Hospitality advised to leverage seafood in the ‘protein boom’

The UK hospitality industry is well placed to benefit from a seafood opportunity in the ongoing ‘protein boom’ – but only if it adapts to meet evolving expectations around breadth of offer and visible communication, according to the Norwegian Seafood Council (NSC).

With the McKinsey Global Future of Food Survey finding that 62% of consumers are actively prioritising protein in their diets, NSC said the category presents operators a clear pathway for growth – particularly through stronger protein communication and explicit menu cues.

NSC UK believes that despite seafood offering complete protein alongside key nutrients such as omega-3, vitamin D and B12, it remains underleveraged compared to other protein types. 

According to the organisation, the way in which the benefits of seafood are communicated to consumers and the narrative around it are not being fully maximised.

NSC UK country director Bjørn-Erik Stabell said: “Seafood has a very strong protein story, but it isn’t always being told in a way that resonates with today’s diners.

“Success in the protein category is increasingly driven by clarity. That means clear messaging and explicit menu cues that make nutritional benefits immediately obvious.”

NSC’s Market & Retail Trends 2026 report points to 78% of consumers being drawn to meals featuring visibly healthy ingredients such as seafood. It also found that approximately 7% of British consumers are now using GLP-1 weight loss medication and consequently are changing their diets to focus on low-fat, protein and nutrient-dense meals, as well as smaller portion sizes.

NSC UK believes that unlocking growth will depend on aligning with these behaviours – particularly through the development of dishes that position seafood alongside other protein-rich options, while being versatile enough to work at any time of day.

Stabell added: “There is a clear and significant opportunity to reposition seafood within the protein landscape, but it requires a more deliberate approach. That means ensuring diners have the information they require, with protein content more visible on menus and protein-rich seafood incorporated into small plates, sides and takeaway items as well as mains.”

Earlier this year, NSC’s 2026 Norway–UK Seafood Summit discussed how cold-water prawn and alternative species could temper high fish costs, with the organisation and CGA’s Prawns in the UK Market Report 2026 finding that as quick-service restaurants currently dominate prawn servings, full-service restaurants and pubs present untapped potential.