Editorial Staff | Aquaculture Magazine
Source: Norwegian Seafood Council (NSC), Mid-Year Market & Retail Report 2026.
UK shoppers are buying seafood more often despite pressure on household budgets, according to the Norwegian Seafood Council’s Mid-Year Market & Retail Report 2026: shopping frequency rose 1.5% and chilled seafood volume 1.8% year on year.
UK consumers are purchasing seafood more frequently despite continued pressure on household budgets, according to the Mid-Year Market & Retail Report 2026 published by the Norwegian Seafood Council (NSC). The report finds that seafood shopping frequency increased 1.5% year on year and that average spend per trip rose 2.9%.
Frequency and volume, not only price
Chilled seafood grew 6.2% in value and 1.8% in volume. The NSC estimates the total UK seafood category at approximately £4.96 billion, up 4.7% in value, and concludes that growth is not driven only by higher prices but also by stronger shopper engagement.
| Indicator (UK, year on year) | Change |
|---|---|
| Seafood shopping frequency | +1.5% |
| Average spend per trip | +2.9% |
| Chilled seafood, value | +6.2% |
| Chilled seafood, volume | +1.8% |
| Total seafood category, value | +4.7% (approx. £4.96 billion) |
Table 1. Main UK seafood retail indicators. Prepared by Aquaculture Magazine with information from the Norwegian Seafood Council, Mid-Year Market & Retail Report 2026.
“What’s particularly encouraging is that shoppers are returning to seafood more frequently despite continued pressure on household budgets,” said Bjørn-Erik Stabell, UK Director at the NSC. “Growth in value is one thing, but when we also see increased purchasing frequency and chilled seafood volumes, it suggests the category is offering consumers something beyond price alone.”
Health, provenance and convenience
Health remains the leading consumption driver in chilled seafood, according to the report, and more than 70% of UK adults believe eating fish is important for maintaining good health. Previous NSC research (Consumer Deep Dive Study 2023) found that 62% of UK whitefish consumers say clear origin labelling influences their choice of retailer.
The NSC reads the rise in shopping frequency and chilled volumes as engagement with the category, not only the effect of higher prices.
The NSC also points to convenience: cooking from scratch and part-cooking are gaining traction, and the council suggests portioned products, ready-to-cook formats and recipe guidance as ways to make different species easier to buy and prepare. According to the NSC, Norwegian seafood accounts for almost two million meals consumed in the UK every day.
Figure 1. Frozen cold-water prawns. Source: Norwegian Seafood Council.
The full report is available on the Norwegian Seafood Council website.
Frequently asked questions
How often are UK shoppers buying seafood?
According to the NSC Mid-Year Market & Retail Report 2026, seafood shopping frequency in the UK rose 1.5% year on year, and average spend per trip rose 2.9%.
How large is the UK seafood category?
The NSC estimates the total UK seafood category at approximately £4.96 billion, up 4.7% in value.
What drives chilled seafood consumption in the UK?
The report identifies health as the leading consumption driver in chilled seafood; more than 70% of UK adults believe eating fish is important for good health.
Sources and Methodology
Content type: news item prepared by the Aquaculture Magazine editorial staff with information from the Norwegian Seafood Council. This is not sponsored content.
Note on the data: all figures are those reported by the NSC, a public company owned by Norway’s Ministry of Trade, Industry and Fisheries that promotes Norwegian seafood in export markets. The 62% figure comes from the NSC Consumer Deep Dive Study 2023; the daily meals estimate is from NSC data of May 2026.
