Executive summary

Executive Summary

The Italian Seafood Market has shown steady to moderate growth, with per capita seafood consumption reaching 29,6 kg in 2022, placing the country 9th in Europe. Meat remains the dominant protein, but seafood is gaining momentum. Packaged fresh and frozen fish sales grew by 2,3 % in 2024, outpacing meat’s 0,8 % growth. Salmon saw an increase of 8,3 % in sales from 2022 to 2024, this despite fluctuating price. 

The overall macroeconomic conditions in Italy are now stabilizing. GDP growth forecasts for 2025 range from 0,6 % to 1 %, which reflects a cautious optimism amid global uncertainty. Inflation has eased to 1,6 %, improving household consumption and confidence. However, US tariffs on EU goods pose a risk to Italy’s export-driven economy, especially given its integration into global supply chains. 

Norwegian seafood export to Italy reached 7,4 billion NOK in 2024 and shows a steady growth. The dominant species has been Salmon, making up 90 % of the overall seafood export volume and 87 % of the value. After a decline in exports between 2021 and 2022, salt- and clipfish exports have now recovered. Stockfish exports have remained stable in volume, with value increases driven by currency effects. 

Italy’s consumption of Norwegian salmon exceeds direct imports, indicating re-exports and processing in other countries before reaching Italy. Additionally, overall demand for Atlantic salmon has risen, benefiting Norway. The main suppliers for salt- and clipfish are Norway and the Faroe Islands, while stockfish consumed in Italy is exclusively Norwegian. 

Cod supply from Norway has declined significantly, with landings halved between 2022 and 2025 due to quota reductions aimed at preserving fish stocks. Due to this, cod prices have surged, doubling export prices for stockfish to Italy. Increased demand for cod from other markets, such as Portugal, has further limited supply and pushed prices up. Norwegian salmon production is expected to grow due to improved farming conditions and practises. The NSC aims to increase Italian salmon consumption by 25 000 tonnes by 20230. 

For the Italian retail market, supermarkets accounts for half of seafood sales. Discounters are gaining market share, while traditional stores are declining. Conad is the leading retailer for seafood value share, while Coop dominates for baccalà and stockfish. Consumers 65+ are the primary buyers of stockfish and baccalà, while the younger age groups buy less. This points to a generational gap in consumption of both products. 

The total out-of-home market in Italy are nearing pre-pandemic levels, reaching € 71 billion in 2024. Fish and seafood are the top protein choices in foodservice, surpassing poultry and beef. For out-of-home servings, salmon leads, while baccalà and stockfish growing and showing potential for future growth. Independent restaurants are leading in fish servings, but brand chains are gaining popularity. 

Consumer insights show that traditional values and health benefits drive stockfish purchases, while price and availability remain as barriers. For festive occasions, consumers that are medium buyers are increasing. Salmon enjoys a broader appeal, with most consumption occurring at home. The preferred format is fresh salmon, and consumers value its health benefits, taste and convenience. 

For Italian consumers, Country-of-Origin is highly important, with over 85 % caring about Country-of-Origin labelling, and many are willing to pay more for clearly labelled products. Norway has the highest awareness and preference for salmon, stockfish and baccalà, though misconceptions still exist for the difference between baccalà and stockfish. 

The NSC plays a central role in promoting Norwegian seafood in Italy. The strategy focusses on increasing awareness, preference through targeted marketing, PR, and POS activities. For salmon, the focus are consumers in the medium frequency bulk, for stockfish and baccalà, the goal is to boost Country-of Origin labelling.