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10 Marketing//

48% by 2050. These areas are where the preference for a
modern shopping experience with its wider assortment of
products is highest, which in turn explains why, according to
Euromonitor International, modern grocery retailers are led
by supermarkets, predominantly due to their wider presence
in urban and semi-urban areas.
While traditional shops sell fresh fish too, an attractive array
of both fresh and frozen fishery products is on display in
supermarkets and hypermarkets, with the well-iced fresh
fish section and frozen fish section presenting a variety of
locally caught and imported species. While the fresh fish
section primarily offers whole fish, the frozen fish section
gives consumers choices from ready-to-cook options such as
fillets, cuts, steaks, portions, and breaded, as well as peeled
shrimp and imported species like Norwegian smoked salmon
and New Zealand mussels. etc.

Imported seafood

However, not all seafood purchases are made at outlets,
whether traditional or modern. The lifestyles of the middle
income segment, coupled with urbanisation, will be
increasingly characterised by the use of technology. It comes
as no surprise therefore that internet shopping is in vogue,
with online retailing sites being widely accessed, particularly
in the major cities in Pakistan.

Packaged and prepared products are part of the modern supermarket
experience in Pakistan.

INFOFISH International 3/2020 ● www.infofish.org