The rise of sushi in recent decades has paved the way for Hawaiian-inspired poké bowls, presenting a significant growth opportunity for the UK seafood market, according to new research from the Norwegian Seafood Council (NSC).
With the UK sushi market growing by more than £31 million over the past two years – adding 1,480 tonnes in volume to the seafood category – poké bowls are emerging as a convenient option for consumers seeking fresh, raw seafood at home.
NSC research shows that 42% of UK consumers already choose poké when dining out, with taste (60%) and health benefits (49%) cited as key motivators. However, only 54% have prepared poké at home, and of those, just 30% do so monthly and 15% weekly, highlighting untapped potential for retailers and brands.
“The gap between those enjoying poké out and those making it at home is substantial,” said Bjørn-Erik Stabell, NSC UK director.
“We need to make it easy for consumers to prepare raw seafood at home while instilling confidence that they can create a tasty, nutritious and safe meal for the whole family.”
Salmon remains the most popular home ingredient, chosen by 63% of consumers, with 26% opting for raw salmon. The research also points to growing interest in moving beyond salmon and tuna to species such as cold-water prawns, cod and halibut.
“Cold-water prawns are already the third most popular seafood for poké bowls at home, and farmed cod continues to attract consumers for its premium feel,” Stabell added. “With 67% of UK consumers sourcing poké ingredients from supermarkets, retailers are well positioned to grow this fast-emerging category.”
