As the demand for fish and seafood in Germany exceeded domestic supply, US sales to the European country increased by 19% to nearly USD222m in 2019, according to the United States Department of Agriculture (USDA). This offers opportunities for US suppliers, as the German market is especially dependent on imports of Alaska pollock and there are also good prospects for salmon, hake, cod, scallops, and dogfish among others. While it is the most important fish and seafood market for US exporters in Europe, Germany only ranks sixth globally, after China, Japan, Canada, South Korea, and the Netherlands.
Demand for fish and seafood in Germany continues to increase, as consumption averaged 14 kg/per capita annually and sales reached a record high of EUR3.9bn in 2018. Total domestic demand is more than seven times higher than domestic production. The distribution of fish and fishery products in Germany in 2018 was 2.2mn metric tons (MMT), while imports reached 1.9 MMT. Alaska pollock has overtaken salmon as the favorite fish followed by tuna, herring, shrimp, and trout. These six species make up roughly 75% of the total amount of fish and seafood consumed in Germany.
Germany’s total imports decreased by 5% to USD5.6bn in 2019. Most imports come from other EU countries with Poland, Denmark, and the Netherlands as leading suppliers. The EU country is also a large exporter and especially re-exporter of fish and seafood products, sending USD2,4bn worth of those to countries like Netherlands, France, and Austria. German exports to the US totaled USD100m in 2019 and were mostly made of salmon, both chilled and frozen.
While the pricing level in Germany for fish and seafood is low due to the dominant position of the discounters in the retail food sector and even more in fish sales, there is an upward potential for fish and seafood products. A segment of upscale retailers and consumers, made up of younger and affluent consumers, tend to purchase quality instead of looking for the best prices. With the ongoing trends for sustainable, healthy foods and new protein sources, forecasts for the fish and seafood sector in Germany are promising, both for the low price and upscale market.
Seafood is imported into the EU from only approved countries and from approved establishments, like processing plants, factory or freezing vessels, cold storages or brokers. Since 2006, the US Seafood Inspection System has been recognized by the EU as equivalent to the European Seafood Inspection System, except for living bivalve mollusks. This mutual recognition facilitates seafood trade between the United States and the EU. Furthermore, it creates a framework under which Member States cannot impose national requirements on US seafood exporters on top of EU harmonized legislation.