Published 2019

Read in Norwegian

Publication details

Publisher : Nofima AS

International Standard Numbers :
Printed : 978-82-8296-584-2

Publication type : Nofima’s reports

Contributors : Heide, Morten

Series : Nofima rapportserie 7/2019

Year : 2019

If you have questions about the publication, you may contact Nofima’s Chief Librarian.

Kjetil Aune
Chief Librarian


During the last few years, seafood consumption in Norway has declined. This report investigates factors in the Norwegian retail sector that represent opportunities and barriers for increased consumption of seafood. The report is based on interviews of seafood category managers from the three biggest retailers in Norway. The results show that the decrease in consumption of seafood is largely due to higher prices. Product development is important for increasing the consumption of seafood. Important opportunities and barriers to increased seafood consumption are increased innovation, efficient production, price, consumers’ knowledge, image, quality and predictability.