

results in consumers switching to eating

more at home or preferring cheaper

out-of-home deals. As economic

forecasts are slowly improving,

consumers might be willing to spend

more on eating out-of-home, which can

benefit the catering segment.

White fish is the most popular product

in catering. About 80% of the

purchases of seafood consist of white

fish species such as cod and haddock.

Fried fish is the most popular product

with about a third of the sector share,

followed by fish sandwiches with

products such as prawns and tuna.

Pangasius has increasingly been used

as alternative white fish for traditional

fish and chips meals, because of the

firm meat. The consistent size of

pangasius fillets makes the products

attractive to use for the standard

production of meals in catering,

compared to wild-caught white fish

species.

Secondary processing of pangasius, such

as breading or battering of fillets, can be

an interesting opportunity to add value to

your products. Discuss with your buyers if

they are interested value-added pangasius

products.

Consumers’ preferences differ between the

retail and catering segment; the

requirements of the segments are also

different. Cooperate with your buyers to

fulfil the needs and requirements of their

clients.

Market Competitiveness

For general information about the competitiveness of white fish in the EU

market, take a look at the CBI Market Competitiveness document available at

the CBI market intelligence platform. This section provides you with a short

overview of prices of pangasius and competing frozen and fresh white fish fillets

in the UK retail market, based on price data from February 2013 (1 Euro =

£0.85).

Table 2: Prices of pangasius products and competing species on the UK market

Sales form Product Price/kg (€)

Fresh Pangasius fillet 9.78

Haddock fillet 10.59

CBI Product Fact Sheet: Pangasius in the UK

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Cod fillet 12.40

Cod loin fillet 20.00

Tilapia fillet 22.80

Frozen Pangasius fillet 7.65

Alaska pollock fillet 3.85

Haddock fillet 8.51

Haddock loin fillet 11.76

Cod fillet 8.51

Cod loin fillet 11.76

Tilapia fillet 8.82

Useful sources

EU Export Helpdesk

http://exporthelp.europa.eu/thdapp/index_en.html

Seafish UK

http://www.seafish.org

Sainsbury’s: our future with fish

http://j-

sainsbury.co.uk/media/784085/our_future_with_fish_report.pdf

European Seafood Exposition

http://www.seafoodexpo.com/global/

This survey was compiled for CBI by LEI Wageningen UR

in collaboration with CBI sector expert Siegfried Bank

Disclaimer CBI market information tools: http://www.cbi.eu/disclaimer