Industry News, Agriculture & Feed, Feed

Consumers Unaware of What Farmed Salmon Actually Eats, Study Finds

Consumers Unaware of What Farmed Salmon Actually Eats, Study Finds

Industry News Tracker | Aquafeed.com | April 22, 2026
Read Original Full Article at Aquafeed

Executive Brief

A new Nofima consumer study surveying shoppers in France and the UK has revealed significant knowledge gaps about farmed salmon feed composition, with most respondents unaware that plant ingredients now constitute approximately 70% of modern salmon diets. While consumers frequently associate farmed salmon with antibiotics and chemicals, they rarely mention plant-based components, algae or insects when asked what farmed fish eat — highlighting a major communication disconnect. The research also uncovers mixed reactions to novel feed ingredients: fish, algae and plants are perceived as natural and healthy, insects elicit ambivalence, and chicken triggers strong scepticism associated with unnaturalness and disgust. Nofima researchers stress the need for better consumer education on feed development, sustainability, fish health and food safety to build trust in aquaculture products.

Keywords: Farmed Salmon Feed, Aquafeed Composition, Consumer Perception, Plant-based Feed, Nofima Study, Aquaculture Sustainability.

Technical Intelligence

1. Core Technology / Process
  • Study methodology:
    • Nofima conducted consumer surveys in France and the UK — two of the largest markets for Norwegian salmon — to assess public understanding of farmed salmon feed ingredients.
  • Key findings on knowledge gaps:
    • Consumers are largely unfamiliar with modern salmon feed composition.
      • They rarely identify plant ingredients (which make up ~70% of feed) when asked what farmed salmon eat.
      • Antibiotics and chemicals are frequently mentioned instead.
  • Communication challenge:
    • The study highlights a significant gap between actual feed composition and consumer awareness, creating opportunities for improved messaging on sustainability, fish health and food safety.
2. Key Ingredients / Specifications
  • Current salmon feed composition:
    • Plant ingredients: ~70% of modern salmon feed (primary component, rarely recognised by consumers).
    • Fish, algae: Perceived as natural and healthy.
    • Insects: Generate mixed reactions.
    • Chicken: Triggers strong scepticism, associated with unnaturalness and disgust.

3. Performance Data

Consumer perception mapping:

Ingredient Perception
Fish, algae, plants Natural, healthy
Insects Mixed reactions
Chicken Strong scepticism, unnaturalness, disgust
4. Market / Sustainability
  • Market context:
    • France and the UK are among the largest markets for Norwegian farmed salmon.
  • Industry implications:
    • Better communication is needed to explain feed composition and development processes.
    • Educating consumers on sustainability, fish health and food safety benefits of modern aquafeeds could build greater trust.
  • Strategic opportunity:
    • The study suggests that contextual messaging around novel ingredients (e.g. insects) could mitigate negative perceptions and highlight the natural and healthy profile of plant-heavy feeds.

Entity & Keyword Index

Category Items
Organisations Nofima (Norwegian food research institute)
Markets France, United Kingdom
Feed Composition Plant ingredients (70%), Fish, Algae, Insects, Chicken
Concepts Consumer knowledge gap, Feed communication, Aquaculture trust, Sustainability messaging