The Norwegian Seafood Council (NSC) recently released its fourth annual ‘Top Seafood Consumer Trends’ report, Oceans of Change, providing a powerful overview of trends shaping the sector, highlighting changing consumer attitudes, and industry developments with exclusive data from across 17 different countries including Thailand. These insights were being discussed at THAIFEX – Anuga Asia 2024, along with a performance report of 10% growth of overall Norwegian seafood exported to Thailand compared to the same period in 2023, valued at THB 3.6 billion.

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21 Norwegian seafood exporters showcased a wide range of premium seafood from 28 May to 31 May (trade days) and 1 June (public day), at the Norwegian Seafood Pavilion, THAIFEX – Anuga Asia 2024, Challenger Hall 3, Entrance 1, Booth Number L29 – M29, IMPACT Muang Thong Thani. The seafood seminar, with topics covering the development of Norwegian Salmon market in the Southeast Asia region, Norwegian Salmon and Norwegian Saba’s success story, consumption, and processing in Thailand, was held on 29 May between 14:00 – 16:00 hours.

NSC took the opportunity to introduce the new Southeast Asia Regional Director, Ms. Åshild Nakken, who is replacing Dr. Asbjørn Warvik Rørtveit. Åshild has been working with NSC as Communication Lead and was a key driver of the Norwegian seafood’s success in China market under her position as Director from 2006 to 2011. She also has an extensive knowledge about the seafood industry from working as a Manager for Value Added Products in Lerøy Seafood AS, a world-leading seafood corporation.

Dr. Asbjørn Warvik Rørtveit, Southeast Asia Regional Director, Norwegian Seafood Council (NSC), said, “This year, Thai market continues to expand, while the out-of-home consumption rate remains high, we have seen a massive growth in online shopping and deliveries where consumers order all kinds of food including seafood to their doorstep. This reflects a shift in consumer behaviors as urban populations depend on food services and less on heavy grocery shopping. People shop for what they need at the time, sometimes several orders in a day. As one of the global seafood industry’s top sources for market insight, NSC has invested in 30 countries and 15 offices and conducted an annual tracker that monitors more than 60,000 consumers worldwide to capture insights and data relevant to the seafood industry.

“This year’s ‘Top Seafood Consumer Trends’ report showed continued interest in transparency in supply chains and the demand for convenient and nutritious proteins with focus on the pivotal role of technology and innovation to streamline operational efficiencies and sustainable monitoring. With greater adoption of technologies such as QR codes, retailers and food operators can educate the consumers about product information, sustainability, and the origin of their seafood.

This is where our Seafood from Norway logo comes to play and has been proven to be a key success factor in promoting Norwegian seafood in Thailand, as in 2023, 81% of Thai consumers from Bangkok can recognize Seafood from Norway logo, a 38% increase from the previous year, and more than 50% of Salmon buyers in Bangkok can correctly identify that the products come from Norway,” Dr. Asbjørn said.

From January to April 2024, Norway exported 7,243 tons of fresh Norwegian Salmon and Fjord Trout to Thailand, a 7% growth in volume and 12% growth in value, with overall Norwegian seafood experiencing a growth of 10%, valued at THB 3.6 billion.