The salmon industry should continue to innovate to reinforce its current value proposition as a healthy and sustainable product. The competition for the centre of the plate is getting tougher as the consumer trends that favoured salmon also favour the new range of alternative proteins.
Salmon has competed successfully with other animal proteins for the centre of the plate. It has outpaced growth in pork, poultry, beef, and wild-caught seafood.
Three factors have contributed to the growth of salmon demand so far, and can support further growth:
1. consumer trends favouring salmon consumption,
2. unique features of the salmon supply chain compared with other seafood categories,
3. growth strategies through new markets and new value-added products.
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