Amid evolving shopper habits and a competitive protein landscape, seafood continues to hold its own — buoyed by consumer demand for health, sustainability and value. Alaska seafood is thriving as part of the resilient US seafood market, with 2024 Circana data showing retail sales reaching $19.91 billion and unit sales making a modest but promising recovery — signaling stabilization after years of pandemic disruptions, inflationary price shifts and supply chain volatility. Notably, seafood sourced from Alaska outpaced the overall seafood category, with volume growth of 5.4% year-over-year, underscoring growing consumer trust in the Alaska brand.

Alaska’s seafood industry generates more than $15 billion in annual economic output and supports over 81,000 US jobs across fishing, processing, shipbuilding, logistics and more — including more than 23,000 captains and crew in Alaska alone. Harvesting nearly 5 billion pounds of wild seafood annually, Alaska produces more than all other US states combined and fuels supply chains from coastal communities to national grocery chains and restaurants.

As we look to 2025 and beyond, success hinges on meeting consumers where they are: seeking nutritious, convenient and trustworthy food options. According to the 2024 IFIC Food & Health Survey, 62% of consumers named healthfulness among their top food drivers, with 57% prioritizing convenience.

Here are five focus areas for processors, retailers and foodservice operators to prioritize in the coming year.

1. Sushi and grab-and-go: Unlocking new growth channels — 91% of consumers expressed purchase likelihood for sushi at grocery deli/prepared food counters,⁴ topping all other prepared food options. Sushi's mass appeal is especially strong among adults aged 25–39.⁴ Bento Boxes (Build Your Own) followed closely, with 82% likelihood.⁴ What drives this appeal? Taste, customization and convenience lead the way. But so do claims that resonate: "Wild-Caught" (28%), "Sourced in the USA" (19%) and "Alaska Sourced" (12%) rank among the top motivators, with 4 in 10 consumers saying they are more likely to buy sushi labeled as Alaska-sourced.⁴ Retailers should expand deli sushi and bento offerings to meet demand for convenient, customizable seafood options that appeal to younger consumers and families.
2. Simplicity in fresh fish: Let it speak for itself — In the fresh fish category, consumers want authenticity and control. Circana data shows 83% of consumers prefer to buy their fresh fish plain, rather than pre-seasoned or marinated.⁴ Interestingly, this bucks the trend seen in many other protein categories where value-added options dominate. Consumers still welcome inspiration, but they prefer it in the form of marinades, quick recipes and signage. Lemon herb and teriyaki remain the most preferred marinades for frozen/fresh fish.⁴ Messaging that emphasizes wild-caught freshness and US origin remains compelling, particularly to Boomers (57% prefer "Alaska sourced" as the top motivator).⁴ Pricing, however, is the top purchase driver: 23% said price was their leading motivator.⁴ Spotlighting natural, wild Alaska fish at the counter and in pre-packaged form, alongside simple preparation suggestions, can help meet shopper preferences and increase velocity.
3. Frozen fish: Underrated, year-round and ready for relevance — Frozen fish remains a massive category at $8.12 billion in annual sales.¹ Alaska-sourced frozen fish makes up a significant portion of this, with consumer purchase motivation driven primarily by pricing (23%) and wild-caught claims (13%).⁴ While “Alaska sourced” may not be the initial purchase trigger for frozen seafood, ASMI shopper research shows it plays a powerful reinforcing role — enhancing consumer perceptions of trust, US origin and clean, healthy waters. With more than 1 billion pounds of frozen seafood sold in 2024,¹ retailers have a strong opportunity to elevate premium offerings through trust-based merchandising.
4. Deli and retail seafood: The trust dividend of Alaska — From refrigerated to shelf-stable, origin messaging remains a key trust-builder. In refrigerated seafood, Alaska-sourced options grew in volume and basket size, with shoppers spending more per trip ($110.19 versus $97.53 category average) and purchasing more per trip (1.6 vs 1.3 units).⁴ In the refrigerated case, salmon leads the finfish category with $5.24 billion in sales in 2024 — with Alaska salmon sales up 0.6% year-over-year and volume sales growing by 8.2%.¹ With strong performance across units and dollars, salmon continues to anchor the category and drive consumer demand for premium, wild-caught seafood.
5. Alaska’s brand advantage: Turning claims into conversion — Across all segments, shoppers consistently prioritize wild-caught, US-sourced and natural claims. Few regions deliver on all three, but Alaska does. And when retailers highlight this, consumers respond. In frozen, Alaska-sourced products drive an average spend of $135.46 per trip, compared to $117.64 for the category.¹ In deli, 38% of shoppers say they’re more likely to purchase sushi labeled as Alaska-sourced.⁴ In fresh, Boomers rank “Alaska sourced” as their No. 1 motivator.⁴ “Alaska sourced” is a powerful trigger to boost trust, signal transparency and deliver value across the store. For retailers and operators, Alaska is more than a sourcing region — it’s a merchandising asset. The Alaska Seafood logo, combined with RFM certification and on-pack storytelling, builds consumer confidence and drives conversion at the point of sale.

In an increasingly skeptical and budget-conscious environment, Alaska seafood continues to earn consumer trust across channels. Whether it’s sushi in the deli, filets at the counter or frozen portions at home, the Alaska brand stands for something real: wild, sustainable, American-harvested seafood.

With smart merchandising, value-forward messaging and a continued focus on health and sustainability, Alaska seafood is poised to help the industry grow — not just in volume, but in value and consumer loyalty.

Megan Rider is domestic marketing director for the Alaska Seafood Marketing Institute.

1 ASMI Seafood Fact Book by from Circana, November 2024

2 The Economic Value of Alaska’s Seafood Industry, April 2024

3 2024 IFIC Food & Health Survey

4 ASMI Survey Concept Findings from Circana, November 2024

www.provisoneronline.com   |  october 2025