Fish Market

The purpose of this report is to give an overview of major trends and developments within the seafood category in Europe and the US. 

Changes in seafood consumption

The world’s seafood consumption has grown in recent years. From 2013 to 2016, consumption increased by over 20 million tonnes and, although we do not have the latest figures, there is every reason to believe that the growth continues. We also note changes within individual markets, which creates opportunities for Norway as a seafood nation.
Markedsinnsikt, Statistikk

Knowledgeable and demanding seafood lovers

French consumers are keen on food. Not only are they at the forefront in adopting new trends, they are also some of the most knowledgeable people in terms of the food they eat.
Markedsinnsikt, Statistikk

Diversity is key

Italians eat a lot of seafood… and they eat it often.
Markedsinnsikt, Statistikk

Norwegians are top globally, but consumption has fallen

In 2013, Norway ranked number 11 in the table for per capita seafood consumption, but in recent years seafood consumption in the country has fallen throughout the population, especially among the young.
Markedsinnsikt, Statistikk

New generation, new preferences and habits

Portugal, with its seafood loving consumers is experiencing changes in consumption habits. As the largest market of Norwegian cod, latest trends are showing an increased interest in salmon, while the traditional bacalhau consumption is experiencing challenges among its younger population.
Markedsinnsikt, Statistikk

Opportunities for coalfish in Spain

Pangasius has become almost non-existent in the Spanish seafood market. This gives coalfish the opportunity to position itself as a sustainable everyday fish with good value for money.
Markedsinnsikt, Statistikk

Salmon is a challenger to cod and haddock

The United Kingdom eats the most cod and haddock in the world, but now salmon is on its way to being the first choice for weekday dinners.
Markedsinnsikt, Statistikk

Sensitive to salmon prices

The Swedes eat 32 kg of seafood per person per year, which is less than the other Nordic countries, except Denmark.
Markedsinnsikt, Statistikk

Seafood for breakfast and lunch

Even though Germans are considered to be meat lovers, Germany is still a huge market for the seafood industry. The country has Europe’s largest population (82 million) and also its largest economy. Germans often eat seafood for breakfast, lunch and in the evenings.
Markedsinnsikt, Statistikk

Enormous seafood consumption

With 7.5 million inhabitants and a per capita seafood consumption of 69.8 kg – which is among the highest in the world – Hong Kong is a large and seafood-hungry market.
Markedsinnsikt, Statistikk

Japan chooses “saamon” in restaurants

Norwegian salmon and mackerel are thriving in the Japanese market. While salmon is a popular dish for young people in restaurants, more and more people are choosing a mackerel sandwich on weekdays.
Markedsinnsikt, Statistikk

Great opportunities for Norwegian seafood in China

Norwegian seafood goes hand in hand with modern food trends in China. In 2018, export of salmon increased by 205% and the total value hit a record high at NOK 3.7 billion. In the coming years, the Chinese seafood consumption is expected to significantly increase, driving further demand for Norwegian seafood products.
Markedsinnsikt, Statistikk

Mackerel is king in South Korea

South Koreans’ favourite fish is mackerel on weekdays, weekends and in the restaurant, which makes it the king of seafood in the country.
Markedsinnsikt, Statistikk

A quarter of seafood is eaten outside the home

No other country in the Norwegian Seafood Council’s databases eats more seafood outside home than Singapore. Approximately 25% of all seafood consumption in the country, takes place away from home.
Markedsinnsikt, Statistikk

Where steak is an everyday dish, and sea- food is luxury

In Brazil, South America’s most populous country, the population consumes some 11kg of seafood per inhabitant annually. This is higher than the average in South America (10kg), but is lower than the WHO’s recommended consumption. It is also significantly lower than the average in Europe.
Markedsinnsikt, Statistikk

Eating five times more meat than fish

On average, Americans eat just as much seafood as the average European. A fifth of Americans do not consume any seafood whatsoever, and only a minority eat enough seafood according to U.S. Dietary Guidelines.
Markedsinnsikt, Statistikk

Contact me or get an overview of my colleagues in the Seafood Council.

Ørjan Olsen

Market Insight Services Lead