Our Seafood Trends 2025 report has taken you from the past to the future as we try to consider the ways in which megatrends already are and will continue to influence the seafood industry – and the seafood consumer – over coming decades.
Navigating Global Volatility: Scenario Planning for the Future of the Seafood Industry
Summary of the Top Seafood Consumer Trends 2025Change is Coming, Fast
Recent years have been marked by global volatility and a sense of uncertainty – something that is driven home by a potential reshaping of trade agreements as the US ramps up its tariff policy. At the same time, change is speeding up: we know that cities are changing, that birth rates in developed countries are falling, that urban citizens are increasingly looking for convenience.
Resources Impacted by Climate, Politics and Tech
We know that resources, including food, will be impacted by themes such as climate change, which will in turn influence geopolitics and drive regulation. We also know that the AI revolution is already here – bringing with it risks as well as truly exciting opportunities.
Equipped for the Future
All this is a lot to plan for – and that’s where scenario planning can help. By taking the themes of this report and the in-depth interviews we hope will bring these ideas to life for you, you will be better equipped to consider the ways in which you can prepare for the future – and the opportunities to be found as consumers seek authenticity in their marketing and look for genuine voices to talk sustainability.
A lot is expected of the seafood industry today but, with the right tools, those expectations can become the prospects of the future.
Planning for different scenarios and doing thorough risk analysis - could be an important strategy to help the seafood industry plan for instability and rapid change.
Key Takeaways
Key Takeaways
Volatility
Volatility, amplified by the anticipation of trade wars and coupled with rapid change across key themes, means the seafood industry must be prepared for different scenarios in the face of converging megatrends.
This volatility can lead to unpredictable market conditions, making it challenging for the industry to maintain stable supply chains and pricing structures, ultimately affecting profitability and long-term planning.
Scenario planning - planning for different scenarios and doing thorough risk analysis - could be an important strategy to help the seafood industry plan for instability and rapid change. It is also a great way to strategically explore how these megatrends might impact you – as well as diving into the opportunities they present.
Innovation
Many of these big drivers of change – such as technological innovation and AI, for example – offer huge opportunities for the industry but must also be handled with care. Algorithmic marketing is a case in point.
By leveraging new technology, AI-driven analytics and automation, the seafood industry can optimize supply chain management, enhance sustainability practices, and create personalized consumer experiences. There are, however, several challenges that must be overcome when implementing new tech and AI successfully.
For the seafood industry, obtaining enough high-quality data to train AI systems so they are accurate might prove a challenge. The variability in environmental conditions and the complexity of marine ecosystems will require a lot from the datasets and new technology.
Additionally, the cost of new technology and the expertise required to use it might be an obstacle for some. There could also be ethical and regulatory concerns about integrating AI technology, using it to manage natural resources as well as handling sensitive data.
Sustainability
Sustainability is another key theme, tied to both climate change and, for many consumers, healthier living choices. It also increasingly links to technology as well.
The demands from consumers regarding sustainable alternatives will challenge the industry in both sustainable practices, as well as how they communicate their sustainability.
It will be crucial to implement tools that help with traceability, as well as communicating through storytelling how the supply chain works – all the way from sea to table.
NSC research shows a broad willingness among consumers to pay more for sustainable seafood – this means that the industry must be transparent, as well as innovative in how they communicate how seafood is a sustainable choice, if they want to leverage this willingness.
As consumers increasingly seek transparency and authenticity, the seafood industry will need to prioritize traceability and ethical practices.
Authenticity and Genuine connections
Today’s consumers are savvier than they’ve ever been and are hungry for authenticity – particularly in an era of digital manipulation.
As consumers increasingly seek transparency and authenticity, the seafood industry will need to prioritize traceability and ethical practices, ensuring that their products are not only sustainable but also genuinely represented.
It’s not enough to either practice sustainability alone, or nurture consumer relationships through authentic communication and marketing – going forward, industries and businesses will have to do both.
Brands that can make genuine connections (social media continues to be a great space for the right influencer-partnerships) can nurture a loyal customer base by educating consumers around sustainability in the seafood industry.
Ambassadors for products and businesses who are genuine and trustworthy, can make a big difference and influence purchasing decisions and brand loyalty.
Misinformation and Greenwashing
Such genuine engagement and education also go a long way to tackling persistent issues around misinformation and greenwashing: important themes for the seafood industry and ones increasingly under the regulatory spotlight.
New regulations and laws will make it harder to proclaim vague and empty sustainability claims, and in turn, make it easier for the consumer to navigate between products. For the seafood industry, it will be more important than ever to highlight how their practices are in line with these regulations, and leverage this in an effective way.
Explore ‘other’ species
Many consumer concerns – inflation, cost-of-living, sustainability – also present opportunities to explore ‘other’ and less-used species, while exploring waste-reduction products.
To stay relevant and offer seafood products for a range of consumers, the industry must look to species that might not have been considered before. This strategy could help sustain fish stocks, as well as offering consumers protein alternatives that fit their economy.
Costs and Balance
Cost is also a key driver behind the continued rise in people cooking more at home, with NSC research finding that this is a cost-reduction tactic across most markets studied. While this impacts convenience (which can be more costly) to a degree, consumers are still looking for easy, healthy meals they can prepare at home.
Communicating how easily seafood can be prepared, and how it fits a busy lifestyle, could be key when trying to reach these consumers. Focusing on both health benefits and costs as well, could be the solution to highlight the versatility and nutritional value in seafood.
We see the crossover of these themes – and the balance of priorities and understanding – at play when we go inside the kitchens of real consumers. These are the people looking for that healthy-but-child-friendly option, the people weighing up the difference in cost when they pick a sustainable product (and trying to get a better picture of what that actually means). These are the people looking for that great seafood experience.
The challenge lies in targeting all these different consumers, telling the story of how seafood is the right choice – regardless of their situation. Looking back to the other themes of innovation, sustainability, cost, and more, it seems that balancing these trends gives a clue to how this should be done.
Giving consumers the information they need, following sustainable practices and offering healthy products, is vital. Consumers should be able to make informed choices about the food they eat, ensuring that they can pick whatever is the best for them.