Fresh fish prices nearly double in a decade

Fresh plaice and cod fillet have become luxury items in Denmark, with auction prices for fresh fish nearly doubling over the past 10 years, according to figures from the Danish Fishermen’s Association.

At retail counters, the price per kilogram of plaice can now reach nearly 300 kroner, while cod may hit 400 kroner. Customers at Møllers Fiskehus in Båring near Middelfart are feeling the pinch.

“I think it’s expensive. We often talk about how fish has gotten expensive. But we still buy it because we can’t do without it,” said customer Stine Vilhelmsen.

Erik Møller, owner of Møllers Fiskehus, acknowledges the shift: “We can’t ignore that fish has become a bit of a luxury.” He is working to keep customers with special offers and new dishes despite rising prices.

Denmark’s National Food Institute recommends 350 grams of fish per week—roughly two meals plus some fish spreads—but only about a quarter of Danes meet this target. Senior researcher Sisse Fagt warns that insufficient fish consumption can lead to deficiencies in essential fatty acids, vitamin D, and selenium, all critical for cardiovascular health.

“If fish becomes relatively more expensive, it will clearly be a barrier to how much fish Danes eat,” Fagt said, noting that this could deepen social inequalities in diet and health.

The Danish Fishermen’s Association proposes removing VAT on fish entirely, similar to planned exemptions for fruits and vegetables. “It would have a major impact on price development and could help increase demand for fish and seafood,” said Kenn Skau Fischer, the association’s managing director.

Fischer argues fish deserves special treatment as a healthy, climate-friendly protein source. Fagt agrees, calling the VAT removal “a very good idea” to push consumption in the right direction.