"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.
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
Pay via credit card or invoice (net 30 payment terms)
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
Focus on the data that matters most to you with a customisable databook avaliable on our platform
Offer available until 31st March
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
