As e-commerce platforms expand and social media influence grows, online sales channels for seafood are set to reach a broader audience across cities of all tiers in China. Platforms such as Douyin and Xiaohongshu are expected to boost awareness and sales of seafood brands through live-stream sales, video recommendations, and influencer reviews, enhancing brand visibility and consumer engagement through personalised recommendations.
As consumption levels rise and dietary habits diversify, demand for premium seafood is growing rapidly in the Chinese market. High value seafood products such as salmon, lobster, and abalone have become popular amongst consumers in first- and second-tier cities, widely used in fine dining foodservice outlets and at family gatherings.
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Fish and Seafood
This is the aggregation of fish, crustaceans, molluscs and cephalopods. Includes: fresh raw (chilled and frozen) packaged and unpackaged unprocessed fish and seafood. Chilled and frozen fish and seafood can be cleaned, gutted, peeled/trimmed/filleted/cut to a different extent, but not cooked and no sauces, herbs or condiments can be added . Excludes: All packaged/processed fish and seafood products typically sold via the self-service counters in retail outlets.
See all of our definitionsThis report originates from Passport, our Fish and Seafood research and analysis database.
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