CONSUMERS EATING OUT LESS CREATES OPPORTUNITY FOR SCOTTISH SEAFOOD

Consumers eating out less creates opportunity for Scottish seafood. Latest insight from Scotland Food & Drink’s The Knowledge Bank reports an opportunity to position Scottish seafood as a restaurant-quality meal at home

Changing consumer habits are creating fresh opportunities for Scottish seafood businesses, according to a new seafood category report from The Knowledge Bank, Scotland Food & Drink’s insight hub that helps identify and develop market opportunities through research, insight and market data.

The report highlights how consumers are increasingly conserving budgets and cutting back on eating out while continuing to look for value from their grocery shop. As households become more selective about where they spend their money, Scottish seafood’s reputation for quality, provenance, health and sustainability creates an opportunity for businesses to position premium seafood as an affordable alternative to eating out.

While Scottish seafood enjoys a strong reputation for quality and provenance, the report also identifies untapped potential in the domestic market. Scotland currently accounts for 7.3% of UK seafood sales, below its 8.2% share of the UK population, suggesting there is room to increase seafood consumption closer to home.

Carol Saunders, Head of Insight at The Knowledge Bank, said:

“Our role is to help Scotland’s food and drink businesses understand how consumer behaviour is changing and where the opportunities lie. While consumers are eating out less often, that doesn’t mean they’re no longer looking for quality food. It creates an opportunity for seafood businesses to demonstrate the value of premium Scottish seafood as a high-quality meal that can be enjoyed at home.

Scottish seafood already has strong credentials around quality, provenance, health and sustainability. Businesses that make those benefits easy to understand, while offering convenient and innovative products, will be well placed to respond to changing consumer behaviour.”

Around 58% of Scots say they are eating out less often, while 66% are concerned about rising prices. At the same time, fish price inflation has remained relatively modest compared with many meat categories, helping seafood remain an attractive option for consumers looking to enjoy restaurant-quality meals at home.

The category is already showing some positive signs. Fresh fish continues to drive market growth, led by salmon and prawns, supported by promotional activity and increased consumer demand for premium products. Smoked salmon is also performing strongly. Scottish provenance remains a key point of difference, with consumers willing to pay more for seafood produced in Scotland.

Building on this momentum, the report highlights several ways businesses can respond to changing consumer habits. Developing convenient, value-added products, including ready-to-cook, air fryer-friendly and boneless formats, can help make the already high-quality Scottish seafood more accessible to busy households and younger consumers.

Continuing to invest in Scottish provenance, sustainability and health messaging can further strengthen the category’s appeal, while encouraging shoppers to explore a wider range of species presents an opportunity to increase purchase frequency and broaden seafood consumption.

The seafood category report is one of a series of category reports produced by The Knowledge Bank, helping Scotland’s food and drink businesses identify commercial opportunities through consumer, retail and market insight. For more information about The Knowledge Bank reports, visit https://theknowledgebank.scot/

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