Salmon was the EU’s most consumed species in 2023, accounting for 10% of apparent consumption, according to the EUMOFA report.
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Consumption of fishery and aquaculture products in the European Union fell to its lowest level in a decade in 2023, according to a new study published by the European Commission.
EU apparent consumption declined from 12.94 million tonnes in 2014 to 10.25 million tonnes in 2023, a fall of 21%. Per capita consumption dropped from 25.5 kg to 22.9 kg over the same period.
The report, prepared for the European Market Observatory for Fisheries and Aquaculture Products (EUMOFA), found that the decline accelerated after 2019, during a period marked by the Covid-19 pandemic, rising energy costs, inflation and disruption to seafood supply chains.
Seafood consumption trends varied considerably between EU countries, the report shows.
Portugal continued to record the highest per capita consumption in the bloc, at 53.6 kg in 2023, followed by Spain.
Spain remained one of the bloc’s largest seafood markets, but per capita consumption fell by 12% between 2014 and 2023, to 40.7 kg. Meanwhile, France recorded a 7% decline to 32.1 kg, and consumption in Lithuania plunged by 55%.
However, Italy and Poland bucked the general trend, with per capita consumption increasing by 5% in both countries. Larger gains were also reported in Romania, Slovakia, Bulgaria and Hungary, although consumption in these markets remained below the EU average.
The study said cultural traditions, proximity to the coast, household income and the structure of national retail markets all influenced consumption.
Consumers living close to the coast were considerably more likely to eat seafood regularly than those living inland.
Out-of-home seafood consumption became more common as at-home consumption declined, the EUMOFA report showed.
The report also identified a gradual move away from frequent at-home seafood consumption towards more occasional eating patterns.
The proportion of consumers eating fishery and aquaculture products at home at least once a week fell from 40% in 2016 to 29% in 2024 - although out-of-home consumption became more common over the same period.
The shift was most pronounced among younger people, who were found to have less experience in preparing fish and stronger expectations around convenience - echoing similar findings from Norway. Older consumers, the report found, generally maintained more established seafood-eating habits.
The report also showed seafood demand is increasingly moving towards fillets, portions, prepacked products and ready-to-cook or ready-to-eat formats, with the importance of preparation time as a purchasing factor increasing from about 20% in 2016 to 25% in 2024.
Supermarkets and hypermarkets have also strengthened their position in the seafood retail market over the decade. In 2024, 79% of surveyed consumers said they bought seafood through large retailers, compared with 73% in 2016. Meanwhile, purchases from traditional fish markets declined sharply.
Seafood market in Cadiz, Spain.
The report also revealed the principal factors affecting consumer purchasing decisions.
Price overtook product appearance as the most frequently cited consideration when buying seafood in 2024, with around 55% of respondents, while 52% cited appearance, including freshness and presentation.
The third biggest factor was the origin of the product, cited by 46% of those surveyed, and defined as "a powerful quality cue in the eyes of consumers."
Meanwhile, environmental, social and ethical concerns were cited by 17% of those surveyed. These issues remained secondary to price and convenience, but were more important to younger buyers and consumers in countries including Sweden, the Netherlands and Austria.
The study said inflation had reinforced the perception of seafood as an expensive product, although prices vary widely between species and product types. Some households reduced purchasing frequency or portion sizes, while others switched to cheaper seafood species or alternative proteins.
EU household expenditure on fishery and aquaculture products nevertheless reached €62.8 billion in 2024, an increase of €2.7 billion from the previous year.
The report also found that retail and supply-chain structures were influencing which species consumers buy.
Around 70% of seafood consumed in the EU is supplied through imports. Domestic fishery and aquaculture production fell by 37% between 2014 and 2023, while imports declined by only 4%.
Retailers increasingly favour species that can be supplied in large volumes throughout the year at relatively predictable prices. This has supported demand for salmon, tuna and warmwater shrimp, while consumption of some traditional species has fallen.
Salmon remained the EU’s most consumed species in 2023, accounting for 10% of apparent consumption. Consumption was down 4% from 2014, but the species continued to benefit from wide availability and its suitability for convenient product formats.
Cod consumption fell by 43% over the decade, partly because of reduced quotas, lower availability and higher prices. Skipjack tuna consumption increased fivefold, while yellowfin tuna and warmwater shrimp also recorded strong growth.
The study warned that the concentration of retail supply around a relatively small group of imported and farmed species could reduce consumer awareness of seasonal and locally produced seafood.
It concluded that reversing the wider decline in consumption would require the sector to address practical barriers, including price perceptions, limited cooking skills and demand for easier preparation, while maintaining access to a diverse range of products.
The full report can be accessed online here.