The contemporary seafood industry is globally well established and highly competitive as its products compete against the wider category of foods made available by the retailers. Hence, the need to understand consumer behaviour becomes an issue of weighed value. Since food consumption in general is strongly related to national culture and several socio-economic phenomena which in turn affect consumer behaviour - differences can be found between and within the European countries. Within this context, two broad market segments can be observed within the European geographical area for the market of seafood products: the north (and centre) and the south. During the last decade or so, a number of European-wide food market issues, have initiated a market transformation process. The main ones concerned with the consumption of seafood are briefly discussed in this paper, along with a number of general consumer concerns and perceptions that are shared amongst the diverse European market.