EU Seafood Consumption Falls 21% in a Decade as Price and Convenience Reshape Buying Habits

In a study published on August 28, 2026 by the European Observatory for the Blue Economy, the European Commission analysed changes in European seafood consumption habits. The study shows that apparent seafood consumption in the EU fell from 12.94 million tonnes in 2014 to 10.25 million tonnes in 2023, a decline of nearly 21%; per capita annual consumption dropped from 25.5 kg to 22.9 kg. These figures are estimates of apparent supply used to analyse changes in market structure, and the last statistical year in this comparison is 2023.

The study notes that freshness, species and culinary tradition remain important to European consumers when choosing seafood, but price, preparation time and the convenience of incorporating it into everyday meals are now influencing purchasing decisions alongside these factors. The study describes a market in which traditional habits coexist with growing preferences: consumers increasingly favour products that are easy to prepare, portioned in fixed quantities, and presented in formats suited to new ways of consuming.

This shift is taking place against a backdrop of contracting consumption and rising economic sensitivity. The study shows that households are consuming seafood less frequently while the share of out-of-home dining is rising, a trend particularly pronounced among younger people, who are less familiar with handling whole fish and place greater value on alternatives requiring less work in the kitchen. Whole fish remains attractive to consumers who know how to clean and cook it, while other buyers, especially younger generations, lean towards fillets, single portions or pre-prepared, ready-to-cook products. The time needed to turn fish into a meal is beginning to form part of its commercial value.

The study also notes that this phenomenon varies markedly across European countries. Culinary tradition still has a strong influence in Spain, France and Italy, while economic conditions, species availability and distribution systems shape other consumption patterns in central and northern Europe.

Price is another constraint. In an analysis published on May 4, 2026, the European Commission had already noted that the commercial changes that began during the pandemic have left a lasting impact on consumer preferences: frozen fish and canned products are favoured for their shelf life and convenience, a trend that continued after activity returned to normal; rising food prices have prompted many households to seek more economical alternatives or to extend the interval between purchases.

In June 2026, the European Market Observatory for Fisheries and Aquaculture Products (EUMOFA) reported that in May 2026 fish and crustacean prices rose 4.5% year on year, above the EU's overall inflation rate of 3.3% that month. Disposable income, prices and new preferences together shape demand: convenient formats can boost consumption, but their commercial acceptance still depends on the price buyers are willing to pay. Affordability and ease of preparation both act on seafood choices.

Over the longer term, the series compiled by the European Commission shows that the decline in consumption has not been uniform. Spain, France and Lithuania recorded declines during the period, while Italy, Poland, Romania and Slovakia saw growth. Portugal and Spain retain the EU's highest per capita consumption, reflecting the continued prominence of fish and crustaceans in the dietary traditions of both countries.

The study also cautions that supply conditions influence choices as well. Dependence on imports and commercial strategies aimed at ensuring stable supply concentrate part of consumption on widely distributed species such as salmon, tuna and shrimp. Consumers more easily find products that distribution channels can supply regularly, present uniformly and keep in stock year-round.

When purchasing preferences translate into product characteristics, changes in habits take on an industrial dimension. Fish products aimed at consumers seeking quick preparation and whole fish bought for traditional cooking require different presentation conditions. Cleaning, cutting, portioning, preservation and packaging occupy an important place in a commercial chain striving to meet different consumer needs; these processes are familiar to the processing industry, and their importance varies by market, species and target buyer group.