'The sushi wave in Spain has just begun'

Norwegian Salmon Defies Decline in Spanish Fish Consumption, Exports Soar

SPAIN
Thursday, September 18, 2025, 00:10 (GMT + 9)

The value of Norwegian exports has nearly tripled in a decade, reaching over $760 million annually, driven by strong consumer preference and a boom in consumption both in restaurants and at home.

MADRID — Despite a more than 30% drop in total fish consumption in Spain over the last decade, Norwegian salmon has achieved unprecedented growth. Demand for the product has driven an increase in export volume of nearly 17,000 tons in the past ten years, solidifying Spain's position as a key market.

The data proves it. In 2015, salmon exports from Norway to Spain reached approximately 65,000 tons, valued at around $266 million USD. By 2024, these figures skyrocketed to nearly 82,000 tons with a value of over $760 million USD, representing an increase of nearly 200%. According to Tore Holvik, Norwegian Seafood Council envoy in Spain, this is a "confirmation of the great popularity of Norwegian salmon."

Changing Consumer Habits Drive Demand

The growing popularity of salmon is occurring as the purchasing habits of Spaniards are changing. Despite a general decrease in seafood sales in supermarkets, fresh salmon is a notable exception. According to a report by the consultancy Worldpanel by Numerator, sales of fresh salmon at home increased by a spectacular 23.8% in volume in the first half of 2025, while those of other species like cod fell drastically.

Salmon is also gaining ground in the restaurant sector. A report by the analysis company Circana reveals that, despite a 1% drop in the total number of meals eaten out, seafood consumption in restaurants increased by 5.4% from 2023 to 2024. Salmon now accounts for nearly one in every ten fish dishes served, especially in Asian and traditional restaurants, and its popularity in sushi and poke bowls continues to grow.

Strategic Positioning and Market Future

The success of Norwegian salmon is due to its ability to adapt to new consumer priorities: price and convenience. Scanner data shows that Spaniards are more price-sensitive and seek dishes that are easier and quicker to prepare at home. Salmon, available in processed forms like sushi and fillets, aligns perfectly with this trend, unlike more expensive species.

Holvik believes the growth potential is even greater. "The sushi wave in Spain has just begun," he states. The country is also the largest consumer market for Norwegian farmed cod, with annual exports of around 1,850 tons, suggesting that the expansion opportunities for Norwegian marine products are promising in the coming years.

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