In 2025, China became the fastest-growing market by value for Norwegian seafood.
The Norwegian Seafood Council (NSC) has presented its annual report, Seafood Trends 2026: The China Report, which includes insights into the market landscape, interviews with NSC representatives and industry experts, and the latest perspectives on seafood consumption in China.
In 2025, China became the fastest-growing market by value for Norwegian seafood, with an increase of NOK 2.9 billion (31%) compared to the previous year. For example, in July 2025, Norway exported nearly 1,500 tons of shrimp worth almost NOK 81 million, which was NOK 78 million more than in July 2024.
According to the NSC report, the main trends and factors affecting Chinese consumers are: the growth of the middle class and declining birth rates, the increase in single-person households, supply chains, geopolitics and tariffs, and a growing focus on convenience and health.
"China's emergence as the fastest-growing market for Norwegian seafood exports in the past year has made it crucial to understand more of the mechanisms in Chinese consumer behaviour behind this fast-growing market," said NSC Country Director in China, Sigmund Bjørgo.
Additionally, the report includes interviews with Rabobank analyst Novel Sharma and Undercurrent News journalist Louis Harkell, along with the latest data on Chinese consumers.
Finally, to gain new insights, the NSC carried out a study in which 24 shoppers planned and bought their food. The participants were from Shanghai, Beijing, Guangzhou, and Shenzhen, and their shopping habits were tracked over seven days in October 2025.
"We wanted to dive deeper into the specifics of consumer behaviour and get detailed insights and answers from the people who participated. Through this new research, we've gained a powerful new understanding of what influences the Chinese consumer," explained NSC Consumer Analyst Lars Moksness.