Research also shows that snacking has become an established eating habit.
NSC
The Norwegian Seafood Council (NSC) has highlighted recent research showing that 20% of UK consumers now follow a high-protein diet, using this insight to support and strengthen the seafood industry and to capitalise on this growing consumer trend.
"Seafood has strong protein potential, but it is not always presented in a way that resonates with today’s consumer," warned Bjørn-Erik Stabell, UK Director of the Norwegian Seafood Council.
This is where Norwegian salmon comes into play, with demand continuing to grow steadily. In addition, shellfish are gaining popularity across all demographic segments and distribution channels, thanks to their versatility and healthy appeal.
The NSC UK believes it is the right time to offer formats better tailored to these consumers, deliver more focused communication on protein content, and ensure effective positioning within the broader protein landscape.
Research also shows that snacking has become an established eating habit, with 88% of consumers engaging in it, particularly among younger generations, who are leading these behaviours and routines.
Finally, clear and simple labelling is another key factor influencing consumer decision-making. "Visible and impactful" front-of-pack messaging, along with clear information on protein content, is essential in helping consumers choose a product.
Regarding this, Stabell added: "There is a clear and significant opportunity to reposition seafood within the protein landscape, but it requires a more deliberate approach."
