Fishmongers are important to understand the French market

At Maison Bachelin in Paris, seventh-generation fishmonger Stéphane Bachelin proudly offers 50 different types of fish – and Norwegian seafood is a clear favorite, with two out of three customers choosing it.

Norwegian Seafood Council’s Sigrid Philippart visited Maison Bachelin to have a look for herself.

– I am overwhelmed by the excellent and varied selection of seafood available at Maison Bachelin. At the Norwegian Seafood Council, we work closely with professionals like Stéphane to better understand and support the French market. Their expertise, combined with the quality of Norwegian seafood, helps meet the high expectations of French consumers, says Sigrid Philippart, director for France at the Norwegian Seafood Council.

Infographics of seafood market in France

So, what makes French fishmongers so special?

In France, one in five seafood purchases happens at traditional fishmongers or open-air markets. These artisans are more than sellers – they’re trusted advisors, offering expert guidance, recipe tips, and a deep connection to culinary heritage. Their role is essential in maintaining France’s strong seafood culture.

Oldest fishmonger family in France

Maison Bachelin, located in the 16th arrondissement in Paris, is a perfect example. With 30 kinds of whole fish and 20 types of fillets on display, it’s a seafood lover’s dream. Norwegian cod is a standout and a staple for many loyal customers.

Quality and freshness are important to French consumers when buying fish and seafood: NSC’s studies show that 75 percent of French consumers believe their local fishmonger delivers good quality. 45 percent of French consumers asked, says that the visit a fishmonger several times a month or more.

– Our data shows that over a fifth of seafood value sales in France comes from traditional specialists – markets, fishmongers and other stores. There’s little doubt that the expertise that fishmongers have, is valuable for consumers in France, Philippart states.

Stéphane Bachelin runs six different fish shops, with a wide variety of fish and seafood. When visiting his shop in the 16th district in Paris, he explains that they sell a wide variety of species and products. Norwegian cod loin is one of their flagship products.

– One out of three customers that walk into the shop, purchase Norwegian cod loin, says Stéphane Bachelin.

For Stéphane, there’s no doubt about the importance of the sourcing of the product, and the role it plays when customers choose the fish they want to eat.

– The question of origin, the place of the fishing itself, is a question that comes up very often. Customers want to know what they’re eating, where it was caught, and especially if it’s farmed or wild-caught, he explains.

Speach is in French - turn on text to have subtitles in English.