The United Kingdom’s seafood market has endured numerous difficulties in recent years. A recent whitepaper titled “Building Seafood Consumer Confidence to Boost Consumption,” compiled by the Norwegian Seafood Council (NSC), addresses some of the problems by proposing a public educational campaign to improve public confidence in buying seafood products. In an interview with SeafoodSource, NSC U.K. Director Victoria Braathen discussed how NSC is working to lift barriers that have recently hindered purchasing, particularly in retail channels.
SeafoodSource: NSC’s whitepaper notes that U.K. consumer budgets are under heavy pressure. Amid this, are there any opportunities to grow consumption and sales?
Braathen: We currently see an element of trading down from and sometimes out of the category as consumers look to save where they can. Long term, we believe there is opportunity to grow [the] consumption of seafood in the U.K. Looking at the bigger picture, seafood is well-aligned to consumer megatrends; It is the perfect fit for consumers wanting healthy, sustainable, and delicious meal options. What is needed, both to retain and grow the category, is greater guidance and inspiration to build consumer confidence. This represents a shared opportunity for the seafood industry.
SeafoodSource: How has Norwegian seafood been faring in the U.K. market in 2023?
Braathen: Norway is a proud supplier of seafood to British consumers. Key species exported from Norway to the U.K. include salmon, cod, haddock, and coldwater prawns. Looking at trade [year-to-date], Norway has exported 61,101 metric tons [MT] of seafood to the U.K. worth GBP 322 million [USD 413 million, EUR 376 million]. This a value growth of 2 percent and a volume decrease of 6 percent. An increasing share of Norwegian frozen cod is exported to the U.K., and cod has seen a significant volume growth. Haddock trade is on level with last year, while there has been a decline for salmon from Norway to the U.K.
SeafoodSource: Is retail inflation the biggest concern at present, or are there other, more pressing issues facing the seafood category?
Braathen: At present, consumers are doing what they can to tackle inflationary impacts, but it is important to remember the role that seafood has when it comes to healthy and sustainable diets. In the current climate, communicating the value of sustainable seafood is more important than ever. At the same time, we see that greater guidance is needed for consumers to overcome barriers associated to seafood purchases and consumption. The majority of seafood consumed in the U.K. is purchased through retail, which represents both a need and opportunity to engage and excite consumers with seafood in store, online, and out of home.
SeafoodSource: Are there concerns among Norwegian seafood exporters that traditional fresh fish counters are disappearing from U.K. retail stores? What efforts are underway to ensure this historically important market continues to have access to Norwegian fish?
Braathen: Recent years have brought many changes to consumer behavior when it comes to [the] purchasing and consumption of seafood. It is true that the closure of many U.K. fish counters removes a vehicle to showcase seafood in stores, but we are seeing that shoppers can find seafood in new sales channels and for new occasions.
Major trends such as convenience, health, and wellness drive consumption and increase demand. The Norwegian seafood industry is committed to delivering high-quality seafood to U.K. consumers. This also means that we need to be transparent and ambitious when it comes to production, sourcing, and transportation. We also need to be innovative and promote and present our seafood in new and attractive ways.
SeafoodSource: In light of the economic challenges faced by U.K. consumers, are opportunities emerging for alternative, more affordable Norwegian species in the market?
Braathen: So far this year, we do see growth in the export of a broader range of whitefish species, including saithe and redfish, to the U.K. Saithe, so far this year, has seen a volume growth of 298 percent – from 277 MT in 2022 to 1,078 MT.
SeafoodSource: Whitefish like cod and haddock are frequently thought of as the fish staples of older generations – as well as lovers of fish and chips, of course – but are there ways in which these and other species can be brought into the same, more fashionable bracket of salmon?
Braathen: We believe that focusing on educating [consumers on the] simplicity of seafood cooking and the taste of these healthy proteins is key to modernizing and driving the category forward. We are very proud to be working closely with retail and hospitality industries, including U.K. fish and chips [shops]. Across sectors, we are inspired to see new ways to offer these much-loved whitefish species in value-added products and with new, modern recipes.
SeafoodSource: The report mentions that NSC will launch a new omnichannel called “Explore” to drive sales of cod and haddock. Can you outline some of the strategies involved?
Braathen: Taking inspiration from global cuisines and ingredients, this fall, we’re providing an array of creative ways to serve these traditional proteins. [This stems from the] goal of helping consumers to discover – or rediscover – tasty whitefish as a modern, healthy, and simple meal. The campaign is set to excite U.K. consumers and goes from the beginning of October into November. This is a great opportunity to educate and inspire [consumers] on the potential of whitefish while harnessing the power of origin labeling.
Photo courtesy of Norwegian Seafood Council
