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A significant increase in price (+58.2% May 2008 to May 2016) has driven a sizable decline (-37%), in the consumption of retail ambient seafood over the past 8 years. But, in the 52 wks to May ‘16 it is the indulgent species like roe, caviar and oysters and new exciting packaging and meal formats, appealing to young affluent seafood shoppers, which are leading the return to growth.