Karine Rød Haraldsson, the Norwegian Seafood Council's envoy to the U.S., stands in front of a fresh food counter featuring salmon.
Photo: Norwegian Seafood Council.
To boost sales in the United States, it is no longer enough for Norwegian salmon to simply come from Norway. Increased price pressure, geopolitical unrest, and tariffs have not only created uncertainty but have also intensified competition in a rapidly changing market. Given this situation, how can the Norwegian salmon industry strengthen its position to sell more in this market? The Norwegian Seafood Council (NSC) has an answer: packaging may be the key.
"For Norwegian salmon, there is significant potential in using packaging strategically: not just as protection, but as proof of quality, a carrier of information, and a competitive advantage in one of the world's most important seafood markets," states Karine Rød Haraldsson, the NSC envoy to the U.S.
It's not an easy time, though. The outlook has changed dramatically in just one year. In January 2025, the U.S. was the largest single market for Norwegian seafood exports, where salmon is always the king. A year later, the value of exports had fallen by 37%, and the country had dropped out of the top 3 in terms of value.
In February, it re-entered the top ranks of export destinations overall, but, compared with the same month last year, Norwegian salmon exports to the U.S. fell by 34%. In March, although it remained in the top 3, the value fell again.
This marked the third consecutive month of decline, and it particularly affected salmon fillet exports; in fact, unlike other formats such as fresh whole salmon, even with increased exports of salmon fillets to several other markets, the drop in the United States dragged down total exports of both fresh and frozen fillets.
However, not all signs are negative. As the Norwegian Seafood Council points out, even as all this is happening, new analyses show that there is still significant room for growth for players who understand how the product, packaging, and messaging can work together at the moment of purchase.
Nevertheless, even though global trade trends affect it, the performance of the U.S. salmon industry cannot be understood in isolation from the broader context of the domestic market and consumer spending. As the NSC points out, U.S. consumers have endured several years of high inflation, and although price increases have moderated, purchasing power remains under pressure.
At the same time, a clear divide is emerging in the market: higher-income groups are maintaining their spending, while lower-income groups are increasingly forced to prioritize more strictly. As Karine Rød Haraldsson notes, uncertainty has become the norm, and it affects both how people shop and how retailers plan.
But, as mentioned above, the Norwegian Seafood Council also cites studies that point to several trends favoring salmon: a greater focus on protein and health, more meals eaten at home, and strong growth in categories such as sushi and ready-to-eat meals.
Specifically, these studies consist of two recent analyses presented at Seafood Expo North America, held in Boston last March. One is a comprehensive analysis of salmon packaging in the U.S., and the other is a consumer survey that examines which characteristics of Norwegian seafood products actually drive interest and purchases.
According to the NSC, taken together, the results point in a clear direction: to continue to be successful in the U.S., Norwegian salmon must be presented to consumers with documented quality, clear food safety, and simplicity at the point of purchase. This is how packaging has become one of the most important tools for achieving this.
"In the U.S., packaging is often the first and most important interaction consumers have with the product," Haraldsson points out. "It must build trust, signal quality, and make it easy to choose salmon in a busy everyday life."
The survey showed that food safety, health, and documented production standards are the main drivers of interest in and purchase intent for salmon in this market. U.S. consumers want clear assurance that the salmon is safe to eat raw, produced under strict standards, and free of antibiotics.
Specific health benefits, such as its natural omega-3 content, high protein content, and low levels of contaminants, also have a much greater impact than more vague sustainability messages.
As the NSC envoy to the U.S. emphasizes, when this is communicated clearly on the packaging, it provides a stronger basis for customers' perceived value and desire to purchase. Thus, in a market with increasing amounts of information and shorter attention spans, packaging has become a critical communication surface.
From a fish counter in the U.S.: This salmon will likely lose the competition for customers' attention, as it provides little information about the fish's origin, production, or health benefits.
Photo: Norwegian Seafood Council.
So, the market is challenging, but health and protein trends provide clear opportunities, and, in that context, packaging has become a central sales and trust-building tool. But, beyond conveying the right message, what should the packaging look like to boost sales of Norwegian salmon in the United States?
According to studies analyzed by the NSC, the first thing Norwegian salmon exporters should consider is precisely this: in the U.S., their product has gone from being on the fresh counter to being pre-packaged. The current needs of supermarkets themselves—a faster pace, fewer employees, and greater demands for efficient operations—have significantly driven the demand for pre-packaged products that are ready for display and sale.
Thus, the share of pre-packaged products has steadily increased over the past five years and now approaches half of the total value in the salmon category. At the same time, packaging solutions have evolved from simple plastic wrapping to more sophisticated methods such as vacuum and modified atmosphere packaging (VSP and MAP), especially in refrigerated displays.
"Pre-packaged solutions provide better shelf presentation, less waste, and more predictable quality. This is crucial for retailers, but it also meets consumers' need for safe and convenient food," Haraldsson explains.
However, packaging is not just about the message it conveys or its shape, but also its size, and data analyzed by the Norwegian Seafood Council show clear shifts in which pack sizes are driving growth and value in the market.
"Americans increasingly want packaging tailored to specific meals and occasions. For example, packages suited for everyday meals, preferably at a reasonable price, says the seafood representative," the NSC envoy to the U.S. continues.
In the case of fresh salmon, the packaging sizes that are growing particularly fast are those suitable for daily dinners for one or two people or small families (sizes of 10–12 oz and 12–16 oz / approx. 280–450 g). In the frozen section, however, driven by price awareness and "stock-up" behaviour, larger packages dominate (16–32 oz / 50–900 g approx.).
Meanwhile, smoked salmon stands out clearly from other salmon products. In this category, size matters more than packaging. Flat, envelope-like packages convey a sense of high quality and exclusivity, which increases consumers' willingness to pay. However, small packages (sizes under 4 oz / approx. 113 g), often intended for occasions where flavour and quality are paramount, are the best sellers.
According to the NSC, when analyzing all the data as a whole, a clear strategic picture emerges for Norwegian salmon in the U.S. market, as summarized by its envoy to the country, Karine Rød Haraldsson: "It's about being extremely precise: the right product, the right format, and the right message—adapted to a changing American market."
