Consumer demand for quality fish and seafood products is on the increase in Europe with a growing emphasis on sustainability within the European seafood market.
The quality in the retail sector is also improving, which in turn is changing and developing the consumer perception.
Robert Moller of the Norwegian Seafood Council told ESM: "Consumer are becoming more educated about seafood, including awareness of origin and sustainability, as well as travelling more, they are now looking to source better quality products."
Norway now has the biggest market share in the European seafood market with more than 22 per cent of the total supply and salmon, cod, haddock, herring, mackrel, fjord trout, cold water prawns and saithe/coley making up its main fish products.
Moller believes that sustainability is the future in all sectors. "There are few companies and/or sectors that can attempt to grow without considering this." If a business is built "without considering sustainability", how can it possibly secure future supply?, he said.
Changes to the international seafood industry affects the seafood products we consume most in Europe today.
"There is a clear trend appearing for products that are not only convenient, but also fresh. This is a trend that will only continue as consumers become better informed and want to know where the product comes from. There is also a requirement for more variations, which will drives consumers to look into more seasonal produce."
Ethical and sustainable sourcing go hand in hand, states Moller. "If a product is not ethically sourced, it will not be sustainable."
Key retailers for Norwegian seafood in European supermarkets, among others, include Tesco, M&S, Aldi and Lidl.
Read more about the European seafood market in the upcoming issue of ESM Magazine.
@ 2015 ESM - European Supermarket Magazine
