According to research from the Norwegian Seafood Council (NSC), as many as 47%* of consumers cite expense as the reason they choose not to eat seafood regularly. Among those who do eat fish often there is a noticeable shift to alternative whitefish species as they take cost into consideration.
As consumers continue to feel the bite of rising inflation, recent figures confirms that cod consumption has decreased. According to Kantar, in the UK, cod consumption in the home has decreased by as much as 18% in recent years**.
With Consumption Research Norway (SIFO) findings revealing the price increase for food was twice that of other goods over the past three years, the noticeable fall of cod seems to be an indication of consumers’ conscious financial decisions when it comes to shopping for seafood. The whitefish category, however, could still be a viable option for price-oriented consumers.
Alternative species such as saithe offer versatility in terms of preparation and serve, and saithe’s price point makes it a viable choice for everyday consumption.
Protein-rich food more important than ever
While price is increasingly relevant in consumer purchasing decisions around seafood, the demand for protein-rich food is ever-growing, with Gen-Z consumers leading the way.
According to new insight from McKinsey+, Gen Z consumers are more likely to buy healthy, lower-calorie foods, high-quality fresh products and foods that are higher in protein. This drive to maximise protein intake paves the way for saithe and seafood to cater to the demand from this younger segment of consumers.
Compared with other whitefish species such as cod and Alaska pollock, saithe boasts a slightly higher protein content, as well as other important nutrients.
| Species | Calories | Carbs | Fatty acids | Protein |
| Cod, raw | 79 kcal | 0 g | 1,0 g | 17,4 g |
| Saithe, raw | 85 kcal | 0 g | 1,3 g | 18,3 g |
| Alaska pollock, raw | 72 kcal | 0 g | 0,7 g | 16,4 g |
With the increased price of seafood and a growing necessity to explore alternative species, saithe could offer a smart alternative for those seeking healthy proteins. These shifting patterns of consumption offer opportunities for saithe to find its way onto more dinner tables as shoppers seek out versatile options at different price points.
Opportunities for saithe
This relative of the cod family also stands out as a sustainably sourced choice thanks to its healthy Barents Sea stocks, reflected in its generous fishing quota. Currently the most-caught whitefish in Norwegian waters, saithe is a considered choice for seafood consumers looking to reduce their impact on the environment.
With almost 85% of consumers saying they have experienced first-hand the disruptive impacts of climate change and 46%++ revealing they are buying more sustainable products as a result, it’s clear the pull towards sustainably sourced foods is here to stay.
According to Bjørn-Erik Stabell, head of strategy and sustainability at the NSC:
“Research-based knowledge and advice are crucial for sustainable seafood management. Through this approach, the Norwegian seafood industry must always ensure sustainable practices. Choosing saithe from healthy fish stocks is therefore a good way of exploring new and under-utilized species”
Sustainable fisheries management
Norway’s fisheries are managed under the ‘Norwegian model’, a scientifically driven approach to seafood stock management. This model involves setting quotas based on rigorous scientific research and collaboration with various institutions and the government to ensure the protection and sustainability of fish stocks.
The recommendations from the Institute of Marine Research (IMR) form the basis for the final quotas set by Norwegian authorities. A rigid system for reporting and controlling catches, both in quantity and size, ensures the authorities have control over the fish that are being caught and ensures the stock is either better than, or in line with, recommended levels.
Choosing seafood with a conscience
Historically, the catch of saithe has been lower than the stated quotas, which has kept the stock at a consistently high level. This appeals to consumers seeking alternative whitefish species in a bid to choose a versatile fish at a good price point while making sustainable choices.
While consumers consider alternatives, the rigour and responsibility of the Norwegian model is diligently safeguarding the future of cod stocks in the Barents Sea. This considered and sustainable approach to fisheries management will ensure the recovery of cod and haddock over time, instilling a confidence in consumers that when they choose seafood from Norway, they choose seafood with a conscience.
Read more about the Norwegian management of fisheries here.
Shifting patterns of behaviour
The shift to alternative fish species is just one of many themes explored in the NSC’s latest annual trends report, Navigating the World of Megatrends, which looks at the global shifts set to shape seafood consumption for decades to come driven by technological, political, economic, environmental, demographic and social change.
NSC Global Consumer Behaviour Analyst Lars Moksness says:
“Shifts in consumer preferences, whether due to economy, available products or personal values, are shaping consumers’ food -choices. With changing habits, we see a clear opportunity to explore new products utilizing these lesser- used species.
“Saithe, as an example, has been an under-utilized fish in many parts of the world. At the same time, it is well loved for both taste and versatility. As available fish stock and regulations might hinder the catch of some species, alternatives like saithe could ensure that consumers still get high- quality, nourishing seafood in the coming years.”
To discover more about the latest consumer trends in global seafood markets, read the whole report here:
Top Seafood Consumer Trends 2025: Navigating the World of Megatrends.
Do you want to read more about Norwegian saithe? Visit fromnorway.com here.
*NSC Country Deep Dive 2024
** Kantar UK whitefish consumption by volume, MAT February 2025
+ McKinsey & Company, The State of Grocery Retail 2025
++ PwC Voice of the Consumer Survey 2024