Nofima reports

Rapport/Report 21/2015 – English summary

Egeness, Finn-Arne; Heide, Morten; Sogn-Grundvåg, Geir

Publication details

Publisher: Nofima AS

Issue: 21/2015

Number of pages: 41

International Standard Numbers:
Printed: 978-82-8296-294-0

Open Access: green


This report focus on how – and to what extent – salmon is presented in grocery retailing and the restaurant segment in South Africa. Key research questions are; How is salmon differentiated to the consumer? What kinds of product attributes are emphasized? And, what is the position of Norwegian salmon in this market? To shed light on these questions we conducted personal observations in both supermarkets and restaurants. In addition, a desk study was conducted by examining menus from 39 different restaurants in Cape Town and Johannesburg. The main results are that salmon has a strong position both within the retail and restaurant segments. The range of products is substantial and shelf position is often favorable indicating that salmon is an important product for the retailers. Country of origin is frequently emphasized both in retail and restaurants, with Norwegian origin frequently used in Cape Town. In Johannesburg, Scottish origin is emphasized in restaurants and by one retailer (Pick n Pay). Salmon is seemingly very popular in both seafood restaurants and other types of restaurants. In sushi restaurants salmon is a dominating raw material.