Local Fish Could Boost UK Health and Economy, Study Suggests

Published: 08 January 2026. The English Chronicle Desk. The English Chronicle Online.

British consumers could improve health while supporting local economies by eating more local fish. Research highlights that supermarkets have a crucial role in encouraging the shift from imported fish to nutritious, locally caught species. This focus on local fish could reduce reliance on the “big five” of cod, haddock, tuna, salmon, and prawns, which dominate supermarket shelves, while promoting sustainable choices. The University of East Anglia (UEA) found that many British people eat less seafood than recommended, missing out on essential nutrients such as omega-3.

Seafood consumption in the UK has declined by 25% over the last decade. Younger adults were the least likely to include fish in their diet, while older consumers often ate a more varied selection. Supermarkets, where most fish is purchased, remain dominated by imported options. According to Dr Silvia Ferrini, lead researcher at UEA’s centre for social and economic research on the global environment, modern lifestyles contribute to limited local seafood consumption.

“Much of the UK population does not consume a weekly portion of fish,” Dr Ferrini explained, “which leaves many below recommended nutritional intake for essential fatty acids.” She emphasized that the government’s Eatwell Guide recommends two portions of sustainably sourced fish per week, including one oily fish such as salmon, mackerel, or sardines. Despite abundant local fish populations, over 80% of seafood consumed in the UK is imported, while locally caught sardines, anchovies, and other species are exported.

This reliance on imports increases carbon emissions and leaves the UK vulnerable to global supply disruptions. Dr Ferrini suggested that supermarkets could introduce strategies to promote local fish, such as recipe cards, in-store promotions, or educational campaigns. Her research, Socioeconomic Evidence for Sustainable Fisheries, found a strong correlation between the range of fish offered and sales figures, indicating that availability could influence consumer behaviour.

The study combined national consumer surveys, focus groups, and supermarket sales data, as well as analysis from the Office for National Statistics’ living costs and food survey. Results indicated that many UK consumers are open to trying local fish varieties like sprats, flatfish, and small oily fish. About 40% expressed willingness to experiment with these species if they were fresh, locally sourced, and affordable.

Dr Ferrini said, “Curiosity among British consumers is strong, but convenience and familiarity drive purchasing decisions. Making local fish accessible could change eating patterns and support sustainable fisheries.” She added that using supermarket strategies to encourage these options could also help boost the local fishing economy.

Researchers highlighted that while salmon remains the most purchased fish, representing 25% of total sales, its dominance reflects the proportion available rather than consumer preference alone. Expanding supermarket variety to include local species could not only improve nutritional intake but also reduce pressure on imported fish stocks.

The report further noted that promoting local fish could contribute to lowering carbon footprints and fostering food security. With proper education and marketing, consumers may shift preferences, embracing previously overlooked species, which are abundant in UK waters and rich in essential nutrients.

UK Research and Innovation, funded by the Department for Science, Innovation, and Technology, supported the study. Findings underscore an opportunity to align health benefits with sustainable consumption, encouraging supermarkets, policymakers, and consumers to prioritise local fish.

As the UK faces challenges in achieving national nutrition targets, embracing local fish presents a feasible and environmentally responsible solution. Supermarkets, researchers, and government bodies can collaborate to introduce innovative measures, ensuring that British consumers benefit from fresh, affordable, and nutritionally rich seafood options.

By shifting focus towards local fish, the UK could enhance public health, strengthen regional fishing industries, and reduce dependency on global seafood markets, ultimately contributing to a more resilient food system.

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