Export market for Fresh Atlantic Salmon in Norway (12월, 2022)

A survey by Nofima on consumer preferences for fresh Norwegian salmon in Japan and the United States has found that air freight, necessary for delivering fresh salmon, has a larger carbon footprint than transporting frozen salmon by boat and thawing it at the markets. Despite this, the study found that consumers who eat the most fish are willing to buy thawed salmon due to its environmental benefits. However, the study also found that fresh salmon is preferred over thawed salmon in supermarkets, and the willingness to pay for thawed salmon is 30% lower than for fresh salmon in both markets. The researchers suggest that positioning thawed salmon as an environmentally friendly alternative and improving its quality could increase its appeal. They also recommend more studies on consumers' willingness to pay for specific thawed salmon products. The study also concluded that in a blind test, consumers did not perceive any sensory differences between fresh and thawed salmon.