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.

Total volume sales of fish and seafood in Germany decreased in 2024. This was largely due to the decline in demand in the dominant category, fish, despite an increase in total volume sales of crustaceans. In general, fish prices and consumption fluctuated amidst levels of fishing. The most popular fish remained salmon, pollack and herring, followed by tuna, trout and cod. The general trend in the food industry in terms of the reduced consumption of animal products was a clear contributor to the

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

Fish and seafood remained popular in Thailand in 2024, being ingredients in many traditional dishes. However, the year also saw a series of challenges due to various factors. For example, the global economic downturn, including inflation and the rising cost of living, have impacted consumer purchasing power. As a result, consumers have become more price-sensitive, shifting towards cheaper seafood options like mackerel and squid. Additionally, the outbreak of diseases affecting aquaculture, such

In 2024, total volume sales of fish and seafood increased by 6%. However, according to the National Fisheries Office (ONP), the quantities of fish caught in the first half of the year showed a decline, continuing the downward trend observed in 2023. This reduction in catch volumes led to a significant rise in prices, particularly for sardines, which account for 96% of national fish consumption. By mid-2024, the price of sardines had reached MAD20 per kilogram. However, despite the reduction of c

Despite showing a slowing rate of decline in volume terms, retail sales of fish and seafood continued to struggle in the US in 2024. Furthermore, this improving performance came at the expense of foodservice, which saw a strong slowdown in growth, and sales remained fairly static in both 2023 and 2024. Moreover, even as overall at-home consumption of fish and seafood returned, competition from processed options continued to challenge the growth opportunities for fresh. The popularity of processe

Sales of fish and seafood continued to decline in retail volume terms in 2023 and 2024 with consumers being impacted by significant price increases. Fish and seafood producers have been affected by declining sales margins, with increasing production costs and high interest rates with many operators now requiring financing to develop their operations. In 2023, some operators lost margins in the foodservice channel as they had to sell stocks to avoid waste, thereby affecting their profitability. A

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

Total volume sales of fish and seafood declined in France in 2024, representing the third consecutive year that total volumes had fallen. The category is strongly supported by foodservice and institutional volumes, with the concept of fish on Fridays remaining key in many French work and school canteens. However, prices have risen dramatically for all fish products, with the energy costs and transport costs involved in the industry all seeing substantial increases, and this has resulted in a dro

Despite elevated inflation and general price increases, fresh fish consumption in Italy showed growth in both 2023 and 2024 in retail volume and value terms. This trend can be explained by several factors. For instance, in recent years, there has been an increasing focus on following a healthy and balanced diet. Fish is recognised for its many nutritional benefits, such as its high omega-3 content, lean protein and high content of vitamins and minerals. This awareness has prompted many consumers

Total volume sales of fish and seafood rose in Mexico in 2024. After the high rate of inflation experienced over the previous few years impacted household consumption, especially in 2023, the Mexican fish and seafood category saw an improved performance in volume terms and returned to growth in value in the final year of the review period. This was driven by the increase in the minimum wage and government help through direct money transfers to the population in need, which led consumers to be mo

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

In 2023, retail volume sales of fish and seafood in the UK notably declined. This downturn was primarily due to another year of substantial price hikes, driven by escalating production costs and a constrained supply chain. The situation was further exacerbated by a trade embargo on Russian fish, which significantly tightened the market. As living costs surged, consumers began shifting their preferences from premium fish species such as salmon, cod, haddock, and prawns to more budget-friendly alt