The Norwegian Seafood Council (NSC) revealed intriguing insights at the Norwegian Seafood Seminar, highlighting shifts in Thailand's seafood market.
Although over 71% of Thai people currently view the economic situation as volatile and are cautious about spending, the topic of"food and dining"remains something consumers are willing to pay for if it offers value and health benefits.
The perception of premium seafood as reserved for special occasions has changed. The import figuresof salmonfrom Norway to Thailand surged 41% compared to the previous year, clearly showing Thai consumers prioritize health highly.
Nutrient-rich and trustworthy quality foods like salmon have become part of everyday meals, with consumers ready to pay to provide the best for themselves and their families.
Seafood purchasing behavior is entering the era of “Convergent Commerce,” fully integrating online and offline channels.
Social media is no longer just a life update platform but a primary source directly influencing purchase decisions by up to 91%, especially through popular video content. Moreover,high-quality ingredientspresented in short videos strongly stimulate appetite and generate massive online sales.
Salmon and many other seafood items are no longer limited toWesternor Japanese cuisines alone. Packed with protein, omega-3, vitamins, and antioxidants that support brain, bone, and heart health,
these foods have been adapted to Thailand’s love for spicy flavors, becoming favorite dishes that perfectly balance health and bold taste.
The freshness barrier in seafood has been broken by rapid advances in cold chain systems, enabling consumers to order fresh seafood and receive it within an average of just 20 minutes.
Expanding temperature-controlled transport networks and comprehensive tracking systems ensure that, regardless of region within Thailand, fresh premium seafood is accessible confidently and safely.
The culmination of these trends is reflected in rapidly growing order numbers. Data from LINE MAN Wongnai shows seafood sales on the LINE MAN Mart platform soared 270% compared to the previous year, with food delivery orders surpassing 2 million per day. This clearly proves that Thai consumers have fully transformed into digital seafood consumers.