Ingebjørg Hjortdahl, NSC country director in South Korea, participated in the annual conference.
One of the major transformations the seafood sector will experience in 2026 will revolve around how fish is sold, as e-commerce has become a key channel for seafood products.
This is one of the theories discussed by experts from the Norwegian Seafood Council (NSC), who attended the organization's annual conference to identify and discuss seafood trends expected to drive rapid change during this year.
According to the NSC country director in South Korea, Ingebjørg Hjortdahl, "E-commerce is now a major sales channel for seafood, covering 15% of fresh salmon and nearly 30% of mackerel. Fresh fish delivered to consumers' doors has become a marker of trust and quality."
Along these lines, consumers are increasingly seeking practical solutions, such as clean-label products, protein-rich meals, and tools that help them make better daily micro-decisions.
The NSC points out that the population is aging, and with higher disposable income, longevity and well-being have become major priorities. This is where seafood comes in, as it is often associated with nutrition and quality and contributes to a better lifestyle.
Once again, Asia will set the pace in 2026, as the increase in purchasing power is concentrated in the region, and there is a clear preference for seafood products. For example, South Korea holds a 91% market share in salmon and 88% in mackerel.
Similarly, salmon is the main growth driver in China, where Norway has a 57% market share. According to the NSC, China could become the world’s second-largest salmon market in 2026. In fact, 2025 was the year of the Norwegian seafood boom in China.
"Growth is fuelled by competitive salmon prices and a rapidly expanding middle class. and increased distribution in smaller Chinese cities. Modern retail, neighbourhood stores, and online channels make salmon easy to buy," detailed NSC country director in China, Sigmund Bjørgo.
Home consumption is now exceeding restaurant sales, just as online retail is surpassing offline. In China, there are at least 20–25 licensed sashimi plants that prepare filleted and packaged salmon for ready-to-eat formats. Bjørgo predicts that this capacity could potentially double by the end of 2026.
