Seafood Sales Expected to Rise in 2026 with Focus on Health Benefits
Educating consumers on the numerous health advantages of seafood, especially for those using GLP-1 medications, is anticipated to be crucial for boosting seafood sales in the year 2026, as per industry experts.
The use of GLP-1 medications has been on the rise, with 23% of US households currently utilizing them, according to recent Circana research. By 2030, it is predicted that GLP-1 users will account for 35% of all food and beverage units sold, highlighting the necessity for retailers and manufacturers to adapt to this growing trend.
While spending on traditional retail food and beverages has decreased among GLP-1 users, they continue to outspend non-users at grocery stores. These individuals are actively seeking products that are high in protein, fiber, and healthy fats, while reducing their purchases of foods high in carbohydrates and sugar.
Consumers using GLP-1 medications are focusing on protein-rich produce and minimally processed foods, making seafood departments a natural choice for meeting their dietary needs, according to Anne-Marie Roerink, principal at 210 Analytics.
Not only are GLP-1 users driving the protein trend, but 78% of US consumers overall are paying close attention to protein in their diets. Additionally, 78% of consumers believe it is important to meet their daily protein goals, with many feeling they are not getting enough protein in their diets.
As more consumers prioritize healthier eating habits in the new year, promoting the nutritional benefits of seafood to shoppers is essential. Seafood is increasingly being sought after as a form of food as medicine, with consumers avoiding artificial ingredients and opting for natural, wholesome options.
Seafood has traditionally been associated with Omega-3 benefits, but there is a growing emphasis on positioning it as a lean protein option. Highlighting seafood as a lean protein choice can help drive sales, especially as protein continues to be a major factor influencing consumer purchasing decisions.
Educating Shoppers In-Store
Retailers like The Save Mart Cos. in Modesto, Calif., are taking steps to educate shoppers about the health and nutritional benefits of seafood. Bill Booth, vice president of meat and seafood at Save Mart, emphasizes the importance of seafood as a clean, high-protein, versatile category that aligns with consumers’ evolving dietary preferences.
Save Mart is increasing its focus on seafood as a nutritious option that supports overall wellness, with plans to further communicate the nutritional value of seafood and its role in a balanced lifestyle. The retailer is doubling down on education, inspiration, and simplification to empower shoppers to make informed choices about seafood.
The company is expanding its use of social media, e-commerce, and digital content to showcase seafood in engaging ways and provide shoppers with recipe ideas and preparation tips. Save Mart is also introducing new products like the “Fins and Feathers butcher bundle” to make healthier eating more accessible to customers.
Sharing the Health Benefits of Seafood
The majority of consumers gather information about protein from packaging, friends and family, retail stores, medical professionals, and social media platforms. To educate consumers about the health benefits of seafood, retailers are incorporating information on packaging, labels, and in-store signage.
Retailers are utilizing in-store signage, window clings, and icons to highlight the health benefits of seafood and draw attention to good-for-you items. Grocery chains like Hy-Vee are offering free dietitian services to shoppers and providing personalized nutrition counseling to promote healthy choices, including seafood.
Save Mart’s marketing team is featuring seafood in weekly flyers, digital channels, and in-store videos to explain seafood sourcing and sustainability practices. The retailer is leveraging seasonal storytelling to promote seafood sales and using social media to showcase products like seafood boil kits.
Social media has proven to be a successful sales channel for Save Mart, with viral content on platforms like TikTok and Instagram driving engagement and boosting sales. By demystifying seafood preparation and empowering customers to cook seafood at home, retailers like Save Mart are increasing consumer confidence and driving sales.
In conclusion, educating consumers about the health benefits of seafood through various channels, including in-store signage, packaging, social media, and personalized services, is essential for driving sales and promoting a healthier lifestyle. Retailers that focus on highlighting the nutritional value of seafood and providing consumers with educational resources are likely to see increased demand for seafood products in 2026.