Alongside the commentary we have from experts focused on the Chinese seafood sector, the NSC also took a new approach to consumer research this year, following 24 shoppers as they planned and shopped for their meals.
Inside the Chinese shopping basket
Chinese consumer deep diveSplit across the traditional tier-one cities of Shanghai, Beijing, Guangzhou and Shenzhen, consumer habits were tracked across seven days of shopping in late October 2025, with consumers chosen because they buy and eat fish at home around one to three times a month – and have bought and eaten imported Atlantic fish at least once in the previous six months.
Three questions driving the research
01
What are the primary drivers and barriers influencing key fish species in these strategic markets?
02
How can Norwegian fish enhance consumer interest and purchase at the point of sale?
03
How can Norwegian fish enhance consumer interest and purchase at the point of sale?
