New opportunities for alternative fish as shoppers seek savings, says NSC

As many as 47% of consumers cite expense as the reason they choose not to eat seafood regularly, according to research from the Norwegian Seafood Council (NSC). Among those who do eat fish often there is a noticeable shift to alternative whitefish species as they take cost into consideration, showcasing opportunities for species such as saithe.

As consumers continue to feel the bite of rising inflation, recent figures from Kantar show UK cod consumption in the home has decreased by as much as 18% in recent years.

The whitefish category, however, could still be a viable option for price-oriented consumers, says the NSC. It believes alternative species such as saithe offer versatility in terms of preparation and serve, and saithe’s price point makes it a viable choice for everyday consumption.

Protein-rich food

While price is increasingly relevant in consumer purchasing decisions around seafood, the demand for protein-rich food is ever-growing, with Gen-Z consumers leading the way.

According to new insight from McKinsey+, Gen Z consumers are more likely to buy healthy, lower-calorie foods, high-quality fresh products and foods that are higher in protein. This drive to maximise protein intake paves the way for saithe and seafood to cater to the demand from this younger segment of consumers.

Compared with other whitefish species such as cod and Alaska pollock, saithe boasts a slightly higher protein content, as well as other important nutrients.

Opportunities for saithe

This relative of the cod family also stands out as a sustainably sourced choice thanks to its healthy Barents Sea stocks, reflected in its generous fishing quota. Historically, the catch of saithe has been lower than the stated quotas, which has kept the stock at a consistently high level.

Currently the most-caught whitefish in Norwegian waters, saithe is a considered choice for seafood consumers looking to reduce their impact on the environment.

Bjørn-Erik Stabell, head of strategy and sustainability at the NSC, comments: “Research-based knowledge and advice are crucial for sustainable seafood management. Through this approach, the Norwegian seafood industry must always ensure sustainable practices. Choosing saithe from healthy fish stocks is therefore a good way of exploring new and under-utilised species”