Smoke salmon consumption in France has declined from 10,490 tonnes in 2022 to 9,438 tonnes in 2024.
Scottish salmon, the UK’s largest food export, is grappling with mounting challenges in France, a key market for its premium seafood.
Between 2022 and 2024, Scotland’s market share for smoked salmon in France dropped from 20% to 17%, while Norway increased its hold from 43% to 47%. The shift underscores changing consumer preferences, economic pressures, and currency fluctuations that have eroded Scotland’s competitiveness, according to a presentation on the French market from the Norwegian Seafood Council’s Sigrid Louise G. Philippart given at the annual FishPool Christmas Seminar in Bergen.
Currency dynamics have played a pivotal role in reshaping market shares. The Norwegian krone (NOK) depreciated against the euro and the British pound (GBP) during this period, significantly enhancing the price competitiveness of Norwegian exports.
By November 2024, the NOK traded at 0.0713 GBP, down from higher levels in 2022, making Norwegian salmon more affordable for French importers. In contrast, the GBP’s relative stability against the euro maintained Scottish salmon’s higher price point, further disadvantaging it in an inflation-conscious market.
Scottish salmon remains highly regarded, with 69% of French consumers viewing it favorably. However, Norwegian salmon has achieved near-parity in perception, with a 68% favorability rating, and leads in awareness at 72% compared to Scotland’s 69%.
While 10% of consumers hold negative views of Norwegian salmon, compared to 8% for Scotland.
Smoked Salmon Trends
Consumption of smoked salmon in France has declined from 10,490 tonnes in 2022 to 9,438 tonnes in 2024. Despite this contraction, Norway has expanded its market share in this category, rising from 43% to 47%, while Scotland’s share has fallen to 17%. This divergence illustrates Norway’s ability to maintain growth even in a shrinking market.
The combination of consumer price sensitivity, currency fluctuations, and evolving preferences places Scottish salmon at a crossroads.
