McKinsey Insights, Gen Z and the cod, saithe and ling

Rising Costs and Sustainability Drive Consumers to Alternative Whitefish

UNITED STATES
Wednesday, August 06, 2025, 06:00 (GMT + 9)

A new report from the Norwegian Seafood Council reveals that nearly half of consumers cite cost as a barrier to eating seafood, leading to a noticeable shift away from traditional species like cod and creating opportunities for sustainable alternatives like saithe.

New research from the Norwegian Seafood Council (NSC) indicates a significant shift in consumer seafood purchasing habits, driven by a combination of rising food prices and a growing demand for sustainable and protein-rich options. The findings show that 47% of consumers identify cost as a major barrier to regular seafood consumption, a factor that is particularly impacting the consumption of traditional favorites.

The report highlights a recent decrease in cod consumption, with data from Kantar showing an 18% decline in at-home consumption in the UK. This trend appears to be a direct response to rising inflation, which has seen food prices increase at twice the rate of other goods over the past three years, according to Consumption Research Norway (SIFO).

However, this shift is not necessarily a move away from whitefish altogether. Consumers are increasingly exploring alternative whitefish species, and the NSC points to saithe as a prime example of an underutilized option that fits current market demands. Saithe, a relative of cod, offers versatility in preparation, a competitive price point, and a slightly higher protein content than cod and Alaska pollock, making it an attractive choice for both budget-conscious shoppers and younger consumers.

Gen Z Demands Protein and Sustainability

The push for healthy, protein-rich foods is especially strong among Gen Z, who are more likely to buy healthy, lower-calorie and high-protein products, according to new insights from McKinsey+. This demand for protein plays directly into the strengths of saithe and other seafoods, offering a clear opportunity to engage this younger demographic.

Beyond price and nutrition, sustainability is another key driver. The report notes that almost 85% of consumers have experienced the impacts of climate change, and 46% are buying more sustainable products as a result. Saithe, with its healthy stocks in the Barents Sea and a generous fishing quota, is a sustainable choice for environmentally conscious consumers. Bjørn-Erik Stabell, head of strategy and sustainability at the NSC, emphasizes that this conscious choice is supported by Norway's scientifically driven fisheries management model, which ensures sustainable practices and the long-term health of fish stocks.

Data from matvaretabellen.no

In conclusion, as consumer preferences evolve due to economic pressures and changing values, species like saithe are poised to become more prominent. As NSC Global Consumer Behaviour Analyst Lars Moksness states, this provides a clear opportunity to explore new products and ensure consumers continue to have access to high-quality, nourishing seafood.

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