UK Frozen Fish Sales Face Challenges, Pollock Sales Expected To Continue Growing

In 2025, the UK frozen fish market continues to face difficulties under inflationary pressure. Sales in the frozen fish market continue to decline as the government raises the minimum wage and increases employer taxes, leading to a decrease in consumer purchasing power. However, Pollock has shown potential to buck the trend and sales may continue to grow.

Frozen fish becomes a "luxury" consumption and sales decline

The outlook for frozen fish sales in the UK in 2025 remains bleak, with consumer purchasing power affected by changes in government policy. The fish market has gone through a difficult period. As the austerity budget policies released by the British government at the end of October have had a profound impact on consumers' lives, frozen fish has gradually become a "luxury product" in the eyes of some consumers. Demand for frozen fish has declined as minimum wage increases and employer taxes have further pushed up food prices, causing consumers to become more cautious in their food choices.

Sales data reflects market woes

According to market research, sales of frozen fish in the UK fell by 0.7% year-on-year on December 1, 2024, with sales volume falling by 1.2%. This phenomenon is not unique to frozen fish, as other food categories such as meat and vegetables have also been affected by inflation, with sales generally falling. However, sales of branded frozen foods rebounded, with sales increasing by 1.2% and volume increasing by 2.0%, indicating that consumers are still willing to pay for high-quality products.

Pollock becomes a category that bucks the trend of growth

Among all frozen seafood categories, Pollock's performance is particularly outstanding. While overall frozen fish sales are down, pollock sales are bucking the trend in the market. Sales of frozen pollock (Pollock) in the UK increased by 9% in 2024, reaching 37,817 tons. This growth is mainly due to the relatively low price of pollock, which attracts more cost-effective consumers. In contrast, sales of other seafood categories such as frozen cod (Cod), warm water shrimp, haddock (Hadock) and salmon have generally declined.

Sales of other seafood categories

Unlike pollock's growth against the trend, the sales of other frozen seafood categories are generally not optimistic. Cod sales fell 6% to 27,079 tonnes; haddock sales fell 4% to 7,959 tonnes; while frozen salmon sales also fell 4% to 6,217 tonnes. In addition, sales of warm water shrimp fell by 8% to 8,626 tons. The declines in these categories reflect reduced consumer demand for high-priced seafood products amid inflationary pressures.

Pollock sales expected to continue growing in 2025

While the overall market faces many challenges, Pollock's performance illustrates consumer demand for cost-effective frozen fish. Compared to higher-priced cod and salmon, pollock has gradually become the first choice for more consumers due to its relatively low price. Especially among price-sensitive consumer groups, sales of pollock products in the UK market are expected to continue to grow in 2025.