USA

 The United States is an important growth market for Norwegian seafood, with significant value growth in recent years. The Norwegian Seafood Council is locally represented in New York by seafood country director Karine Rød Haraldsson and manager Hilde Larsen Mostue.

The U.S. is the world’s largest importer of seafood, with an import value of NOK 285 billion in 2024—equivalent to 2.9 million tonnes. Norwegian exports to the U.S. have steadily increased, with a fourfold rise in volume and a doubling in value over recent years.

At the same time, the past year has been marked by uncertainty around market access, which could have major consequences for future exports. The Seafood Council publishes regular updates on developments.

Despite the size of the market, seafood consumption in the U.S. remains low compared to other proteins. Americans consume nearly six times more meat than seafood (122.9 kg vs. 22.3 kg per person annually).

This is partly due to cultural, regional, and economic differences. The most popular species are shrimp, salmon, and tuna, with regional variations.

Norwegian Species in the U.S. Market

Salmon is by far the largest export species, followed by trout and king crab. The Seafood Council primarily works with salmon, trout, shellfish, and whitefish in the U.S. market.

• Salmon: Export value of NOK 10.3 billion in 2024. The total market for Atlantic salmon was 605,000 tonnes, with Norway holding a 25 percent market share. Chile dominates with 50 percent, followed by Canada (12 percent) and the Faroe Islands (5 percent).
• Cod: Total market of 249,000 tonnes. Norway holds a 5 percent market share. The U.S. and Iceland are the main competitors. Import restrictions on Russian cod have impacted its previously high market share.
• Trout: Total market of 28,000 tonnes. Norway holds a 35 percent market share and exported trout worth NOK 960 million in 2024. Chile is the main competitor.
• King Crab: Total market of 6,200 tonnes. Norway holds a 19 percent market share, behind Alaska (43 percent) and Argentina (27 percent). Russia previously held the largest share before the import ban.
• Snow Crab: Total market of 97,000 tonnes. Norway holds a 5 percent market share, while Canada dominates with 91 percent.

The Seafood Council works to increase awareness and preference for Norwegian species, with a focus on origin labeling. Activities are divided between retail and foodservice, depending on the species’ distribution.

Cod and crab are positioned toward premium segments due to their higher price points. Trout positioning efforts are concentrated in California, while salmon is primarily promoted in the Northeast, where the main customer base is located.

Norwegian seafood exports are built on a model of strict regulation, sustainability, and high quality. These values are promoted through origin labeling and marketing, and are central to positioning Norwegian species as an attractive choice for American consumers.

Market Plans for the United States