An on-demand video of the 2026 Seafood Expo North America (SENA) conference session "Growing Salmon Demand in the U.S. Requires a New Playbook" is available free for SeafoodSource Premium members and for USD 500 (EUR 425) to non-members through the Conference Program On-Demand.
Featuring Boston Consulting Group Partner Henrik Vandvik Vedeler, the session was advertised as follows:
The dynamics of U.S. salmon demand is changing. Growing the share of households that consume salmon is increasingly difficult. Growth must be on other proteins’ behalf. That requires a different playbook and go-to-market capabilities than what a fragmented industry currently possess, including new innovations. Grocery will be the key growth channel, but this new era of growth requires closer collaboration and support from retailers. From mid-2026, retailers’ incentives to prioritize salmon over other proteins will face headwinds, impacting demand outlook. In this session, we present findings from a larger market study on the U.S. market and what it means for the industry going forward.
The more than 30 individual presentations from this year's SENA featured exclusive information and insights from seafood industry experts on a range of topics, including sustainability solutions and how the sector can best navigate current economic, energy, and trade policies.
