Publisher: Nofima AS
Number of pages: 24
International Standard Numbers:
Open Access: green
Brazil is one of the most important markets for Norwegian bacalhau. During the last few years the market has been supplied with several new products that challenge the market leading position of Norwegian dried and salted codfish. There are mainly two products that threaten the market leading position of Norwegian bacalhau; desalted frozen cod produced in Portugal and salted Alaska Pollock produced in China. The introduction of these products has reduced the Norwegian market share from 86% to 61% in the last five years. However the export from Norway is increasing. The Norwegian producers and exporters of dried and salted fish need to select target markets and formulate a marketing mix to meet the competition from new products in the Brazilian market.