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 pa apparent fish consumption will remain static or decreasing in japan from kg to kg in canada in selected latin american countries and in africa in particular in subsaharan africa