PCA offered more than 1,000 servings of ten distinct dishes, demonstrating the versatility of pollock roe in Chinese cuisine

Russian Pollock Caviar Enters the Chinese Market: A New Frontier

China remains one of the largest markets for Russian pollock fishermen, accounting for 68% of the total export volume and 57% of the value last year. Between January and September 2024, Chinese companies imported over 415,000 tons of frozen pollock, 17,000 tons of fillets, and 21,000 tons of surimi from Russia, amounting to $471 million.

"With China's growing domestic demand as the world's largest consumer of fish and seafood, it is an opportune time for Russian exporters to explore and cultivate new niche markets. Chinese consumers are highly loyal, and with effective marketing, the country could become a pivotal market for a broader range of pollock products," remarked Alexey Buglak, President of the Pollock Catchers Association (PCA).

Russian fishermen produce around 35,000 tons of pollock roe annually, leading the global market in this segment. PCA estimates the potential initial demand for pollock roe in China to exceed 5,000 tons per year. However, building a market from the ground up poses significant challenges.

First Market Entry

The China Fisheries and Seafood Expo, held in Qingdao from October 30 to November 1, 2024, served as the launchpad for introducing pollock caviar to the Chinese market. The largest seafood trade exhibition in Asia showcased this new product, with PCA President Alexey Buglak personally inviting guests and Chinese partners to their booth.

A Chinese chef prepared traditional dishes incorporating pollock caviar, both as a main and supplementary ingredient, reflecting regional culinary preferences. The custom-designed menu highlighted the diverse applications of pollock roe in Chinese cuisine.

To provide broader context, PCA displayed products from Japan and Korea, illustrating how pollock caviar is consumed in neighboring countries. "Chinese consumer preferences differ significantly, so we aimed to raise overall awareness and appreciation for the product. The exhibition was an opportunity to seamlessly integrate pollock caviar into China's culinary traditions," Buglak explained.

Photo: courtesy fishnews.ru

Over three days, PCA offered more than 1,000 servings of ten distinct dishes, demonstrating the versatility of pollock roe in Chinese cuisine. “We successfully showcased how pollock caviar can align with the cultural and culinary codes of China,” added Buglak.

The PCA booth attracted significant attention from high-profile delegations, including Wang Lejun, head of the Livestock Department of China’s Ministry of Agriculture and Rural Development, and Sergey Mikheev, representative of the Federal Agency for Fisheries in China. Qingdao Mayor Zhao Haozhi and officials from Dalian also expressed interest, with invitations extended to PCA for presentations in Liaoning Province.

Photo: courtesy fishnews.ru

Assessing Market Potential

PCA began promoting pollock caviar in China in 2017 but paused efforts due to various challenges. Renewing this initiative requires updated market research to align with evolving consumer preferences.

Post-pandemic, China's growing focus on healthy lifestyles has driven consistent increases in fish consumption. While premium seafood like crabs, lobsters, and salmon have historically fueled market growth, there is rising potential in more affordable products accessible to a broader audience.

However, competition in China’s food market is fierce, with a flood of new products vying for attention. Pollock caviar must carve out a distinct niche to succeed.

PCA has engaged a Shanghai-based marketing agency to study the market's potential through processor surveys and consumer focus groups. This research aims to identify preferences, barriers, and opportunities for pollock caviar.

"Once the data confirms our hypothesis about market prospects, we will refine our entry strategy and collaborate with Chinese partners to create a tailored product line for local consumers,” Buglak said. He emphasized the importance of cooperation between Russian suppliers of raw materials (frozen roe) and Chinese processors to develop finished products suited to local tastes.

Aiming for Sustainable Growth

The next phase of this ambitious project involves building partnerships with Chinese processors to establish a product range and introduce pollock caviar into the market. While PCA remains cautiously optimistic, the association views a supply volume of 5,000 tons annually as a significant milestone and a springboard for further expansion in China.

“If we achieve this target, it will mark a substantial success for Russian pollock fishermen and set the foundation for greater opportunities in the Chinese market,” Buglak concluded.

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