Hamburg – November 09, 2026 -- Germany's fish industry is struggling to turn the protein boom into counter sales, according to practitioners at the 10th Fischwirtschaftsgipfel in Hamburg. Shoppers buying fish ask about taste, bones and preparation rather than protein content, retail and gastronomy experts told the audience.
The two-day conference ran on 3 and 4 November at the Empire Riverside Hotel. Fischmagazin invited more than 200 representatives from nearly 100 companies, associations and institutions. Norway attended as partner country, and delegates also came from Bremerhaven and Emden.
FIZ panel finds protein content plays a minor role in fish purchases
The Fisch-Informationszentrum (FIZ) designed the opening session, titled "Protein Boom - what role does fish play in tomorrow's diet?" It follows a 2025 collaboration in which FIZ first shaped the summit's opening. Nutrition sociologist Dr. Daniel Kofahl, retail fish sommelier Steffen Euler and fishmonger-restaurateur Patrick Schälte took part. Julia Steinberg-Böthig, FIZ's PR and communications officer, moderated.
Euler and Schälte said customers focus on taste, bones and correct preparation. Herring delivers about 20 grams of protein per 100 grams, plus omega-3 fatty acids. Depending on species, fish also supplies iodine, selenium and vitamins.
Kofahl advised against marketing fish on single nutrients or passing trends. He argued that enjoyment, food culture and everyday practicality should carry the message alongside nutritional benefits.
Panelists back personal advice and early exposure to lift consumption
The practitioners stressed personal counseling and practical preparation tips, such as how to pan-fry a fillet and which side dishes suit it. Early contact with fish in families, schools and communal catering was discussed as a route to long-term familiarity. Steinberg-Böthig summarized the discussion: the protein trend can open doors, but fish must taste good, be easy to prepare and fit daily routines.
The Norwegian Seafood Council (NSC) presented two joint initiatives. In "Unser Hering," three companies work with the NSC to reach younger consumers for matjes and herring through recipe ideas and social media content. The gastronomy concept "Smørbrød" is intended to promote uncomplicated fish dining.
Twenty-five of 27 candidates pass fish sommelier course, lifting national total to 220
The summit honored the 2026 fish sommelier class. Of 27 participants, 25 passed, including Steinberg-Böthig, who has worked in the fish sector for just under three years. The IHK-certified program has run since 2017 and covers species, origin, processing, quality, sensory evaluation and preparation. With the new class, Germany has 220 fish sommeliers working in retail, gastronomy, processing and communications.