Lakewood, Colorado, U.S.A.-based natural and organic grocery retailer Natural Grocers, which operates nearly 170 stores across 21 U.S. states, has launched a private-label smoked salmon line, aiming to capitalize on the growing demand for smoked fish in the U.S.
The thinly sliced salmon sold under the new Natural Grocers Brand Wild Smoked Salmon is certified by the Marine Stewardship Council (MSC) and is cold smoked in small batches “at a longtime seaside smokehouse, delivering a silky texture and balanced flavor suited for everything from bagels and brunch boards to sandwiches, pasta dishes, and snacking straight from the package,” the company said in a release.
According to Natural Grocers Director of Purchasing Product and Promotions Sam Doll, the retailer’s private-label innovation is guided less by short-term trends and more by long-term opportunities to offer customers high-quality, responsibly sourced staples at an accessible price point. To that end, smoked salmon is a “versatile, nutrient-dense food that fits well within our customers’ interest in clean ingredients, responsible sourcing, and everyday wellness,” he told SeafoodSource.
“This launch reflects our ongoing commitment to identifying seafood items where we can ensure meaningful oversight – from catch or farm practices through processing and labeling – while maintaining affordability,” Doll said. “While we carry a variety of branded smoked seafood options, we take a selective approach to expanding our private-label assortment.”
Natural Grocers’ Gold seafood standards require responsible harvest practices that support healthy fish populations, such as ensuring reduced bycatch and minimizing impact on marine ecosystems. The standards also emphasize transparency and traceability throughout the fishery of origin, humane handling, and careful processing, Natural Grocers Vice President of Marketing Raquel Isely said.
“Our sockeye and coho are Non‑GMO Project-verified, kosher, and free of artificial preservatives, flavors, synthetic colors, or added sugar, offering customers a simple, high‑quality protein option they can feel good about serving,” Isely said.
The new smoked salmon, which retails for a suggested USD 8.99 (EUR 7.65) per 3-ounce package, is just the latest in Natural Grocers’ private-label grocery expansion. Its private-label seafood assortment includes canned tuna, sardines, and salmon.
While there are no additional private-label seafood items currently in the development queue at Natural Grocers, the company regularly evaluates opportunities to expand the assortment, according to Doll.
“Any future products would need to meet the same comprehensive standards, including requirements around environmental stewardship, humane handling, species transparency, and third-party sustainability certifications where applicable,” he said.
The Natural Grocers launch represents just the latest opportunity for smoked salmon suppliers to grow sales in both retail and foodservice. The global salmon market is projected to grow from USD 13.93 billion (EUR 11.8 billion) in 2026 to USD 21.75 billion (EUR 18.5 billion) by 2034, according to a report from Fortune Business Insights.
The report said smoked salmon is a key factor in that growth, as consumers are increasingly seeking high-protein, healthy foods as well as ready-to-eat and easy-to-prepare food options due to busy lifestyles. The products are typically available in pre-sliced packages and can be consumed straight from the package or quickly incorporated into various dishes such as salads, sandwiches, and breakfast spreads, the report highlighted.
Beyond Natural Grocers, other suppliers and retailers are meeting the demand for smoked fish. For instance, late last year, Whole Foods Market, owned by Amazon, introduced new flavors in its smoked seafood category.
The new items included Brooklyn, New York, U.S.A.-based Acme Smoked Fish’s Everything Bagel Atlantic Salmon and Spicy Tuna. Whole Foods also partnered with Scottish brand Strathgarry to launch a Cold Smoked Scottish Style Salmon in the retailer’s U.S. East Coast stores, the company told SeafoodSource last year.
