The year ahead is likely to be defined by rapid transformation across the seafood industry, with evolving sales channels, a greater emphasis on health and nutrition, and shifting demographics all set to play a role, according to analysis by the Norwegian Seafood Council’s experts.
They predict that while technology and AI will continue to move at pace through the seafood value chain, offering advantages to companies and markets that use these insights effectively, demographics are also changing the picture. An ageing population with more disposable income has a growing interest in nutrition and quality, with a stronger link between food and lifestyle.
Along with these trends, Asia continues to be the global growth engine. Urbanisation and a rising middle class fuel a strong preference for fresh and healthy seafood, and with most of the increase in purchasing power concentrated here the region will set much of the pace for 2026.
Speaking at the annual NSC conference, Louise Byg Kongsholm of trends institute Pej Gruppen highlighted how longevity is reshaping consumer priorities. This is a shift from an experience economy to a transformation economy, in which investment in sleep, nutrition, mental balance and stress reduction becomes the ultimate luxury.
Consumers also increasingly seek clean-label products, protein-rich meals and tools that help them make better micro-choices every day. This new shift will be important for the future of seafood consumption, with its high-quality protein, and omega‑3, as well as vitamin and mineral content the body can use without the need for pills or powders.
Asia is moving fast digitally and culturally – and this extends to how people buy seafood. From fan‑driven engagement in South Korea to rapid market expansion in China, consumers are shaping demand through health, convenience and digital behaviour. With a 91% market share for salmon and 88% for mackerel in South Korea, Norway has hit the ground running in 2026 – but staying relevant means following consumers where they are – online.
‘Ecommerce is now a major sales channel for seafood, covering 15% of fresh salmon and nearly 30% of mackerel. Fresh fish delivered to consumers’ doors has become a marker of trust and quality. For a society with more than 10 million single households, convenience, health and portion‑friendly solutions matter – and seafood fits naturally into this lifestyle,’ said NSC South Korea country director Ingebjørg Hjortdahl.
China also continues to strengthen its position, with the export value of Norwegian seafood rising from NoK8.5 billion in 2023 to NoK12.3 billion in 2025, even as volumes remain stable. Salmon is the main growth driver, giving Norway a 57% market share. If current momentum continues, China could become the world’s second‑largest salmon market in 2026.
‘Growth is fuelled by competitive salmon prices, a rapidly expanding middle class and increased distribution in smaller Chinese cities. Modern retail, neighbourhood stores, and online channels make salmon easy to buy,’ commented NSC China country director Sigmund Bjørgo.
A structural shift is reshaping demand, with home consumption now exceeding restaurant sales and online retail larger than offline. In China there are at least 20-25 licensed sashimi factories, preparing fillet and packed salmon for ready‑to‑eat formats. This could double by the end of 2026.
With the middle class predicted to expand from 184 million people in 2025 to more than 250 million by 2030, and current salmon per‑capita consumption at only 100 grams, the market remains in an early phase with significant room for growth.
Across Asia, social media platforms are changing the way a new generation engages with seafood. Purchasing often starts on social media, with live commerce now a fully established marketplace.
Gen Z are seeking out food that feels meaningful and looks good online. In South Korea, a mukbang – a livestreamed video where the host eats (often large quantities of) food while interacting with viewers – featuring Norwegian salmon went viral, prompting retail sales to increase by 27% in two weeks. Further to this, a single livestream sold more than two tonnes of mackerel in under an hour. These are clear examples of how transparency and entertainment build trust, and visual food trends translate directly into consumer behaviour.
In China, digital visibility is essential, with social commerce described as a ‘powerful sales engine’ and ‘livestreaming on platforms such as Tik Tok has become a significant channel for salmon,’ Sigmund Bjørgo said.
