Kesko Oyj : Finns eat a greater variety of fish than before

Salmon is by far the best-selling fish. It accounts for about 60 percent of all K-food stores' sales of fresh fish. In recent years, however, Finnish fish eating tastes have become more diverse. Sales of both whole fish and fillets are also increasing and sales of bream and burbot have developed well in the first half of the year.

'Wild-caught fish sales are on the rise. During 2016 sales went up by 9 percent and in the first half of this year they grew by 6 percent,' says Janne Vuorinen, Purchasing and Sales Manager at Kesko Food.

Regarding fish products, sales growth has been 12 percent higher compared to the previous year. The growth in fish product sales comes mainly from sushi, sales of which continue to grow well and were 40 percent higher than last year.

Most sold fish species

1. Salmon (including rainbow trout)
2. Baltic herring
3. Pike-perch a.k.a. sander
4. White fish
5. Vendace

According to the Ruokailmiöt* (Food Trends) research, 43 per cent of Finns say they will buy more fish this year. Also, a recent study by Pro Kala** found that the willingness of Finns to eat fish is high. In fact, up to 75% said they would like to eat more fish. According to nutrition recommendations, fish should be eaten 2-3 times a week.

'Fish is an everyday food, which is currently being eaten about once a week on the basis of sales data from K-food stores. When there is a diversity of fish species available in stores and the variety of recipes also becomes more diverse Finns will increase their fish eating,' says Vuorinen.

Finland's favourite fish by region

Based on the K-Plussa customer data***, we have produced a map which shows that shoppers in Uusimaa, Tavastia Proper and Ostrobothnia emphasize Perch. Pike-perch gets taste buds excited in Pirkanmaa, Päijät-Häme and South and North Karelia. Vendace is the fish most likely to be found on the menu in Kainuu and the Savonias. Baltic herring is the fish of choice in Satakunta, Kymenlaakso and South Ostrobothnia. Burbot is the fish most likely to be found in Central Finland's shopping baskets and pike is Åland's top fish.

The summer's fish trends

1. Smoking fish has been a growing trend for a few years. Fatty fish make for especially good smoked fish.
2. The demand for whole fish is growing.
3. Easy and quick cooking: we look forward to the growing demand for salmon steaks this summer.
4. Bream as fresh fish or ready-to-eat: the Pirkka Archipelago Fish Burger (saaristolaiskalapihvi) made out of bream has been very well received by customers and sales have quickly climbed to the level of corresponding fish products.

The map is based on data from a regional review of the shopping baskets of K-food store customers in 2016.

Source:

*K:n Ruokailmiöt 2017 (K Group Food Trends 2017)
**Pro Kala Kala suomalaisten ruokapöydissä 2017 (Fish on the Finnish Food Table 2017)
***The data is based on a regional review of the shopping baskets of K-food store customers in 2016