China

Globally, the Chinese market is one of the most dynamic and exciting markets to work with. The Norwegian Seafood Council has an office along with the consulate in Shanghai. Our seafood envoy in China is Sigmund Bjørgo. Locally, he works alongside market advisors Savindar Xie and Vicky Chen.

The Chinese market holds immense importance for Norwegian seafood exporters across various sectors such as salmon, mackerel, and cod products. With a staggering total seafood consumption of 58.8 million tons in 2020 and a steadily increasing per capita consumption of 40 kg over the past three years, China stands as the largest seafood market globally. In the salmon sector, Norway's export constitutes 4% of the market's total value. Despite the bilateral protocol and packaging requirements in the trade between Norway and China, Norwegian salmon has maintained a significant presence, contributing nearly half (48%) of the fresh salmon supply in 2022. The retail sector has witnessed growth, especially in online sales, highlighting changing consumer habits. Addressing market access requirements and focusing on sustainability and origin labeling are pivotal for Norway's continued success in the Chinese seafood market.

Additionally, Norwegian pelagic species, notably mackerel, have found normalized access in the dynamic Chinese seafood market. Comprising a notable portion of the mackerel supply, Norwegian mackerel has ventured beyond traditional restaurant use and is expanding into the retail sector. The increasing health-conscious consumer base, seeking products rich in Omega-3 content, has enhanced the appeal of Norwegian mackerel. Nonetheless, raising consumer awareness and distinguishing Norwegian mackerel from local counterparts are challenges to be addressed. Exploring opportunities across business-to-business (B2B) and business-to-consumer (B2C) sectors remains crucial for Norway's continued success in the Chinese mackerel market.

Moreover, the Chinese market represents a pivotal arena for Norwegian cod products, with 6.1% of the country's total imported seafood attributed to Norway. Norway has witnessed a rise in Atlantic cod supply to China, amounting to 23 500 tons, and according to our research, Norwegian cod has increased on average 15% annually, in the past three years. As the dominant supplier of Atlantic cod, Norwegian cod products primarily penetrate large retail chains, gaining traction for their perceived high quality and value for money. Yet, challenges persist regarding consumer familiarity with Arctic cod's unique attributes and cooking methods, necessitating effective consumer education to bridge this gap in the Chinese market's evolving landscape.