Photo: Chen Xia/GT

As China's consumption upgrade has made it one of the fastest-growing markets for high-quality seafood imports, Norway is hoping to further tap the consumption potential of the Chinese market through a series of promotional activities.

At a promotional event organized by the Norwegian Consulate General in Shanghai and the Norwegian Seafood Council (NSC) on Friday, the NSC announced a one-month integrated marketing campaign for Norwegian Arctic cod. In the coming month, consumers will be able to experience tastings and cooking demos at some supermarkets across nine cities to learn more.

Statistics from the NSC showed that Chinese consumers are becoming increasingly receptive of Norwegian seafood, and even the epidemic outbreaks last year didn't dampen that consumption enthusiasm. In 2022, Norwegian seafood exports to China exceeded 180,000 tons, up 8 percent year-on-year. The value of seafood exports exceeded 7.25 billion Norwegian kroner ($714 million), up 45 percent year-on-year. China became the eighth-largest market for Norwegian seafood exports in 2022.

In 2022, Norwegian Arctic cod exports to China increased 27 percent year-on-year in terms of volume and surged 83 percent in terms of value.

"Due to the impact of the COVID-19 pandemic, there is a growing awareness of health and nutrition among Chinese consumers. Also, the trend of home cooking has been increasing," said Andreas Thorud, NSC director for the Chinese Mainland and Hong Kong. "All these factors have made Norwegian seafood a good choice for Chinese consumers."

The China Imported Seafood Consumption Behavior Report 2022 issued by the NSC reveals that Chinese consumers' main criteria for imported seafood include its texture and taste, nutritional value, safety and quality. In addition, the origin is also an important criterion and Norway is a preferred and trusted origin for seafood.

It is not just Norway that hopes to further tap the market in China. Other seafood exporting countries, such as Canada, New Zealand, Chile, and Argentina, have also been actively working with Chinese online and offline companies to explore the domestic market.

"From a macro level, with the rapid increase in China's per capita disposable income over the years, China has become recognized as a market with huge potential for high-quality seafood consumption," Liu Yi, an industry expert, told the Global Times on Friday. "And the rapid rebound of the Chinese economy this year is expected to further fuel the growth of seafood imports."

At a micro level, the related industries, such as the fresh food cold chain network and e-commerce platforms are well prepared for imported seafood, but this may also mean that market competition could be fierce in the future, Liu noted.

Global Times