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In the summer of 2005, The Sea Fish Industry Authority (Seafish) commissioned research to examine the independent retail seafood market. This research sought to establish the true value share of this sector and understand how independent fishmongers have adapted in order to remain competitive. The findings show that the sector consists of a number of strong, thriving independent fishmongers and despite difficult trading conditions in recent times, many have carved a niche position within their locality. Seafood in general and specifically independent seafood retailers are in a strong position to capitalise on the well documented trend towards healthier lifestyles being pursued by consumers.