As rising food costs continue to strain household budgets, new research from the Norwegian Seafood Council (NSC) shows growing consumer interest in affordable, protein-rich alternatives to popular whitefish like cod, with saithe emerging as a promising option.
According to NSC data, 47% of consumers say cost is the main reason they don’t eat seafood more regularly. In the UK alone, cod consumption has dropped by 18% in recent years, as inflation and food prices hit harder than ever.
“With inflation impacting food spending, we’re seeing consumers actively look for cheaper yet healthy alternatives,” said Lars Moksness, global consumer behaviour analyst at the NSC.
“Saithe, for example, is a versatile, nutritious whitefish that has been under-utilised in many markets.”
Saithe, a relative of cod, is currently the most-caught whitefish in Norwegian waters, benefitting from healthy Barents Sea stocks and a generous quota system managed under Norway’s science-led sustainability model.
“Choosing saithe from healthy fish stocks is a good way of exploring new and under-utilised species,” added Bjørn-Erik Stabell, head of strategy and sustainability at the NSC. “This supports both sustainability and consumer needs.”
Beyond price, demand for high-protein, nutrient-rich foods is growing, especially among Gen Z consumers. According to new McKinsey insights, younger shoppers increasingly prioritise fresh, protein-dense foods, making saithe a smart match.
With nearly 46% of global consumers buying more sustainable products due to climate change, saithe also appeals to environmentally conscious buyers.
As consumer behaviour shifts in response to economic and environmental pressures, the NSC’s trends report suggests species like saithe are poised to meet changing demands.
“By embracing alternatives like saithe,” said Moksness, “we ensure consumers continue to enjoy high-quality seafood without compromising on price, health or sustainability.”
