November 27, 2025 – Seafood has become a regular part of eating habits in the US. Retail value is moving up and so is retail volume. This suggests real consumption growth even though prices are rising. The proportion of US consumer who are eating more fish and seafood is greater than the proportion of those eating less, according to consumer trends research by Innova Market Insights. Also, seafood market trends show that growing percentages of US consumers are preparing fish and seafood at home. This shows that while they might be cutting back on fish and seafood in restaurants, US consumers are eating more fish and seafood at home.
US Fish and Seafood Market Has Room to Grow
Frequency of US fish and seafood consumption is lower than consumption of chicken and beef. Consumer trends research show that US consumers are hesitant about fish and seafood because it can be bland or complex to prepare. Innovation in the US fish and seafood market includes ways to overcome these barriers, including easier preparation methods, use of bold flavors, and ethical sourcing to make fish and seafood convenient and feel-good.
Factors to Balance in US Fish and Seafood
Several factors need to be balanced in the US fish and seafood market. One is regional differences in fish and seafood within the US. Another is the range of fish and seafood options in private label versus branded. Flavor and taste are essential. The relationship between fish and seafood and health must be considered. Also, seafood trends reveal that sustainability aspects of the US fish and seafood market affect the impression US consumers have of fish and seafood. At the end of the day, the industry goal is to make fish and seafood an everyday protein that competes with chicken and beef.
Price is an Important Consideration
The US fish and seafood market is filled with options at a range of prices. Still, US consumers may consider fish and seafood to be expensive. The perceived high price of fish and seafood is a contributor to consumer attrition.
Sustainability as a Driver of Consumption
Seafood trends indicate that sustainability is a priority in the US fish and seafood industry. Despite the buzzworthy aspect of sustainability, it usually does not motivate the US consumer to purchase an item. A very small percentage of US consumers say that environmental claims affect their purchases. Sustainability can build consumer loyalty and help boost a brand’s reputation but it won’t necessarily sell fish and seafood. This is the sign of a big gap between what the industry views as important and consumer motivations to purchase fish and seafood.
Practical and Affordable Options May Attract US Consumers
To win over the US consumer, fish and seafood have to be affordable proteins that can be included across dayparts. Right now, fish and seafood are planned, entrée-specific parts of the meal. The problem with this is that use of fish and seafood will be limited to once a week or so.
Another important aspect is convenience. Brands need to show US consumers how fish and seafood can be eaten as often as chicken and beef. Fish and seafood need to be easy to use, priced attractively, and marketed with recipe ideas for preparation. Otherwise, it’s unlikely that US fish and seafood consumption will go up.
Looking at fish formats, portable products and ready-to-eat fish and seafood are doing better than fish fillets with US consumers. For growth, brands may need to consider expanded formats such as snacks, sandwiches, and items that are lunchbox-friendly.
Innovation and Excitement in US Fish and Seafood
Innova Market Insights tracking of new product launches in the US fish and seafood market does not show a lot of excitement and innovation. Private label has a larger share but launches are not very exciting. Global players lead in US fish and seafood launches.
What Could Be Next for Fish and Seafood?
Innova has a number of predictions based on its tracking of US consumers and fish and seafood innovation. Fish and seafood could overtake poultry as the leading healthy protein in the eyes of the consumers, reflecting current seafood market trends. Angles to explore to build on the reputation for leanness include content of omega-3s, protein quality, brain health benefits, and heart health benefits. Cultivated fish and seafood grown in laboratories could become more accessible. Cultivated tuna and salmon that are niche items in niche restaurants may transition into grocery. This type of innovation can chance consumer perception of freshness. Fish and seafood snack items can help normalize this category as a viable protein alternative. Convenient snack items such as fish and seafood jerky, shelf-stable bites, and crisps can compete with high protein meat snacks positioned to be enjoyed on the go. Frozen fish and seafood will build a high-quality reputation. Industry advances in flash freezing and fish and seafood processing can elevate the quality and dependability of frozen so that it becomes the go-to format. Sustainability measures in the future may include carbon scoring and other sustainability measures listed on packaging so that information is as easy to find as nutrition information.
This article is based on Innova’s Fish and Seafood in the US report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more.