Consumers’ burgeoning love affair with prawns has turned the chilled fish category into a £1bn business.

The category is now growing faster than the other major protein groups at 7% (12 months to December 5, TNS), and now represents 20% of the £5.3bn meat, fish and poultry market.

The growth was given a boost by an increase of 22% in prawn sales and consumers are developing a growing appetite for king prawns and value-added varieties.

Jeremy Horton of Young’s Bluecrest said: “Seafood once suffered a the Cinderella of proteins but now the story is stunning. Health, convenience and celebrity chefs are creating a climate for growth that should push the trade to put seafood at the very centre of any strategy.”

For a full report read the Focus on Meat, Fish and Poultry in this week’s issue of The Grocer.