The Norwegian Seafood Council (NSC) is the largest and longest running generic marketing organisation for seafood in the world. Every year we compile insights across more than 30,000 people in 25 markets, the largest seafood consumer survey of its kind.

It is essential we keep our finger on the pulse of seafood consumers, to understand what influences and affects their decisions and opinions.

We can see that sustainability, closely linked to health, is driving changes in seafood consumption.

Consumers around the world have different needs, but looked at together, a meal needs to:

  • Taste good
  • Be easy to prepare
  • Provide value for money
  • Be sustainable for body and planet

Seafood largely delivers on all these drivers, and we see that health, wellness and sustainability have all increased in importance for consumers.