Norwegian Salmon’s Unstoppable Growth in Italy – Even Amid a Pandemic
Amid global turmoil, the rise of Norwegian Salmon in Italy is nothing short of phenomenal. According to the most recent data released by the Norwegian Seafood Council, the appetite for this pink-fleshed delicacy has not only survived the pandemic—it’s thrived. As the official authority responsible for promoting Norwegian seafood around the world, the NSFC’s statistics are a window into this delicious revolution.
While many products and sectors saw consumption drop during 2020, Salmon bucked the trend. Demand didn’t just remain steady; it soared, marking new growth records in an otherwise challenging year. What’s behind this surge? For starters, **salmon** was the single most popular seafood item ordered as takeaway in Italy in 2020, capturing nearly 40% of the market share. Meanwhile, **sushi** continued its meteoric rise as Italy’s preferred ethnic cuisine, posting an astonishing 68% increase in sales between March 2020 and April 2021.
Groundbreaking research from GFK on Italian consumer habits during and after COVID-19 shows this trend is part of a broader shift. Italians have redirected spending toward high-quality, healthy foods for home consumption, with **Norwegian Salmon** at the forefront. More than ever before, shoppers are seeking out sustainable, organic, and specialty diet foods—salmon being a particular favorite, with over 90% market penetration for organic varieties as of March 2021.
Curious whether Italy produces its own salmon? The answer is yes! For a closer look at Italy’s homegrown smoked salmon scene, check out our article "Italian Smoked Salmon Making Waves for Smoked Fish Lovers".
Italy’s Love Affair with Salmon – More Than Just a Trend
The Italian passion for salmon runs deep. Recent market data from 2020 and 2021 confirm that Italians are truly enamored with this vibrant fish. Not only is the frequency of salmon purchases remarkable, at 10.6%, but Italians are also spending 11% more per purchase compared to other seafood. In fact, a staggering 71.6% of all fish bought in Italy is salmon, a testament to its status as the country’s undisputed favorite.
Leading the pack in salmon purchases is **smoked salmon**, followed closely by fresh salmon fillets and, lastly, frozen salmon. The Horeca sector (restaurant and catering industry) echoes this trend, highlighting Italians’ unwavering loyalty to salmon in all its forms—even when dining out was limited.
Despite strict pandemic lockdowns reducing dining out, seafood consumption in Italy actually grew by 19.1%. This surge is closely linked to the explosion of Japanese cuisine in Italy, with **sushi** and **sashimi** now ranking as the nation’s top ethnic foods. Over half (51%) of Italians prefer their sushi with salmon, making it the shining star of Japanese-inspired dining in the country (Source: Nielsen "Salmon and Sushi overview 2021").
As pandemic restrictions ease, Italians are returning to their favorite **osterie** and **trattorie**, eager to rediscover both traditional and global flavors. For a deeper dive into how Italian dining habits are evolving, read our feature "Modified Italian Cooking that Makes Italians 'Mad at Food'".
According to Trym Eidem Gundersen, director of the NSFC in Italy, the growth in salmon sales—especially in the early months of 2021—demonstrates that salmon is now a cornerstone of the Italian quest for healthy, light, and authentic cuisine. This is a trend that shows no signs of slowing.
Norway’s Pink Gold: The Story Behind the World’s Salmon Sensation
It’s been just over 50 years since Norway first pioneered successful salmon farming in the pristine fjords near Trondheim. Today, **Norwegian Salmon** is not only the world’s most consumed fish, it’s a symbol of culinary innovation and sustainability.
Why do we love Norwegian Salmon so much? Its incredible versatility, rich flavor, and powerhouse nutrient profile have made it a go-to ingredient far beyond sushi bars. From the wildly popular **poke bowls**—Hawaii’s vibrant mix of rice, salmon, vegetables, and dressings—to classic grilled fillets, this fish adapts to every cuisine and occasion.
The modern salmon boom began with a visionary partnership: the **Grøntvedt brothers** in 1970, whose pioneering work set the stage for Norway’s aquaculture revolution. The subsequent collaboration between Norway and Japan, known as "Project Japan," made raw salmon a staple in Japanese cuisine and cemented Norway’s role as the global salmon supplier.
According to the Food and Agriculture Organization (FAO), Norway is responsible for more than half of the world’s Atlantic salmon production, exporting to over 100 countries and shipping more than 1 million tons in 2019 alone. That’s the equivalent of 14 million salmon servings every single day.
Learn how to make the most of this luxury ingredient with our curated collection of Chef-inspired salmon recipes.
This remarkable industry success is often called the "Norwegian Model", a unique approach blending government, research, and industry collaboration to meet the highest standards of quality and sustainability. This model is especially relevant as global consumers demand more transparency and responsibility from their food sources.
However, the global salmon industry also faces controversy. Issues such as the use of African fish stocks for salmon feed and sourcing of soybeans from deforested Brazilian land have sparked debate. Norway is responding by ensuring its feed is sourced from certified, improvement-focused fisheries and from non-deforested land, while also investing in new feed solutions like algae and insect protein to reduce environmental impact.
Pair your next salmon dish with the perfect Italian white wine—discover our sommelier recommendations here for the ultimate gourmet experience.
Expert Insights: A Conversation with Valentina Tepedino
Meet Valentina Tepedino, a leading Italian veterinarian specializing in seafood and the editor of Eurofishmarket. As the national contact for SIMeVeP and a longtime collaborator with the NSFC, Valentina brings a wealth of expertise from both medical and scientific perspectives. Her frequent travels to Norway give her firsthand insight into the “Norwegian Model” of sustainable salmon production.
Why do Italians adore salmon?
(Tepedino): Salmon’s global appeal comes from its outstanding taste, health benefits—especially high Omega-3s—and its ease of preparation. But Norway’s commitment to research and innovation is what truly sets its salmon apart. By comparison, Italy is a world leader in trout farming, yet trout has never achieved the acclaim or consumer demand that salmon enjoys.
Is Norwegian aquaculture really at the cutting edge of sustainability?
(Tepedino): Over 15 years of visiting Norway, I’ve witnessed continuous technological innovation, from self-cleaning nets to underwater surveillance systems monitored around the clock. Norway is the only European country with a dedicated Ministry of Fisheries, ensuring robust public-private collaboration. Salmon are raised in tanks with an optimal 97.5% water to 2.5% fish ratio, ensuring their health and welfare.
Research is ongoing to further enhance sustainability, including incorporating algae and insect proteins into salmon diets without sacrificing Omega-3 content. Remarkably, Norway has eliminated the use of antibiotics in farmed salmon, relying instead on effective vaccination. This has earned them EU approval to serve their salmon raw, making it perfectly safe for dishes like sushi and sashimi.
The appealing pink hue Italians adore comes from astaxanthin, a safe, synthetic antioxidant that replaces shrimp in the salmon’s diet, strengthening the fish’s immune system and providing a valuable source of vitamin A for consumers.
Does the industry really need to color salmon flesh, even with safe solutions? Perhaps the real challenge is educating consumers about what truly makes salmon so special.
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