France’s evolving food culture and economic landscape are creating both challenges and opportunities for Norwegian seafood exporters in one of the world’s most influential seafood markets.

Over the past few years, French consumers have changed how they shop, cook and prioritize food purchases. Political unrest, inflation and pressure on household budgets have reshaped buying habits — directly affecting the consumption of fish and seafood.

"That's why we have had a comprehensive report prepared on the French seafood market," says Sigrid Louise Philippart, the Seafood Council's envoy in France.

The study outlines the current state of the market and highlights the trends that will shape seafood consumption in the coming years.

"At the Seafood Council's seminar in April, we will go deeper into the details and present insights from the market - from grocery and HoReca to consumer trends, pricing and distribution channels."

The Paris Seafood Seminar, scheduled for April 14, will bring together French and Norwegian seafood industry stakeholders for discussions, market analysis and networking opportunities.

Norwegian salmon sushi in Paris. Photo: Norwegian Seafood Council

A Massive Market With Global Importance

With nearly 67 million inhabitants, France remains one of the world’s most significant seafood markets.

The country is:

• The world’s largest market for fresh cod and saithe

• One of the largest markets for salmon globally

Norway exported seafood to France worth approximately NOK 10 billion (about US$940 million) in 2025, making France one of Norway’s most important international seafood markets.

Salmon is the dominant product

"The French eat around 120,000 tons of Norwegian salmon a year. That makes the country the second largest consumer market for Norwegian salmon, after Germany," says Philippart.

According to Kantar, the total seafood market in France is valued at around €8.3 billion, while the Food and Agriculture Organization of the United Nations (FAO) estimates the French consume approximately 2.2 million tons of seafood annually (round weight).

Despite its strong seafood culture, France remains heavily dependent on imports.

• Overall seafood self-sufficiency: 20%

• Fish self-sufficiency: 25%

"Although the French would like to have local products, they are dependent on extensive seafood imports. Therefore, Norwegian products stand strong, side by side with French fish species and other seafood."

<-- Photo: Labeyrie Fine Foods

Imports of Norwegian fish also support the French seafood processing industry, creating wider economic benefits across the supply chain.

Consumers Are Spending More Carefully

France’s economic climate has made shoppers increasingly cautious.

While inflation has slowed, food prices remain significantly higher than before the pandemic. By 2024, food prices were 21% higher than in 2021, with seafood — particularly fresh fish — rising even more sharply.

For many households, wage growth has not kept pace with rising prices.

As a result, French consumers are adapting their shopping strategies:

• Planning purchases more carefully

• Visiting multiple stores to find discounts

• Increasing their use of online grocery shopping

Photo: Stockfile / FIS

Traditional large hypermarkets are losing market share, while online platforms, local specialty stores and promotion-driven retail concepts are gaining traction.

More Meals at Home — and Faster Ones

Another major change is the rise of remote work.

More people now work from home at least once a week, increasing the number of meals eaten at home. However, time pressures remain.

This has led to a clear shift toward:

• Quick dinners

• Snack-style meals

• Ready-to-assemble dishes

Premium products hold up: The French are gourmets and are concerned with quality, especially when they go out to eat. Photo: Norwegian Seafood Council

The French still spend a remarkable amount of time at the dinner table — at least two hours daily on average — yet convenience is gaining ground.

Today, one in four French consumers says they choose snacking solutions for dinner.

Taste and quality remain key decision drivers, and many consumers prioritize healthy eating. However, price has become an increasingly important barrier.

"The report points out that products that combine healthiness, simplicity and clear value for money will have an advantage," says the seafood broadcaster.

Seafood Remains Popular — But Budgets Matter

Seafood continues to hold a strong position in French cuisine, though consumers now buy it slightly less frequently and in smaller quantities.

Smoked salmon is often prepared in delicate appetizers or enjoyed as an aperitif, and has a natural place on the dinner table. Photo: Norwegian Seafood Council

Price differences between species are increasingly influencing buying decisions.

The report reveals:

• 7 out of 10 consumers say they would eat more fish if it were cheaper

• 4 out of 10 have switched to less expensive fish species

• 3 out of 10 buy the same fish but in smaller quantities

"Salmon is still one of the most important species in the market and the only one of the large fish species that is growing in value."

On average, the French consume 3.8 kilograms of salmon per person each year, with the highest consumption among people aged 65 and older with strong purchasing power.

Photo: Stockfile / FIS

Affordable whitefish species, including saithe, have also become increasingly important, allowing households to keep seafood on their menus despite tighter budgets.

Restaurants Under Pressure — Premium Seafood Holds On

France’s seafood restaurant sector remains significant but is also feeling the economic strain.

According to the report:

• 50% of French consumers say they eat out less often than before

To cope with inflation, about half of traditional restaurants have adjusted their menus, often replacing expensive fish with more affordable alternatives.

<-- Photo: Stockfile / FIS

However, premium Norwegian seafood continues to perform well in high-end establishments.

The prized skrei cod has maintained strong demand in fine-dining restaurants, where chefs value its quality and are less sensitive to price fluctuations.

Sushi consumption also remains steady.

About 15% of French consumers say they eat sushi regularly, with the highest share among young adults aged 18 to 25.

New Regulations and Sustainability Expectations

French food and agricultural policy has increasingly emphasized social fairness and environmental sustainability.

Recent regulations aim to:

• Improve producer income

• Increase transparency in the value chain

• Promote healthier food choices

"For the seafood industry, this means increased expectations for documentation, traceability and credible sustainability," points out Sigrid Louise Philippart.

Consumers are increasingly concerned about:

• Product origin

• Animal welfare

• Environmental impact

At the same time, they are highly skeptical of greenwashing, making transparent and factual communication essential.

Photo: Stockfile / FIS -->

What It Means for Norwegian Seafood

For Norwegian exporters and producers, success in France increasingly depends on convenience and affordability.

Products must fit seamlessly into everyday life — both economically and practically.

Important trends include:

• Smaller packaging sizes

• Clear portioning

• Simple preparation guidance

"In addition, there are undoubtedly great opportunities to build on Norway's strengths: stable quality, high food safety and a strong history linked to the sea, nature and long traditions," says the seafood broadcaster.

When those strengths are combined with convenient products and competitive pricing, Norwegian seafood remains well positioned in one of the world’s largest — and most demanding — seafood markets.