How could the shift to poultry feed affect Asda's procurement costs?
Salmon producers may lower costs by using cheaper poultry feed Major salmon producers, including Mowi and Grieg Seafood, are adopting poultry-based feed because it is considerably cheaper than traditional proteins. The price of fish meal has almost doubled over the last two years due to dwindling wild fish stocks and soaring demand in China, while poultry feed can be bought for less than half the price per tonne. If these cost reductions are passed down through the supply chain, Asda could see a reduction in its procurement costs for salmon products.
- Effect
- Mild positive
- How direct
- Brind's reasoning
- When
- Within weeks
- The story
- Gone quiet
How it reaches Asda
-
Some major salmon producers in Europe have started feeding chicken to their salmon, a practice that had not been used for years, although it is legally permissible. This shift is driven by the worsening price disparity between protein-rich fish and chicken feed. Fish meal prices have almost doubled, while poultry feed is currently less than half the price per tonne.
The full event1independent outlet -
By utilizing poultry feed, producers like Mowi reduce their operational costs. If these cost savings are passed down the supply chain, Asda, as a major retailer, could see a reduction in its procurement costs for salmon products.
No report states this step directly. Brind drew it from the reporting on each side of it, so treat it as an informed guess.
-
British supermarket chain
Everything about Asda
Tap any step to see the evidence behind it.
The facts so far
As reported. Each one links to where it comes from.
- The price disparity between protein-rich fish and chicken feed has worsened over the last two years due to dwindling wild fish stocks and soaring demand for salmon feed in China.irishtimes.com
- The price of fish meal has almost doubled.irishtimes.com
- Poultry feed can be bought for less than half the price per tonne.irishtimes.com
- Mowi was planning to introduce poultry-based feed at its farms in Norway and Scotland.irishtimes.com
Why it matters
The shift to poultry feed represents a significant cost-saving measure for the aquaculture industry, driven by global demand from China and the rising cost of traditional fish meal. For major retailers like Asda, this could translate into lower input costs, potentially allowing for stable or reduced prices for consumers, provided the producers choose to pass on the savings.
However, this cost benefit is balanced against consumer concerns. A 2026 study found that consumers in the UK and France thought it was “unnatural and disgusting” to feed chicken to salmon. This consumer backlash could force supermarkets to avoid stocking these products, regardless of the cost savings.
What we don't know yet
- Will major retailers like Asda choose to pass on the cost savings to consumers?
- Will consumer backlash against chicken-fed salmon force producers to revert to traditional feed sources?
What would change this answer
— Other considerations
Beyond this explainer
Explore connected ideas
Each opens in Related concepts: what the web connects to it, with Brind's news on it.
The ideas come from how millions of web pages place them near each other. The questions are Brind's AI reasoning, written only from this explainer and Brind's own reporting.
Reporting
- irishtimes.comOct 19
Keep going
Brind's analysis is written by AI from the reporting linked above and can be wrong. This explainer is a possibility worth considering, not a forecast: steps marked as Brind's reasoning are not stated in the reporting. It is not investment advice; do your own research.