"Indulgence and convenience" -- not health trends and sustainability -- are the two key reasons German shoppers are choosing fish over other proteins, an extensive new seafood study by the Norwegian Seafood Council (NSC) revealed.
Last year, Germany was the biggest consumption market for Norwegian salmon, and given the importance of the market, the council conducted a nation-wide study of around 2,500 consumers to discern what drove their purchases.
In total, the NSC estimates 147,000 metric tons of salmon were eaten in the country, around three quarters of which was Norwegian.
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