Fresh Fish - Eastern Europe

Eastern Europe

Highlights

Market definition

In-Scope/Out-of-scope

Market structure

Reports

Methodology

Revenue in the Fresh Fish Market is projected to reach US$121.78m in 2025.
Revenue is expected to show an annual growth rate (CAGR 2025-2029) of 10.14%, resulting in a projected market volume of US$179.18m by 2029.
With a projected market volume of US$12.80bn in 2025, most revenue is generated China.
In the Fresh Fish Market, the number of users is expected to amount to 2.0m users by 2029.
User penetration will be 0.8% in 2025 and is expected to hit 0.9% by 2029.
The average revenue per user (ARPU) is expected to amount to US$72.97.

Analyst Opinion

The Fresh Fish eCommerce Market in Eastern Europe is witnessing elevated growth, fueled by increasing consumer demand for convenient online shopping, enhanced quality assurance, and a growing awareness of sustainable seafood sourcing practices.

Customer preferences: Consumers in Eastern Europe are increasingly prioritizing high-quality, sustainably sourced seafood in their online purchasing decisions, reflecting a growing awareness of environmental issues. Demographic shifts, such as a rise in health-conscious millennials and Gen Z, are steering preferences towards fresh, organic fish options that align with their values. Additionally, the convenience of eCommerce allows busy urban dwellers to access premium seafood easily, while culturally rooted culinary traditions are inspiring more home cooking, further driving interest in fresh fish delivery services.

Trends in the market: In Eastern Europe, the Fresh Fish eCommerce market is experiencing a significant shift towards high-quality, sustainably sourced seafood, driven by consumer awareness of environmental sustainability. As health-conscious millennials and Gen Z prioritize organic fish options, online platforms are adapting to meet these demands. Urban dwellers benefit from the convenience of eCommerce, enabling easy access to premium seafood. Additionally, a resurgence in home cooking inspired by cultural culinary traditions further fuels the popularity of fresh fish delivery services. This trend is vital for industry stakeholders, as it encourages innovation in supply chains and marketing strategies to capture this evolving consumer base.

Local special circumstances: In Russia, the Fresh Fish eCommerce market benefits from a vast coastline and abundant aquatic resources, yet faces regulatory challenges impacting fishing practices. In Ukraine, the ongoing conflict has disrupted traditional supply chains, prompting a shift toward localized fish sourcing to ensure availability. Azerbaijan's rich culinary heritage emphasizes the demand for unique seafood offerings, while Bulgaria's growing eco-tourism sector fosters a preference for sustainably sourced fish. These diverse factors drive innovation and adaptability in the region's fresh fish eCommerce landscape.

Underlying macroeconomic factors: The Fresh Fish eCommerce market in Eastern Europe is shaped by several macroeconomic factors including fluctuating currency valuations, trade policies, and evolving consumer behaviors. Economic stability in countries like Bulgaria encourages investment in sustainable fishing practices, while inflationary pressures across the region can lead to higher prices for fish, affecting consumer purchasing decisions. Regulatory frameworks also play a crucial role; nations embracing eco-friendly policies tend to see a rise in demand for sustainably sourced products. Additionally, shifts in global supply chains due to geopolitical tensions further influence local sourcing practices, driving innovation and adaptation within the market.

Methodology

Data coverage:

Data refers to B2C enterprises. Figures are based on the sale of physical goods via a digital channel to a private end consumer. This definition encompasses purchases via desktop computers (including notebooks and laptops) as well as purchases via mobile devices (e.g., smartphones and tablets). The following are not included in the eCommerce market: digitally distributed services (see instead: eServices), digital media downloads or streams, digitally distributed goods in B2B markets, and the digital purchase or resale of used, defective, or repaired goods (reCommerce and C2C). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

Modeling approach / Market size:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Statista Consumer Insights Global Survey), data on shopping behavior (e.g., Google Trends, Alibaba Trends), and performance factors (e.g., user penetration, price/product). Furthermore, we use relevant key market indicators and data from country-specific associations such as GDP, consumer spending, internet penetration, and population. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption. The main drivers are GDP per capita, consumer spending per capita, internet penetration, and population.

Additional Notes:

The market is updated twice per year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The impact of the Russia/Ukraine war is considered at a country-specific level.

Fresh Fish - Eastern Europe

Revenue

Analyst Opinion

Sales Channels

Users

Global Comparison

Methodology

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