The Transformation of Seafood: A Shift Towards Familiarity

The seafood industry is undergoing a significant transformation as companies attempt to appeal to American consumers by disguising fish products to resemble more familiar meat options. At the Seafood Expo North America held in Boston on March 17, 2026, various companies showcased innovative seafood products designed to attract those who typically shy away from traditional fish. For instance, Tuna Fresh, a Taiwan-based company, markets tuna as fried "nuggets" and chicken-tender-like strips, aiming to engage the U.S. market through familiar fried food formats. Justin Rogers, a sales manager with SK Food Brands, noted that products like shrimp burgers are designed to make seafood more palatable for those who are not avid seafood fans.

Associated Press

Despite these efforts, Americans consume only about 19 pounds of seafood annually, significantly lower than the global average of 45 pounds and far behind countries like Iceland, where consumption reaches around 200 pounds per year. The seafood market, valued at $24 billion, has seen stagnant growth, with only sushi showing significant sales increases. Steve Markenson, vice president of research and insights for consumer marketing firm FMI, expressed skepticism about whether these new products would attract the 40% of the population that does not typically consume seafood.

Associated Press

The trend of covert seafood has drawn criticism from advocates for sustainable seafood practices. Niaz Dorry, coordinating director of the North American Marine Alliance, emphasized the importance of consuming fish that retains its natural appearance, arguing that this increases the likelihood of sourcing from community-based fisheries. Dorry cautioned against the industry's shift towards factory-scale production and "fake" seafood products, urging consumers to choose fish that looks like fish.

Associated Press

Interestingly, some industry experts believe that the most promising market for these disguised seafood products may be younger consumers, who are often more averse to traditional seafood. Joshua Bickert, a seafood market reporter and analyst for Expana, suggested that packaging seafood in formats familiar to children, such as hot dogs and hamburgers, could help change perceptions from an early age. Mike Simon, owner of Surfsnax, highlighted the importance of making seafood accessible without completely masking its identity, as seen with their salmon salami.

Associated Press

Among the more unconventional products showcased were fish spareribs made from Brazilian tambaqui, a freshwater fish known for its high meat-to-bone ratio. Danillo Souza Alves from Friocenter Pescados promoted these ribs as a convenient finger food for sports events. Additionally, seafood is being transformed into snacks like crackers and chips, with products such as Balance Grow’s Fried Calamari Snack being compared to popular snack foods like Cheetos.

Associated Press

The seafood industry's pivot towards disguising fish products as familiar meat alternatives reflects a strategic response to stagnant consumption rates in the U.S. While some industry players believe this approach may attract new consumers, critics warn that it could undermine sustainable practices and the appreciation of seafood's natural qualities. As the market evolves, the balance between innovation and authenticity will be crucial in shaping the future of seafood consumption in America.

Associated Press