2024 Seafood Trends Revealed: New Report from the Norwegian Seafood Council

The Norwegian Seafood Council unveiles our latest global seafood trends report. A deep dive into the most pressing industry developments and consumer trends, ‘Oceans of change: seafood trends for 2024’ reveals how these are converging to drive transformative change.

Alongside exclusive NSC consumer data, sales and consumption statistics and examples of industry innovations, the report offers valuable insights from NSC country directors, retail pioneers and industry leaders. All aim to inspire and empower stakeholders to navigate the evolving seafood landscape with greater confidence and precision.

With investments in nearly 30 countries and 15 offices worldwide, the NSC is one of the global seafood industry’s top sources for market insight. It has a comprehensive bank of insight and data dating back to 2012, which includes an annual consumer tracker that monitors 60,000 consumers worldwide.

Oceans of change is the fourth in its popular annual ‘Top Seafood Consumer Trends’ report series, which provides a powerful overview of trends shaping the sector, highlighting changing consumer attitudes, industry developments and more. This year’s report features exclusive data from the NSC's most recent Deep Dive reports, which pinpoint changing consumer attitudes and buying behaviour across 17 different countries.

Last year's report underscored escalating consumer demand for transparency in supply chains and the growing appetite for convenient, nutritious proteins. This year's edition shows continued interest in these areas, but shifts focus to the pivotal role of technology and innovation. Not merely confined to sustainability monitoring, new advancements are becoming instrumental in streamlining operational efficiencies.

Changes in the way consumers buy and consume seafood are being reflected in exciting product concepts and routes to market. And with greater adoption of technologies such as QR codes, retailers and food operators are reassuring consumers about the sustainability, and origin of their seafood.

Lars Moksness, NSC Analyst Consumer Behaviours says:

"Some years a single trend dominates the path of the seafood industry. In 2024, it is a balanced handful of converging trends that influence and push each other along: technology, innovation, sustainability and the cost-of-living-crisis to name a few.”

“We’ve explored how these trends converge and are catalysing change, and how the seafood industry can harness them to benefit both business and consumer. And this year, we’re delighted to include insight and examples from leading industry voices and innovators, to provide inspiration and context for readers worldwide.”

The report can be downloaded here.