Just 10 percent of shoppers account for 40 percent of all seafood purchases, according to The Power of Seafood 2026, a new report from FMI — The Food Industry Association debuted March 15 at Seafood Expo North America. The finding points to a category that looks stable on the surface but is heavily dependent on a narrow base of frequent buyers.
Steve Markenson, VP of research and insights for FMI, said the concentration of purchases among a small shopper segment makes targeted engagement a strategic priority.
“Just 10 percent of shoppers account for 40 percent of all seafood purchases, making frequent seafood consumers the primary driver of category performance. For retailers, this represents an opportunity to take a closer look at how they engage and support this core group of shoppers who consistently choose seafood and contribute significantly to the category’s success,” Markenson said.
What frequent buyers want
Frequent seafood shoppers prioritize variety, quality, knowledgeable staff and consistent merchandising across fresh, frozen, shelf-stable and prepared formats. The report found that when those elements are present, seafood functions as a destination category — driving larger baskets and repeat visits.
Rick Stein, VP of fresh foods for FMI, said the case for continued category investment comes down to reinforcing what already motivates the most engaged shoppers.
“Food retailers who continue to invest in the category have an opportunity to reinforce seafood’s health benefits while also helping shoppers understand the range of formats and price points available. That approach supports engagement with frequent seafood shoppers while keeping the category relevant and accessible in a more polarized economy,” Stein said.
K-shaped category
The report found that perceptions of seafood affordability are diverging along income lines. Higher-income shoppers are increasing seafood purchases and prioritizing quality, health benefits and sustainability. Lower-income shoppers remain interested in the category but are more price sensitive — a pattern consistent with broader K-shaped consumer spending trends.
Seafood’s health positioning remains strong across income segments, with consumers widely recognizing it as a high-quality protein supporting heart, brain and overall health.
Stein added that a focused merchandising strategy can serve both ends of that spectrum.
“The Power of Seafood 2026 shows that seafood is a category where focused investment matters. Retailers who lean into assortment, expertise and clear health-forward messaging can strengthen loyalty among their most engaged seafood shoppers while continuing to broaden the category’s appeal,” he said.
The Power of Seafood 2026 was made possible by the Alaska Seafood Marketing Institute.
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