e salmon market in Spain was almost nonexistent. In the 1980s, it consisted of about 300 tons of frozen Pacific salmon. Until Norway had it’s say, according to Juan Bergas Negre of Innovation Norway.Around that time, Norway’s aquaculture industry began to produce salmon in large quantities and began promoting the product.
“We have been to to increase the market today to around 60,000 tons of salmon,” Juan Bergas Negre said during the second Seafood Barcelona.
“If you ask consumers in Spain, salmon is Norwegian. (Norwegian salmon has] something like 95 percent of the market share, and we can still increase the number of customers,” Negre said.
Negre said that Norway has played large role in increasing salmon consumption in Spain — despite the financial crisis —by 57 percent from 2007 to 2013. He said consumption of Norwegian cod also increased by 40 percent during that time.
In addition, with help from advertising efforts from the Norwegian Seafood Council, supermarkets have been able to increase the number of consumer by 2.5 million, especially in families with small children.
Entering the Spanish seafood market was a no-brainer for Norway according to Negre.
“Spain is a big market with a long history of eating fish. Spanish consumers love to eat fish. They eat it two to three times per week,” Negre said. “Anyone knowing the Spanish market or the per capita seafood consumption compared to other European markets [would know it’s a good market.”
Negre credits the quality of the Norwegian product mainly for its success in Spain, but the country’s ability to adapt to the changing consumer also helps. For example, companies have transitioned from the traditional wet salted cod to a light salted cod that appeals more to a younger generation.
“You can cook and cut it directly and they don’t have to deal with putting it in water for three days and changing the water [like with wet salted cod],” said Negre. “It’s perfect for a young couple with a small apartment, they can take it out of the freezer in the morning and it will be defrosted in time for dinner that night.”
“The Norwegian brand/logo is a consumer recognized brand. Branding is important,” said Negre. “[Norway companies] succeed [in Spain] because they produce something high quality and have good marketing.”
