Norwegian halibut targets growing UK premium seafood market
Rising production in Norway could create new opportunities for UK retailers, suppliers and foodservice operators as demand grows for premium seafood with quality, provenance and versatility.
Norway is significantly increasing its production of Atlantic halibut as it looks to meet growing demand for premium seafood in markets including the UK.
According to the Norwegian Seafood Council (NSC), Norwegian halibut production is expected to increase from around 2,500 tonnes in 2025 to more than 20,000 tonnes a year by 2030, making it one of the country’s fastest-growing seafood categories.
Once considered a niche product in the UK, Norwegian halibut is increasingly appearing on restaurant menus and through specialist seafood suppliers and selected retail channels.
The anticipated increase in availability could provide an opportunity to broaden the premium whitefish category and introduce halibut to more consumers and eating occasions.
Building the premium whitefish category
Halibut combines several characteristics associated with premium seafood, including quality, versatility, provenance and year-round availability.
Consumer research from the Norwegian Seafood Council suggests there is also an appetite among UK consumers for seafood with a strong sustainability and provenance story. Some 56% of UK consumers say they are willing to pay more for sustainable seafood, while around seven in ten say country of origin influences their seafood purchasing decisions.
For retailers, increased availability could support premium and occasion-led ranges, meal solutions and provenance-focused marketing, providing consumers with a reason to trade up within the whitefish category.
Foodservice offers another significant opportunity. Halibut’s mild flavour and firm, juicy white flesh make it suitable for a wide range of cooking methods, including grilling, steaming, frying, boiling and baking. Its texture also lends itself to raw preparations, giving chefs considerable flexibility across premium menus.
Greater availability throughout the year could also help move halibut beyond its traditional position as an occasional or specialist purchase and establish greater familiarity among UK consumers.
A protein opportunity
Nutrition provides another potential selling point.
Consumer interest in protein-rich foods continues to grow, but seafood does not always feature prominently in consumers’ perceptions of protein sources. NSC research indicates that fish ranks only fifth when consumers spontaneously consider protein.
Norwegian halibut could help address that gap. It is high in protein and provides nutrients including vitamin D, vitamin B12 and selenium.
For retailers and foodservice operators, this creates an opportunity to communicate several attributes around one product – from provenance and premium quality to versatility and nutritional value.
Bjørn-Erik Stabell, UK Director at the Norwegian Seafood Council, said the opportunity was about more than simply increasing the volume of halibut available.
“As supply grows, there is greater scope to build familiarity with a species that already has strong premium credentials and give consumers more opportunities to enjoy it,” he said.
“For retailers, suppliers and chefs, its combination of quality, provenance, versatility and nutritional value creates potential across different products, menus and occasions.
“With consumers increasingly focused on protein and looking to incorporate more whitefish into their diets, there is a real opportunity to increase familiarity with halibut and strengthen the premium whitefish category in the UK.”
From tradition to modern production
Halibut has a long history in Norwegian food culture and has traditionally been associated with celebrations, festive meals and special occasions.
Its importance to coastal communities stretches back thousands of years, with Stone Age rock carvings along the Norwegian coast depicting fishermen catching halibut.
Today, Norwegian Atlantic halibut is produced through both wild fisheries and aquaculture.
Farmed production is playing an increasingly important role in providing consistent, year-round supply as demand grows. Almost all farmed Norwegian halibut is exported fresh, with the UK and US among the leading export markets.
The planned expansion of production could therefore have a significant impact on the UK premium seafood market, giving retailers, wholesalers and chefs greater access to a species traditionally associated with high-end dining.
The challenge will be converting increased supply into sustained consumer demand and ensuring that more shoppers recognise halibut as an accessible premium whitefish rather than an occasional luxury.
With its combination of Norwegian provenance, premium positioning, versatility and nutritional credentials, halibut appears well placed to benefit from the continuing consumer interest in quality seafood.
Source: Norwegian Seafood Council – NSC CTR 2025; NSC/Ipsos UK Deep Dive 2024; Norwegian Seafood Council consumer research on the influence of country of origin on seafood choices.
Main Image © NSC
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