Sales of fish and seafood saw strong growth in volume terms in 2025 with pelagic fish such as sardines and mackerel remaining highly popular. Increasing awareness of the health benefits of regularly consuming fish, especially oily fish, also continued to fuel demand. However, with a further decline in the amount of fish being caught, prices continued to rise, which placed limits on growth. Moving forward, the focus is on developing local aquaculture and expanding the local fishing fleet.

Volume sales of fish and seafood in Germany increased in 2025, supported by a modest recovery in the dominant fish segment as prices rose moderately. However, lingering inflation and low consumer confidence constrained growth in fresh fish and seafood, with many shoppers shifting towards smaller purchases and trading down in species. Competitive ready-to-eat and processed options, including smoked, marinated, frozen and canned formats, continued to divert demand away from fresh fish and seafood,

Volume sales for fish and seafood rose slightly in France in 2025, constrained by elevated prices and earlier supply disruption linked to post-Brexit access limits for French vessels in UK waters. An April 2025 EU-UK agreement improved medium-term visibility by securing access to British waters until 2038, supporting more stable catches and better availability over time. Within the category, crustaceans delivered the fastest volume growth, helped by accessible pricing and strong import supply. O

Volume sales of fresh fish and seafood in Spain declined in 2025 as many consumers perceive these products as expensive and time-consuming to prepare, accelerating switching to processed alternatives. Crustaceans recorded the least negative performance, supported by prawns’ role in traditional dishes and stronger foodservice demand in tourist regions, although frozen competition remained relevant. Industry bodies such as CEPESCA continued highlighting falling consumption among younger cohorts an

Volume sales for fish and seafood increased in Italy in 2025, helped by steadier pricing and stronger consumer focus on lean protein and omega-3 benefits. Fish drove most of the uplift, aided by broad availability, easier home preparation than seafood specialities, and continued menu innovation in foodservice. Sustainability and provenance gained weight, with retailers promoting certified and locally caught ranges, reinforcing trust alongside regional purchasing habits. Growth prospects remain p

Fish and seafood is building on its established role in traditional Thai cuisine, which provides resilience in the face of economic challenges and a strong platform for development, especially as tourism continues to expand. Furthermore, perceived as offering a number of nutritional benefits, fish and seafood aligns well with the increasingly prominent health and wellness trend.

Fish and seafood volume sales increased in Mexico in 2025, supported by steady domestic demand and the continued expansion of aquaculture, which helped stabilise supply for key species. Consumers favoured familiar, affordable options such as tilapia and tuna, while molluscs and cephalopods remained constrained by availability and perceived preparation complexity. Crustaceans led growth, with shrimp benefiting from strong cultural relevance and wider availability in frozen and ready-to-cook forma

Volume sales of fish and seafood in Poland rose in 2025, with value sales also increasing as unit prices reflected higher production and operating costs. Demand remained supported by broad availability across price tiers, with Alaskan pollock, herring and mackerel leading among marine species and carp and trout prominent in freshwater. Molluscs and cephalopods recorded the fastest growth, helped by easing inflation and periodic discounting that encouraged occasional purchases of higher-priced pr

In 2025, total volume sales of fish and seafood in the US rose modestly, in line with 2024. Volume sales grew at the same rate across retail and foodservice, while institutional volume sales rose only marginally. Retail volume sales growth reflected continued consumer interest in fish and seafood as a protein option. Retail current value sales increased at a slightly slower pace than retail volume sales at the end of the review period, following declines in previous years. Stronger volume than v

Retail volume sales of fish and seafood continued to decline in 2025 due to rising prices and ongoing cost-of-living pressures within the UK. Supply challenges have continued to put pressure on prices at a time when many households have seen their budgets restricted. Despite this, consumers remain willing to pay more for more ethical and sustainable fish and seafood which has helped to support value growth. Moving forward it is likely that this will be an area in which producers lean into in ord

Health ideals are shifting in China, encouraging consumers to add more fish and seafood into their diets, as part of a general rise in the consumption of fresh and natural ingredients. The rising prominence of dining out is also encouraging consumption.

Volume sales of fish and seafood remained stable in 2025 with price a key driver of performance. Consumers are increasingly shifting toward healthier, more sustainable, and provenance-driven choices in the fish and seafood category. Australian shoppers increasingly consider origin and sustainability when buying fish and seafood, especially within premium segments such as wild-caught prawns, oysters, and rock lobster.

Total volume sales of fish and seafood declined in 2025 as rising prices and a growing demand for convenient meal solutions put pressure on retail volume sales. Consumers are increasingly looking for packaged food that can be quickly prepared with minimum mess or bad smells, with frozen fish and seafood winning favour. Foodservice sales continued to see a slow recovery buoyed by an uptick in tourism. Despite challenges, increased concerns around health and sustainability still offer some room fo

Improved supply chains are helping to bring stability to the market, ensuring the prices and availability of fresh fish and seafood remains steady. This helped to support strong growth within fish and seafood in the United Arab Emirates in 2025 in total volume terms. Players are also focusing on adding value to sustain demand and fend off competition from packaged and processed products, with an emphasis on clean labels, provenance and traceability.

Fish and seafood is set to maintain dynamic growth in India in 2024, with increases for crustaceans, fish, and molluscs and cephalopods. Fish markets in urban areas have been rapidly expanding as demand for fresh, high-quality seafood grows, alongside rising urbanisation and changing dietary preferences. These markets not only provide a wide variety of fresh, locally sourced, and sometimes imported seafood, but also offer competitive prices, making fish an affordable and accessible protein optio

In 2024, fish and seafood in Vietnam saw consumers’ behaviour influenced by rising inflation and the country’s economic downturn, which prompted people to focus more on saving money. Vietnamese consumers were increasingly reluctant to spend on dining out, especially when it came to seafood, which tends to carry higher prices than other category products. When eating at home, consumers were shifting away from premium and imported fish and seafood – such as lobster – and instead choosing more affo

With rising fuel prices, the cost of going out to sea has become much more expensive for the fishing industry; and the transporting of fish and seafood to retailers along with exporting has increased by up to five times in some cases. Not only are the fuel prices high but the cost of shipping containers and packaging has also risen. This has resulted in significant price increases for fish and seafood. Although it can be considered an affordable protein, the rising prices have seen financially-c

Fish and seafood in Brazil is expected to maintain volume growth across all channels in 2024. Brazil, with its extensive coastline, offers a diverse range of seafood options. However, the consumption of fish in Brazil is influenced by various factors, including income levels, regional disparities, and cultural preferences. Coastal regions, where seafood is readily available and culturally ingrained, typically have higher consumption rates. Conversely, inland regions may have limited access to fr