The driving force behind this increase will be a combination of rising incomes and urbanisation, interlinked with the expansion of fish production, and improved distribution channels. However, the pace of this increase will slow in particular in the second half of the outlook period, when fish starts to become more expensive in comparison with meat. Overall, per capita apparent fish food consumption will increase by 0.5% p.a. Apparent fish consumption will remain static or decreasing in Japan (-5%, from 52.8 kg to 49.9 kg), in Canada (-7%), in selected Latin American countries and in Africa (-5%), in particular in Sub-Saharan Africa.