Project Year 2015
Fish market opportunities
Angola is a more and more important market for Norwegian dried and salted saithe, and developments indicate increased demand.
This is an opportunity that must be grasped by the Norwegian industry.
On behalf of the Fishery and Aquaculture Industry Research Fund, Nofima’s market researchers have gathered knowledge on the dried and salted fish markets in Angola. The purpose of the work has been to provide Norwegian companies with basic knowledge of the market in Angola, so that they may make strategic decisions based on current research information.
Dried and salted saithe is primarily consumed by the Bakongo people who comprise around 13 per cent of Angola’s 25 million inhabitants. The Bakongo often call dried and salted saithe “makayabu”. Despite “makayabu” being a familiar term, Norwegian players report that knowledge of the product and naming varies throughout the value chain.
– The Norwegian industry should therefore obtain a better understanding of which terms are used for salted and dried saithe, and where the terms are used in the different market segments, Nofima researcher Ingelinn Eskildsen Pleym believes.
“Bacalhau” is the Portuguese term for salted and dried cod. The former Portuguese colony Angola is the biggest market for bacalhau in Africa.
The country has very high population growth. It’s difficult to estimate the potential for growth – but a doubling of the current export volume of both cod (135 tons from Norway in 2014) and saithe (6115 tons from Norway in 2014) may be possible over the course of a decade.
Currently, the market for dried and salted cod is dominated by the Portuguese. This makes it difficult to penetrate the market, but if Norwegian companies are capable of taking market shares from the Portuguese, exports will quickly expand. This will however require a greater presence in the country.
Because dried and salted cod and saithe are different products that are sold through different channels, it would be appropriate to apply different strategies to sell more of these products. This requires further investments in the market, both by individual companies and jointly by the industry.
The Norwegian Seafood Research Fund (FHF)