Consumption of EU Fishery and Aquaculture Products Sinks to Decade Low

The European Market Observatory for Fisheries and Aquaculture Products (EUMOFA) is reporting consumption of fishery and aquaculture products continues to decline.

EU apparent consumption declined from 12,94 million tonnes in 2014 to 10,25 million tonnes in 2023, while per capita consumption fell from 25,5 kg to 22,9 kg, its lowest level of the decade.

Trends varied considerably across Member States: consumption decreased in countries including Spain, France and Lithuania, while it increased in Italy, Poland, Romania and Slovakia. Portugal and Spain remained the EU’s largest per capita consumers.

The study provides a comprehensive assessment of the evolution of fishery and aquaculture product consumption in the EU, examining changes in consumption patterns, consumer behaviour and preferences, and the main economic and structural factors shaping demand.

The study identifies a gradual shift from frequent at-home consumption towards more occasional patterns and greater out-of-home consumption. This trend is particularly pronounced among younger consumers, who tend to have lower familiarity with fish preparation and stronger expectations regarding convenience. Demand is increasingly oriented towards portioned, prepacked, ready-to-cook and ready-to-eat products.

Price and product appearance remain the main purchasing criteria, although origin, convenience and sustainability are gaining importance. At the same time, EU supply also shape consumption patterns. The EU market’s reliance on imports and retail strategies favouring stable, predictable supplies are contributing to a concentration of consumption around a limited number of species, such as salmon, tuna and shrimp.

The report also provides detailed analyses of Spain, France, Italy, Poland, the Netherlands and Austria, showing how cultural traditions, income, retail structures, product availability and price sensitivity influence consumption differently across national markets.

In the case of fishery and aquaculture products (FAPs), several additional characteristics influence consumption patterns. These include high variability in supply, which affects product availability, strong cultural influences—particularly in coastal regions—and product-specific barriers such as the perceived difficulty of preparation and the presence of bones.

This study provides a comprehensive assessment of FAP consumption in the European Union during the 2015–2024 period. It analyzes how consumption patterns have evolved over time, examines changes in consumer behavior and preferences, and identifies the primary drivers of demand and the main challenges affecting consumption across EU Member States.

A Decline in Consumption Driven by Changing Habits

Analysis across EU markets points to a shift in consumption patterns rather than a simple decline in demand. While overall consumption volumes have decreased since 2019, the most consistent trend is a reduction in consumption frequency, particularly for meals eaten at home.

Findings consistently show a movement away from regular weekly consumption toward more occasional consumption patterns.

This shift is especially pronounced among younger consumers, who generally have less familiarity with fish, weaker cooking skills and stronger expectations for convenience. In contrast, older consumers maintain more stable consumption habits, reflecting greater cultural familiarity with fishery and aquaculture products.

Availability and Retail Structure Shape Seafood Consumption

The study highlights the significant influence of supply chains and retail organization on consumer demand.

In many markets, large retail chains dominate seafood sales by concentrating on species that offer reliable supply and stable pricing. These products are typically imported or farm-raised species such as salmon, shrimp and tuna.

Meanwhile, traditional distribution channels—including fishmongers, open-air markets and fresh seafood counters—have gradually declined. This trend has been driven by labor shortages, changing consumer preferences favoring convenience, and increased demand for one-stop shopping.

Stakeholders, particularly those involved in primary production, expressed concern that this shift limits consumer familiarity with lesser-known seafood species, reduces awareness of seasonal availability and decreases knowledge of how to prepare fresh fish. These changes may ultimately influence long-term consumer preferences and purchasing behavior.

The European Market Observatory for fisheries and aquaculture (EUMOFA) is a market intelligence tool on the European Union fisheries and aquaculture sector, developed by the European Commission.

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