August 3, 2026 – Consumers around the world value fish and fish ingredients as an integral part of a healthy diet. Despite this image, launches have been leveling off in recent years. In Asia, fish ingredients remain a traditional staple, but in the west, brands will need to address consumers who are less adventurous in the seafood category. Health, protein, and flavor will play an instrumental role in this process, leveraging the versatility of fish and fish ingredients for applications that global consumers are searching for. Innova’s Fish & Seafood Ingredients – Global report delves into these preferences and the major trends driving the global fish and seafood ingredients market.
Why Do Consumers Value Fish and Fish Ingredients in Food and Beverage?
Globally, consumers consider seafood a core staple in their diets, and 78% of consumers say they have purchased and eaten fish and seafood products in the last year. In general, fish is a source of healthy protein, coming in second only to eggs in consumer preference. Despite being popular across all ages, younger generations of consumers are incorporating protein into their diets with more variety, using modern protein formats like shakes and bars compared to natural sources. This is where the opportunity sits for brands to promote fish and seafood as sources younger generations should turn to. Consumers also recognize fish for a wide range of other health benefits, including healthy aging, memory, and heart health.
Which Markets and Fish Ingredient Varieties are Thriving?
Asian consumers are the most committed to fish and seafood ingredients, with nearly 1 in 4 saying they consume it multiple times a week. Asia also represents a majority of global launches with these ingredients. Unspecific or generic fish ingredients are the most widely featured on product labels, but when it comes to more specific varieties tracked in new product development, shrimp is on top. Bonito and anchovy are other prominent ingredients in new product development, thanks to their role in seasonings and delivery of umami flavors.
How is Consumer Engagement with Fish and Fish Ingredients Evolving?
Ready meals, snacks, and cooking sauces lead the way in new product development featuring fish and seafood ingredients. Together, they account for almost 3 in 4 launches across all categories. Sports nutrition is a growing niche, boosted by fish collagen peptides as active ingredients. Dairy is also performing well, due to the incorporation of fish collagen for health and the use of fish ingredients for alternative flavor profiles in processed cheese.
Which Positionings Should Brands Leverage to Appeal to a Wide Consumer Base?
Health, protein, and flavor are the top positionings that brands should look to feature more prominently. Fish and fish ingredients are versatile, demonstrating multiple applications across food and beverages. Although beef collagen is still used in more than six times as many new products as fish collagen, the latter is linked to skin health and is a more popular ingredient for beauty-driven products. Thus, brands should tap into the wider collagen trend. Functional beverages are an important target for this ingredient, leveraging skin benefits and contributing to a natural, sustainable image. Strong growth can be seen in areas like sports powders, milk, drinks, and even coffee, signaling the white space for brands to innovate.
For everyday protein, fish and fish products in more natural forms have grown over the last five years. Fish ingredients can also be added to everyday savory foods as both a delivery source of protein and to act as an enhancement for other proteins. Many fish sauces and extracts are also used as important additions to savory foods, enhancing umami and salty flavors. As consumer snack choices continue to diversify, this highlights the role versatility will play in paving the way for fish ingredients in diverse categories, from table sauces to savory biscuits.
What’s Next for Fish and Fish Ingredient Innovation?
Looking to the future of fish and fish ingredient products, brands who keep health messaging and benefits in mind will succeed. Health is one of the most important aspects of fish and seafood for consumers globally, yet a small percentage of products with these ingredients promote this. Claims relating to omega-3, for instance, can be added more widely, especially to fish-based snacks or meals. Fish and seafood are also a popular source of protein that can be more strongly emphasized, with opportunities lying in promoting high-protein content. Additionally, collagen is on trend in the global functional food and beverage space, benefitting areas from skin to bone and joint health. Greater emphasis on fish collagen ingredients, over other versions, should also be taken into consideration.
This article is based on Innova’s Fish & Seafood Ingredients – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to learn more.