UK Fish Consumption Trends: A Deep Dive

Introduction
The UK has witnessed a significant decline in fish consumption over recent years, raising concerns about the future of its seafood industry. This article explores the trends shaping this shift and the challenges that lie ahead.

A Note from Economist Tony Mackay

Fish consumption in the UK has been on a downward trajectory, with projections suggesting that this trend may persist unless substantial changes are implemented. According to Seafish, the government body overseeing the seafood industry, fish consumption has decreased by an average of -3% per year over the last decade.

Key Reasons Behind the Decline

The decline in fish consumption has been attributed to several key factors:

• Economic Slowdown: A general slowdown in the economy has impacted consumers’ purchasing power.
• Real Income Decline: Average incomes have fallen in real terms, making seafood less accessible for many.
• Rising Fish Prices: The relative increase in fish prices has further dissuaded consumers from purchasing seafood.

The Generational Shift

Another critical issue is the generational divide in seafood consumption. Younger individuals are consuming significantly less fish compared to older generations. As the population ages, the average fish consumption rates are projected to decline even further as older consumers pass away.

Global Perspectives

Insights from the Food and Agricultural Organisation (FAO) of the United Nations provide a stark comparison. The UK ranks near the bottom in terms of annual fish consumption, with an average of just 17.83 kilograms (kg) per person. For context, here are some other countries’ averages:

• Iceland: 85 kg per year
• Norway: 50 kg per year
• European average: 27 kg per year
• USA: 22 kg per year
• UK: 17.83 kg per year

Shifts in Consumption Patterns

The Seafish report reveals that the average UK citizen now consumes fish only approximately once a week, compared to an average of 15 portions of meat. Moreover, there is a noticeable trend away from fresh fish towards “ready meals,” including microwaveable options. Sales of seafood in retail establishments saw a substantial decline of -13.6% in the 2021-2024 period.

Looking Ahead

Given the current trends, the outlook for the UK fishing industry appears challenging. Continued declines in fish consumption, combined with changing consumer preferences, necessitate a strategic rethink to reinvigorate the market.

Image credit: Seafish