Amid uncertain times, global seafood consumption is being driven by the usual suspects – price, health and wellness, convenience, and sustainability.
In its recent “Top Seafood Consumer Trends 2025” report, the Norwegian Seafood Council (NSC) cited six forces shaping worldwide consumption: technological advancements, demographic shifts, environmental changes, economic shifts, geopolitical developments, and social evolution.
“These megatrends will have a profound impact on the seafood industry and life in general. Although the number of trends varies from source to source, they all agree on their core,” NSC said.
NSC noted that “these themes are often far more interlinked with consumer choice than people realize, as technology nudges their online ‘decisions,’ geopolitics drives inflation, or environmental policy affects fishing quotas.”
According to NSC Consumer Behavior Analyst Lars Moksness, consumers around the globe continue to contend with high prices, but are doing their best to honor their values when making purchases, particularly in the realm of sustainability. “
Even though prices are steep, and people are feeling the pinch, there’s still a willingness among consumers to pay more for sustainable food, including seafood,” Moksness said.
Approximately 78 percent of consumers surveyed by NSC in China said they would be 14 willing to pay more for sustainable seafood, while 71 percent of respondents in Thailand and 56 percent in the U.K. shared the same sentiment.
“While demographic shifts focus on changes in population dynamics and their direct impact on consumer demand, social evolution, on the other hand, encompasses broader changes in societal values that influence consumer preferences and expectations,” Moksness said. “It’s here that consumers prioritize sustainability and, especially, ethical sourcing in their seafood choices.”
Moksness said that economic strain looms large for consumers and the industry, resulting in the increase in demand for more affordable seafood production and the shift toward frozen and value-added products.
“For at least two years now, the top global worry has been rising prices and inflation,” Moksness added. “People are also feeling it when it comes to seafood. Last November, when we asked those who fell out of the [seafood consumption] criteria... price came up as ‘very important’ among many.”
Low-consumption fish and seafood eaters across the 11 different markets NSC analyzed for its report considered price to be an “overwhelming factor” impacting their purchases – or lack thereof – in the category. In Brazil and Thailand, 47 percent and 38 percent, respectively, said seafood was too expensive, NSC discovered.
Meanwhile, GBP-strapped U.K. consumers – nearly three quarters of whom buy and consume their seafood at home – agreed or strongly agreed that “seafood brands should negotiate with suppliers to keep ingredient prices down,” per NSC.
“What would you do to save on food costs? If you’re a Brit trying to manage finances in an ongoing cost-of-living crisis – albeit one that has eased somewhat – it’s likely that you have been both cooking at home more often and eating out at restaurants less often,” the organization said, adding that its research showed 40 percent of U.K. consumers are opting to cook more from home to keep costs down.
“Some 28 percent [of Brits] say they eat out less often than before. Taste is key of course, but health is also an important factor – though notably more so for salmon than cod,” NSC added.
Across the proverbial pond in North America, U.S. consumers are in a similar cost-wary boat. FMI – The Food Industry Association, in its latest Power of Seafood report, found that 79 percent of consumers surveyed said they perceived seafood as expensive, with 66 percent confirming that they see the category as a luxury.
Health was another key trait U.S consumers strongly associated with seafood, according to Steve Markenson, FMI’s vice president of research and insights.
“While 87 percent of shoppers view seafood as healthy, 42 percent of seafood is purchased by only 10 percent of shoppers,” Markenson said. “This suggests shoppers view seafood as a healthy yet intimidating protein. Shoppers tell us they lack the knowledge on how to prepare seafood and how to buy or select seafood, which makes them hesitant to purchase. At the same time, shoppers tell us they want to be educated more about seafood options.”
“We know that once families cook and eat seafood regularly, they enjoy it,” FMI President of Fresh Foods Rick Stein added. “It is essential that food retailers break down perceptions that seafood is either too expensive or difficult to prepare. Grocers can be creative and partner with retail registered dietitian nutritionists to educate shoppers across channels – in-store, online, via apps, and across social media platforms – on how to prepare cost-effective, nutritious meals with seafood, suggestions on buying different types of seafood and how to better reduce food waste, while showcasing the health benefits seafood offers.”
Versatility, nutritional benefits, and alignment with health-conscious and sustainable lifestyles are the qualities modern global consumers value about seafood, Innova Market Insights found in its “Fish and Seafood – Global Report.”
“Fifty-six percent of consumers globally emphasize that honesty and transparency of products are important in their diets. In alignment with this, fish and seafood with clean label claims such as no additives/preservatives, natural, organic, and GMO-free appeal to consumers seeking products that prioritize transparency and quality,” Innova Market Insights said.
Twenty percent of consumers globally “have increased their fish and seafood consumption due to the wider variety and novelty of options available,” the firm noted.
“Products featuring diverse bases like tuna, salmon, shrimp, and sardines, prepared minimally through marination, pre-frying, or breading, [drove] new product development in the past year. Canned fish varieties, offered in mediums such as water, oil, tomato sauce, and soy sauce, cater to evolving tastes and cooking preferences globally. This innovation highlights the global seafood industry’s adaptability to meet consumer demand for quality, variety, and convenience,” according to Innova’s report.
In Europe, 34 percent of consumers told Innova that they appreciate diverse foods that showcase various cultures. Among the most craveable global flavors are Japanese teriyaki, Indian tikka masala, Arabian harissa, Mexican ensalada de atún, and Chinese sweet and sour, the research firm added.
“This varied selection reflects the increasing consumer interest in foods that embrace different cultures, highlighting their willingness to explore diverse cuisines across Europe. This reflects Innova’s annual top trend of 2024, ‘Local Goes Global,’ where consumers are progressively looking for products influenced by a variety of regional cuisines,” Innova said. “Forty-three percent of consumers globally cite that taste/ flavor is the most significant factor that impacts their purchasing of fish and seafood. Smoked, chili, red tomato, garlic, and lemon are the top five flavors in the fish and seafood launches. Products [that] blend spices with fruits, such as black pepper and lemon, curry and orange, and habanero chili and mango, [appeal] to diverse culinary preferences.”
As with the research from NSC and FMI, Innova also found that a majority of consumers around the world (two in three) “choose fish and seafood because it is healthy.”
“In line with this, launches with health claims globally display significant growth in the seafood industry. Omega-3-rich products support heart and eye health, promote muscle growth with their high protein content, and offer low-fat, low sodium options for health-conscious consumers. These benefits make them ideal for preventing heart disease, eye issues, and other health issues, which might boost product development,” the firm noted.
That said, a little indulgence also appeals to seafood shoppers worldwide.
“Indulgence plays a significant role for 21 percent of consumers globally, highlighting interest in gourmet offerings like caviars, high quality shellfish, and premium fish choices such as tuna tartare and swordfish steak. These options deliver a refined culinary experience that aligns with growing demand for indulgent yet health-conscious products,” Innova said. “As consumers continue to seek both health and indulgence, fish and seafood innovations are likely to focus on offering premium options with nutritional value.”
