March 27, 2006

Norway looks inwards for domestic markets

The Norwegian Institute of Fisheries and Aquaculture Research, Fiskeriforskning, has recommended strengthening of marketing efforts in Norway to increase domestic consumption.

Money for Norway's domestic marketing efforts currently comes from a seafood export tax. Under the proposed system, such efforts would be financed through an increased or modified tax system, strengthening current efforts which are hamstrung by limited funds.

The institute recommended that a marketing tax be collected from the industry to be spent exclusively on efforts in Norway.

The absence of strong brand names also meant there is a lack of seafood brand awareness in Norway as seafood is traditionally less marketed than other products.

In 2005, spending for meat marketing efforts in the country is at least six times more than that for seafood, the institute noted.

Per capita fish consumption in Norway is 24 kg (59 pounds). Norway consumes 105,000 tonnes of seafood annually and the industry is valued at NOK4.5 billion (US$680 million).