The dynamics of U.S. salmon demand is changing. Growing the share of households that consume salmon is increasingly difficult. Growth must be on other proteins’ behalf. That requires a different playbook and go-to-market capabilities than what a fragmented industry currently possess, including new innovations. Grocery will be the key growth channel, but this new era of growth requires closer collaboration and support from retailers. From mid-2026, retailers’ incentives to prioritize salmon over other proteins will face headwinds, impacting demand outlook. In this session, we present findings from a larger market study on the U.S. market and what it means for the industry going forward.
