NORWEGIAN COLD-WATER PRAWNS: A SUSTAINABLE AND CONVENIENT CHOICE FOR UK CONSUMERS

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 specialising 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.