Photo: Norwegian Seafood Council/FIS

French Seafood: Balancing Health, Taste, and Value in a Rising Market

FRANCE
Monday, March 31, 2025, 10:00 (GMT + 9)

Despite a recent period of declining seafood consumption, France's market is showing signs of recovery, driven by evolving consumer preferences and a strengthening economy. New data reveals that health, taste, and value are paramount for French consumers, shaping their choices for key species like salmon, cod, and saithe.

Economic Optimism Fuels Seafood Rebound

The OECD Consumer Confidence Index (CCI) indicates a growing optimism among French consumers. With the index approaching the long-term average of 100, and a notable increase since mid-2022, there's a renewed willingness to spend on seafood. This economic backdrop, coupled with stabilized inflation, suggests a promising outlook for seafood consumption.

Popular Species and Emerging Trends

Mussels, salmon, tuna, and cod remain the most consumed seafood species in France, with salmon leading in value. Despite a four-year consumption decline, recent trends point upwards, particularly for salmon. "Now that inflation has leveled off, we can expect increased consumer spending on seafood," notes Sigrid Louise Philippart, Norwegian Seafood Council Envoy in France.

Home Consumption Dominates

Consumer surveys reveal that the majority of French seafood consumption occurs at home. Salmon, cod, and saithe are primarily home-cooked meals, with saithe showing a particularly strong preference for home consumption (82%). The Seafood Council is focusing on promoting salmon, cod, and saithe, and exploring opportunities for skrei in restaurants.

Consumer Preferences: Health, Taste, and Value

French consumers prioritize health and taste when choosing seafood.

• Salmon: Perceived as luxurious and healthy, salmon is chosen for pleasure (56%) and health (38%). Consumers also seek value (57%).
• Cod: Seen as reliable and traditional, cod is favored for its health benefits (48%) and taste (42%). Price-consciousness is also a significant factor (58%).
• Saithe: Positioned as an affordable and versatile option, saithe is chosen for health (50%) and value (57%), though taste is less of a priority (34%).

"These species are considered healthy alternatives, and consumers seek value," Philippart emphasizes. "Positioning them as healthy foods with multiple benefits is crucial."

Saithe and Pollack (pollachius pollachius): Untapped Potential

The typical saithe buyer is an older household, presenting an opportunity to target families with healthy, affordable options. The Seafood Council aims to elevate pollock as a cod alternative, highlighting its taste and nutritional value. "We want to attract new consumer groups to pollock," Philippart concludes.

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