Fishing for the freshest data: Norway navigates the global seafood market with analytics

The Norwegian Seafood Council uses SAS to give Norwegian fish exporters a competitive advantage

As the second-largest seafood exporter in the world, Norway has seen its consumer demand steadily increase over the years. During 2021, Norway exported 3.1 million tons of seafood worth NOK 120.8 billion (US$13.5 billion), setting a record in volume and value. The Norwegian Seafood Council works with the Norwegian fisheries and aquaculture industry to develop markets for Norwegian seafood.

“With offices and markets all over the world, we are constantly on the go,” says Jan Ståle Lauritzen, Data Warehouse Manager at the Norwegian Seafood Council. “At the same time, we need constant access to data.”

Data is perishable, and immediate access and visual presentation of current data is integral to the council’s customers. Using SAS Visual Analytics and SAS Visual Text Analytics, the Norwegian Seafood Council harvests and analyzes the most relevant information on prices and consumer trends in more than 50 countries. Through data analysis of market statistics, the fish exporters gain a competitive advantage as they navigate the global seafood market.

Huge amounts of data available

The council takes pride in knowing Norwegian exporters have more insight into the global seafood market than any other exporters. Not only that, but they also are constantly working to increase the value and reputation of Norwegian seafood and ensure a quality product. To cater to all of their various customers, every year, 500 marketing projects are conducted in at least 25 different markets.

“We compile the statistics and give exporters decision-making tools relating to price, product, trends and needs in the countries where they want to establish a presence,” Lauritzen says.

Information at a detailed level

The council's head office in Tromsø receives around 3,000 requests for market information each year. With SAS Visual Analytics, the council can provide more than 500 users access to trade statistics from 54 countries, consumer studies from 31 countries and consumer figures from 15 countries.

In the fight for consumers, this is an amazing competitive advantage. For example, an exporter wishing to do business in France can go into the database and discover how often the French eat seafood and their seafood preferences. This allows the exporter to tailor the product, sales strategy and pricing to the market they are entering.

”Norwegian fish has never been in greater demand, and thanks to SAS Visual Analytics, this is illustrated better than ever,” Lauritzen says.

Sensitive market insight

The Norwegian Seafood Council employs about 17 people to work on analysis and reporting daily. The analysis department has recently set up a new database to give businesses access to sensitive market statistics, including an overview of their own market share and a comparison of their prices with those of competitors. Because this is confidential and proprietary information, SAS also manages the strict security requirements.

Building on a long partnership

The council began using SAS solutions when it was first established in 1991. Since then, it has expanded the database and its use of advanced analytics. Now, the council has gathered consumer, trade and opinion statistics into a single tool, and has invested time and energy in a fully automated data uploading system.

“We are saving time that we previously spent on routine work,” Lauritzen says. “And we can focus more on analysis that makes a difference to our customers.”