Weak consumer demand in European markets made 2024 a challenging year for Irish shellfish exports, but increased sales to China and a boost to the domestic processing sector via E.U. grants have helped soften the blow.
Data published in Irish food promotion agency Bord Bia’s “Export Performance and Prospects Report 2024-2025” shows Irish seafood exports overall rose 9 percent by value in 2024 to EUR 595 million (USD 618 million), but the country’s shellfish exports rose by a smaller 4 percent, reaching EUR 185 million (USD 191 million) and 29,000 metric tons (MT).
The report highlighted that though there was some growth by value, the sector was plagued by challenges.
“Across all key shellfish species, there were difficulties such as the squeeze on consumer spending, the availability of cheaper proteins, and lower-priced competition in key export markets – all dampening demand and prices for Irish shellfish exports,” the report said. “European markets for premium shellfish remained sluggish, with ongoing closures of outlets within the foodservice sector in France – a key route to market for Irish premium shellfish.”
This has forced Irish shellfish exporters to turn their focus to markets like China, where exports of Irish langoustine rose from EUR 4.47 million (USD 4.64 million) in 2023 to EUR 5.9 million (USD 6.13 million) in 2024.
“We have been very focused on langoustine demand in China,” Michael Hussey, senior manager of drinks and seafood at Bord Bia, told SeafoodSource. “We had been very dependent on the Italian market, and we wanted to diversify. We work with Chinese celebrity chefs, and we use social media platforms like Weibo to drive that business.”
Bord Bia has also been planning a marketing campaign to target Chinese top-end restaurants, Hussey added.
“We are doing promotions through restaurants,” he said. “We are never going to be able to spend on TV advertising, but we can leverage our social media exposure.”
Besides an increased focus on China, Ireland’s seafood sector is also benefiting from processing investments via funds from an E.U. grant aimed at helping the industry weather the ongoing effects of Brexit, specifically as a decrease in landings has left the sector with fewer raw materials.
“We are continuing to see significant investment in the processing sector both in terms of product development but also increased efficiencies thanks to support to the Irish processing sector from the Brexit Adjustment Reserve Fund,” Richard Donnelly, the development and innovation director at Bord Iascaigh Mhara (BIM), an agency charged with developing the country’s fisheries sector, told SeafoodSource. “We have seen major investment in … pelagic, whitefish, and shellfish processing. A lot of this investment was about improving efficiencies, quality, and traceability.”
Hussey more specifically pointed out that investments from the fund have gone toward plants operated by processing firms Warde Fish and Norfish, resulting in EUR 5 million (USD 5.2 million) worth of pelagic products that were originally sent to Asia for processing now staying home in Ireland.
Bord Bia predicts the Irish seafood industry will have to remain innovative and adaptive in 2025.
“Uncertainty remains around the pace of recovery for shellfish markets within the E.U., particularly France,” the agency’s report said. “Lack of disposable income coupled with intense competition and a reduction in foodservice outlets means that another difficult year is anticipated in 2025. The Irish sector continues to explore new and emerging markets for Irish shellfish, and Bord Bia will continue to invest in these markets in 2025.
Additionally, Ireland has ceded some mackerel and prawn quota for 2025 under the E.U. Common Fishery Policy.
“As a result of E.U. fishing quotas agreed in Brussels in December 2024, there will be an increase in overall Irish quotas for 2025 of around 4 percent,” the report said. “As a result, the pelagic sector will be even more dependent on foreign landings to boost supply.”
Overall, however, Irish quotas are up 4 percent thanks to a larger share of haddock and monkfish stocks in 2025.
