The Norwegian Seafood Council (NSC) has identified a growing opportunity to promote the natural protein benefits of seafood as UK consumers increasingly seek to boost their protein intake. Recent data from NSC indicates that 76% of consumers prefer foods with added nutritional benefits such as protein, fiber, vitamins, or minerals, with health now being the primary driver for chilled seafood purchases. Additionally, nearly half (45%) of British consumers are following some form of diet, with high-protein options being the most prevalent.

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NSC advocates for shifting the focus from competing seafood against dietary supplements and fortified products to highlighting the inherent value of seafood. According to NSC UK country director Bjørn-Erik Stabell, the industry should emphasize seafood’s high-quality protein and its additional nutritional benefits amid rising household food costs. He noted that Norwegian fish naturally contains significant protein, with raw salmon providing approximately 20g of protein per 100g and cod offering 17.4g per 100g.

Stabell asserted that the goal should be to clarify the complete nutritional value of seafood instead of constructing an entirely new market narrative. Registered dietitian Juliette Kellow refers to seafood as a 'protein plus' food, explaining that it not only provides protein but also essential nutrients like omega-3, vitamin D, selenium, iodine, and potassium. She highlighted that many individuals in the UK have inadequate intakes of these nutrients, with statistics showing that 13% of adults have very low iodine levels, 28% are low in potassium, and 45% lack sufficient selenium.

Kellow also pointed out that whitefish and shellfish are low in saturated fats, making them ideal for maintaining a balanced diet without excessive fat intake. NSC believes there is substantial potential to integrate seafood into daily meals, including health-oriented and post-exercise diets. The Council's research revealed that 71% of UK consumers consider origin labeling when choosing seafood, enhancing the appeal of Norwegian seafood characterized by robust nutritional benefits and a commitment to responsible sourcing.

Simon Dwyer, CEO of the UK Seafood Federation, emphasized that clearer communication regarding protein content, nutrition, origin, and provenance could help UK consumers better appreciate the full value of the seafood they purchase.