The German market for fish products is one of the most interesting in Europe.This is primarily due to the fact that Germany is a net importer of fish and secondly, because the market exhibits traditional but unique characteristics with regard to product preferences and thus greater future challenges than other European markets. Historically, the market for fish-based ready meals was characterized by a very conservative approach, especially regarding the fish species in demand This is still reflected on the market, and can be seen by the popularity enjoyed by herring, Alaska pollock, saithe, hake and bonito. In contrast and in line with the current climate of change, German consumers are becoming increasingly receptive to "exotic" fish species products which is mainly due to the growing number of restaurants offering international cuisine. This growing market segment will without doubt represent the greatest potential for foreign producers interested in export growth through the German market. In terms of traditional German fish-based ready meals, a relatively small number of local firms hold an over ninety percent market share. Their dominance is not foreseen to change and thus represents a highly competitive market environment for interested foreign producers. To enter the German market with one (or more) product(s) of the most common "fish dishes" (such as Schlemmerfilets, fish fingers or other breaded fish products) could prove extremely difficult. Any foreign firm contemplating such action should study very carefully and in detail all aspects of the market as it is fiercely competitive. The main advantage which a foreign firm may have on the German market is the possession of products already accepted at home or in a third country, characterized by well-known features of increasingly popular international dishes. Such products could fare well and could meet with a demand, as yet unfulfilled, on the market. When fish consumption in Germany is compared to other countries in Europe, it becomes apparent that it lags behind most other markets in terms of volume per caput. It should, however, be noted that it is growing and is expected to increase from the current 14 kg to 20 kg per caput by the turn of the century. The main obstacle for future growth lies in the inherent problem of fish supply which is reflected in unstable prices. With past trends showing a lower availability of fish supplies, prices for fish products have increased to a point where they have a weak position against other food supplements, such as meat products. Consumers confronted by this trend have a tendency to turn away from fish as a viable food supplement since meat producers are increasingly competing with fish producers on the basis of health and nutrition. It can therefore be concluded that the German market represents a challenge for both domestic and foreign fish producers where the common aim will necessarily be that of increasing fish consumption amongst the general population for the benefit of all fish producers.