Norwegian salmon is not only the best-known variety among Italian consumers but also their most preferred, commanding a market share exceeding 90%

Salmon Rivals Pizza in Popularity in Its Homeland

ITALY
Thursday, January 23, 2025, 06:50 (GMT + 9)

Sushi and salmon have secured their spots as Italian dining favorites, with salmon dishes set to rival meat dishes in popularity, according to a recent survey.

While pizza and pasta are synonymous with Italy, salmon has become a defining symbol of Norway for many Italians. This is largely due to the growing appetite for smoked salmon, sushi, and poke bowls, where salmon is the star ingredient.

Blockcahin in the kitchen: the idea is by Daruma, a Roman chain of sushi restaurants

Italy ranks among the top European countries for sushi restaurants. Milan, for example, boasts one of the highest concentrations of sushi restaurants globally relative to its population. Additionally, there are approximately 1,000 eateries in Italy where poke bowls dominate the menu—a number projected to rise to 1,500 by the end of 2025.

Thanks to the popularity of sushi and poke dishes, Italy has become Norway’s third-largest market for salmon consumption. Nearly 10% of all salmon produced in Norway is destined for Italian tables. In 2023, Italians consumed nearly 140,000 tons of Norwegian salmon, a significant increase from the 84,000 tons consumed in 2017.

Norwegian salmon is not only the best-known variety among Italian consumers but also their most preferred, commanding a market share exceeding 90%.

Dining Habits of Italians

The days of red-checkered tablecloths, candles, pasta, pizza and wine are definitely not over in Italy. Italians love to eat out, and in the new survey, 94% say they have been to a pizza restaurant at least once in the last month. More than 8 in 10 say they have eaten at a traditional eatery in the same period.

However, the survey also highlights a growing appetite for modern dining establishments with sleek designs and international flavors. Sushi, poke, and fusion restaurants have surged in popularity, with salmon playing a prominent role on their menus. Among seafood consumers:

• 93% dined at a sushi or fusion restaurant at least once in the past month.
• 49% visited a poke restaurant in the same period.

Fumara smoked Norwegian salmon cubes: 120 g of excellent salmon already portioned and ready to compose two Pokè Bowls in a few minutes

Salmon dishes are now enjoyed an average of three times a month in restaurants, with consumption highest among the 18-34 age group.

The survey, conducted by Italian research agency KB Knowledge on behalf of the Norwegian Seafood Council, analyzed dining habits among Italians aged 18-64 in Milan, Rome, and Turin. These trends are reflective of Italy's broader urban population.

Salmon's Growing Role in the Restaurant Industry

Salmon’s appeal extends beyond sushi restaurants. It is now the most preferred fish across all types of eateries and is becoming as common as meat dishes. In the survey, 30% of respondents reported choosing salmon-based dishes most frequently when dining out, compared to 35% who opted for steak or other beef dishes.

Norwegian salmon as fast food in the popular Capatoas chain

Despite its popularity, Norwegian salmon’s origins are less recognized among restaurant industry professionals responsible for purchasing and serving seafood. To address this, the Norwegian Seafood Council has launched a targeted campaign to boost awareness within the sector.

• “We’ve initiated a strategic push into the restaurant industry,” says seafood envoy Tom Jørgen Gangsø, based in Milan. He emphasizes the importance of engaging younger diners, who drive food trends, and capitalizing on the growth of chain restaurants offering seafood.

The campaign began in fall 2024 with a detailed analysis of Italian restaurant habits and the horeca market (hotels, restaurants, and catering). Industry players were interviewed, and partnerships were formed with prominent chains such as Poke Sunrise, Capa Toast, and Pescaria. As a result, Norwegian salmon's origins will soon be highlighted on menus, social media, and advertising screens at these establishments.

• “We’re still in the early stages, but the response has been overwhelmingly positive. Our goal is to collaborate with more restaurants, including fast-food and takeaway chains featuring seafood,” Gangsø explains.

Looking Ahead

The restaurant campaign complements the Seafood Council’s broader efforts to market Norwegian seafood in Italy. Combining Italians’ love of food and football, the council plans to leverage the star power of Erling Braut Haaland in upcoming promotional campaigns for Norwegian salmon, stockfish, clipfish, and salted fish.

• “Norwegian products will be showcased across various platforms, including TV, social media, digital ads, and in-store promotions,” Gangsø reveals.

Promotional offer at Bennet stores for customers purchasing Norwegian Salmon with the competition sticker

The council also aims to engage more industry players in marketing activities targeting the Italian market. Companies are encouraged to explore the Seafood Council’s co-financing opportunities for promotional initiatives.

With Italians’ increasing enthusiasm for salmon, Norway is poised to strengthen its culinary connection to Italy even further.

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