Increasing Demand for Seafood as a Source of High-Quality Protein in the UK

Data from the NSC reveals that 76% of consumers prefer foods with added health benefits such as protein, fiber, vitamins, or minerals. Health is now the primary driver behind the consumption of chilled seafood. Additionally, nearly 45% of British consumers adhere to some form of diet, with high-protein diets being the most common. The protein market is continuing to expand, exemplified by a reported 20% year-on-year increase in searches for "natural protein" on Ocado, alongside growing interest in natural protein sources, including seafood.

In this context, the NSC suggests that the protein category provides valuable lessons on effectively communicating nutritional benefits to consumers. Instead of positioning seafood against fortified products, the focus should be on better informing consumers about the intrinsic value seafood offers, which includes high-quality protein and other nutrients, particularly as food costs rise.

Bjørn-Erik Stabell, NSC UK Country Director, emphasized that the protein sector successfully conveys its benefits clearly, and seafood can adopt a similar approach. Norwegian fish provides high-quality, natural protein along with substantial nutritional content and a compelling provenance story. Making this overall value more understandable to consumers is crucial.

For instance, raw salmon from Norway contains approximately 20 grams of protein per 100 grams, while cod provides around 17.4 grams per 100 grams. However, the nutritional benefits extend beyond just protein. Registered dietitian Juliette Kellow describes seafood as a 'protein plus' food, rich in omega-3 fatty acids, vitamin D, selenium, iodine, and potassium, nutrients that many UK consumers lack. She pointed out that 13% of adults have very low iodine intakes, 28% lack potassium, and 45% have insufficient selenium, all nutrients which can be found in fish such as cod, haddock, and saithe. Oily fish like salmon are specifically noted for their vitamin D content, essential for bone, muscle, and immune health, as well as omega-3 fats that support heart function.

Moreover, seafood has a lower saturated fat content compared to some other animal proteins. UK adults typically consume too much saturated fat, which can elevate cholesterol levels and heart disease risk. Types such as white fish and shellfish, including prawns, offer significant protein and essential vitamins and minerals without the high saturated fat levels.

Seafood fits naturally into a variety of meals, from everyday lunches and dinners to health-focused dishes and post-workout meals, allowing the industry to enhance the nutritional value that fish provides in daily diets. Traceability and responsible sourcing further strengthen seafood's appeal; NSC research indicates that 71% of UK consumers consider origin labeling important when purchasing seafood.

Simon Dwyer, CEO of the UK Seafood Federation, noted that Norwegian seafood is vital to the UK supply chain and presents significant growth potential if the industry collaborates to integrate seafood into the broader protein narrative. By improving communication regarding protein, nutrition, and provenance, UK consumers could gain a better appreciation of the full value of the seafood they choose. Looking forward, the NSC emphasizes the need to stay attuned to evolving health trends, with fiber-based foods expected to see growth of over 14% by 2026, underscoring the importance of seafood’s role in these discussions.