Global seafood trends under microscope at Norway-UK summit

This year’s Summit also hosted the launch of the highly anticipated Norwegian Seafood Council’s Top Seafood Consumer Trends 2025 report.

The report delves into the major trends shaping global seafood consumption, with sustainability, social responsibility, and technological innovation emerging as key drivers of change.

The key factors it identifies are:

• Volatility – amplified by the anticipation of trade wars and coupled with rapid change across key themes.
• Innovation – by leveraging new technology, AI-driven analytics and automation, the seafood industry can optimise supply chain management, enhance sustainability practices, and create personalized consumer experiences.
• Sustainability – the demands from consumers regarding sustainable alternatives will challenge the industry in both sustainable practices, as well as how they communicate their sustainability.
• Authenticity and genuine connections – today’s consumers are savvier than they’ve ever been and are hungry for authenticity, particularly in an era of digital manipulation.
• Misinformation and Greenwashing – new regulations and laws will make it harder to proclaim vague and empty sustainability claims, and in turn, make it easier for the consumer to navigate between products.
• Costs and Balance – cost is also a key driver behind the continued rise in people cooking more at home, with NSC research finding that this is a cost-reduction tactic across most markets studied. While this impacts convenience (which can be more costly) to a degree, consumers are still looking for easy, healthy meals they can prepare at home.