South Africa’s fish and seafood industry is making notable strides on the global stage, with exports rising faster than inflation and showing strong international demand.
Data science company Eighty20 reports that South Africa’s seafood exports grew by 8.6% in 2024, reaching R9 billion, outpacing inflation and signaling rising global demand.
This strong performance is supported by the country’s extensive 3,000km coastline and a marine economy valued at R19.9 billion, Zawya reported.
Leading the export pack are fresh fish, which make up 40% of South Africa’s seafood exports, and molluscs like cuttlefish and abalone, accounting for 30%.
Key export destinations include Spain (25.5%), Italy (18.2%), and the United States (9%).
Notably, the U.S. alone consumes 60% of South Africa’s fresh whole fish exports, showing its dominance in that category.
At the same time, South Africa imported R5.4 billion worth of seafood, with Namibia, Norway, and China as the main suppliers.
Norwegian salmon makes up 82% of fish exports to South Africa, driven by a growing local appetite for sushi in restaurants and grocery stores.
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“Sushi sits right at the intersection of South African consumer trends: it’s fast, fresh and aspirational,” said Andrew Fulton, director at Eighty20.
He added that their fish-focused research highlights how global and local dynamics influence what ends up on South African shelves, from Norwegian salmon in Cape Town to locally caught sardines driving change in the fishing sector.
Retailers have quickly adapted to shifting consumer preferences, with sushi-to-go offerings now common in supermarkets.
Sushi has also carved out a firm place in South Africa’s food scene, holding 6% of the national restaurant category, according to Global Data.
Its popularity is particularly strong among urban consumers seeking healthier and more modern dining options.
Despite this growth in niche markets like sushi, the broader fishing industry has had mixed results.
Export demand for high-end products like abalone and lobster has remained stable, but major industry players are under increasing profitability pressure.
Sea Harvest Group reported a strong financial year in 2024, with revenue rising 16% to R7.2 billion and operating profit up 26%.
Oceana Group, however, showed a more modest 2.9% revenue increase in its March 2025 interim results, while operating profit dropped sharply by 33.5%.
Meanwhile, I&J saw a 1.1% decline in revenue for the year. Tinned fish continues to be a critical part of South African diets.
Eighty20’s analysis of MAPS data shows that around two-thirds of South Africans across all income groups buy tinned fish every month.
It remains a key source of affordable protein amid ongoing cost-of-living challenges.
While consumption levels are evenly spread across socioeconomic brackets, brand preferences differ.
Higher-income consumers tend to buy John West and Mayfair, while mass-market buyers prefer Koo and Lucky Star.
Despite this, Oceana, owner of Lucky Star, noted that the brand is gaining traction in premium outlets like Woolworths. The sector also has its quirks.
In 2023, landlocked Lesotho managed to export over R12 million worth of fish to the U.S., and has even shipped sushi-grade fish to Japan in the past.
“As global demand continues and local preferences evolve, South Africa’s seafood economy is proving both adaptable and essential, connecting traditional staples to modern convenience and international trade,” Fulton concluded.
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