Italy has emerged as the third largest consumer market for Norwegian salmon, with nearly 10% of all salmon produced in Norway being consumed in the Italian market. This surge in popularity is largely driven by the growing preference for smoked salmon, sushi, and poke bowls. A survey by the Italian research institute KB, commissioned by the Norwegian Seafood Council, found that salmon dishes are enjoyed by Italians an average of three times a month, especially among the 18 to 34 age group. In 2023, Italy's consumption of Norwegian salmon reached nearly 140,000 tonnes, a significant increase from 84,000 tonnes in 2017, with Norwegian salmon having over 90% market share in Italy.