Sigmund Bjorgo, the head of the Norwegian Seafood Council’s (NSC) office in China, is predicting up to 10 percent growth in sales of Norwegian seafood in China in 2024.
Bjorgo spoke recently at a promotion event for Norwegian cod at an RT Mart supermarket in Shanghai, stressing, among other partnerships, the council’s collaboration with Qingdao, China-based seafood distributor Meichu Foods.
“We are cooperating and supporting Meichu and other brand owners on the marketing of Norwegian seafood,” Bjorgo told SeafoodSource. “In this case, it was Norwegian cod. We are increasingly focusing on the Norwegian mackerel as well, where we are supporting the industry’s activities.”
Bjorgo also said that while there is much gloom about faltering Chinese consumer sentiment, especially for luxury products, he is confident in the potential of China for Norwegian seafood sales.
“Even though the Chinese economy is slower than pre-Covid-19, the consumption of Norwegian seafood has rebounded and is still growing at an impressive pace,” he said. “In 2023, Chinese Atlantic salmon consumption grew 43 percent and passed pre-Covid volumes. This year, we expect an additional 8 percent to 10 percent growth. China is now the eight largest market for Atlantic salmon globally and was the world’s fastest growing market in 2023.”
With per capita consumption of salmon in China low at 0.08 kilograms, Bjorgo pointed out there is plenty of room for growth, presenting the NSC and Norwegian producers with a worthy gamble.
“With the growth of the Chinese middle class, we are very optimistic about the Chinese salmon market,” he said.
Meichu Foods, besides dabbling in Norwegian products, has also capitalized on other growing sectors of the Chinese seafood market, including the lucrative children’s food category. The company sells cubes of turbot packaged for young children, among other products.
