Norwegian salmon remains central to Italy's growing sushi market

Norwegian salmon remains the central ingredient in the Italian sushi market, which has transitioned from an exotic novelty to a staple food habit. Data presented at the Norwegian Seafood Seminar 2026 highlights the growing importance of this relationship.

In the out-of-home dining sector, nearly 70% of salmon consumption is linked to sushi, a figure that has increased since 2019. According to Circana, sushi-driven salmon sales in the out-of-home segment grew by 11.5% in 2019. The retail sector is also seeing significant impact; Nielsen research indicates that sushi reached a value of 166.5 million euros in consumer shopping baskets in 2025.

The market evolution reflects changing generational habits. While Millennials were the primary group to adopt sushi as a symbol of cosmopolitan discovery in the late 1990s and early 2000s, Gen Z has grown up in an environment where sushi is already widely integrated into daily dietary habits.