In the Homeland of Pizza, Salmon is Now as Popular as Pizza Itself

While pizza and pasta are synonymous with Italy for Norwegians, salmon has become synonymous with Norway for many Italians. This is because of their appetite for smoked salmon, sushi, and poke with salmon as the main ingredient.

Italy is among the countries with the most sushi restaurants in all of Europe. In Milan alone, there are so many that the city is among the world leaders in terms of the number of sushi restaurants per capita. Additionally, there are about a thousand eateries where poke bowls are the main menu item. By the end of 2025, it is expected that the number will increase to 1,500.

Partly due to the popularity of sushi and poke dishes, Italy has become Norway's third-largest market for salmon consumption. Nearly 10% of all salmon produced in Norway ends up in Italy. Estimates show that Italians consumed nearly 140,000 tonnes of Norwegian salmon last year, compared to around 84,000 tonnes in 2017.

Salmon is one of the things Italians associate the most with Norway. As of today, Norwegian salmon is also the best known and most preferred among Italian consumers, with a market share of over 90%. 

Dining Habits 

The days of checkered tablecloths, candlelight, pasta, pizza, and wine are certainly not over in Italy. Italians love to eat out, and in a new survey, 94% said they had been to a pizza restaurant at least once in the past month. Over 8 out of 10 reported that they had dined at a traditional restaurant in the same period.

But the survey also shows that the time has come for modern eateries with sleek tabletops, trendy lighting, and flavours from more distant shores. Restaurants serving sushi, poke, and Asian-inspired fusion cuisine, where salmon is a common ingredient, are especially popular. Among those who eat seafood, and that is nearly everyone, participants in the survey responded as follows about their dining out in the past month: 

• 93% have eaten at a sushi/fusion restaurant at least once 
• 49% have eaten at a poke restaurant at least once 

Most who eat salmon at restaurants do so on average three times a month, with consumption highest among the 18-34 age group. 

The new survey was conducted by the Italian analysis agency KB Knowledge, on behalf of the Norwegian Seafood Council. Participants were asked how often they eat out, what they eat, and where they eat. 

The survey was conducted among consumers aged 18 to 64 in three of Italy's largest cities:  

• Milan 
• Rome 
• Turin 

Trends in the three major cities give a good picture of the rest of Italy's urban population, according to the analysis agency. 

Read more: Italy Chosen for Salmon Investment Boost 

Potential in the Restaurant Industry 

Salmon is not only popular at sushi restaurants. Salmon is also the most preferred fish in any restaurant type. Additionally, salmon-based dishes are becoming as common a choice as meat dishes when Italians eat out: 30% of respondents said that salmon is what they have eaten most at various restaurants recently, while 35% said steak or other types of beef. 

Despite the popularity of salmon, its Norwegian origin is less known among those responsible for purchasing, selling, and serving seafood in the restaurant industry. The Norwegian Seafood Councils envoy to Italy, Tom-Jørgen Gangsø wants to change that. At the same time, he sees an opportunity to create an additional communication channel for Norwegian salmon.  

“We have therefore initiated a push to gain access to the restaurant sector”, says Gangsø.  

He is based in Milan, where as many as 96% have eaten at a sushi restaurant at least once in the past month. Even if many people have visited these types of restaurants, he still believes that that there are untapped potential in this channel, and explains:  

"Compared to consumers in other countries, Italians are often more concerned about where the fish comes from. Additionally, there is strong growth in the restaurant industry and in the number of chain-based establishments that have seafood on the menu.”  

He continues: 

“We also know that many young people eat at these chain-based restaurants, and it is the young people who create future trends. It is therefore important that we are present and tell them about salmon from Norway." 

The push started in the autumn of 2024 with the analysis of consumers' dining habits and relationship with salmon. In addition, the HORECA market (hotel, restaurant, and catering sector) has been mapped, and some of the major players interviewed. This is the very first time that the Norwegian Seafood Council has directed its marketing efforts for salmon directly at the restaurant industry in Italy. 

The analyses have provided a springboard for further dialogue with the industry and have led to cooperation with major chains such as Poke Sun Rice Capa Toast, and Pescaria. This means that the Norwegian origin of salmon will soon be visible on the chains' menus, social media, websites, and advertising screens. 

"We are still in the early stages, but we see that many are positive about cooperation. The goal is to get even more involved, including the growing number of takeaway and fast-food chains that have seafood on the menu," Gangsø says. 

Looking ahead 

The extra focus on the restaurant industry comes in addition to what the Norwegian Seafood Council is already doing to position Norwegian seafood in Italy. And since Italians are known to be passionate about food and football, it is precisely this combination that will be used in the advertising for Norwegian salmon, stockfish, clipfish, and salted fish going forward. 

"With Erling Braut Haaland as the front figure, the Norwegian seafood products will be rolled out on a variety of platforms, from TV and social media to digital and print advertising and in-store activities," says Tom Jørgen Gangsø. 

Here, the primary target group is consumers:  

• those who visit the supermarket 
• those who wonder what to have for lunch or dinner 
• those who cook at home in their own kitchen 

Gangsø also hopes to involve more of the Norwegian salmon industry in the activities planned. Therefore, he encourages those working with the Italian market to take a closer look at the NSC's Joint Marketing Program. This programme offers opportunities for co-financing of the companies' own marketing activities. 

Read all the new insights and satistics for Norwegian seafood in Italy her