Photo: Norwegian Seafood Council/FIS

NSC Research Reveals Massive Potential for At-Home Poké as UK Consumers Embrace Raw Fish Trend

Demand for Convenient, High-Protein Meals Paves the Way for Retail Growth, with Salmon as the Top Ingredient.

New research from the Norwegian Seafood Council (NSC) signals a considerable opportunity for raw fish consumption in the home, driven by the rapid rise of sushi and the subsequent popularity of Hawaiian-inspired poké.

The NSC study highlights the potential to capitalize on the raw fish trend, as UK consumers increasingly seek convenient, high-protein, and nutritious meals. The UK sushi market has grown by over £31 million (approximately $40.76 million) in value and 1,480 tonnes in volume over the past two years, creating a strong foundation for poké's growth.

Cold-water prawns poké bowl -->

Key Consumer Insights

• 42% of UK consumers already choose to eat poké when dining out.

• The main attractions are taste (60%) and health benefits (49%).

• However, despite 54% having prepared poké at home, only 30% do so monthly and a mere 15% weekly, revealing significant untapped potential for retailers and brands.

Untapped Opportunities for Retailers

The emerging popularity of the easy-to-assemble and endlessly customizable poké bowl is linked to convenience, taste, and wellness trends. It also offers great potential for new, social, build-your-own dining occasions in the home.

Salmon is the go-to ingredient for 63% of consumers preparing a poké bowl at home, split between 37% choosing cooked salmon and 26% opting for raw. The NSC emphasizes that Norwegian salmon is subject to rigid quality checks, giving consumers confidence in raw preparation at home.

NSC UK Director Bjørn-Erik Stabell notes the clear need to simplify at-home preparation and educate consumers: “We need to make it easy for the consumer to prepare raw seafood at home, while simultaneously educating them and instilling in them the confidence to prepare poké themselves to provide a tasty, nutritious, and safe meal for the whole family.”

Stabell highlights the substantial headroom for growth: “While our data shows well over a third (42%) of UK consumers are already choosing poké when dining out, fewer than 30% prepare it at home on a monthly basis – revealing substantial headroom to grow the category in retail and at-home consumption.”

This gap is particularly notable in several UK regions:

• Scotland (77% not regularly making poké at home).

• The North West (67%).

• West Midlands (90%).

• The South West (79%).

Diversifying Ingredients

The customizability of the poké bowl allows for a wider range of seafood options beyond salmon and tuna. Stabell suggests that Norwegian cold-water prawns, and farmed cod and halibut will be important future drivers.

• Cold-water prawns are already the third most popular seafood in at-home poké bowls (26%), just behind cooked tuna (33%) and cooked salmon (37%).

• Cooked cod (20%) is also attracting consumers.

Yo! Poké is a very popular brand in the UK. On the right is a Poke House chain at Battersea Power Station

The UK retail market is perfectly positioned to leverage this fast-emerging category, as 67% of UK consumers source their poké ingredients from supermarkets.

As consumers increasingly seek to recreate favorite dishes at home and prioritize protein-rich, nutritious meals, poké is poised for major growth. Those who meet this demand will ultimately reap the rewards.

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