Press release -
Norwegian Cold-Water Prawns: A Sustainable and Convenient Choice for UK Consumers
Norwegian cold-water prawns are well-placed to strengthen their market position in the UK. Backed by sustainability credentials, premium quality, and unmatched convenience, they represent a strong opportunity for UK retailers, hospitality operators, and caterers.
As UK consumers continue to seek sustainable, high-quality seafood, Norwegian cold-water prawns present a significant growth opportunity. With demand rising and Norway’s prawn stocks thriving, the country is well-positioned to boost supply. At the Norway-UK Seafood Summit, hosted by the Norwegian Seafood Council (NSC) last month, industry experts explored the expanding role of Norwegian prawns in the UK, citing sustainability, health benefits, and convenience as key factors driving this trend.
A Long-Standing UK Favourite, Now Ready for Growth
Norway is home to one of the world’s largest cold-water prawn stocks, thriving in the ice-cold Barents Sea; an environment that produces exceptionally sweet, flavourful prawns. Since introducing cooked and peeled prawns to British consumers in the 1980s, Norway has been a proud supplier to the market, with prawns remaining a staple in UK diets today.
According to NSC, 31 percent of UK consumers eat prawns at least once a week, underscoring their enduring popularity.
Retail Leading the Charge
At the 2025 edition of the Norway-UK Seafood Summit, held at Fishmonger’s Hall in London, a session dedicated to the UK prawn market featured contributions from Synne Guldbrandsen, Marketing Manager at the Norwegian Fishermen’s Sales Organisation; Nicola Hunter, Head of Seafood Buying and Strategic Sourcing at Hilton Foods Seachill, and Josefine Voraa, Seafood Analyst with the Norwegian Seafood Council.
New insights from this year’s Norway-UK Seafood Summit reveal that around 80 percent of cold-water prawn sales come from the retail sector. With inflation easing and shoppers gravitating toward premium, high-protein foods, UK supermarkets are expanding their offerings to align with evolving consumer needs.
Discussing the supply outlook, consumer trends shaping the UK market, and future opportunities, it was highlighted that Norwegian cold-water prawns tick all the boxes: Versatile, convenient, and naturally high in protein. This represents a potential among young consumers looking for a quick, high-protein option. Cold-water prawns are ready to go, with nothing added, catering to their need for on-the-go healthy snacking.
Sustainability: A Key Selling Point
The Barents Sea cold-water prawn fishery is managed by strict regulations and bycatch-reducing technology. As sustainability remains a priority for consumers, particularly those willing to pay a premium for responsibly sourced seafood, Norwegian prawns provide UK retailers and hospitality operators with a credible, premium offering that aligns with consumer expectations.
A Competitive Edge for 2025 and Beyond
Norway and the UK have a strong partnership in the cold-water prawn trade, with the UK being Norway’s largest market for cooked and peeled prawns.
Josefine Voraa, Seafood Analyst with the Norwegian Seafood Council specializing in shellfish and prawns, stating: “This solid foundation supports future growth, especially as consumer trends shift towards sustainable and high-quality seafood. The demand for responsibly sourced prawns offers significant opportunities to expand market share and introduce innovative products.”
Norwegian prawns are well placed to strengthen their market position in the UK. Backed by sustainability credentials, high quality, and unmatched convenience, Norwegian cold-water prawns offer UK retailers and consumers a seafood choice that ticks every box.
Want to experience the premium taste and versatility of Norwegian cold-water prawns for yourself?
Join Seafood from Norway live at HRC on the 18th of March, where a special seafood breakfast featuring Norwegian cold-water prawns will be served. Plus, don’t miss the chef demos, where experts will showcase modern twists on comforting classics using this delicious seafood.
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The Norwegian Seafood Council works with the Norwegian fisheries and aquaculture industries to develop markets for Norwegian seafood through local market intelligence, market development and reputational risk management. The Seafood Council is headquartered in Tromsø and maintains local representatives in thirteen of Norway's most important international markets. The Norwegian seafood industry finances the activities of the Norwegian Seafood Council via a tariff on all Norwegian seafood exports. The Norwegian Seafood Council is a public company owned by the Ministry of Trade, Industry and Fisheries.
