Prawns in the UK Market: A 2026 Growth Perspective
A recent report titled Prawns in the UK Market Report 2026, presented at the Norway–UK Seafood Summit, highlights cold-water prawns as a key growth opportunity within the UK’s foodservice sector. Despite prawns already making up 9.4% of all seafood servings in the out-of-home (OOH) market, which equates to nearly 100 million servings in 2024, the report posits that the true commercial potential is yet to be fully tapped.
The Dominance of Cold-Water Prawns
The UK stands out as the world’s premier market for cooked and peeled cold-water prawns, anticipating 98 million servings in 2024, with an average selling price of £9.50. Last year’s volume growth soared by 19%, making prawns the only seafood category in the OOH market to maintain positive volume growth (+7.6%). Bjørn-Erik Stabell, UK Director of the Norwegian Seafood Council (NSC), underscored the essential alignment of this category with modern foodservice needs:
“Cold-water prawns from Norway are perfectly aligned with what UK foodservice needs right now. They are easy to adapt with globally inspired flavours and offer consistency, quality and kitchen efficiency.”
Flavour Innovation: A Catalyst for Growth
Flavour innovation is emerging as a central driver of growth in prawn-based offerings. Cold-water prawns serve as a versatile foundation for diverse, globally influenced cuisines that are proliferating across UK menus, inclusively drawing from Southern US, Turkish, Greek, Argentinian, Asian, and Indian street food trends. Operators are actively experimenting with infused and pre-marinated formats to achieve bold, appealing flavours while alleviating kitchen labor pressures. An executive chef at an independent quick-service restaurant (QSR) remarked:
“Where we see the biggest opportunity is in prawn flavours, especially Asian and fusion options such as chilli and lime, or soy, ginger, and honey.”
Additionally, a head of people at a large QSR noted a focus on novel infused concepts, stating:
“Our innovation team is looking at infused flavours – gin, lemon and lime – which we see becoming a big trend in 2026.”
The Importance of Operational Efficiency
Operational efficiency remains crucial. Pre-peeled, portion-controlled, and pre-marinated cold-water prawns simplify preparation, reducing labor intensity in high-volume kitchens. As articulated by a head of operations at a medium-sized QSR:
“Pre-marinated prawns that streamline dish prep and reduce labour are very attractive.”
This blend of culinary creativity and convenience ensures that cold-water prawns are not only innovative but also practical for foodservice operators.
Value Growth Potential
The report highlights promising opportunities for value growth in the prawn market. With an average selling price of £9.50 per portion and nearly 100 million servings annually, prawns are already considered a premium ingredient. However, the next phase will involve more strategic targeting and premiumisation, as articulated by Stabell:
“The UK prawn market is already strong – but the real opportunity now is value growth. Norwegian cold-water prawns offer operators a premium ingredient that is proven, profitable, and adaptable.”
Untapped Market Segments
While quick-service restaurants dominate prawn sales, full-service restaurants and pubs represent unexplored potential. Reports indicate robust consumer demand, as evidenced by a restaurant manager at a small full-service establishment who stated:
“Prawn dishes are highly popular amongst consumers, selling around 200 dishes each day. The top prawn-based dishes include skewers, baguettes, and pasta, with the latter leading the way.”
Furthermore, chefs emphasize the functional benefits of cold-water prawns:
“Cold-water prawns are more versatile than warm-water prawns — their meat holds up better to heat and soaks up flavours more effectively.”
Cross-Generational Appeal
Demographically, cold-water prawns exhibit rare cross-generational appeal, with increased popularity among both 18–24-year-olds and 50–64-year-olds. Interestingly, 74% of servings are purchased by more affluent consumers, positioning prawns as an “accessible luxury” in the market:
“We are seeing strong demand from younger, affluent consumers as well as established diners who value quality and provenance,” Stabell noted.
Competitive Edge and Future Opportunities
The report also addresses structural challenges in the warm-water prawn sector, such as high pricing and supply chain volatility. In contrast, Norwegian cold-water prawns are considered a reliable, sustainable, and quality-led alternative, offering exceptional taste and origin credibility.
In conclusion, the outlook for 2026 is clear: cold-water prawns emerge as a high-growth, high-value ingredient that can foster flavour innovation, operational efficiency, and premium margins. For foodservice operators willing to innovate in terms of format, targeting, and menu strategies, cold-water prawns represent one of the most significant opportunities in today’s seafood market.
Image Credit: NSC
