Ukrainians consume less fish compared to Europeans due to a lack of cultural tradition and higher prices. However, there is a shift towards a healthier lifestyle leading to an increase in fish consumption. The preference for fish and seafood imports remains stable, with herring, mackerel, hake, sprat, and salmon being the most popular. The price range and quality of fish products are important factors. There is also a move towards trying more luxurious seafood like lobsters and Argentine shrimp, but there are challenges in introducing local seafood products in restaurants due to preferences for traditional fish species.