Norwegian Seafood Council has unveiled new insights into how Norwegian seafood can strengthen its position in Italy, one of its most strategically important export markets. A comprehensive study conducted by Ipsos and titled “Sources of Protein in Italy” examines Italian consumers’ attitudes toward protein sources and identifies concrete opportunities to boost consumption of salmon, stockfish (stoccafisso), and salted fish and clipfish (baccalà).

“We wanted to better understand how Norwegian seafood performs in the competition among proteins in Italy,” says Tom Jørgen Gangsø, the Council’s seafood envoy based in Milan.

Italy: A Crucial Market for Norwegian Seafood

Italy is one of Europe’s largest seafood markets and a cornerstone for Norwegian exports. According to trade data from the Norwegian Seafood Council, Norway holds:

• Over 90% market share for salmon

• 100% market share for stockfish

• Between 13% and 85% market share for salted fish and clipfish, depending on product type

In value terms, Norwegian salmon exports to Italy have grown steadily over the past decade, reflecting Italy’s strong purchasing power and evolving food culture. Italy remains among the top European destinations for Norwegian salmon, alongside France and Spain.

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The new report analyzes 15 different protein sources, including beef, chicken, plant-based proteins, and various seafood categories. While meat—particularly chicken—dominates Italian consumption, salmon stands out in perception.

Salmon: A Premium Favorite with Untapped Potential

Despite Italy’s deep-rooted culinary traditions, salmon ranks among the top five most recognized and favored proteins. Italians strongly associate salmon with:

• Health benefits

• Good taste

• Modern, trendy cuisine

• Special occasions

An impressive 9 out of 10 Italians report having eaten salmon. Consumption is particularly high among young singles aged 18–34, reflecting the protein’s popularity in urban centers such as Milan, Rome, and Bologna.

Photo: Norwegian Seafood Council

Modernization as the Solution

However, salmon is consumed more often monthly rather than weekly, indicating room for frequency growth.

The Price Barrier

Despite high preference, a significant gap between desire and purchase persists.

“There is a clear gap between the intention to buy salmon and actual purchase,” says Tom Jørgen Gangsø.

The main obstacle is price sensitivity. Many consumers perceive salmon as more expensive than chicken, beef, or tuna. The study also shows that monthly salmon consumers typically have above-average incomes, and they are more likely to purchase other premium foods such as scallops or sirloin steak.

<-- Norwegian salmon as fast food in the popular Capatoast chain / Norwegian Seafood Council

Growth Opportunities for Salmon

The report identifies several key levers:

• Targeting high-income households with stronger sustainability and origin messaging

• Reinforcing salmon’s association with celebrations and special meals

• Justifying price through communication about Norwegian origin, quality control, and sustainability standards

• Inspiring consumers with new recipes and serving occasions

Italy’s growing interest in healthy diets—including Mediterranean-inspired seafood-based meals—aligns well with salmon’s nutritional profile. With rising awareness of omega-3 fatty acids, salmon could gain further traction among health-conscious consumers.

Photo: Norwegian Seafood Council

Stoccafisso and Baccalà: Tradition Meets Modern Challenges

Traditional products such as stoccafisso (stockfish) and baccalà (salted or clipfish) have deep historical roots in Italy, dating back centuries to trade links between Norway and the Veneto region. Iconic regional dishes like baccalà alla vicentina remain culinary staples.

However, while these products score high on tradition and cultural heritage, they lack broad appeal among younger consumers.

Key barriers include:

• Perception that they are complicated to prepare

• Concerns about strong taste

• Belief that they are less versatile

• High price, though less critical than for salmon

The terms stoccafisso and baccalà are sometimes used interchangeably, and awareness of production methods varies across regions, including Liguria, Veneto, and Campania.

Photo: Norwegian Seafood Council

Modernization as the Solution

Encouragingly, sales of easy-to-cook and ready-prepared variants are increasing in Italian supermarkets. Simplification is emerging as a decisive growth driver.

“Consumers want it easier—more inspiration and simpler preparation,” says Tom Jørgen Gangsø.

The highest potential lies among established families, particularly households with older children, where shared meals remain central to family life.

The Norwegian Seafood Council plans continued investments in:

• Retail campaigns

• Restaurant partnerships

• Media and PR initiatives

• Targeted messaging on value, sustainability, and quality

Together with the Norwegian seafood industry, the Council has set two primary objectives in Italy:

1. Increase overall salmon consumption

2. Strengthen value perception and willingness to pay for traditional products

With Italy’s seafood imports continuing to grow and consumers increasingly open to premium and sustainable products, Norwegian exporters see significant long-term opportunity.

As the new report suggests, the future of Norwegian seafood in Italy may depend less on awareness—and more on price communication, convenience, and inspiring Italians to put seafood on the table more often.