Discover how the UK stands as a significant market for Norwegian exports and the opportunities for expanding the seafood repertoire amid the challenges of the cost-of-living crisis.
Despite a strong focus on five main species – salmon, cod, haddock, tuna, and prawns – the market offers a surprising variety of value-added products. Join Victoria Braathen, UK director at the NSC, as she delves into the unique dynamics of the UK seafood market.
When Victoria Braathen, UK director at the NSC, talks about the market she covers, it is almost as a market of contradictions. ‘There is a big focus on five species,’ she notes, ‘It’s salmon and cod, haddock, tuna and prawns. It is very much about these established species and people aren’t that adventurous.’
Within those favourites though, there is actually a surprising amount of variety. ‘The selection of seafood in retail is quite exciting,’ continues Braathen. ‘You have a number of really value-added products, that are easy to make with different flavours, sauces and condiments. Compared to some other markets, like Norway for instance, UK consumers enjoy a broad seafood offering.’
This means that, although people largely stick to this top-five species list – Braathen notes that salmon has recently overtaken cod in the number-one spot – there is still room for expansion.
The UK is already an important market for Norwegian exports: Summing up the seafood year 2024, Braathen pointed out that 31% of direct haddock exports have gone to the UK, while 25% of frozen whole cod goes to the market.
She also notes that even as 70% of all seafood in the UK is bought and consumed through retail, a fifth of consumption out of home is eaten via the enduring British favourite: the iconic local fish and chip shop.
There is also a lot of room for people to eat more: at present, Brits eat only half of the recommended amounts of seafood per week.
‘The UK is a close, large and still-growing market for Norway,’ says Braathen, where convenience and prepared products continue to boost their appeal.
It also represents other global megatrends with a demographic of ‘population growth and a relatively young population, centred around urban areas, and with a relatively large part of the population enjoying a fairly good financial standing.’
There are challenges in the market and Braathen points to the fact that the cost-of-living challenge continues for many.
Looking at the bigger picture, the UK represents a lot of opportunity. ‘Norwegian seafood is uniquely positioned to serve and meet consumer needs,’ she says. ‘It is essential to deliver top-quality products.’
Looking for a recommendation for your next trip to a classic British fish and chip shop?
Victoria shares her go-to order:
Cod and chips with tartar sauce, mushy peas and curry sauce!