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Foto: Consejo Noruego para Productos Marinos
La economía de la transformación, el cambio demográfico y la viralidad en Asia: las tendencias del mar que redefinirán la industria en 2026
NORUEGA
Wednesday, February 04, 2026, 06:00 (GMT + 9)
Insights from the Norwegian Seafood Council reveal how technology, longevity, and Asia’s digital consumers will drive growth and redefine global seafood demand
 Sharing key insights from its annual conference in January, the Norwegian Seafood Council (NSC) has outlined the major trends expected to shape the global seafood industry in 2026, pointing to rapid change driven by technology, evolving consumer priorities and Asia’s growing economic influence.
Among the key trends highlighted were:
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Increased use of technology and AI across the seafood value chain
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The emergence of the ‘transformation economy’
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Growing focus on health, nutrition and longevity
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Asia as the global growth engine
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The rise of livestreaming and visual food trends
An industry in rapid transition
The year ahead is set to be defined by accelerated transformation across the seafood industry. New sales channels, changing demographics and a stronger emphasis on health and nutrition are reshaping how seafood is produced, marketed and consumed.
While technology and artificial intelligence continue to advance throughout the value chain—offering competitive advantages to companies able to use data and insights effectively—demographic shifts are equally influential. An ageing population with greater disposable income is increasingly focused on longevity, nutrition and quality of life. As food becomes more closely linked to lifestyle and wellbeing, seafood is well positioned to benefit in 2026 and beyond.
From experience to transformation
 At the NSC annual conference, Louise Byg Kongsholm, CEO of Pej Gruppen, described a fundamental shift in consumer priorities—from the ‘experience economy’ to the ‘transformation economy’. In this new paradigm, long-term investments in sleep, nutrition, mental balance and stress reduction represent the ultimate luxury.
Consumers are also seeking practical solutions, including clean-label products, protein-rich meals, and tools that help them make better everyday choices. This trend strongly favours seafood, which offers high-quality protein, omega-3 fatty acids, and a range of vitamins and minerals that the body can absorb naturally—without supplements.
Research led by Dan Buettner in collaboration with National Geographic into the world’s so-called ‘Blue Zones’—regions where people frequently live beyond 100 years—shows that the longest-living communities share common traits: daily movement, low stress and diets rich in plant-based foods and seafood. For the industry, this presents a powerful opportunity to position seafood as a cornerstone of a longer, healthier—and tastier—life.
Asia drives global growth
Alongside these health-focused trends, Asia continues to emerge as the global growth engine for seafood. Rapid urbanisation, a growing middle class, and rising purchasing power are fuelling demand for fresh, healthy seafood, with the region expected to set much of the pace in 2026.
Digitally savvy consumers across Asia are also transforming how seafood is bought and sold. From fan-driven engagement in South Korea to large-scale market expansion in China, health, convenience and digital behaviour are shaping demand.
In South Korea, Norway enters 2026 with strong momentum, holding a 91% market share for salmon and 88% for mackerel. However, staying relevant increasingly means meeting consumers online.
Ingebjørg Hjortdahl. Photo: NSC
According to Ingebjørg Hjortdahl, NSC Country Director in South Korea:
“E-commerce is now a major sales channel for seafood, accounting for 15% of fresh salmon and nearly 30% of mackerel. With more than 10 million single-person households, convenience, health and portion-friendly solutions are essential—and seafood fits naturally into this lifestyle.”
China’s salmon momentum
In China, growth remains strong. The export value of Norwegian seafood rose from NOK 8.5 billion in 2023 to NOK 12.3 billion in 2025, despite stable volumes. Salmon is the primary growth driver, giving Norway a 57% market share. If current trends continue, China could become the world’s second-largest salmon market in 2026.
Sigmund Bjørgo. Photo: NSC
According to Sigmund Bjørgo, NSC Country Director in China:
“Growth is driven by competitive salmon prices, a rapidly expanding middle class, and wider distribution in smaller Chinese cities. Modern retail, neighbourhood stores, and online channels make salmon easy to buy.”
A structural shift is also underway. Home consumption now exceeds restaurant sales, and online retail has overtaken offline channels. China currently has 20–25 licensed sashimi factories producing ready-to-eat salmon fillets, with capacity expected to double by the end of 2026.
With the Chinese middle class projected to grow from 184 million people in 2025 to more than 250 million by 2030, and current per-capita salmon consumption at just 100 grams, the market remains in an early growth phase with significant long-term potential.
Livestreaming, social media and visual food trends
 Across Asia, social media and live commerce are transforming how a new generation engages with seafood. Increasingly, the purchasing journey begins online.
In South Korea, a viral mukbang—a livestream where hosts eat while interacting with viewers—featuring Norwegian salmon led to a 27% increase in retail sales within two weeks. In another case, a single livestream sold more than two tonnes of mackerel in under an hour. These examples show how transparency, entertainment and visual appeal directly influence purchasing behaviour.
In China, digital visibility is equally critical. According to Bjørgo, livestreaming on platforms such as TikTok has become a “significant channel for salmon,” reinforcing social commerce as a powerful sales engine.
A year of opportunity
Together, these trends point to a year defined by adaptability, innovation and opportunity. For seafood companies willing to embrace technological change, evolving consumer values and Asia’s digital ecosystems, 2026 promises strong growth—and the chance to lead the next chapter of the global seafood industry.
editorial@seafood.media
www.seafood.media
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