New data from Norway's Fresland Market Information has revealed a significant shift in the country's seafood consumption patterns, said the Norwegian Seafood Council (NSC).

According to the latest purchase and sales figures, Norwegians are eating less fish due to a noticeable rise in seafood prices.

The total purchase volume of seafood has dropped by 1.5% since 2022. This decline equates to Norwegians eating three kilograms less fish per year compared to a decade ago, a trend contrary to health authorities' recommendations.

Despite falling consumption, expenditure on seafood has risen sharply. In 2023, Norwegians spent NOK 12.7 billion ($1.2bn) on seafood, an 8% increase from the previous year.

This surge reflects an average price hike of 9.3% for seafood.

"Although consumption has decreased somewhat, one could have expected a larger drop due to the price increase. Despite a year of solid price increases for several seafood categories, consumption has not fallen by more than 1.5%. This suggests that there is still considerable willingness to buy and demand seafood," said Trym Eidem Gundersen, Nordic director with the NSC.

Fresh fish prices in Norway have surged by 42% since 2019, while frozen fish prices have climbed by 30%. Fresh salmon fillets have seen a 42% price increase since then, and frozen cod fillets have escalated by 45%.

Fresh seafood has experienced the steepest decline due to rising prices, with the average price increasing by 15% in a year. Consequently, there has been a noticeable shift towards frozen seafood.

Seafood currently makes up 19% of all proteins purchased in Norwegian stores. Gundersen acknowledges this figure as a solid share but notes the potential for growth, particularly among younger Norwegians who are increasingly concerned with protein intake.

"Seafood, densely packed with nutrients, has great potential," he concluded.