Fresh seafood is finding new occasions with Canadian consumers
Seafood is increasingly the answer to the familiar “What’s for dinner?” question.
“As consumers look for healthier meal options at home, fresh seafood is helping retailers win the basket by combining premium appeal with everyday meal versatility, led by strong demand for salmon and value-driven growth from species like tilapia,” says Carman Allison, VP of industry insights at NIQ Canada.
With seafood moving to centre plate, here’s a look at a few trends and opportunities for grocers.
Value on the menu
Consumers’ quest for value extends to the fresh seafood department. Data from NIQ shows volume declines over the last 52 weeks are concentrated in premium fresh species, including cod (-9%), haddock (-17%), trout (-8%), lobster (-13%) and oysters (-19%). Allison says this suggests consumers are pulling back on higher-priced fresh seafood options.
While salmon dominates the fresh seafood category, tilapia is the standout value performer, says Allison, noting that sales increased 5% and volume grew 8%, while prices declined. “At roughly 40% below the average fresh seafood price per kilogram, tilapia is attracting price-sensitive shoppers.”
A new report, Power of Seafood 2026, from FMI, The Food Industry Association, found that one of the biggest barriers to seafood purchases is the perception that seafood is a luxury item and often expensive. “Food retailers need to educate shoppers on the affordability of seafood by sharing recipes and meals that meet the whole household’s needs at a value price,” says David Haaf, vice-president of fresh foods at FMI. He also recommends promoting seafood by portion or piece rather than price per pound, which can create sticker shock.
Allison recommends grocers lean into value messaging and assortment. “Expand merchandising and promotions around tilapia, basa, pollock and other lower-priced species that are delivering volume growth, helping shoppers trade within fresh seafood rather than out of the category,” he says.
Easy does it
Many consumers lack confidence when it comes to cooking and preparing seafood—another barrier to purchases. Circana research commissioned by the Alaska Seafood Marketing Institute (ASMI) shows that preparation support can help drive consumption. One-quarter (25%) of consumers said recipe ideas and suggestions would encourage them to eat seafood more often, while 23% pointed to preparation instructions. “For retailers, that creates an opportunity to make [fresh seafood] feel simple and achievable through straightforward cooking guidance, quick recipes and approachable meal inspiration that help shoppers confidently bring seafood into their regular weeknight routine,” says Megan Rider, senior director of marketing and strategy at ASMI.
Value-added products also help ease the intimidation factor in the kitchen. “Seasoned, marinated, portioned and ready-to-cook products create substantial opportunities by combining freshness with an exceptionally high level of convenience,” says Michael Cheaib, general manager at Lagoon Seafood. “Offering a wider variety of options gives consumers more occasions for fish and seafood throughout their week, which makes the entire category more accessible and opens up the seafood counter to more Canadians.”
READ: Ottawa' seafood tariffs risked the 'start down an unfortunate road,' industry warned
Know the source
Sustainability continues to shape seafood choices. According to a new report from the Marine Stewardship Council (MSC), 44% of Canadian seafood consumers say they’re committed to buying seafood they believe is more sustainable, and 28% say they have already done so.
“When sustainable seafood and sourcing is communicated knowledgeably, transparently and credibly, highlighting sustainable offerings at the seafood counter truly is an opportunity for retailers to increase trust, build loyalty and ultimately build their business,” says Céline Rouzaud, senior marketing and communications manager, Canada, at the MSC.
FMI’s study found that 68% of seafood shoppers say at least one aspect of sustainability is very important in their seafood choice. “Sustainable seafood can mean different things to shoppers, but when taken collectively, sustainability remains important to overall seafood purchases,” says Haaf. “I would encourage food retailers to use signage and product descriptions online to convey sustainable seafood aspects to shoppers.”
This article was first published in Canadian Grocer’s September/October 2026 issue.
