Almost half of consumers say the cost of seafood stops them from eating it more often.
According to the Norwegian Seafood Council (NSC), this price pressure sparks interest in cheaper whitefish such as saithe.
In the UK, cod consumption at home has dropped by 18%, says market analyst Kantar. Inflation bites hard, with food prices rising twice as fast as other goods, according to Consumption Research Norway (SIFO).
For many, saithe is becoming a smart swap — it is versatile, affordable, and rich in protein.
Protein Power and Young Tastes
Younger consumers, especially Gen Z, put protein high on their shopping list. McKinsey reports that they prefer healthy, low-calorie, high-quality foods.
Compared with cod and Alaska pollock, saithe offers more protein per serving — 18.3 grams per 100 grams of raw fish. It also delivers essential nutrients with only 85 kcal.
This makes saithe a good fit for people who want health, taste, and value in one package.
Sustainability Wins Support
Saithe comes from healthy Barents Sea stocks and enjoys generous quotas. It is now the most-caught whitefish in Norwegian waters.
Almost 85% of consumers say they notice the impact of climate change, and nearly half buy more sustainable products as a result.
Bjørn-Erik Stabell, NSC’s head of strategy and sustainability, says choosing saithe supports sustainable fishing. Norway’s “Norwegian model” for fisheries management sets quotas based on scientific research and ensures strict control of catches. This keeps fish populations healthy for the future.
A Future for Alternative Fish
Saithe catches often remain below quota, so the stock stays strong. NSC’s trends report highlights the potential of underused species.
Analyst Lars Moksness says saithe is already loved for its taste and versatility. With shifting habits and tighter cod quotas, it could play a bigger role on dinner tables worldwide.