UK demand for premium seafood creates strong opportunity for Norwegian halibut

Norway is significantly expanding halibut production to help meet the growing demand for premium seafood in markets such as the UK.

According to the Norwegian Seafood Council (NSC), halibut is expected to grow from around 2,500 tonnes in 2025 to more than 20,000 tonnes annually by 2030, making it one of Norway’s fastest-growing seafood categories.

Once a niche product in the UK, Norwegian halibut is fast becoming a high-value seafood choice for leading restaurants, specialist suppliers and selected retail chains. Greater availability and rising demand create scope to grow the premium whitefish category, giving consumers more choice around special occasions and higher-value meal solutions.

As consumers increasingly look for high-quality seafood with strong provenance and recognised sustainability credentials, Norwegian halibut brings together attributes associated with premium seafood: distinctive quality, versatility, year-round availability and a strong Norwegian origin. NSC research shows that 56% of UK consumers are willing to pay more for sustainable seafood, while seven in ten consumers say country of origin influences their seafood choices¹, reinforcing the opportunity for a premium species with a clear provenance story.

Turning greater availability into category growth

As supply grows, Norwegian halibut could give retailers and foodservice operators more scope to develop the premium whitefish category and introduce the species across a wider range of occasions.

In retail, its premium positioning and strong Norwegian origin could support occasion-led ranges, premium meal solutions and provenance-led storytelling, helping to give consumers a clear reason to trade up or try something different.

For foodservice, halibut’s mild flavour, firm and juicy white flesh and versatility offer chefs flexibility across a wide range of dishes. It can be grilled, steamed, fried, boiled or baked, while its firm texture and high eating quality also make it well suited to raw preparations, further extending its versatility across premium menus and occasions.

Alongside its premium positioning, provenance and versatility, Norwegian halibut also responds to growing consumer interest in protein-rich foods. NSC research also shows a disconnect between consumers’ appetite for protein and the role fish currently plays within that conversation, with fish ranking only fifth when consumers spontaneously think about protein. Norwegian halibut can help bridge that gap: it is high in protein and a source of vitamin D, vitamin B12 and selenium, giving retailers and foodservice operators another compelling story to communicate alongside its provenance and versatility.

Greater year-round availability can also help build familiarity with the species over time, moving halibut beyond a more occasional or specialist purchase and giving it a stronger role within the UK’s premium whitefish offer.

Bjørn-Erik Stabell, UK Director at the Norwegian Seafood Council, said: “The opportunity is not simply about having more 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.

“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 Norwegian tradition to modern production

Halibut has held a special place in Norwegian food culture for generations, traditionally associated with celebrations, festive meals and special occasions. Its history stretches back thousands of years, with Stone Age rock carvings along the Norwegian coast depicting fishermen catching halibut.

Today, Norwegian Atlantic halibut is both wild-caught and farmed, with farmed production helping provide year-round availability as the category grows. Almost all farmed halibut is exported fresh, with the UK and US currently leading export markets.

For further information, market insights and recipe inspiration on Norwegian Halibut, visit: https://www.seafoodfromnorway.co.uk/seafood-from-norway/atlantic-halibut/

Sources:

¹ NSC CTR 2025; NSC/Ipsos UK Deep Dive 2024 & Norwegian Seafood Council consumer insight – country of origin influences seafood choices