Europe remains one of the most important markets for farmed shrimp, but how can the industry unlock further growth in an increasingly competitive protein market? With consumer preferences evolving, competition intensifying and purchasing habits differing considerably across countries, understanding what drives shrimp demand has never been more important.
To help the industry better understand these dynamics, the Global Shrimp Forum Foundation commissioned exclusive shopper studies in France and Germany. The findings form a central part of Reimagining Shrimp Demand in the EU Marketplace, a presentation delivered at the Global Shrimp Forum 2026 by Ananda Roy, Senior Vice President and Industry Advisor, Consumer Goods, at Circana, a leading market intelligence company.
Drawing on extensive European retail scanning data alongside the commissioned consumer research, the presentation examines the key trends shaping seafood and shrimp consumption across European markets. It explores how shrimp competes with other protein categories, the impact of pricing and changing purchasing habits, and the opportunities to increase market penetration and consumption frequency.
Taking a deeper dive into France and Germany, the research identifies the barriers, triggers and drivers influencing consumer purchasing decisions, from price sensitivity and convenience to health perceptions and the positioning of shrimp as a special-occasion food. The presentation also examines how evolving retail strategies, product innovation and sustainability considerations could help strengthen shrimp's position in European markets.
Rather than treating Europe as a single, uniform market, the presentation highlights the differences between countries and consumer groups, offering producers, processors, exporters and other industry stakeholders a data-driven foundation for developing products and strategies that better align with market demand. Ultimately, its aim is to help the industry identify where opportunities for growth lie and how shrimp can become a more regular feature of European consumers' diets.
Download the FREE presentation below.
The findings were presented and discussed during a plenary session at the Global Shrimp Forum 2026, chaired by Katherine Bryar (Aqua-Spark) and co-chaired by Barbara Janker (ASC). The session also featured panel discussions with Victoria Radford (HelloFresh), Stéphane Jackiw (UNIMA), Volker Loock (Costa Meeresspezialitäten) and Lars Sievers (Cooke Europe), who reflected on Circana's findings and explored the practical opportunities and challenges facing shrimp suppliers, retailers and brands across European markets.
