Exclusive analysis of current sales figures for Fish International 2026.

The amount of fish and seafood purchased by private households in Germany for in-home consumption has been declining over the long term. Compared to the pre-coronavirus period in 2019, approximately 5% less fish and seafood was purchased in 2025 (Jan-Sep). However, since last year, there has been a slight upward trend in the market again. This was even more pronounced in the first nine months of 2025. Which segments are performing well in the fish and seafood market and which are lagging behind? Which retail outlets and types of offering (self-service vs. counter service) are benefiting and what is the situation with regard to fish species?

Speakers: Werner Lauß, Senior Manager, YouGov

Werner Lauß joined GfK’s Consumer Panel Services in Nuremberg in 1998. Since the beginning of 2024, the Consumer Panel has been part of YouGov. As Senior Manager, he is responsible for meat/poultry and sausage products, as well as chilled fish products and plant-based alternatives in these categories.

Prospects for sustainable fish consumption 

Everyone is talking about sustainability—but is that just lip service? Fishing is a dynamic industry that operates under constantly changing conditions. A truly sustainable fish product range therefore requires clear guidelines, the courage to innovate, and the ability to continually educate consumers and the public about this complex and important issue.

Speakers: Götz Ahrens, Commercial Manager, Deutschland, Österreich, Schweiz, Marine Stewardship Council

Götz Ahrens, who grew up in beautiful Bremen and now lives in Berlin, went on mudflat walks to Neuwerk as a child and competed with his mother to see who could peel the most crabs. His love for the sea has always remained, even though he only finally got into fish in 2019. Since then, as Commercial Manager at MSC, he has been responsible for cooperation with companies in Germany, Austria, and Switzerland that are working to expand the range of fish and seafood from MSC-certified sustainable fisheries.

Moderator: Julia Steinberg-Böthig, PR & Communications Officer, Fisch-Informationszentrum e.V. (Fish Information Center)

14.00-14.30 – Between microplastics and measurement uncertainty – plastic particles in fish and seafood

Microplastics in food are at the top of the list of health and consumer issues that concern German consumers, as shown by the Consumer Monitor of the Federal Institute for Risk Assessment. Media reports about plastic particles being found in human brains or blood are adding to the uncertainty. Fish and seafood are often discussed as potential sources of microplastics in the human diet. From a scientific point of view, however, there are still considerable uncertainties regarding human exposure – not least because of analytical limitations and methodological uncertainties. The presentation provides an overview of the investigation of microplastics in the edible portion of fish and seafood, as well as initial findings on plastic contamination in fish as a foodstuff.

Speakers: Julia Süssmann, Research Associate at the Max Rubner Institute, Federal Research Institute for Nutrition and Food

Julia Süssmann is a state-certified food chemist and has been working for the Max Rubner Institute since 2018. Her research focuses on the development of methods for investigating small plastic particles in food, especially in fish and seafood.

14.30–15.00 – Organic bodyguards for smoked salmon: protective cultures used for safety and taste

Cold-smoked salmon is popular – but listeria can compromise safety and shelf life. The Max Rubner Institute’s SLOPE project is testing protective cultures that inhibit Listeria monocytogenes without affecting taste or texture. Learn how innovative microorganisms not only increase food safety but also preserve sensory quality – for manufacturers and consumers alike.

Speakers: Kristina Bartsch, Max Rubner Institute (MRI), Federal Research Institute for Nutrition and Food

Kristina Bartsch is a true fish lover and has been eating matjes herring since she was one year old—for her, it’s simply the finest delicacy. Growing up in a family that runs its own smokehouse, she learned to appreciate the art of smoking at an early age. After studying ecotrophology and detours into milk, meat, grains, fruit, and vegetables, she finally returned to her passion for fish in 2024. Now she combines her knowledge of nutrition with her family’s traditional techniques.

15.15-16.00 – Trust as a brand strategy: How the fish industry wins customers with clear values

Trust is the foundation for sustainable customer relationships—especially in the fish segment. Today’s consumers expect not only quality, but also a clear stance and reliability throughout the entire value chain.Through consistent action, honesty, and authentic communication, brands can create long-term customer loyalty. FRoSTA serves as a best practice example: with its purity law, the company has made a clear promise and consistently fulfilled it over many years – a principle that is also inspiring for the fish industry.

Speakers: Anna Papakonstantinou, Brand Manager Fish & New Business, FRoSTA AG

Anna Papakonstantinou is Brand Manager for the fish division at FRoSTA. She has many years of marketing experience and has been with FRoSTA for over 7 years, where she lives out her passion for brand management and clear brand values every day. Both professionally and privately, she is a big fan of fish – a personal connection that shapes her perspective on product quality and consumer expectations.

Panel discussion

Scaling up instead of stagnating: Success factors for algae . Interactive discussion with the audience and our guests.

Plant-based seafood, alternative proteins, and algae are changing the nutritional landscape. The panel will highlight opportunities such as sustainability, scalability, and health benefits, as well as challenges such as taste, cost, and regulation. It will also analyze which market and innovation paths appear realistic and successful.

Moderator: Franziska Färber, Manager, Atrium Environmental, Team & StartUp Support, formerly Aquaculture Division

Participants:

• Eskil Puhl, Head of Research at Convenience GmbH, spirulina in ice cream and other foods/marketing/idea generation
• Deniz Ficicioglu, CEO and founder of wunderfisch GmbH, expertise in macroalgae and food scaling
• Franziska Färber, Manager at Atrium Environmental, Team & StartUp Support, formerly in aquaculture