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**Europe Is Buying Seafood, Just Not Eating More of It**

3h ago · 4 sources · trend

Europe’s seafood bill just hit €62.8 billion, up 4%. That makes three straight years of growth. Sounds healthy, right?

Not quite.

Annual consumption in the EU fell 3% to 22.9kg per head. Wild-caught dropped to 16.4kg, the lowest level in a decade. Fresh fish household consumption slid 5%, with declines across Spain, Italy, France, Portugal and Germany. Tuna fell 9%. Salmon dropped 5%.

Meanwhile, Alaska pollock climbed 7%. Herring jumped 12%. Farmed fish held steady while wild fish declined, pointing to a steady shift toward aquaculture. Retailers are reacting. Fish counters are shrinking. Packaged seafood is taking over ambient, fresh and frozen aisles.

The spend is up. The volume is down. Households still spend four times as much on meat as on seafood.

In the U.S., the story gets even more concentrated. 10% of consumers drive 42% of seafood purchases. Sushi alone is a $2.9 billion business, with Gen Z households buying twice as much as the average household. And values matter. 59% of seafood buyers say sustainability is important. 57% are more likely to buy seafood sourced from Alaska.

Why it matters. Seafood is splitting in two. On one side, premium, values-driven shoppers and sushi lovers. On the other, price-sensitive households trading species or stepping back altogether. Brands that win will simplify, package smartly, and lean into certified, farmed and convenient formats. The fish counter romance is fading. The freezer door is where the growth fight moves next.

Key facts

  • EU seafood spending grew to €62.8 billion in 2023-24, up 4% on the previous year, marking three consecutive years of growth.
  • Annual seafood consumption in the EU fell 3% to 22.9kg per head in 2023, with 16.4kg from wild-caught products, the lowest level for a decade.
  • Households in the EU spend four times as much on meat as on seafood.
  • Apparent consumption of tuna in the EU fell 9% and salmon fell 5%, while Alaska pollock rose 7% and herring rose 12%.
  • Fresh fish household consumption in the EU fell 5%, with declines across Spain, Italy, France, Portugal and Germany.
  • Wild fish consumption in the EU is declining while farmed fish consumption has remained stable, reflecting a broader shift toward aquaculture.
  • Retailers across Europe have reduced fish counters and are focusing more on packaged seafood in ambient, fresh and frozen aisles.
  • According to Circana research, 83% of seafood customers purchased more or the same amount of fish compared to last year.
  • In the U.S., 10% of consumers account for 42% of seafood purchases.
  • Sushi is one of the fastest growing seafood categories, representing a $2.9 billion industry annually in the U.S., with Gen Z households buying twice as much sushi as the average U.S. household.
  • Circana research found 59% of seafood buyers say sustainability or certification is important, and 57% are more likely to purchase seafood sourced from Alaska.
  • €62.8 billion
  • 4%
  • 3%
  • 22.9kg
  • 16.4kg
  • 9%
  • 5%
  • 7%

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