Booming consumption for a growing market
Milan, 10 March 2025 - Italy remains one of the most dynamic and receptive markets for Norwegian salmon; with consumption growing steadily, it is now the third largest market with almost 10% of all salmon produced in Norway arriving on Italian tables.
In the last ten years, salmon consumption in Italy has more than doubled, reflecting a market dynamic that has become steadily positive. In 2024, Italy imported Norwegian salmon worth more than NOK 6 billion, or almost EUR 550 million, marking one of the highest figures in recent years. Recent estimates indicate that Italians consumed almost 140,000 tonnes of Norwegian salmon last year. This remarkable volume is the result of a combination of factors, including the great versatility of this product, which lends itself to countless preparations, such as the Italians' favourite: pasta! Added to this is the changing eating habits of consumers, increasingly oriented towards raw fish dishes such as sushi and poké, which have further contributed to the increase in consumption.
In fact, it is estimated that there are about 1,000 restaurants specialising in poke in Italy, which will grow to about 2,000 in the coming years. The phenomenon also extends to sushi, with thousands of restaurants offering it throughout Italy. ‘Italy is one of the European countries with the highest number of sushi and poke restaurants, and they confirm that dishes with salmon are among the most popular,’ said Tom-Jørgen Gangsø, Director Italy of the Norwegian Seafood Council.
For Italians, Norwegian salmon is increasingly synonymous with quality and freshness: the demand for this product is constantly increasing, a trend that is also reflected in the growing attention of Italian consumers to the origin and sustainability of fish products. And when it comes to salmon, Italians have no doubts: the origin they prefer is Norwegian.
As shown by the Norwegian Seafood Council's recent report on the main consumption trends of seafood products in Italy, almost 8 out of 10 Italians consider it essential that fish is labelled with its origin, and 7 out of 10 consider sustainability to be a decisive factor in their purchasing choices.
‘We firmly believe in the continued growth of Norwegian salmon in Italy, considering two key elements: its exceptional culinary versatility and the solid preference expressed by consumers. This preference, consolidated over time, is strongly influenced by the origin of the product, a key element in consumer choice, both in retail outlets and restaurants,’ Gangsø said.
Thanks to its versatility and combination of Italian culinary tradition and gastronomic innovation, Norwegian salmon is increasingly becoming an essential ingredient on Italian tables, from home kitchens to out-of-home. This success stems not only from its ability to meet consumer preferences, but above all from confidence in its origin and quality.
The Norwegian Seafood Council is a company owned by the Ministry of Trade, Industry and Fisheries and works with the fishing and aquaculture sectors in Norway to develop markets for Norwegian seafood products. The Norwegian Seafood Council is based in Tromsø and has local representatives in the most important international markets in Norway. NSC's work is aimed at increasing the value of Norwegian seafood products through constant promotion, development, market preparation and reputation in various countries around the world. It also works to identify opportunities for Norwegian seafood products in new and existing markets.
Press contacts
Omnicom PR Group
Via Leto Pomponio, 3/5 - 20146 Milan
Sonia Silvani: +39 348 4848208
Chiara Ottolini: + 39 324 0204814
Sante Di Giannantonio: +39 3313394109
E-mail: italy.nsc@omnicomprgroup.com
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