© NSC
New research from the Norwegian Seafood Council (NSC) indicates a considerable opportunity for raw fish consumption in the home, driven by the popularity of Hawaiian-inspired poké. This potential builds on the rapid rise of sushi in recent decades.
The UK sushi market has grown by more than £31 million in value over the past two years, adding a further 1,480 tonnes in volume to the seafood category (NIQ Scantrack MAT to June 2025). Poké is now poised to capitalise on the raw fish trend as consumers look for convenient, high-protein, nutritious meals.
According to the research, NSC Poké insights UK 2025, 42 percent of UK consumers are already choosing to eat poké when dining out, with 49 percent citing its health benefits and 60 percent drawn to its taste. However, of the 54 percent who have prepared poké themselves at home, only 30 percent do so monthly and 15 percent weekly, signalling untapped potential for retailers and brands in this burgeoning category.
Untapped home consumption opportunities
Salmon remains the preferred ingredient, with 63 percent of consumers using it when preparing a poké bowl at home. The figure is split between 37 percent choosing cooked salmon and 26 percent opting for raw. Norwegian salmon is subject to rigid quality checks, ensuring freshness and taste, which allows consumers to choose raw preparation in the home with confidence.
NSC research (Oceans of Change: Seafood Trends for 2024) indicates a growing number of consumers are being more adventurous in self-preparing meals containing raw fish. By addressing concerns around quality, freshness, and perceived complexity in preparation, retailers can grow usage of raw seafood within dishes such as poké and respond to consumer preferences.
“While our data shows well over a third (42 percent) of UK consumers are already choosing poké when dining out, fewer than 30 percent prepare it at home on a monthly basis – revealing substantial headroom to grow the category in retail and at-home consumption. This gap of those not yet regularly making poké at home is particularly apparent across several UK regions, including Scotland (77 percent), the North West (67 percent), West Midlands (90 percent), and the South West (79 percent),” said NSC UK director Bjørn-Erik Stabell, in a press release.
“With 60 percent of respondents highlighting the taste of a good poké bowl as its greatest appeal, this presents a clear opportunity for retailers and brands to convert untapped regional interest into confident home preparation,” he added.
Diversifying beyond salmon
The customisable nature of the poké bowl lends itself to a range of seafood options, with room to grow the category further as consumers try out other ingredients beyond salmon and tuna, looking to cold-water prawns and cod.
“Along with salmon, Norwegian cold-water prawns, and farmed cod and halibut will also be important in driving the poké trend in the UK over the coming years. Cold-water prawns are already the third most popular seafood used in poké bowls at home (26 percent), just behind cooked tuna (33 percent) and cooked salmon (37 percent),” said Stabell.
As cost pressures lead more consumers to recreate their favourite dishes at home and the quest for protein-rich, nutritious meals continues, poké ticks all the boxes when it comes to health, convenience and taste. Those who meet consumer demand for this growing sector will ultimately reap the rewards.
