How do Italians actually eat seafood today – and what is driving the changes in one of Norway’s most important seafood markets? These were some of the key questions when industry players and analysts recently gathered in Milan for the Norwegian Seafood Council’s annual seminar.
The overall picture is clear: seafood consumption in Italy is changing rapidly, moving towards simpler and faster solutions, higher quality, and an even stronger focus on health, sustainability, and origin.
Changing eating habits
As everyday life changes, so do eating habits. The question is no longer whether the market will continue to evolve, but how quickly.
According to analyses from Nielsen IQ, Italians are shopping more frequently, but buying fewer items per trip and spending less time cooking. This directly affects the types of seafood products they choose. Food must be easy, quick and accessible.
"Simple solutions such as sushi, poké and ready-made meals are becoming increasingly popular. While this is not a new trend, it has become even more pronounced in recent years. Sushi and poké are no longer niche products, but an established part of the diet – especially among younger consumers", says Tom Jørgen Gangsø, Country Director Italy, Norwegian Seafood Council.
Salmon is the winner
Within this development, one species clearly stands out: salmon. In modern concepts like sushi and poké, salmon accounts for a large share of consumption and is growing faster than the rest of the category. The reasons are clear:
- Salmon is easy to use
- It is perceived as healthy and safe
- It fits a wide range of dishes and occasions
As a result, salmon is gaining market share – not only from other seafood species, but also from meat.
Data from Investfood, which operates a large number of restaurant concepts across Italy, highlights this shift. Across its network of 90 outlets, serving around 13,000 customers daily, salmon accounts for more than 78% of total protein consumption.
Tradition is evolving
At the same time as salmon strengthens its position, traditional products such as baccalà and stockfish are losing ground. Lower quotas and reduced availability in stores are part of the explanation. In addition, these products are often perceived as more expensive, more difficult to prepare, and less suited to a busy everyday lifestyle.
However, this does not mean that traditions are disappearing – rather, they are evolving. Consumption is shifting towards simpler formats, such as ready-to-eat or pre-cut products that are easier to use in daily cooking.
If traditional products are to remain competitive, they must be adapted even more to new consumer habits. However, the challenge is complex, Gangsø points out:
“To make these products more visible – both on store shelves and on menus – there is a need for greater awareness among both grocery retailers and restaurants. It is also important to remind consumers of these products when they are planning what to buy and eat. In fact, two-thirds of Italians decide what to purchase before they go to the store."
To a large extent, this is about developing attractive concepts for both retail and restaurants, and continuously working with new product formats.
How seafood is purchased
The seminar also highlighted clear changes in what sells best in retail. In the Multicedi chain, which is strong in Southern and Central Italy, frozen seafood now accounts for half of total seafood sales.
At the same time, data from Nielsen IQ shows that the increase in the value of seafood sales in grocery retail over the past year has been greater than the increase in volume.
“Growth is driven by higher prices and new types of products – such as pre-packed fresh seafood, frozen fish, and simpler meal solutions,” says Gangsø.
When consumers buy fish and seafood, price and promotional offers remain important factors, but quality is playing an increasingly significant role in what people choose to put in their shopping baskets.
“More people than before now say that quality is more important than price.”, says Gangsø.
When making purchase decisions, taste, health, and origin also play an important role – often as integral parts of what consumers perceive as quality.
Norwegian seafood remains strong
Italy is one of the most important markets for Norwegian seafood. In 2025, total seafood exports to Italy exceeded NOK 7 billion – an increase of 43 percent since 2021. Salmon clearly dominates, with a large market share and a position built on quality, stable supply, and a strong brand.
Conventional products have also seen solid value growth during this period. However, while salmon volumes have remained relatively stable, volumes of stockfish and baccalà have seen a noticeable decline.
Lower quotas, limited raw material availability, and high prices are key reasons for this development. In addition, changing eating habits are also playing a role.
Keeping up with change
The annual seafood seminar in Milan serves both as a meeting place and as an arena for sharing insights, experiences, and strategies across the industry, sector, and trade.
“In a rapidly changing market, gatherings like this are important to gain a better understanding of what is actually happening and how to respond,” says Tom Jørgen Gangsø.
Competition is intensifying, consumers’ attention is limited, and marketing efforts must be adjusted in line with new trends.
In his presentation at the seminar, the seafood envoy highlighted results from last year’s campaigns as well as new initiatives in the market. Through the salmon campaign in 2025, the share of consumers who stated that Norwegian salmon is their first choice increased from 59% to 64%.
Looking ahead, the Norwegian Seafood Council’s efforts in Italy will increasingly focus on influencing eating habits and boosting seafood consumption. The strategy includes a more consistent presence throughout the year and a stronger focus on solutions that make it easier to choose seafood more often.
This applies not only to salmon, but also to how interest in traditional products can be renewed through more usage occasions tailored to younger consumers who want meals on the table quickly.
For stockfish, one of the initiatives involves a stronger focus on digital channels, influencers, and well-known chefs – such as the newly appointed stockfish ambassador, Daniel Canzian.
