Nofima reports

Increased consumption of seafood in Norway – opportunities and barriers in Norwegian retail

Heide, Morten

Publication details

Publisher: Nofima AS

Issue: 7/2019

Number of pages: 9

International Standard Numbers:
Printed: 978-82-8296-584-2

Open Access: green


During the last few years, seafood consumption in Norway has declined. This report investigates factors in the Norwegian retail sector that represent opportunities and barriers for increased consumption of seafood. The report is based on interviews of seafood category managers from the three biggest retailers in Norway. The results show that the decrease in consumption of seafood is largely due to higher prices. Product development is important for increasing the consumption of seafood. Important opportunities and barriers to increased seafood consumption are increased innovation, efficient production, price, consumers’ knowledge, image, quality and predictability.