Norwegian Seafood Council Finds Premium Potential in Sustainable Seafood

 

These attitudes represent a new breed of conscious consumers, influenced by ethical sourcing and health, and spearheaded by Gen Z, says the NSC. Sustainable seafood is drawing attention as a nutritious, ethically sourced protein, and the industry adapting with improved product information and transparency. These dynamics and more are explored in the

NSC’s latest insight piece, ‘Conscious consumption and the shift to sustainable seafood.’

 

Detailing the meteoric rise of the conscious consumer, the insight explores where health and environmental concerns intersect to influence consumer diets. Gen Z’s critical role forging these attitudes is explored. And the insight spotlights industry approaches that reassure on provenance and sustainability while building customer loyalty and trust.

 

The third in the NSC’s trends insight series, the article draws on themes from the NSC’s latest trends report: Oceans of Change: seafood trends from 2024. It alsofeatures exclusive data from the NSC’s most recent Deep Dive reports, which track the buying behaviour and changing attitudes of around 18,000 consumers across 17 different countries.

 

Lars Mokness, NSC Global Consumer Analyst says:

 

“Attitudes have changed significantly over recent years, with the pandemic and growing global awareness significantly impacting protein choices. Gen Z has grown up under the spectre of climate change and a high proportion represent this new breed of conscious consumers. The future of seafood, these already have considerable purchasing power, so industry stakeholders are adapting to meet their needs. This is while engaging consumers across the industry to help them collaboratively achieve their ESG goals.”