Seafood is now the top protein on Italian menus, with Norwegian seafood - especially Norwegian salmon - leading the surge in the Italian seafood market.
In 2024, Italians consumed 1.1 billion seafood dishes at restaurants, cafés, and takeaway outlets - that’s up 3% from the previous year. Norwegian salmon alone grew 6%, while cod-based dishes rose 5%, according to new reports from the Norwegian Seafood Council.
“Information about consumers, purchasing groups, dining establishments and market trends is a powerful tool to strengthen our efforts in the market,” said Tom-Jørgen Gangsø, the Norwegian seafood council’s country director in Italy.
“We know that many people choose seafood dishes when dining out, because it’s something they don’t often prepare at home,” said Tom-Jørgen Gangsø, the Norwegian seafood council’s country director in Italy.”
Exponential rise
The report reveals that despite fewer overall restaurant visits due to inflation and economic concerns, seafood consumption continues to rise as Italians increasingly opt for healthy, sustainable, and versatile protein options.
The Italian seafood market is a cornerstone for Norway. Italians consume about 130,000 tonnes of Norwegian salmon annually, making Italy Norway’s third-largest market for the fish. Stockfish and clipfish also remain staples, cementing the long cultural ties between Italy and Norwegian seafood.
In total, Norwegian seafood exports to Italy were valued at NOK 7.4 billion in 2024.
Seafood’s popularity is also linked to post-pandemic lifestyle shifts. With more Italians back in offices, quick lunch options such as sushi, poke bowls and wraps featuring salmon are booming, lunch visits featuring seafood rose 15% year-on-year.
Meanwhile, the growing “aperitivo” culture presents new opportunities for small seafood dishes like smoked salmon tapas and baccalà.
Origin remains crucial: 9 in 10 Italian consumers care where their seafood comes from and Norway ranks as the most preferred country for salmon, stockfish and saltfish.
As restaurant chains expand and quick-service formats grow, the Norwegian Seafood Council said it’s intensifying its efforts to promote Norwegian seafood across multiple dining channels.
Both reports are available on the Seafood Council’s website
