UK seafood sales grow despite budget pressures
UK seafood demand strengthens as shoppers buy more often, prioritising health, quality and convenience despite tight budgets
UK consumers are buying seafood more frequently despite ongoing pressure on household budgets, according to the Norwegian Seafood Council’s (NSC) Mid-Year Market & Retail Report 2026.
The report shows seafood shopping frequency increased by 1.5% year on year, while average spending per trip rose by 2.9%. Chilled seafood recorded value growth of 6.2% and volume growth of 1.8%, with the overall UK seafood market now worth approximately £4.96 billion, up 4.7% in value.
Bjørn-Erik Stabell, UK director at the NSC, said: “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.”
Health remains a major driver, with more than 70% of UK adults believing fish consumption is important for maintaining good health. The NSC believes retailers can build on this appeal by communicating nutritional benefits alongside quality, provenance and convenience.
Norwegian seafood already contributes to almost two million meals consumed in the UK every day. Its range includes cod, haddock, saithe, halibut, salmon and cold-water prawns, offering retailers opportunities to target different budgets, tastes and meal occasions.
Origin labelling could also influence purchasing decisions. Previous NSC research found that 62% of UK whitefish consumers said clear seafood origin information affected their choice of retailer.
Stabell said: “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.”
The report also identifies convenience as an opportunity, with cooking from scratch and part-cooking gaining traction. Portioned products, ready-to-cook formats and accessible recipe inspiration could encourage shoppers to explore different species.
