Part 2: Challenges and opportunities for increasing consumption
Building on this systemic overview, the second part of the report examines consumer behaviour and the opportunities for increasing consumption. Despite the region’s formidable biophysical capacity for self-sufficiency, access for ordinary consumers is uneven and shaped by export-oriented value chains.
Using the Aquatic Food Choice Framework, this section analyses the cultural, individual, and product-related factors that influence Nordic consumers’ dietary choices. It discusses barriers such as limited cooking skills, price developments, and neophobia, as well as opportunities to diversify consumption toward underutilised species. The analysis aligns with EU initiatives to promote healthier, more sustainable food choices, offering concrete recommendations for policy measures, from nudges and information campaigns to regulatory interventions, that can help close the gap between current intake and nutritional recommendations.
Summary and objectives
Taken together, the two parts of the report provide an overall picture of aquatic foods in the Nordic region. By linking insights into the structure and flows of Nordic aquatic food systems with knowledge of consumer behaviour, the report lays the foundation for a coordinated Nordic food strategy. The aim is to show how the region’s strong seafood position can support a stable food supply during crises while also promoting healthier, more sustainable diets in everyday life.