The Norwegian Seafood Council Unveils Insights on China’s Seafood Market Growth
The Norwegian Seafood Council’s (NSC) latest consumer trends report highlights the significant factors driving China’s increasing demand for seafood. Shifting its focus to the burgeoning Chinese market, the annual seafood consumer trends report provides invaluable insights into the dynamics of seafood consumption in this global superpower.
Entitled Seafood Trends 2026: The China Report, this year’s report features comprehensive market snapshots, expert interviews, and the latest consumption insights.
Global Trends Influencing the Chinese Seafood Market
With a population surpassing 1.4 billion, primarily concentrated in urban areas of Southeast China, the nation exhibits a rich tapestry of cultures and diverse culinary preferences. The NSC’s report outlines several global megatrends that resonate within the Chinese seafood sector:
- Expansion of the middle class coupled with declining birth rates
- Increase in single-person households
- Influence of supply chains, geopolitics, and tariffs
- Heightened focus on convenience and health
According to Sigmund Bjørgo, the NSC Country Director in China: “These global megatrends create movement in the Chinese seafood market and play an important role in consumer purchasing decisions. They influence trust, preference, and overall consumer behavior.”
Impressive Growth in Norwegian Seafood Exports to China
In 2025, China emerged as the fastest-growing market for Norwegian seafood exports, with an impressive export value increase of NOK 2.9 billion (31%) compared to the previous year. China purchased NOK 12.3 billion worth of Norwegian seafood, moving up from the sixth-largest market in 2024 to the third-largest in 2025.
| Species | Proportion of Norwegian Exports to China in 2025 |
|---|---|
| Greenland halibut | 78% |
| Redfish | 52% |
| Cold-water prawns | 26% |
| Haddock | 24% |
| Mackerel | 9% |
Chinese Consumers Emphasize Novelty in Seafood Choices
China’s vast size and rich cultural history have led to a multitude of food traditions. The country’s eight regional ‘great cuisines’ reflect a mix of heritage and adaptability, with a consumer base keen to explore new tastes. Bjørgo notes, “This openness to experimentation is deeply ingrained in the Chinese philosophy of continual learning, a mindset that has intensified alongside growing consumer spending power.”
Despite the willingness to try new foods, Bjørgo explains that not all imported products need to cater to traditional local flavors. For instance, “Salmon is perceived as sashimi, a foreign dish linked to Japanese cuisine. Most Chinese consumers first experience sashimi in a Japanese restaurant, which limits the scope of salmon consumption to that context.” Nonetheless, the growing middle class regards Norwegian salmon as a high-quality choice, endorsing its reliability and freshness.
Insights from Industry Experts and New Research
This year’s report also showcases insights from NSC Marketing Advisor Savindar Xie, Rabobank analyst Novel Sharma, and Undercurrent News journalist Louis Harkell. Notably, the NSC adopted a unique approach to consumer research this year by observing the shopping habits of 24 consumers over a week in major cities like Shanghai, Beijing, Guangzhou, and Shenzhen.
NSC Consumer Analyst Lars Moksness stated: “Our deeper dive into consumer behavior allowed us to gather significant insights into the factors influencing the Chinese market.”
As China continually evolves into one of the world’s fastest-growing seafood markets, grasping the intricacies of consumer behavior is pivotal. For a thorough exploration of these insights and more, access Seafood Trends 2026: The China Report and delve into this rapidly expanding market.
