Photo: Produit de la Mer /FIS

Norway Dictates Global Salmon Market as Prices Trend Downward in 2025

FRANCE
Friday, July 11, 2025, 00:10 (GMT + 9)

Despite its complex market, Norway, the world's leading Atlantic salmon producer, continues to drive global volumes and prices. Following three years of high prices, 2025 sees a surprising drop, offering new opportunities for buyers.

PARIS – Salmon remains a perennial favorite on French market stalls and dinner tables, prized for its versatility, ease of use, and health benefits. While its market dynamics can be complex due to varied species, origins, and labels, Norway, the undisputed global leader in Salmo salar (Atlantic salmon) farming, continues to exert dominant influence over both volumes and pricing. In a notable shift for 2025, prices are trending downward, as reported by Fanny Rousselin-Rousvoal from Produit de la Mer (PDM).

Gaëlle Malonne, head of fresh produce and communications at Mowi France, highlights salmon's enduring popularity and significant potential in both retail and foodservice. "On French shelves (fresh and smoked), almost one in two salmon comes from the farms of the world leader in salmon," she noted. Mowi, a Norwegian giant, discreetly launched its brand in France in 2020, passing the symbolic milestone of 1,000 tonnes in 2024 across retail and foodservice. The company also operates two processing factories in France: Landivisiau (for smoked salmon) and Boulogne-sur-Mer (exclusively for fresh products).

A consumer study conducted by Viavoice for Mowi in March 2025 among 1,000 French individuals revealed that 87% consume salmon. Pleasure (69%), taste (60%), and nutritional benefits (46%) are top purchasing drivers. Price (63%) and origin (52%) remain the leading purchase criteria. Consumers largely prefer raw smoked salmon slices (69%) and hot recipes (68%), though cold recipes and sushi/sashimi are also popular, particularly among younger demographics.

Price Decline and Market Dynamics

Beyond Mowi, other Norwegian producers like SalMar, Lerøy, Cermaq, Grieg Seafood, and Nordlaks wield significant market influence. Cermaq's sales director in France, Yann Rousselet, notes that "salmon is a cyclical market," with prices typically higher in Q1 and Q2. However, 2025 has seen an unexpected downturn.

According to Fish Pool, prices plummeted from 90 Norwegian kroner in 2024 to 75 kroner over the last eight months of 2025. "This drop took everyone by surprise," Rousselet observed. Per-Arve Husevåg, director of Lerøy Seafood France, confirmed the trend, stating, "From 10 or 11 euros/kg last year, we fell to 6.50 or 7.50 euros/kg over the same period. The downturn began in January, after three years of high prices."

This significant price reduction is attributed to several factors. Biologically, Norway experienced fewer health issues (like sea lice, winterspot disease, and jellyfish) in 2025 compared to 2024, when high water temperatures led to emergency culling of smaller fish and a 40% rate of lower-grade salmon. Thanks to advancements in breeding and vaccination, the percentage of production-grade salmon dropped to just 10% in 2025. Favorable water temperatures also spurred fish growth, resulting in more biomass and superior quality whole salmon available for export this year. Additionally, European manufacturers had already stocked up on frozen salmon in early 2025, and demand has been slightly sluggish. "Biology, better supply, better quality, and slightly sluggish demand are all factors that combine to explain the drop in prices," summarized Husevåg.

Innovation and Foodservice Challenges

Mowi continues to innovate, exploring new product formats beyond traditional sliced smoked salmon, such as ethnic-flavored slow-cooked steaks, fresh salmon wraps, and sushi packs, aiming to enhance the "consumer experience."

Despite the current lower prices, the foodservice sector faces challenges. Arnaud Desanges, head of the seafood division at wholesaler Pomona, observed that high salmon spot market prices in 2021-2023 led many restaurants to remove salmon from menus. Even with prices falling, "it was impossible to convince some restaurateurs to put it back on the menu," he noted. Per-Arve Husevåg echoed this, hoping that restaurant consumption will pick up again.

The increased availability and lower prices could lead to "some great opportunities for French buyers," suggesting a potentially more affordable summer for salmon on barbecues and good deals into the fall.

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