This article was featured in Eurofish Magazine 3 2026.
China’s seafood market is undergoing a structural transformation, driven by converging demographic and social forces. A growing middle class, falling birth rates, and a rising number of single-person households are collectively reshaping how Chinese consumers shop for and consume seafood. These are among the key findings of the Norwegian Seafood Council’s Top Seafood Consumer Trends 2026 report which this year turns its focus to China.
The country’s rapid evolution as a seafood market is reflected in the numbers. Norwegian seafood exports to China grew 31% in value year-on-year in 2025, with China rising from sixth to third largest market. Imported salmon alone grew nearly 50%, with 59% growth in export volumes. Urban consumers are increasingly drawn to premium and imported products, with trust in sourcing, particularly for cold-chain species like salmon, which is consumed almost exclusively as sashimi, serving as a key purchasing driver. Regional diversity remains a defining characteristic of the market, with distinct culinary traditions creating differentiated demand across product categories. Geopolitical factors, evolving supply chains, and tariff pressures, such as the shift in prawn sourcing away from Canada, continue to reshape import flows, making Chinese consumer behaviour an increasingly critical area of analysis for the global seafood industry.
