United Kingdom

The United Kingdom is an important market for Norwegian seafood, with total seafood consumption estimated at 1.2 million tonnes in 2024. The Norwegian Seafood Council is represented in the market by country director Bjørn-Erik Stabell and market advisor Bojana Dos Santos.

The British consume an average of 18 kg of seafood per person annually—a relatively low level compared to other countries globally. The UK is highly dependent on imports, and Norway is the largest supplier of seafood to the British market. Among the most consumed species are cod, shrimp, salmon, and haddock.

Exports to the UK account for around 5 percent of Norway’s total seafood exports, and the market is particularly important for Norwegian cod and haddock.

Norwegian Whitefish Exports to the United Kingdom

The UK is one of Norway’s largest markets for cod, and the single largest for haddock.

Cod:
The total market for cod was 203,000 tonnes in 2024. Norway held a market share of 18 percent, behind Russia (33%) and Iceland (24%). The British consume nearly 3 kg of cod per person annually.

Haddock:
The total market for haddock was 147,000 tonnes in 2024. Norway held a market share of 22 percent, while Iceland led with 33 percent, followed by the UK’s domestic catch at 26%. Haddock consumption is estimated at 2.1 kg per person annually.

Rising seafood prices have led to increased competition from cheaper protein sources and species, such as Alaska pollock and saithe—especially in the retail segment.

Quota reductions, price increases, and geopolitical challenges are creating headwinds for Norwegian seafood in the UK. The Seafood Council’s efforts going forward will focus on maintaining the position of Norwegian whitefish, particularly in the retail market, while continuing to prioritize the restaurant segment.

A key part of this work is targeted origin labeling, with a particular focus on the value-conscious segment of consumers.

Market Plans for the United Kingdom