North America Canned Seafood Market Report

North America Canned Seafood Market Size

The North American canned seafood market size was valued at USD 13.83 billion in 2025, and the market size is expected to reach USD 22.34 billion by 2034 from USD 14.59 billion in 2026. The market's promising CAGR for the predicted period is 5.47%.

Canned seafood, often called tinned fish or conservas, is seafood that has been cleaned, processed, and sealed in an airtight container (like a tin can or glass jar) and then heat-sterilized to ensure it is shelf-stable. This market serves as a critical component of household pantries offering shelf stable nutritious and convenient meal solutions that align with modern lifestyles. The definition extends beyond traditional metal cans to include pouches glass jars and sustainable packaging formats that cater to evolving consumer preferences for convenience and environmental responsibility. According to the United States Department of Agriculture and NOAA Fisheries , seafood consumption in the United States reached 19.1 pounds per capita in 2023, with fresh and frozen seafood leading growth while canned products have declined to an 18-percent share of total intake. The market is deeply rooted in cultural dietary habits particularly in coastal regions where seafood is a staple. As per the National Oceanic and Atmospheric Administration, while domestic landings of species like Alaska pollock and salmon are vital, the U.S. seafood supply chain relies heavily on foreign sources, with 80 percent of consumed seafood being imported from global suppliers. Regulatory frameworks established by the Food and Drug Administration ensure strict safety standards regarding mercury levels and labeling accuracy which builds consumer trust. The shift towards health conscious eating has reinforced the position of canned seafood as a primary source of omega 3 fatty acids and lean protein. Recent trends indicate a growing preference for wild caught and sustainably sourced options reflecting heightened environmental awareness among North American shoppers. This sector operates within a mature yet dynamic environment where innovation in flavor profiles and packaging technologies drives continued relevance in the competitive food landscape.

MARKET DRIVERS

Rising Consumer Focus on Heart Health and Omega 3 Intake

The increasing emphasis on cardiovascular health and the nutritional benefits of omega 3 fatty acids are key forces behind the growth of the North America Canned Seafood Market. Consumers are actively seeking dietary sources of essential fats that support heart function reduce inflammation and improve cognitive health. Canned fatty fish such as salmon sardines and mackerel are recognized as some of the most efficient and affordable sources of these nutrients. According to the American Heart Association consuming two servings of fatty fish per week can significantly reduce the risk of heart disease and stroke. This medical endorsement drives regular purchasing behavior among health conscious individuals and those managing chronic conditions. Data from the Centers for Disease Control and Prevention indicates that heart disease remains the leading cause of death in the United States prompting widespread adoption of preventive dietary measures. As per the National Institutes of Health and USDA, studies show that only 10 to 20 percent of Americans meet the recommended weekly intake of seafood, highlighting a substantial gap that canned products are well-positioned to fill due to their convenience. The ease of incorporating canned seafood into salads sandwiches and pastas makes it an attractive option for busy professionals and families. Manufacturers are responding by highlighting omega 3 content on packaging and obtaining certifications from health organizations. The aging population in North America further amplifies this demand as older adults prioritize nutrient dense foods to maintain vitality. This sustained focus on preventive health ensures consistent growth in the consumption of canned seafood products across the region.

Demand for Convenient and Shelf Stable Protein Sources

The growing demand for convenient and shelf stable protein sources further contributes to the expansion of the North America Canned Seafood Market. Consumers are increasingly turning to these quick meal solutions to fit their busy lifestyles. The fast paced nature of modern life has reduced the time available for meal preparation leading to a preference for ready to eat or easy to prepare foods. Canned seafood offers a versatile and long lasting protein option that requires minimal cooking effort. According to the International Food Information Council, 52 percent of consumers consider convenience a major factor when making food purchases (based on the 2023 Food and Health Survey). This trend is particularly evident among millennials and Gen Z who prioritize efficiency without compromising on nutrition. Data from the Bureau of Labor Statistics (American Time Use Survey) shows that the average American spends approximately 52 minutes per day on food preparation and cleanup, underscoring the need for time-saving ingredients. The portability of canned seafood also supports its popularity in outdoor activities such as camping hiking and fishing which are prevalent in North America. Retailers facilitate this demand by placing canned seafood in prominent positions within grocery aisles and offering bundle deals. The ability to store these products for extended periods reduces food waste and allows for bulk purchasing. This combination of convenience longevity and nutritional value solidifies the role of canned seafood in the contemporary North American diet.

MARKET RESTRAINTS

Concerns Regarding Mercury Contamination and Heavy Metals

Concerns regarding mercury and heavy metal contamination restrict the growth of the North American canned seafood market. These fears create significant hesitation among health-conscious consumers, particularly pregnant women and parents. Mercury is a toxic metal that can accumulate in certain fish species posing risks to neurological development and overall health. According to the Environmental Protection Agency high levels of mercury can damage the nervous system kidneys and liver. This public health warning leads many consumers to limit their intake of certain canned fish such as tuna which is known to have higher mercury levels compared to smaller species. Data from the Food and Drug Administration advises that pregnant women and young children avoid high mercury fish and limit consumption of albacore tuna to one serving per week. As per the Natural Resources Defense Council, approximately 10 percent (1 in 10) of women of childbearing age have blood mercury levels that exceed safe limits, which can pose risks to fetal development. This regulatory guidance creates uncertainty and fear among shoppers who may opt for alternative protein sources perceived as safer. Manufacturers face the challenge of educating consumers about low mercury options such as sardines and salmon while maintaining sales of popular tuna products. The lack of clear and consistent messaging across different health agencies further complicates consumer understanding. Some brands are investing in testing and labeling to prove low mercury content but this adds to production costs. The persistent negative perception surrounding mercury limits market expansion and restricts consumption frequency among vulnerable demographics.

Environmental Sustainability and Overfishing Issues

Environmental sustainability and overfishing issues are major impediments to the North America Canned Seafood Market. This is because consumers have become increasingly aware of the ecological impact of their food choices. Overfishing threatens the long term viability of fish stocks leading to stricter regulations and potential supply shortages. According to the National Oceanic and Atmospheric Administration several key commercial fish stocks in North American waters are currently classified as overfished or subject to overfishing. This status raises concerns about the ethical implications of consuming certain species. Data from the Marine Stewardship Council indicates that while certified sustainable seafood is gaining traction a significant portion of the market still lacks credible eco labels. As per the World Wildlife Fund, illegal, unreported, and unregulated fishing accounts for up to 30 percent (roughly 1 in 5 fish caught) of global catch, significantly undermining conservation efforts. Consumers are increasingly scrutinizing brand sourcing practices and demanding transparency regarding fishing methods. Brands that fail to demonstrate commitment to sustainability risk losing market share to competitors with stronger environmental credentials. The complexity of supply chains makes it difficult for companies to guarantee the origin and sustainability of every can. This opacity fosters skepticism and distrust among informed buyers. Additionally the higher cost of sustainably sourced seafood can deter price sensitive consumers. The tension between affordability and ethical sourcing creates a barrier to widespread adoption of premium sustainable products. These environmental challenges require ongoing investment in certification and traceability systems which can strain operational budgets.

MARKET OPPORTUNITIES

Innovation in Sustainable and Eco Friendly Packaging

The innovation in sustainable and eco-friendly packaging offers a significant opportunity for the North America Canned Seafood Market. This shift directly addresses the rising consumer demand for environmentally responsible products. Traditional metal cans while recyclable often involve energy intensive production processes and lining materials that raise health concerns. Manufacturers are exploring alternatives such as BPA free linings recyclable pouches and biodegradable materials to reduce environmental footprint. According to the Ellen MacArthur Foundation the global push towards a circular economy is driving innovation in packaging design with a focus on reuse and recycling. Data from Shorr Packaging indicates that 90 percent of North American consumers are more likely to purchase from brands that use sustainable packaging solutions. This preference creates a competitive advantage for companies that adopt green packaging technologies. As per the Aluminum Association aluminum cans are infinitely recyclable and brands are highlighting this attribute to appeal to eco conscious shoppers. The development of lightweight cans reduces material usage and transportation emissions further enhancing sustainability credentials. Companies are also experimenting with plant based inks and labels to minimize chemical impact. These innovations not only attract environmentally aware consumers but also help brands comply with emerging regulatory requirements regarding plastic waste and recycling. Partnerships with recycling organizations can enhance brand image and consumer trust. Manufacturers can differentiate their products by leading the way in sustainable packaging. By doing so, they capture a growing market segment that prioritizes environmental stewardship.

Expansion into Premium and Gourmet Product Segments

The expansion into premium and gourmet product segments presents a compelling opportunity for the North America Canned Seafood Market. This strategic move directly addresses the rising consumer demand for high-quality, specialized culinary experiences. Modern shoppers are moving beyond basic canned tuna and salmon to explore exotic species and artisanal preparations. Products such as smoked oysters grilled sardines in olive oil and spicy mackerel are gaining popularity among food enthusiasts. According to the Specialty Food Association, total specialty food sales grew by 6.5 percent in 2023, reflecting a broader shift towards high-quality, innovative products. This trend is driven by the influence of social media and cooking shows that highlight diverse seafood recipes. Data from the Culinary Institute of America indicates that home cooks are increasingly experimenting with international flavors and premium ingredients. Brands are leveraging this opportunity by introducing limited edition flavors and collaborating with celebrity chefs to create exclusive blends. The use of high quality oils such as extra virgin olive oil and avocado oil enhances the taste and nutritional profile of these products. Retailers are responding by dedicating shelf space to gourmet seafood sections in upscale grocery stores. Online platforms also facilitate the discovery and purchase of niche brands that offer unique varieties. This premiumization strategy allows companies to differentiate themselves in a crowded market and attract affluent consumers who value taste and authenticity. The growth of this segment diversifies revenue streams and reduces reliance on commodity products.

MARKET CHALLENGES

Volatility in Raw Material Supply and Pricing

Volatility in raw material supply and pricing negatively impacts the North America Canned Seafood Market. This affects production stability and profit margins. The availability of key species such as tuna and salmon is influenced by natural factors including climate change ocean temperatures and migration patterns. According to the National Oceanic and Atmospheric Administration fluctuations in sea surface temperatures can significantly impact fish stocks leading to unpredictable catch volumes. Data from the Food and Agriculture Organization indicates that the global fish price index declined in 2024, marking the second consecutive annual decrease since its 2022 peak. As per the Bureau of Labor Statistics, the producer price index for foods rose by 4.7 percent in 2024, while overall final demand goods increased by 1.8 percent. Manufacturers face difficulties in maintaining consistent pricing for retailers and consumers when input costs fluctuate wildly. Long term contracts with suppliers can mitigate some risks but do not eliminate exposure to market shocks. The reliance on imported seafood from regions with unstable political or economic conditions further exacerbates supply chain vulnerabilities. Tariffs and trade disputes can also disrupt the flow of raw materials increasing costs and delays. Companies must invest in diversified sourcing strategies and inventory management to navigate these challenges. However these measures add complexity and expense to operations. The inability to pass on all cost increases to consumers due to price sensitivity limits profitability. This volatility requires agile business strategies and robust risk management frameworks to ensure continuity.

Regulatory Compliance and Labeling Requirements

Regulatory compliance and stringent labeling requirements limit the growth of the North America Canned Seafood Market. This increases operational burdens and costs for manufacturers. The Food and Drug Administration and other regulatory bodies enforce strict rules regarding ingredient disclosure allergen warnings and nutritional information. According to the FDA recent updates to labeling regulations require clearer identification of added sugars and specific nutrient contents. Data from the Grocery Manufacturers Association indicates that compliance with these changing regulations can cost companies millions of dollars in reformulation and reprinting expenses. As per the United States Department of Agriculture country of origin labeling mandates require precise tracking of seafood sources which can be complex for global supply chains. Failure to comply can result in hefty fines product recalls and damage to brand reputation. The introduction of new standards for sustainable sourcing claims also requires rigorous verification and documentation. Manufacturers must invest in advanced tracking systems and legal expertise to ensure adherence to all applicable laws. The complexity of navigating different regulations across states and provinces in North America adds another layer of difficulty. Small and medium sized enterprises are particularly vulnerable as they lack the resources of larger corporations. The constant evolution of regulatory landscapes requires continuous monitoring and adaptation. This administrative burden diverts resources from innovation and marketing slowing down market responsiveness. Ensuring full compliance while maintaining competitiveness remains a persistent operational challenge.

REPORT COVERAGE

SEGMENTAL ANALYSIS

By Type Insights

In 2025, the tuna segment remained in the lead in the North America Canned Seafood Market. Its widespread availability, affordability, and versatility as a primary protein source fuel the supremacy of this segment. The segment benefits from established consumer habits and extensive distribution networks that make canned tuna a staple in households across the region. Apart from these, the leading position of the tuna segment is mainly driven by its status as an affordable and accessible source of high quality lean protein for consumers across various socioeconomic groups. In an economic environment where food prices are rising canned tuna offers a cost effective alternative to fresh meat and seafood without compromising on nutritional value. According to the United States Department of Agriculture the average retail price of canned light tuna remains significantly lower than fresh fish options making it a budget friendly choice for families. Data from the Bureau of Labor Statistics indicates that household expenditure on processed fish has remained stable despite inflationary pressures highlighting the resilience of canned tuna demand. Standard StarKist Chunk Light contains 20g per can, while Solid White Albacore can contain up to 26–30g. This meets roughly 40–60% of the RDA for an average adult. As per the National Institutes of Health protein deficiency is a concern for certain demographics and canned tuna serves as a reliable solution. The long shelf life of canned tuna reduces food waste and allows for bulk purchasing which further enhances its economic appeal. Retailers frequently feature tuna in promotional campaigns driving volume sales. The ubiquity of tuna in school lunches institutional cafeterias and emergency food kits also sustains consistent demand. Manufacturers benefit from economies of scale in processing and packaging which keeps production costs low. This combination of nutritional density and economic efficiency ensures that tuna remains the cornerstone of the canned seafood market in North America. The culinary versatility of canned tuna and its deep integration into North American dietary habits significantly contribute to its market leadership. Tuna is a key ingredient in numerous popular dishes such as tuna salad sandwiches casseroles pasta dishes and salads making it a versatile component of meal planning. According to the International Food Information Council convenience and ease of preparation are top priorities for consumers when selecting food items and canned tuna fits this criterion perfectly. While beef consumption remains high, shrimp is the most frequently consumed seafood in the U.S., followed by salmon and then canned tuna. The familiarity of tuna recipes passed down through generations ensures consistent usage among older demographics while quick meal ideas appeal to younger consumers. Social media platforms and cooking blogs frequently feature tuna based recipes enhancing its visibility and encouraging trial among new users. The ability of tuna to absorb various flavors allows for innovation in seasoned and flavored variants which revitalizes consumer interest. Major brands invest in marketing campaigns that highlight creative ways to use tuna beyond traditional sandwiches. This cultural embeddedness and adaptability to diverse culinary trends sustain the dominance of the tuna segment in the North American market.

The salmon segment is predicted to witness the highest CAGR of 7.8% from 2026 to 2034 due to increasing health consciousness regarding omega 3 fatty acids and the premiumization of canned seafood products. Consumers are shifting towards higher value species that offer superior nutritional benefits. The rapid growth of the salmon segment is fueled by the strong consumer demand for omega 3 fatty acids which are essential for cardiovascular health and cognitive function. Canned salmon particularly wild caught varieties is recognized as one of the richest sources of these beneficial fats. According to the American Heart Association regular consumption of fatty fish like salmon can reduce the risk of heart disease by up to 36 percent. This compelling health benefit drives educated consumers to choose salmon over other canned seafood options. A study indicates that awareness of the anti-inflammatory properties of omega-3s has risen significantly over the last five years, with research by organizations like GOED showing a double-digit increase in consumer recognition influencing purchasing decisions. As per the Global Organization for EPA and DHA Omega 3s the recommended daily intake of these fatty acids is often unmet by diet alone prompting supplementation through food sources like canned salmon. The aging population in North America is particularly receptive to these health messages leading to higher consumption rates among seniors. Manufacturers are highlighting the omega 3 content prominently on packaging to attract health conscious buyers. The inclusion of salmon in dietary guidelines for pregnant women and children further expands the target audience. Clinical studies continue to validate the benefits of salmon consumption reinforcing consumer confidence. This scientific backing transforms canned salmon from a niche product into a mainstream health staple. The perceived value of health benefits justifies the higher price point compared to tuna driving revenue growth in this segment. The trend towards premiumization and sustainable sourcing significantly accelerates the growth of the salmon segment as consumers seek high quality and ethically produced seafood. Canned salmon is often perceived as a gourmet option compared to standard tuna especially when labeled as wild caught or sustainably sourced. According to the Marine Stewardship Council, sales of certified sustainable seafood products grew by approximately 14 percent in the 2024–25 period, with tuna and salmon leading as high-volume categories. Consumers are willing to pay a premium for products that align with their environmental values and offer superior taste profiles. Data from the Specialty Food Association indicates that artisanal and premium canned seafood items are experiencing double digit growth rates. The availability of skinless and boneless varieties enhances convenience and appeal for modern cooks. Brands are leveraging storytelling about the origin of their salmon such as Alaskan wild caught sources to build trust and differentiation. Retailers are expanding their premium seafood sections to accommodate this demand. The influence of food influencers and chefs who advocate for high quality ingredients also drives trial and adoption. This shift towards quality over quantity allows manufacturers to command higher margins. The combination of ethical sourcing and gourmet positioning creates a strong value proposition. This strategic focus on premium attributes ensures sustained expansion of the salmon segment in the North American market.

REGIONAL ANALYSIS

United States Snack Product Market Analysis

The United States dominated the North America Canned Seafood Market and accounted for a 82.8% share in 2025. This dominance of the segment is driven by a large population high consumption rates and advanced retail infrastructure. The country is the largest consumer of canned tuna and salmon globally. Also, the US market has high per capita consumption of canned seafood supported by strong health awareness and convenience trends. According to the National Oceanic and Atmospheric Administration (NOAA), Americans consumed approximately 19.1 pounds of seafood per capita in 2023, with canned products representing about 18% of total intake, down from 35% in 1990.The presence of major domestic brands such as StarKist and Bumble Bee ensures wide availability and competitive pricing. Moreover, the National Fisheries Institute (NFI) and NOAA indicates that canned tuna is the third most consumed seafood item in the country, following shrimp (first) and salmon (second). The robust distribution network including supermarkets convenience stores and online platforms facilitates easy access for consumers. As per the Census Bureau the growing number of single person households increases demand for single serve canned seafood portions. The influence of health organizations promoting omega 3 intake further drives sales of canned salmon and sardines. Regulatory standards enforced by the Food and Drug Administration ensure product safety and quality building consumer trust. The trend towards clean label and non GMO products is particularly strong in the US prompting manufacturers to innovate. High disposable income allows consumers to purchase premium and organic canned seafood options. The diverse culinary landscape encourages experimentation with different types of canned fish. E commerce growth has expanded the reach of niche and artisanal brands. These factors collectively sustain the US leadership in the regional market.

Canada Snack Product Market Analysis

Canada was the second largest country in the North America Canned Seafood Market. This position of the Canadian market is propelled by a strong fishing industry and high consumer preference for sustainable seafood. The country is a major producer and exporter of canned salmon and sardines. In addition, the Canadian market is distinguished by a high level of environmental consciousness among consumers who prioritize sustainably sourced seafood products. According to Fisheries and Oceans Canada , salmon (led by Atlantic salmon) remains one of the country's most valuable exports, though wild-caught runs have faced recent declines, prompting a shift toward habitat restoration and sustainable production. Data from Statistics Canada indicates that seafood consumption is higher in coastal provinces such as British Columbia and Nova Scotia but is growing nationwide. The Marine Stewardship Council certification is highly valued by Canadian shoppers influencing their purchasing decisions. As per the Canadian Food Inspection Agency strict labeling requirements ensure transparency regarding origin and sustainability practices. Government initiatives promoting healthy eating include recommendations for regular fish consumption boosting demand for canned options. The popularity of indigenous seafood traditions also contributes to market diversity. Retailers like Loblaws and Sobeys offer extensive selections of local and imported canned seafood. The cold climate and long winters make shelf stable proteins like canned fish attractive for pantry stocking. Increasing immigration brings diverse culinary preferences that expand the variety of canned seafood consumed. The strong regulatory framework supports consumer confidence in product safety. These cultural and structural factors maintain Canada's strong position in the regional market.

COMPETITIVE LANDSCAPE

The competition in the Europe Snack Product Market is intense and characterized by the presence of established multinational corporations alongside emerging artisanal brands. Major players leverage their extensive distribution networks and strong brand recognition to maintain dominance while smaller competitors focus on niche segments such as organic gluten free or vegan options. Innovation serves as a key differentiator with companies continuously launching new flavors and healthier formulations to attract health conscious consumers. Price competition remains significant particularly in the mass market segment where private label products from major retailers pose a substantial threat to branded items. Sustainability has become a critical competitive factor as consumers increasingly prefer brands with transparent and ethical supply chains. Regulatory pressures regarding sugar content and labeling further shape competitive dynamics forcing companies to reformulate products. Digital marketing and e commerce capabilities are essential for reaching broader audiences and enhancing customer engagement. The market sees frequent strategic alliances and acquisitions as firms seek to expand their portfolios and geographic reach. This dynamic environment requires constant adaptation and investment in technology and sustainability to sustain competitive advantage and meet evolving consumer demands effectively.

KEY MARKET PLAYERS

Some of the key market players of the North America canned seafood market are

• Bumble Bee Seafoods
• StarKist Co
• Nippon Suisan Kaisha Ltd
• Maruha Nichiro Corporation
• Icicle Seafoods Inc
• LDH (La Doria) Ltd
• Thai Union Frozen Products
• American Tuna, Inc
• Universal Canning, Inc
• Trident Seafoods Corporation
• Connors Bros. Ltd.

Top Players in the Market

• Thai Union Group is a global leader in the canned seafood industry with a strong presence in the North American market through brands like Chicken of the Sea. The company focuses on sustainable sourcing and innovation to meet evolving consumer demands. Thai Union recently launched new packaging solutions that reduce plastic use and enhance recyclability. It also expanded its portfolio with premium wild caught salmon products to cater to health conscious consumers. The corporation invests heavily in supply chain transparency ensuring traceability from ocean to can. Strategic partnerships with retailers help maintain strong shelf presence. Thai Union continues to drive growth by introducing value added products such as seasoned tuna kits. These initiatives strengthen its reputation for quality and sustainability while expanding its customer base in competitive markets.
• Bumble Bee Foods is a prominent player in the North America Canned Seafood Market known for its iconic yellowfin tuna and salmon products. The company emphasizes brand trust and product accessibility across diverse retail channels. Bumble Bee recently introduced blockchain technology to provide consumers with detailed information about fish origin and sustainability practices. This transparency initiative builds confidence among environmentally aware shoppers. The corporation also launched convenient single serve pouches targeting on the go consumers. Marketing campaigns focus on healthy lifestyle benefits encouraging regular consumption. Bumble Bee collaborates with chefs to create engaging recipes that highlight versatility. Its commitment to responsible fishing practices aligns with global sustainability goals. These actions reinforce its market position and appeal to modern consumers seeking ethical and convenient protein options.
• StarKist Co. is a major contributor to the canned seafood sector offering a wide range of tuna and salmon products under well recognized brands. The company prioritizes nutritional value and convenience in its product development. StarKist recently expanded its line of low sodium and no drain tuna cups to address health concerns and ease of use. It actively promotes sustainability through partnerships with marine conservation organizations. The corporation leverages digital marketing to engage with younger demographics and showcase creative meal ideas. StarKist also invests in operational efficiency to ensure consistent product quality and availability. Its focus on innovation includes introducing new flavors and textures to refresh the category. These strategies help StarKist maintain relevance and competitiveness in the dynamic North American marketplace.

Top Strategies Used by the Key Market Participants

Key players in the Europe Snack Product Market primarily employ product innovation and premiumization strategies to differentiate their offerings. Companies invest heavily in research and development to create unique flavors and healthier formulations such as reduced sugar or organic variants. Sustainability initiatives form another core strategy with firms focusing on ethical sourcing of cocoa and eco friendly packaging solutions to meet regulatory standards and consumer expectations. Digital transformation is crucial as brands enhance their e commerce presence and utilize data analytics for personalized marketing. Strategic partnerships and collaborations with retailers ensure optimal shelf placement and visibility. Mergers and acquisitions allow companies to expand their portfolios and enter new niche segments. Brands also leverage influencer marketing and social media campaigns to engage younger demographics and build brand loyalty. These multifaceted approaches help participants navigate competitive pressures and adapt to evolving consumer preferences while maintaining profitability and market relevance in the dynamic European landscape.

MARKET SEGMENTATION

This is a research report on the North America canned seafood market is segmented and sub segmented into following categories

By Type

• Tuna
• Salmon
• Sardines
• Prawns
• Shrimps

By Region

• U.S
• Canada
• Mexico
• Rest of North America