New report by the Norwegian Seafood Council reveals opportunities to boost seafood consumption in retail

Retail is a key channel for seafood consumption in the UK, accounting for 67% of consumer purchases. 1 To help illustrate the current landscape and how together the category can build consumer confidence in seafood purchasing, the Norwegian Seafood Council (NSC) has launched a whitepaper report with The Grocer.

The whitepaper “Building Seafood Consumer Confidence to Boost Consumption”, unveils consumer and market insight on the dynamics driving seafood choices in the UK. With a shared agenda to increase seafood consumption, the paper takes a deep dive into strategies to effectively meet evolving consumer expectations, while building trust and confidence to lift barriers associated to seafood in the UK.

Said NSC UK Director, Victoria Braathen: “The seafood market has gone through hardship over recent years. With diets and lifestyles changing due to forces including the pandemic, environment, and economic concerns. The good news is that seafood is the perfect fit for consumers wanting healthy, sustainable, and delicious meal options. What is needed is greater guidance to build consumer confidence. This represents a shared opportunity for the seafood retail industry.”

The whitepaper launch coincides with preparations underway for a B2C Seafood from Norway campaign in the UK to support the seafood category. As a fellow ocean nation, Norway is a proud and longstanding supplier of whitefish to the UK market. During the month of October, the omnichannel ‘Explore’ campaign will champion origin labelling, showcasing the diverse qualities and simple preparation of Norwegian cod and haddock, driving consumers to purchase these wholesome proteins from their local retailer.

Taking inspiration from global cuisines and ingredients, ‘Explore’ will provide an array of creative and easy ways to serve this traditional protein, all with the goal of helping consumers to discover – or rediscover – this tasty whitefish as a modern, healthy, and simple meal.

“We believe that focusing on drivers to educate and inspire on the simplicity of seafood cookery and the taste of this healthy protein, is instrumental to driving the category forward and we look forward to working together with stakeholders to amplify and extend the campaign reach”, said Braathen.

In recognition of the strength in seafood relations between Norway and the UK in British retail, and in conjunction with the whitepaper launch, NSC hosted a retail roundtable together with the Norwegian Embassy and Kantar Worldpanel at Fishmongers’ Hall in London. The event brought together key stakeholders across the seafood retail industry to explore category relevant consumer trends and discuss how together we can build consumer confidence in seafood purchasing.

One of the expert contributors to the whitepaper presenting at the roundtable, Nathan Ward, Business Unit Director, Kantar Worldpanel, said: “There are some strong headwinds affecting the market, but there are still opportunities, even in this difficult climate. Seafood works with some of the longer-term underlying trends in consumer behaviour, with the great taste, ease of cooking and health, key elements which the market needs to communicate clearly to thrive in difficult conditions.”

To download the NSC whitepaper and find out more about consumer and market insight on the dynamics driving seafood choices in the UK, click here and for more information about how to collaborate with NSC and get involved in the ‘Explore’ campaign see here. For more information about sustainably caught seafood from Norway, visit www.seafoodfromnorway.co.uk.

1) Seafish Seafood Consumption (2023 Update).