Grocers have a significant opportunity to convert seafood shoppers from a concentrated base of existing buyers. According to Circana research, a small share of U.S. consumers (10%) accounts for the bulk of seafood purchases (42%), creating untapped demand among meat eaters and younger shoppers who view fish as intimidating to cook.
The misconception that seafood is difficult to prepare is a key barrier. Yet existing seafood buyers report that fish is quick and easy to cook. To bridge this gap, Chris DuBois, senior vice president of Circana's Protein Practice, outlined three retail strategies to move customers into the seafood aisle.
Education and In-Store Signage. DuBois recommends visual tools like species comparison charts, short-form videos on sourcing and sustainability, and QR codes linking to recipes. Highlighting Alaska sourcing through sustainability badges and wild-caught labels resonates especially with shoppers concerned about environmental impact. Circana found that consumers concerned about sustainability are 73% more likely to be influenced by Alaska sourcing and 66% more likely to be influenced by the Alaska Seafood logo.
Ready-to-Eat and Prepared Formats. Sushi represents the fastest-growing entry point, with the category accounting for a $2.9 billion industry annually. Gen Z buys twice as much sushi as the average U.S. household. Beyond sushi, prepared sandwiches, entrées, nuggets, and canned or frozen seafood are growing by double digits and offer accessible alternatives to raw fillets.
Sustainability Appeal to Younger Shoppers. Among all seafood buyers, 59% say sustainability or certification matters; 57% are more likely to purchase Alaska-sourced seafood because they believe it is safer (74%), wild-caught (59%), and fresh (43%). Families with children place particular value on sustainability messaging. DuBois noted that salmon and cod serve as common entry points for new consumers.