Italian seafood consumers turn to convenience and quality

Italy’s seafood market is changing rapidly, with consumers increasingly looking for products that are easier to prepare, quicker to serve and with expectations about quality, health and origin, according to a recent report by the Norwegian Seafood Council.

The findings were presented earlier this month at the Norwegian organisation's annual seafood seminar in Milan, where industry representatives and analysts discussed changing consumer behaviour in one of Norway’s most important seafood markets.

According to the organisation, Italians are shopping more often, buying fewer items per trip and spending less time cooking.

“Simple solutions such as sushi, poké and ready meals are becoming increasingly popular. This is not a new trend, but the trend has become even more pronounced,” said Tom Jørgen Gangsø, the Norwegian Seafood Council’s envoy to Italy.

Data from Investfood, which operates around 90 sushi and poké restaurants across Italy and serves approximately 13,000 customers daily, shows that salmon now accounts for more than 78% of protein consumption across its outlets.

At the same time, traditional products such as baccalà (salted cod) and stoccafisso (stockfish) are under pressure due to lower quotas and thus reduced availability, as well as high prices and changing eating habits. However, the Seafood Council said these products could still remain relevant if adapted into formats that are easier to use in everyday meals.

Italy remains a major market for Norwegian seafood. In 2025, Norwegian seafood exports to Italy exceeded NOK 7 billion, up 43% since 2021. Salmon continues to dominate the market, supported by its reputation for quality, stable supply and a strong brand position, according to the NSC.

The Council said its future work in Italy will focus on influencing eating habits and encouraging consumers to choose seafood more often, with greater emphasis on year-round visibility and convenient seafood solutions.