Fish and shellfish consumption is rebounding, with 87% of people eating fish in 2025 compared to 83% in 2024, but still faces significant barriers to greater frequency of eating.
"Sales of fish/shellfish have been sluggish. Promoting nutritional benefits, and offering more convenient and premium options, will support sales."
Richard Caines, Senior Analyst, Insights - Food & Drink
Fish and shellfish consumption is rebounding, with 87% of people eating fish in 2025 compared to 83% in 2024, but still faces significant barriers to greater frequency of eating. Price is the main obstacle to consuming fish and shellfish. 34% of adults say being too expensive makes them less likely to eat it at home.
Fitting a person’s budget or being good value are big reasons for buying, but 66% of fish/shellfish eaters think premium fish/shellfish options are worth the money. This highlights the need for value and premium options from brands. Discounts or promotional pricing have a big influence on the purchase of new fish/shellfish products.
Evolving health expectations and elevation of animal proteins in the 2025-2030 Dietary Guidelines for Americans (DGA), including the recommendation of three or more servings of seafood per week, should help encourage the eating of more fish and shellfish. Being a healthy choice is already a reason for buying, and combining healthy messaging with convenience will support sales.
The following food segments are included in this Report:
Also included in the scope of this Report are all types of seafood, such as octopi and squid, which are not fish or shellfish, but are included in the broader seafood category.
Value figures throughout this Report are at retail selling prices (rsp) excluding sales tax unless otherwise stated.
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