UK shoppers buying seafood more often despite economic pressures, reveals new NSC report

Rising shopping frequency and chilled seafood volume growth highlight opportunities for retailers to build on consumer demand through health, Norwegian provenance and convenient meal solutions.

UK shoppers are purchasing seafood more frequently despite continued pressure on household budgets, according to the newly published Mid-Year Market & Retail Report 2026 from the Norwegian Seafood Council (NSC).¹ The findings highlight opportunities for retailers to build on the category’s resilience by connecting seafood’s health, quality and provenance credentials with changing consumer priorities.

The report reveals that seafood shopping frequency has increased by 1.5% year on year, with average spend per trip rising by 2.9%. Chilled seafood has also grown by 6.2% in value and 1.8% in volume. With the total UK seafood category now worth approximately £4.96 billion, up 4.7% in value, the findings indicate that growth is not simply being driven by higher prices, but also by stronger shopper engagement.¹

At a time when consumers are making increasingly considered purchasing decisions, NSC believes the findings present an opportunity to understand what is sustaining demand and how the industry can translate this momentum into longer-term category growth.

Bjørn-Erik Stabell, UK Director at the Norwegian Seafood Council, comments: “What’s particularly encouraging is that shoppers are returning to seafood more frequently despite continued pressure on household budgets. Growth in value is one thing, but when we also see increased purchasing frequency and chilled seafood volumes, it suggests the category is offering consumers something beyond price alone.

“Seafood has a strong story to tell around health, quality and versatility. The opportunity now is to build on these strengths, helping shoppers recognise not only its nutritional benefits, but also the wider value it can bring to everyday meals.”

Health remains central to seafood’s appeal, with more than 70% of UK adults believing that eating fish is important for maintaining good health. The report also identifies health as the leading consumption driver in chilled seafood, providing a strong foundation for retailers to connect nutritional benefits with consumers’ evolving priorities.¹

Yet health is only part of the picture. As shoppers balance wellbeing with affordability and convenience, the opportunity extends to communicating where seafood comes from, the quality behind it and how easily it can fit into their routines.

Norway is well placed to support this opportunity, with Norwegian seafood contributing to almost two million meals consumed in the UK every day.² Its diverse portfolio, spanning familiar favourites such as cod and haddock alongside saithe, halibut, salmon and cold-water prawns, gives retailers scope to respond to different tastes, budgets and cooking habits.

This breadth creates opportunities for retailers to build on existing demand through greater product visibility, occasion-led merchandising and innovation beyond traditional seafood formats. From familiar whitefish dishes and convenient midweek meals to flavour-led products and more premium dining occasions, Norwegian seafood offers versatility that can help retailers showcase the category’s wider appeal and encourage shoppers to explore different species.

Provenance provides another opportunity to communicate value beyond price. Previous NSC consumer research found that 62% of UK whitefish consumers say clear seafood origin labelling influences their choice of retailer, highlighting the commercial relevance of communicating where seafood comes from.³

Norway’s longstanding seafood heritage, approach to responsible resource management and focus on quality and traceability provide retailers with a credible origin story. Clear labelling, supported by accessible information about sourcing and production, offers scope to strengthen shopper confidence and differentiate products, while helping consumers better understand the value behind the seafood they purchase.

Convenience is equally important. With cooking from scratch and part-cooking gaining traction, there is an opportunity to connect Norwegian seafood with simple, everyday meal solutions that offer the satisfaction of home cooking without unnecessary complexity.¹

Portioned products, ready-to-cook formats and practical recipe inspiration could help make different species easier to shop and prepare. Connecting Norwegian seafood with familiar dishes and complementary ingredients also presents opportunities for greater variety and repeat purchasing, making the category more accessible across different meal occasions.

Stabell adds: “Norwegian seafood has a long-established relationship with UK consumers, but there is significant opportunity to communicate the breadth of what Norway offers. From familiar species to those that open up new possibilities for innovation, our seafood portfolio can respond to a wide range of shopper needs. 

“Provenance is an important part of that story. Norway’s seafood heritage, responsible resource management and focus on traceability give retailers something meaningful to communicate about the quality and origin of their seafood. Combined with clear nutritional information, convenient formats and practical meal inspiration, there is a real opportunity to demonstrate value beyond the price tag and build on the engagement we’re already seeing.”

With seafood demonstrating resilience despite economic pressures, NSC’s findings point to an opportunity to turn positive purchasing behaviour into sustained category growth. For retailers and suppliers, connecting seafood’s established health appeal with Norwegian provenance, product versatility and convenient meal solutions offers scope to strengthen shopper confidence, encourage greater exploration and give consumers more reasons to choose seafood.

To find out more about the changing habits of UK seafood shoppers and the opportunities for future category growth, please click here, or contact the Norwegian Seafood Council for further insights from its Mid-Year Market & Retail Report 2026.