Health Update: Seafood: How to educate consumers on health, wellness benefits – What Experts Say

Educating shoppers on the health benefits of seafood — particularly for GLP-1 users — will be key to growing seafood sales in 2026, experts agree.

Individuals utilizing GLP-1 medications has soared, representing 23% of all U.S. households, according to recent Circana research. They are also projected to represent 35% of all food and beverage units sold by 2030, “signaling a critical need for retailers and manufacturers to adapt,” Circana said.

While spending on traditional retail food and beverages has decreased among GLP-1 users, they still outspend non-users at grocery stores. And they are actively seeking products higher in protein, fiber, and healthy fats and are reducing their purchases of foods high in carbohydrates and sugar.

As consumers using GLP-1 medications  prioritize protein, fiber-rich produce and minimally processed foods, seafood departments become a natural destination for meeting those needs, said Anne-Marie Roerink, principal at 210 Analytics.

“GLP-1 is the trend that is happening. It opens up a door for a healthy lifestyle that they might not otherwise have had a chance to live,” agreed Cristi Dorry, founder of seafood consultancy firm Cristi Dorry Consulting and previously retail manager for Norwegian salmon supplier Kvarøy Arctic. She believes retailers “have a duty to help the consumer shop and supporting that healthy lifestyle that is going to become common this year.”

It’s not just GLP-1 users who are fueling the burgeoning protein trend, though. 78% of U.S. consumers say they pay close attention to protein in their diet, followed by sugars (73%), calories (68%), carbohydrates (66%), fats (65%), sodium (63%), and fiber (61%), according to data from recent Numerator research.

Additionally, 78% of consumers say it is important to meet their daily protein goals, but 24% believe they are not getting enough protein in their diets. Boomers+ are the most likely generation to say that they are paying close attention to their protein intake (82%), followed by Gen X (78%), Millennials (74%), and Gen Z (74%), per Numerator.

“Everyone will be on a healthier eating plan in the new year,” Dorry said. As such, promoting the nutritional benefits of seafood to shoppers should be at the top of retail marketing departments’ to-do lists.

And all demographics of shoppers are interested in seafood for its health benefits. Consumers are increasingly seeking out food as medicine, avoiding artificial ingredients and looking for all natural, wholesome ingredients, Roerink said.

“Seafood has long had a carefully curated Omega-3 positioning, but hasn’t leaned in all that much to being a lean protein. Protein will continue to be a major driver of sales and protein callouts will help remind shoppers of seafood as a lean protein option,” she said.

Educating shoppers instore

One of the retailers educating shoppers about the health and nutritional benefits of seafood is The Save Mart Companies, in Modesto, Calif., which operates 194 Save Mart, Lucky, and FoodMaxx stores.

“High protein diets, GLP 1 usage, and the general shift toward healthier lifestyle choices all work in seafood’s favor. As shoppers seek nutrient dense options that support overall wellness, seafood rises to the top,” said Bill Booth, vice president of meat and seafood at Save Mart. “We expect demand to grow even more in 2026, and our messaging will follow that momentum.”

To that end, Save Mart will continue focusing on seafood as a “clean, high protein, versatile category that fits the way Americans are choosing to eat,” Booth said. “We are leaning more heavily into communicating the nutritional value of seafood, the simplicity of preparing it at home, and its role in a balanced lifestyle,” he explained.

This year, Save Mart is doubling down on education, inspiration, and simplification, according to Booth.

“Seafood shoppers are becoming more informed, and we want to meet them with messaging that builds confidence and curiosity.”

To that end, the retailer will expand its use of social media, e-commerce, and digital content to highlight seafood in approachable, engaging ways.

“Whether it is presenting easy recipes, pairing suggestions, or behind-the-scenes sourcing stories, we want shoppers to feel empowered to bring seafood into their weekly routine,” Booth said.

In addition to shopper education, Save Mart has introduced new products that make healthier eating easier, including a “Fins and Feathers butcher bundle,” a deal featuring chicken breast, ground turkey, and True Cod fillets for around $30. This and other limited time offerings are “designed to get customers excited about better-for-you meals,” Booth said. 

“These are especially popular during seasons when people prioritize health, such as early in the year and heading into summer,” he added.

Save Mart has also expanded value-added products that simplify healthy choices, such as marinated seafood options, ready-to-cook salmon portions, and curated seafood bundles.

“These items help shoppers feel capable and excited rather than intimidated. Pair that with viral friendly offerings like our seafood boil kits, and you have a recipe for engagement and education,” Booth said.

How to communicate the health benefits of seafood

The majority of shoppers (36%) get their protein information from packaging or labels (36%), friends or family (35%), retail stores (28%), medical or health care professionals (24%), and social media platforms (23%).

Consumers are looking on packages for the American Heart Association “red check” logo and other sustainable and nutrition marks, Dorry said. Seafood packages and in-store signage should also have a QR code for recipes to prep the seafood, she added.

Dorry also recommends retailers feature in-store signage, including window clings on the glass case, that “shouts out” seafood’s health benefits. Some retailers have rolled out storewide program identifying good-for-you items, Roerink said.

“Using the same icon, such as the ‘live better’ icon helps with recognition and impact,” she noted.

Many grocery chains employ full-time dietitians to communicate the nutritional benefits of a variety of foods, including seafood. Hy-Vee in West Des Moines, Iowa, for instance, is known for its strong dietitian/shopper health education program. For years, it has provided free dietitian services to shoppers who are interested.

The company added Hy-Vee Healthy You, a health and wellness subscription service that provides personalized nutrition counseling, preventative health screenings, product recommendations and recipes. In addition to individual counseling, Hy-Vee Healthy You users can access the grocery chain’s Healthy Habits menu program and on-demand freezer meal prep classes.

“Both options take customer education to the next level in directly adding seafood to our customers’ grocery lists and regular recipe routines,” said Megan Callahan, assistant vice president of dietitian services for Hy-Vee.

Save Mart’s marketing team highlights healthier choices such as seafood in its weekly flyers and across digital channels, and incorporates those messages “wherever shoppers engage with us,” Booth said.

“In stores, we use videos to explain seafood sourcing and sustainability practices, reinforcing the quality and values behind what we sell.”

Seasonal storytelling, such as wild salmon in the summer and mahi in the spring, has helped bolster seafood sales, according to Jenna Rose Potts, marketing and social media manager for Save Mart.

“And we’re bringing that story to life everywhere shoppers are, from in-store pairings to fresh marketing moments to social content that actually feels in season. It’s all about showing people how to enjoy seafood when it’s at its absolute best,” she emphasized.

Social media has been a very successful sales channel for Save Mart. For example, Save Mart’s seafood boil and crab boil kits have gone viral multiple times on TikTok and Instagram, according to Booth.

“Those moments show how powerful visual storytelling can be when paired with health driven, seasonal conversations.”

As social media and chef-driven content demystify preparation, customers feel more confident than ever cooking seafood at home, according to Booth. In turn, that confidence directly boosts sales, he said.

Nutrition education has to be a “constant and consistent drumbeat, including on-pack messaging, employees talking about it when serving customers, signage in the department, information in online product descriptions and social media messaging,” Roerink said. “Consumers spent hours a day on social media, yet seconds at the shelf when selecting items. But altogether, we have many short touchpoints to remind and educate consumers about seafood nutrition.”

Fishmongers play an important role in the customer experience, but today’s seafood shopper often arrives to the fresh seafood case knowledgeable and motivated, according to Booth. They know the value of omega 3s, they understand the benefits of salmon and other species, and they appreciate quality. As a result, the educated fishmonger and the digitally savvy consumer “meet in the middle,” he noted.

Using third-party demo companies to explain the benefits of a particular fish or shellfish, and show shoppers how easy it is to prep, is also key to growing fresh seafood sales, according to Dorry.