Consumers made a tentative return to the salmon shelves in UK supermarkets at the end of last year, according to sources, with advertising and promotions helping to halt a months-long decline in sales of the country’s most popular fish.

Unit sales of salmon in the UK – the number of individual items sold – rose 3.2 percent year-on-year in the 12 weeks ended Dec. 30, according to NielsenIQ ScanTrack data supplied by Seafish, the UK seafood trade association.

Total volumes sold were down 1.6