Middle East

The Middle East is an emerging region for Norwegian seafood exports. Johnny Håberg is the country manager for the Middle East at the Norwegian Seafood Council, with a particular focus on Saudi Arabia and the United Arab Emirates (UAE). The primary product marketed is salmon, but there is also a growing emphasis on cod.

Both markets have relatively low seafood consumption but significant growth potential. Obesity is a challenge in both countries, and seafood fits well into the desire for a healthier diet.

Consumers in these markets are willing to pay for quality, and increasing tourism presents further opportunities for Norwegian exports. Salmon is the largest export product from Norway to both Saudi Arabia and the UAE, with growth in both value and volume over the past five years.

Norwegian Salmon Exports to the Middle East

In 2024, Norway exported salmon worth NOK 965 million to the UAE and NOK 913 million to Saudi Arabia, corresponding to around 10,000 tonnes per market.

In Saudi Arabia, Norway holds a market share of 99 percent, with limited competition from other nations. However, challenges related to market access could threaten this position.

Consumer awareness of Norway as a salmon-producing country is at 30 percent, and the goal is to increase this share to strengthen Norwegian salmon’s position should competition intensify.

Smoked salmon is a popular product format—over 60 percent of consumers report eating it at least once a month. With a young population and high digital engagement, the Seafood Council will focus on digital marketing toward selected consumer groups to promote Norwegian origin.

In the UAE, Norway holds a market share of 92 percent, though this varies somewhat. In 2024, the UK held a 4 percent share. The majority of salmon is consumed at home (54 percent), and smoked salmon is widespread—nearly 60 percent report eating it at least once a month.

With a population consisting of nearly 90 percent immigrants, there is room for targeted activities toward various consumer groups. There is a need to increase awareness of Norwegian origin, and the Seafood Council continues its work on origin labeling.

In addition to salmon, there are opportunities for exporting fresh cod to the UAE. Fresh seafood is highly valued by consumers, but due to lower cod quotas, the focus will be on farmed cod.

Cod may also serve as an alternative to the local Hamour, which is overfished. Success in this area will require training of grocery chains and strengthened origin labeling.

Market Plans for the Middle East