Buoyed by new consumption trends, high-quality seafood from Norway swims well in China market

With the increase in residential incomes and the accelerated consumption upgrade in China, the Norwegian Seafood Council said it is upbeat about China's seafood consumption market and will further develop its business in the country, said its senior executive.

Andreas Thorud, director of NSC China, said: "China is one of the largest seafood and aquacultural markets in terms of both production and supply. It is the most dynamic and exciting growth market for seafood, and its demand for imported seafood will continue to grow."

NSC said that between January and September, Norway's seafood exports to China reached $535 million, up 46 percent on a yearly basis.

"We have witnessed the increase of seafood consumption in China due to a new trend in home cooking and the growing awareness of health and nutrition. We are glad to see that there is increasing demand for healthy and nutritious seafood, and what is more exciting is that apart from Norwegian salmon, which is already popular among Chinese consumers, people also favor other seafood choices, such as mackerel and Arctic cod."

According to a recent report by NSC, consumers' main criteria for imported seafood include its texture and taste, high nutritional value as well as high quality. Origin is also an important criterion, and Norway is the most preferred origin of seafood for many.

With the boom in the stay-at-home economy, around 54 percent of interviewees shop online for imported seafood, and they tend to use well-established platforms, the report said.

Bo Wenxi, chief economist at marketing firm Interpublic Group China, said: "People are paying better attention to what they eat amid the COVID-19 pandemic. They tend to pursue foods of higher quality."

Chen Jia, an independent researcher of international strategy, said: "Amid the COVID-19, China's fresh food cold chain has greatly developed. The mature fresh food cold chain network and people's rising demand for a high-quality life led to the explosive growth in seafood imports from Norway."