Research Reveals Global Shift in Seafood Consumption Patterns

New research from the Norwegian Seafood Council (NSC) reveals that three in ten seafood consumers are now eating more seafood at home to mitigate rising costs.

These changing dining behaviours can also be attributed to increasing demand for convenience and the array of new sales channels for seafood, says the NSC. These factors are presenting exciting opportunities for retailers and food operators to engage with and satisfy consumers with mouthwatering new seafood dishes. The NSC explores these trends and more in the final article in its 2024 industry insight series, Evolving Retail Channels in a Disrupted Global Seafood Market.

The insight explores how convenience is driving continued growth in deliveries and takeaways. It shows how retail and out-of-home (OOH) services are enhancing ‘at-home’ dining occasions through deluxe seafood ready meals, high-end seafood meal kits, and luxury seafood subscriptions. It also highlights the rise of ‘fishfluencers’ and the latest online and social sales channels that seafood businesses are using to reach and engage consumers.

Drawing upon themes and data from the NSC’s latest trends report, Oceans of Change: Seafood Trends from 2024, the insight features exclusive data from the NSC’s recent Deep Dive reports, which track the buying behaviour and changing attitudes of around 18,000 consumers across 17 countries.

“It’s an exciting time for the seafood industry,” says Lars Mokness, NSC Global Consumer Analyst. “Technology has created a myriad of ways for us to reach new markets and encourage consumers to engage with seafood. And despite budgets being under pressure, consumers are not willing to compromise on quality. This is leading to an ever-growing array of mouthwatering seafood options – online, at the grocery store, and OOH.”

To learn more about Evolving Retail Channels in a Disrupted Global Seafood Market, visit NSC’s website.

To explore more about these trends and other dynamics shaping the global seafood market, download Oceans of Change: Seafood Trends from 2024 here.