Finding fresh, high-quality seafood in a supermarket can feel like a bit of a gamble – but some stores have truly mastered it. Across the UK, a handful of grocery chains are raising the bar with skilled fishmongers, responsibly sourced produce, and a variety that rivals specialist markets.
Whether you’re after flaky cod for fish pie or luxurious hand-picked crab for a weekend treat, these six supermarkets stand out for their impressive seafood counters.
This article is for general informational purposes only. Product quality, availability, and sustainability certifications may vary by location and season. Always check in-store labelling or speak with staff for details about sourcing, freshness, and preparation advice.
1. Waitrose
Did you know that Waitrose was among the first UK supermarkets to ban all farmed salmon from questionable sources? Their commitment to responsible fishing shows in every fillet. Staff behind the counter genuinely know their stuff and can recommend cooking methods or suggest wine pairings without being snooty about it.
The selection ranges from everyday staples like cod and haddock to more adventurous choices such as monkfish and sea bream. Prices reflect the quality, but frequent shoppers swear the freshness justifies spending a few extra quid.
2. Marks & Spencer
Walk past the seafood counter at M&S and you'll notice something different straight away: the sheer variety of prepared options. From garlic butter-topped salmon to pre-marinated sea bass, they've made fancy fish suppers ridiculously easy. Their fishmongers are trained to fillet on request, which means you can grab a whole sea bream and have it prepped whilst you finish shopping.
Sustainability credentials are solid too, with clear labelling on sourcing methods. It's pricier than your average supermarket, but the convenience factor wins over busy families every time.
3. Sainsbury's
Sainsbury's has quietly become a go-to for reliable, mid-range seafood that doesn't break the bank. Their counters stock British classics like mackerel and plaice alongside trendier options such as sea bass and king prawns. What sets them apart is consistency; you'll rarely encounter dodgy-smelling fish or lacklustre presentation.
Many larger stores employ trained fishmongers who'll happily skin, bone, or portion your purchase. The Taste the Difference range offers restaurant-quality cuts at supermarket prices, making it perfect for impressing dinner guests without the stress.
4. Morrisons
Here's a fun fact: Morrisons employs more in-store butchers and fishmongers than any other UK supermarket chain. Their Market Street concept brings proper market vibes into the shopping experience, complete with staff who actually prep fish daily rather than just stocking pre-packed items. You can request specific cuts, ask for descaling, or even get cooking tips from folks who've worked with seafood for years.
Prices are competitive, and the turnover means stock stays impressively fresh. Their smoked haddock is particularly beloved by regulars who swear it rivals specialist fishmongers.
5. Tesco
Tesco's seafood counters have come a long way from the sad-looking offerings of decades past. Larger stores now feature dedicated fish sections with trained staff and a decent selection that covers everyday favourites and occasional luxuries. Their salmon, both farmed and wild-caught, gets consistent praise for quality and value.
Whilst smaller Tesco branches might only stock pre-packed options, the Extra and Superstore formats usually have proper counters where you can buy by weight. Clubcard prices often make premium lines surprisingly affordable, especially during promotional periods.
6. Aldi
Aldi might not have the fancy counters of pricier competitors, but their pre-packed seafood selection punches well above its weight class. Most stores stock fresh salmon fillets, cod loins, and king prawns at prices that make regular fish suppers genuinely affordable. The quality surprises first-time buyers who expect budget to mean mediocre.
Their Specially Selected range occasionally features more upmarket options like sea bass or scallops, often timed with seasonal promotions. Whilst you won't find a fishmonger to chat with, the value proposition makes Aldi a smart choice for families watching their pennies.
