Seafood Trends Shaping Rapid Change in 2026
The ‘transformation economy’, evolving demographics, and viral trends in Asia are set to redefine the seafood industry.
Insights from the Norwegian Seafood Council
Sharing pivotal insights from its annual conference in January, the Norwegian Seafood Council (NSC) highlights several key trends that will influence the seafood sector in the upcoming year:
- Increased use of technology and AI across the value chain
- Advent of the ‘transformation economy’
- Heightened interest in health, nutrition, and longevity
- Asia emerging as a global growth driver
- Rise of livestreaming and visual food trends
Defining a Dynamic Future
The year ahead is anticipated to witness a dramatic transformation in the seafood industry. Factors such as innovative sales channels, a focus on health and nutrition, and shifting demographics are expected to play crucial roles. The integration of technology and AI will further enhance the seafood value chain, benefiting companies that leverage these insights effectively.
As demographics evolve, we are noticing an increase in the aging population with discretionary income. This demographic is increasingly focused on longevity, nutrition, and quality of food, making seafood a preferred choice for 2026.
Seafood and Longevity
At the NSC’s conference, Louise Byg Kongsholm, CEO of Pej Gruppen, noted the transition towards a ‘transformation economy’ where personal well-being is prioritized. Investing in sleep, nutrition, and mental balance is now viewed as a luxury.
Consumers are looking for clean-label products and protein-rich meals, increasingly interested in making healthier micro-choices daily. With its rich nutrient profile, seafood emerges as a leading option for promoting a longer, healthier life.
Research from Dan Buettner and National Geographic into the ‘Blue Zones’—areas where residents often live beyond 100 years—reveals that these communities thrive on daily movement, low-stress lifestyles, and diets rich in plant-based foods and seafood. This provides the industry with a unique opportunity to reinforce seafood’s position in longevity diets.
Asian Market Growth and Emerging Trends
Asia is rapidly evolving both digitally and culturally, and this evolution is reflected in seafood consumption. From engaging fans in South Korea to market expansion in China, consumer demands are heavily influenced by health, convenience, and digital behavior.
Norway leads the market in South Korea, claiming a 91% market share for salmon and 88% for mackerel as they enter 2026 with strong momentum. Adapting to consumer behavior is essential, as eCommerce now represents 15% of fresh salmon sales and nearly 30% for mackerel.
Ingebjørg Hjortdahl, NSC country director in South Korea, stated:
“Ecommerce has transformed seafood sales, with fresh fish delivered to homes becoming a symbol of trust and quality. In a society with over 10 million single households, convenience aligns perfectly with a healthy lifestyle.”
Similarly, China is solidifying its position, with the export value of Norwegian seafood expected to increase from NOK 8.5 billion in 2023 to NOK 12.3 billion by 2025. Salmon is the primary driver, giving Norway a dominant 57% market share. Given current trends, China could potentially become the second-largest salmon market by 2026.
As Sigmund Bjørgo, NSC country director in China, points out:
“Growth is spurred by competitive salmon prices, an expanding middle class, and better distribution in smaller cities. Modern retail and online channels make salmon easy to purchase.”
The Rise of Livestreaming and Visual Food Trends
Gen Z consumers are reshaping the seafood market in Asia, heavily influenced by the digital landscape. The purchasing journey often begins on social media, with live commerce now a well-established marketplace.
In South Korea, a livestreamed mukbang featuring Norwegian salmon went viral, resulting in a 27% spike in retail sales within two weeks. A single livestream managed to sell over two tons of mackerel in under an hour—indicative of how transparency and entertainment are integral in building consumer trust.
In China, digital visibility is crucial. According to Bjørgo, social commerce plays a “powerful sales role,” with platforms like TikTok becoming critical channels for salmon sales. This digital shift implicates a year of adaptability and opportunity for the seafood industry, rewarding those willing to embrace change.
