Over the past few years, the way French consumers shop, eat, and make purchasing decisions has changed significantly, creating both challenges and opportunities for Norwegian seafood exporters.
While the French are known for their strong food traditions and high quality awareness, recent years have been marked by political unrest, rising prices, and pressure on household purchasing power – developments that are also influencing the consumption of fish and other seafood.
“That is why we have commissioned a comprehensive report on the French seafood market,” says Sigrid Louise Philippart, the Norwegian Seafood Council’s Country Director in France.
The report provides a comprehensive picture of the situation and trends in the French market and highlights what will be important going forward.
“At the Norwegian Seafood Council’s seminar in April, we will take a deeper dive into the details and present market insights – spanning grocery retail and HoReCa, as well as consumer trends, price dynamics and distribution channels.”
The Paris Seafood Seminar will take place on 14 April and serves as a meeting place where French and Norwegian seafood stakeholders come together for professional insight and networking.
Registration and further information can be found here.
A large and important seafood market
France, with its nearly 67 million inhabitants, is one of the world’s largest markets for salmon and the world’s largest market for fresh cod and saithe.
The country is also one of Norway’s most important seafood markets. In 2025, Norway exported seafood to France worth approximately NOK 10 billion. Salmon is the main driver.
“The French consume around 120,000 tonnes of Norwegian salmon each year. This makes France the second-largest consumer market for Norwegian salmon, after Germany,” says Philippart.
According to market research company Kantar, the total seafood market in France is worth around EUR 8.3 billion, and FAO (the UN Food and Agriculture Organization) estimates that the French consume approximately 2.2 million tonnes of seafood (round weight) each year. However, the country is far from self-sufficient.
For seafood overall, the level of self-sufficiency is only 20 percent, while it stands at 25 percent for fish.
“Although the French have a strong preference for local products, they are heavily reliant on seafood imports. As a result, Norwegian products hold a strong position alongside French fish species and other seafood.”
Imports of Norwegian fish are also crucial for the French processing industry and generate positive ripple effects across the economy.
More cautious consumers
The economic situation in France has made consumers more cautious. Although inflation has eased, food prices remain significantly higher than before the pandemic. Compared with 2021, food prices were 21 percent higher in 2024, and seafood prices – particularly for fresh fish – have risen even more than other food categories. Many households are experiencing wage growth that has not kept pace with rising prices, directly affecting purchasing behaviour.
French consumers are increasingly planning their purchases, visiting multiple stores to find good deals, and shopping online more frequently to keep their budgets under control. Large hypermarkets are losing ground, while e-commerce, local specialty stores and promotion-driven concepts are growing or holding their position.
More time at home - simpler meals
An increasing number of French consumers work from home one or more days a week. As a result, they eat more meals at home than before. At the same time, time pressure has not disappeared. The outcome is a clear shift towards simpler solutions, such as quicker dinners, more snacking and meals that can be prepared in just a few minutes.
The French are still the unofficial world champions of long meals, spending at least two hours a day at the dinner table. However, the share of consumers who say they spend little time cooking and prefer quick solutions has increased rapidly. Today, one in four French consumers say they choose various snacking options for dinner.
Taste and quality remain among the most important drivers of consumers’ food choices, and for many, healthy food is a key priority. Nevertheless, price has become a decisive barrier.
“The report highlights that products combining health, convenience, and clear value for money will have an advantage,” says the Country Manager.
Seafood in the shopping basket: stable interest, tougher priorities
Seafood continues to hold a strong position in France, but consumers are purchasing slightly less frequently and in smaller quantities than before. Price differences between species and products have become more important than in the past.
The report shows that seven out of ten respondents say they would eat more fish if it were cheaper. At the same time, four out of ten say they have started buying less expensive fish species, while three out of ten say they are purchasing the same fish as before, but in smaller quantities.
“Salmon remains one of the most important species in the market and is the only one among the major fish categories that continues to grow in value.”
On average, the French consume 3.8 kilograms of salmon per person each year, with older consumers (65+) with higher purchasing power accounting for a significant share of this consumption.
More affordable whitefish species, such as saithe, also play an important role. They allow consumers to keep fish on the menu even when budgets are tight.
Out-of-home consumption and seafood
The French restaurant market for seafood remains large, but it is under pressure.
According to the report, half of all French consumers say they eat out less frequently than they did before.
According to the report, half of traditional restaurants have modified their menus to adapt to inflation. Among those offering seafood, many have switched to more affordable species.
However, the premium product skrei continues to hold its ground in high-end restaurants, and the restaurant sector is now accounting for a larger share of Norway’s “love fish”. This is due, among other things, to lower price sensitivity and strong awareness among gourmet chefs.
Sushi consumption has also remained stable. Fifteen percent say they eat sushi regularly, with the highest share among young consumers aged 18 to 25.
Politics, regulation and expectations
In recent years, French food and agricultural policy has had a clear social and environmental focus. New regulations aim to ensure better incomes for producers, greater transparency across the value chain, and healthier food for consumers.
“For the seafood industry, this translates into higher expectations for documentation, traceability, and credible sustainability,” points out Sigrid Louise Philippart.
French consumers care about origin, animal welfare and environmental impact – but they are also critical of what they perceive as greenwashing. Honest and concrete communication is becoming increasingly important.
What does this mean for Norwegian seafood?
For Norwegian exporters and producers, much of the focus is on making it easy for French customers to choose fish. Products need to fit into everyday life – both economically and practically. Smaller pack sizes, clearly defined portions and clear usage occasions are becoming increasingly important.
“In addition, there are clearly significant opportunities to build on Norway’s strengths: stable quality, high food safety standards, and a strong story linked to the ocean, nature, and long-standing traditions,” says the Country Manager.
When combined with solutions that meet French needs for convenience and value, Norwegian seafood remains well positioned in a large but demanding market.