Norwegian seafood exports to Portugal

The Portuguese are among the world’s most seafood-loving people, with an annual consumption of 55.3 kg of seafood per person. Portugal is the largest market for Norwegian clipfish, and the Norwegian Seafood Council is represented there by our envoy Gudfinna Traustadottir, based in Lisbon.

In 2024, Norway exported a total of 51,000 tonnes of seafood directly to Portugal, valued at NOK 5.3 billion. Cod is by far the largest part of the export, followed by salmon.

Norwegian Clipfish in Portugal

The total market for cod in Portugal is 178,000 tonnes, with Norway holding a market share of 57 percent. The main competitors are Russia (21 percent) and Iceland (11 percent).

Cod consumption in Portugal consists almost entirely of clipfish. Norwegian clipfish—known as Bacalhau da Noruega—holds a strong position in Portuguese food culture and is well known among consumers.

As many as 78 percent of Portuguese consumers are familiar with Bacalhau da Noruega, which has long been a leading brand in the category.

Despite its strong position, there is a downward trend in clipfish consumption. Lower quotas and reduced access to cod are driving prices up, which may open the door to increased competition from other seafood products and countries.

Additionally, research shows that awareness of Bacalhau da Noruega is lower among younger consumers, who also prefer soaked and frozen products—seen as more practical and convenient. Around 37 percent of clipfish is sold in this format.

To ensure continued relevance and leadership in the market, it is important to adapt to changing consumption trends and strengthen the brand through innovation and differentiation.

The Seafood Council’s strategy going forward is to work purposefully to preserve and further develop the strong position of Bacalhau da Noruega in the Portuguese market.

Market Plans for Portugal