The sea product market in Spain has shown resilience as sales this year surpassed pre-pandemic levels. Data released during the 22nd Aecoc Seafood Congress in Baiona indicate that the value of fish sales in the first quarter rose by 2.4% compared with the same period in 2020, just before lockdowns began. Spain’s seafood sector has strengthened its position in supermarkets, which now command a 56.4% market share, while private fishers hold 30.3% after previously controlling 31.9% in 2019. The shift away from traditional outlets appears linked to closures affecting smaller vendors and specialty shops.
The president of Aecoc, Ignacio González, highlighted the challenging backdrop for the fishing industry, noting that very high inflation is squeezing margins. He urged seafood companies to add value so they remain a meaningful part of family grocery baskets. In today’s climate, consumers are trimming non-essential items unless they deliver clear value, he said, underscoring the need to emphasize consumption experience, sustainability, and convenience to stay relevant.
Kantar Worldpanel analyst Joan Riera pointed out that the recent rise in fish consumption is expected to normalize over the next couple of years, given the unusual shifts caused by the health crisis. The category jumped 15.5% in 2020 due to restaurant closures and a surge in domestic buying, but closed 2021 with a 3.2% decline in turnover. Looking at pre-pandemic trends, salmon led growth among seafood categories, up 19.7%, followed by anchovy at 16.9% and hake at 5.4%, reflecting varying consumer preferences across product types when distributed through different channels.
The study presented by Kantar Worldpanel at the congress also notes that seafood now accounts for 11.3% of household food expenditures. Within that, fresh fish represents 8.2% of total spend and frozen products account for 3.1%.
Consumer habits analysis shows pleasure as the primary driver for seafood consumption. About 32.6% of shoppers choose fish as a preferred category ahead of other staples like meat or vegetables, while 26.1% value it for convenience. Midweek meals drive the majority of seafood usage, with 66.9% of consumption occurring during lunch or dinner on weekdays, making fish the second most-common food category in the Spanish daily diet after meat at 69.3%. These patterns offer rich implications for retailers and producers aiming to optimize assortment, pricing, and promotion.
The AECOC leadership also noted that geopolitical disruptions, such as the armed conflict and shipping strikes in Ukraine, disrupted 2022 plans that might have signaled recovery and optimism. Still, he emphasized the positive moment for fish, recognized as the world’s top-selling animal protein, with 2021 revenues reaching 155.8 billion euros. The industry is urged to listen to the informed consumer who values transparency and origin details, while also seeking clearer communication about how products are sourced. This double focus on value and provenance presents a clear challenge and opportunity for ongoing engagement with shoppers who want to understand what they buy and why it matters.