1、GROWING SALMON DEMAND 3Growing salmon demandUnlocking category growth of salmon needs better collaboration with retailers and consumersNovember,2025 Henrik Vandvik Vedeler and Sverre M GROWING SALMON DEMAND 5Boston Consulting Group(BCG)partners with leaders in business and society to tackle their mo

2、st important challenges and capture their greatest opportunities.BCG was the pioneer in business strategy when it was founded in 1963.Today,we work closely with clients to embrace a transformational approach aimed at benefiting all stakeholdersempowering organizations to grow,build sustainable compe

3、titive advantage,and drive positive societal impact.Our diverse,global teams bring deep industry and functional expertise and a range of perspectives that question the status quo and spark change.BCG delivers solutions through leading-edge management consulting,technology and design,and corporate an

4、d digital ventures.We work in a uniquely collaborative model across the firm and throughout all levels of the client organization,fueled by the goal of helping our clients thrive and enabling them to make the world a better place.Contents01 Executive summary 02 The opportunity 03 What is needed to c

5、ontinue to drive demand growth 04 What should the salmon farming industry do about it05 BCGs aquaculture and protein offering06 Sources6 BOSTON CONSULTING GROUPGROWING SALMON DEMAND 701|Executive summaryThe salmon farming industry continues to tell a true story about the strength of salmon1 demand.S

6、tructural undersupply,paired with strong consumer demand,has driven increasing salmon prices in recent years.The market has absorbed produced volumes with ease.Still,there is significant whitespace for salmon consumption;in most mature markets only 50-75%of households consume salmon at home,and as l