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<\/p>\n\n42% of UK consumers opt for pok\u00e9 out of the home, while 30% prepare the dish themselves at least once a month<\/p>\n
New research from the Norwegian Seafood Council (NSC) has uncovered a considerable opportunity for raw consumption in the home as the rapid rise of sushi in recent decades has paved the way for Hawaiian-inspired pok\u00e9.<\/p>\n
With the sushi market in the UK growing by more than \u00a331 million in value over the past two years, adding a further 1,480 tonnes in volume to the seafood category,1 pok\u00e9 presents an opportunity to capitalise on the raw fish trend as consumers look for convenient, high-protein, nutritious meals.<\/p>\n
According to NSC research, 42% of UK consumers are already choosing to eat pok\u00e9 when dining out, with 49% citing its health benefits and 60% drawn to its taste. However, of the 54% who have prepared pok\u00e9 themselves at home, only 30% do so monthly and 15% weekly2, signalling untapped potential for retailers and brands in this burgeoning category.<\/p>\n
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Untapped opportunities\n<\/p>\n
Easy to assemble and endlessly customisable, the emerging popularity of the pok\u00e9 bowl is attached to convenience and taste, as much as it is health and wellness trends. There is also great untapped potential to create new, social dining occasions in the home,<\/p>\n
with an array of possible ingredients offering build-your-own pok\u00e9 options and allowing individuals to tailor the dish to their tastes.<\/p>\n
Salmon is the go-to ingredient for 63% of consumers preparing a pok\u00e9 bowl at home, with 37% choosing cooked salmon and 26% raw. Norwegian salmon is subject to rigid quality checks to ensure unrivalled freshness and taste, allowing consumers to opt for raw preparation in the home with confidence.<\/p>\n
With NSC research3 indicating a growing number of consumers are being more adventurous when it comes to self-preparation of meals containing raw fish, there is an opportunity here to respond to their preferences and grow usage of raw seafood within dishes such as pok\u00e9. By addressing concerns around quality and freshness, to perceived complexity in preparation, retailers can open up a significant opportunity.<\/p>\n
According to NSC UK Director Bj\u00f8rn-Erik Stabell: \u201c We need to make it easy for the consumer to prepare raw seafood at home, while simultaneously educating them and instilling in them the confidence to prepare pok\u00e9 themselves to provide a tasty, nutritious, and safe meal for the whole family.<\/p>\n
\u201cThe return to growth of meal kits following the post-pandemic lull also presents an opportunity for pok\u00e9, which can be easily assembled when presented with the fresh ingredients. While our data shows well over a third (42%) of UK consumers are already choosing pok\u00e9 when dining out, fewer than 30% prepare it at home on a monthly basis \u2013 revealing substantial headroom to grow the category in retail and at-home consumption.<\/p>\n
\u201cThis gap of those not yet regularly making pok\u00e9 at home is particularly apparent across several UK regions, including Scotland (77%), the North West (67%), West Midlands (90%), and the South West (79%). With 60% of respondents highlighting the taste of a good pok\u00e9 bowl as its greatest appeal, this presents a clear opportunity for retailers and brands to convert untapped regional interest into confident home preparation.4\u201d<\/p>\n
<\/p>\n
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Diversifying beyond salmon\n<\/p>\n
The customisable nature of the pok\u00e9 bowl lends itself to a range of seafood options, with room to grow the category further as consumers try out other ingredients beyond salmon and tuna, looking to cold-water prawns and cod.<\/p>\n
Stabell says: \u201cAlong with salmon, Norwegian cold-water prawns, and farmed cod and halibut will also be important in driving the pok\u00e9 trend in the UK over the coming years. Cold-water prawns are already the third most popular seafood used in pok\u00e9 bowls at home (26%), just behind cooked tuna (33%) and cooked salmon (37%). Their versatility and great taste make them an ideal, high-quality ingredient for this evolving category, while cooked cod (20%) continues to attract consumers for its familiarity and premium feel.<\/p>\n
\u201cIt is also clear that the UK retail market is best poised to take leverage of this fast-emerging category, thereby increasing seafood turnover, with 67% of UK consumers opting to source pok\u00e9 ingredients from supermarkets.5\u201d<\/p>\n
As cost pressures lead more consumers to recreate their favourite dishes at home and the quest for protein-rich, nutritious meals continues, pok\u00e9 ticks all the boxes when it comes to health, convenience and taste. Those who meet consumer demand for this growing sector will ultimately reap the rewards.<\/p>\n","protected":false},"excerpt":{"rendered":"42% of UK consumers opt for pok\u00e9 out of the home, while 30% prepare the dish themselves at…\n","protected":false},"author":2,"featured_media":258461,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[87443,1319,59,57,58,50,107183,8272,17082,107182,56,54,55],"class_list":["post-258460","post","type-post","status-publish","format-standard","has-post-thumbnail","category-united-kingdom","tag-cod","tag-consumer","tag-gb","tag-great-britain","tag-greatbritain","tag-news","tag-norwegianseafoodcouncil","tag-salmon","tag-seafood","tag-seafoodfromnorway","tag-uk","tag-united-kingdom","tag-unitedkingdom"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/258460","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/comments?post=258460"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/258460\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media\/258461"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media?parent=258460"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/categories?post=258460"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/tags?post=258460"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}