Japanese sushi, particularly raw salmon, remains a dominant favourite among UK consumers, with rising popularity notably among Generation Z. This cohort’s preference for high-protein, nutritious meals with responsible sourcing credentials has fuelled demand for Norwegian salmon, which is renowned for its superior taste, freshness, and sustainable fisheries management exploiting the cold, pristine waters of the Barents Sea. The Norwegian Seafood Council (NSC) reports that half of UK consumers eat salmon at least weekly, with more than half doing so to support a healthy diet. Norwegian salmon’s nutritional profile—including omega-3 fatty acids, high-quality protein, vitamins, and minerals—continues to drive interest and market opportunities in the UK.

Bjørn-Erik Stabell, UK director at the Norwegian Seafood Council, emphasises the salmon’s year-round availability and versatility, making it suitable for both raw and cooked dishes. Norway’s significant market share, estimated at nearly 50% of the global salmon market, coupled with strong consumer trust in Norwegian quality, has reinforced the fish’s status as the go-to sushi topping.

The UK sushi market is experiencing rapid growth and innovation across multiple sectors. Retail data highlights this trend: Tesco’s 2023 introduction of sushi into its £5 meal deal led to a remarkable 90% increase in sushi sales, pushing the retailer to sell around 21 million sushi packs annually. Sushi sales overall have climbed by over £31 million and 1,480 tonnes in volume over the past two years, overtaking traditional sandwich options in meal deals and becoming a staple for daily consumption. The food-to-go segment sees sushi as the fifth fastest-growing food category, expanding 5.6% in volume year-on-year, while the UK’s Japanese restaurant scene thrives with over 2,800 establishments and a market estimated at £1.6 billion.

Alongside sushi, the Hawaiian poké bowl trend is surging, with raw, diced salmon or tuna combined with rice, vegetables, and sauce, offering health-conscious, protein-rich meals with build-your-own customisation popular in on-the-go formats. Deliveroo data names build-your-own poké bowls the top trending food-to-go item in 2023. Stabell notes that Norwegian salmon’s freshness and quality perfectly align with this trend, alongside complementary offerings like cold-water prawns and farmed cod to expand the category.

Norway’s historical role in popularising salmon sushi globally remains foundational. The so-called Project Japan in the 1980s saw Norwegian exporters introduce their raw salmon to Japanese markets through persistent relationship-building and promotion, initially leveraging embassy events and collaborations with importers and restaurants. This effort transformed consumption patterns, with Norway growing exports to Japan from a mere two tonnes in 1980 to over 45,000 tonnes annually two decades later. Today, roughly 30% of Norwegian salmon is consumed raw in sushi worldwide, cementing the fish’s global sushi significance. Norway’s dedication to responsible sourcing continues to underpin confidence in the salmon’s sustainability and quality.

The UK remains one of the top three importers of Norwegian salmon, alongside France and Poland. The country’s sushi market is now valued at nearly £39 million, with a growing base not only among younger consumers but also office workers aged 30 to 45, who seek quick, healthy meal options. Norway exports approximately 1.1 million tonnes of salmon annually, with the UK purchasing roughly 4% of this volume. Norwegian salmon is prized for its distinctive deep colour, velvety texture, and low contaminant levels.

Recent trade figures underscore the UK’s expanding appetite for Norwegian seafood. In August 2024, UK imports of Norwegian salmon rose by 9% in volume and 24% in value compared to the prior year, reflecting sustained demand growth alongside Norway’s expanding global market reach, which covers 113 countries and accounts for about 53% of the global salmon trade.

In summary, Norwegian salmon’s blend of quality, nutritional benefits, and sustainable production, along with its historic and evolving role in sushi and related formats like poké, position it strongly within the UK’s fast-growing sushi market. Supported by major retail successes, robust import growth, and evolving consumer trends across generations, Norwegian salmon continues to be the preferred choice for raw fish lovers seeking both taste and ethical sourcing credentials.