Nofima has advised the seafood industry and Norwegian authorities to focus on lower prices, easier-to-use products and influencer-led marketing if they want younger consumers to eat more fish and seafood.
The recommendations were made in a new report delivered to the Ministry of Trade, Industry and Fisheries examining seafood consumption among consumers aged 18 to 35.
The study combined previous research with a survey of 1,000 young adults in Norway and found a clear gap between stated intentions to eat more seafood and actual purchasing behaviour.
Researcher Florent Govaerts said the main barriers were price, smell, bones, limited cooking confidence, time pressure and competition from other food categories.
Nofima said sustainability claims were less influential at the point of purchase than price, taste preferences and habits, with labels such as Marine Stewardship Council often overlooked in real shopping situations.
The report said retail promotions in 2025 led to sales increases of up to 249% for salmon and trout, suggesting price remains the strongest lever for demand growth. Researchers recommended more stable low-price concepts rather than short campaign periods.
Nofima also urged processors and retailers to develop guaranteed bone-free seafood products with milder odour profiles, arguing that practical barriers remain significant for younger consumers.
For public authorities, the report recommended using high trust in government, researchers and health professionals to support seafood messaging, while encouraging early exposure through cooking, fishing and school-based activities.
It also said social media and influencers could be effective channels for normalising seafood as an everyday meal choice, despite lower trust levels than expert sources.
