After suffering the largest 12-month increase for the grocery category since 1979, consumers are starting to change their habits dramatically, and seafood is one of the biggest losers.

The price per unit across all foods and beverages in the IRI-measured US retailers increased 13.3 percent in the five weeks ending July 31 versus a year ago, prompting consumers to pass on non-essentials, look for refuge in coupons, and switch out key seafood species in favor of items like frozen pizza.