Norwegian seafood in China

This our 2026 key takeaways

This years report has revealed new sides of trends that move Chinese consumers, and the most important insights into seafood consumption in China. Read our key takeaways from the report below.

Norwegian seafood exports to China grew 31% in value in 2025, with 
salmon getting a 59% value boost and a 99% volume boost into a 
growing market.

As an overall percentage of seafood imports, this is 
tiny – meaning there is a clear appetite and opportunity for growth 
given Rabobank predictions that the country will become seafood
import reliant in coming years.

China has seen multiple millions added to its middle class in recent 
decades – a measure of affluence that is a key indicator of seafood 
consumption.

These groups are also more likely to be urban. Research 
finds city-dwellers consume almost 60% more seafood than those in 
rural areas.

Fish and ‘seafood’ is part of the Chinese diet – but for many, this term covers river species as well.

Freshness is by far the biggest factor for Chinese consumers buying seafood – something that is typically linked to the look of a live or recently harvested fish. This is at odds with prepared cuts that some consumers find harder to assess for freshness.

Given the taste for sashimi, other methods of measuring freshness must be used to reassure consumers. These include sashimi-grade accreditation, extra information on packaging or sale through trusted supermarkets or apps.

Multiple features might fall under ‘freshness’ – but health is another key factor for many consumers and seafood is seen as a healthy choice, in particular species that come from the sea and are high in protein, good fats and Omega-3.

The way in which modern retail and investment in last-mile delivery has changed online shopping in China demonstrates a taste for convenience: fresh, high-quality products are at your door within 30 minutes of completing an in-app order.

  • 31% growth in value Norwegian exports

  • City dwellers consume 60% more seafood

  • Salmon +59% value

  • Freshness is top priortity

But shopper research for NSC shows a gap in the market, where 
consumers want to eat fish the day they buy it – they don’t want 
leftovers hanging around going bad – but smaller fish portions are 
not readily available.

Researchers also point to other opportunities in higher-value, convenience products.

Hand-in-hand with the rise of online shopping is the rise of social media and influencers in the food space.

Consumers, hungry to try new products and recipes, turn to the internet for inspiration: in the case of salmon, this might be about presentation rather than what we might consider a ‘recipe’.

Themed or ‘occasion’ sashimi products might be worth exploring, though caution is needed not to detract from the clean, simple image associated with Norwegian salmon.

The Norway factor: Norwegian products are seen as adhering to high food safety standards, which is important to consumers. And, despite coming from far away, quality remains – to the point of sashimi standard.

Many Chinese consumers view ocean fish as cleaner than the everyday river fish many grew up on and Norwegian marketing points to the cleanest waters around.

Still, it is salmon sashimi that offers everyday luxury as a foreign, aspirational product that can easily be incorporated into the multi dish Chinese meal.

It might be pre-cut, but the Norwegian brand delivers trust that is being built on. This is a product that has come from clean, cold seas – an image reflected in the NSC marketing.