PRAWNS IN THE UK MARKET REPORT 2026

Prawns in the UK Market Report 2026, unveiled at the Norway–UK Seafood Summit, positions cold-water prawns as one of the most compelling growth opportunities in UK foodservice. While prawns already account for 9.4% of all seafood servings in the out-of-home (OOH) market—almost 100 million servings in 2024—the report argues that operators are only beginning to unlock their full commercial potential.

The UK remains the world’s leading market for cooked and peeled cold-water prawns, with 98 million servings sold in 2024 at an average price of £9.50. Volumes grew by 19% last year, and prawns were the only seafood species among the top three OOH categories to record continued volume growth (+7.6%). According to Bjørn-Erik Stabell, UK Director for the Norwegian Seafood Council (NSC), the category is perfectly aligned with the needs of modern operators:

“Cold-water prawns from Norway are perfectly aligned with what UK foodservice needs right now. They are easy to adapt with globally inspired flavours and offer consistency, quality and kitchen efficiency.”

Flavour innovation emerges as a central growth driver. Cold-water prawns provide a versatile base for globally inspired cuisines currently shaping UK menus, including Southern US, Turkish, Greek, Argentinian, Asian and Indian street food influences. Operators are actively exploring infused and pre-marinated formats to meet consumer demand for bold tastes while easing pressure on kitchen labour. An executive chef at an independent QSR noted:

“Where we see the biggest opportunity is in prawn flavour, especially Asian and fusion options such as chilli and lime, or soy, ginger and honey.” Meanwhile, a head of people at a large QSR highlighted experimentation with infused concepts, adding: “Our innovation team is looking at infused flavours – gin, lemon and lime – which we see becoming a big trend in 2026.”

Operational efficiency is equally important. Pre-peeled, portion-controlled and pre-marinated prawns streamline preparation and reduce labour intensity in high-volume kitchens. As one head of operations at a medium-sized QSR explained, “Pre-marinated prawns that streamline dish prep and reduce labour are very attractive.” This balance of culinary creativity and convenience positions cold-water prawns as both innovative and practical.

The report also underscores significant value growth potential. With an average selling price of £9.50 per portion and nearly 100 million servings annually, prawns are already a premium ingredient. However, the next phase lies in smarter targeting and premiumisation. Bjørn-Erik Stabell emphasised this shift:

“The UK prawn market is already strong – but the real opportunity now is value growth. Norwegian cold-water prawns offer operators a premium ingredient that is proven, profitable and adaptable. The next stage is smarter targeting – from food-to-go and street food to globally inspired formats – where cold-water prawns can drive differentiation, margin and sustainable growth.”

Although quick-service restaurants currently dominate prawn sales, full-service restaurants and pubs present untapped headroom. Restaurant operators report strong consumer demand. A restaurant manager at a small full-service site stated:

“Prawn dishes are highly popular amongst consumers, selling around 200 dishes each day. The top prawn-based dishes include skewers, baguettes and pasta, with the latter leading the way.” Chefs also highlight functional advantages: “Cold-water prawns are more versatile than warm-water prawns — their meat holds up better to heat and soaks up flavours more effectively.”

Demographically, cold-water prawns demonstrate rare cross-generational appeal. They over-index among both 18–24-year-olds and 50–64-year-olds, with 74% of servings purchased by more affluent consumers. This positions prawns as what Stabell describes as an “accessible luxury” — premium in perception yet broad in reach:

“We are seeing strong demand from younger, affluent consumers as well as established diners who value quality and provenance,” he said. “That combination of youth appeal and purchasing power creates a powerful platform for sustainable growth.”

Finally, the report points to structural pressures in the warm-water prawn market—ranging from high pricing and tariff uncertainty to sustainability and supply chain volatility—that are encouraging operators to reassess sourcing strategies. In contrast, Norwegian cold-water prawns are positioned as a reliable, sustainable, quality-led alternative with strengths in taste, texture and provenance.

Overall, the 2026 outlook is clear: cold-water prawns represent a high-growth, high-value ingredient capable of delivering flavour innovation, operational efficiency and premium margin. For UK foodservice operators willing to rethink format, targeting and menu development, they offer one of the most compelling opportunities in seafood today.

Image: NSC