Find out more at http://www.msc.org/consumer-research New independent research into seafood buying behaviour around the world shows that consumers are increasingly looking for fish products from a sustainable source, and that ecolabels give credibility to these claims. The research, conducted on behalf of the Marine Stewardship Council (MSC), is believed to be the world’s largest international survey of sustainable seafood consumption. It questioned more than 9,000 regular seafood buyers from 15 countries across Europe, Asia, Australasia and North America. It repeats similar research undertaken on behalf of the MSC in 2010 and 2012, adding to the growing evidence base used by the MSC to encourage industry, retailers and consumers to make sustainable seafood choices. Increased demand for sustainable seafood Almost all (90%) respondents thought that ocean sustainability is important, with 55% saying that falling fish stocks has become a more important issue than it was a year ago. 60% agreed that buying sustainably caught seafood would help to ensure fish stocks for future generations. This concern for ocean health is being translated into shoppers’ purchasing decisions, with two in five (41%) actively looking for fish products from a sustainable source, an increase of five percent since 2010 (36%). Supermarkets and restaurants are seen to have a key role in ensuring the sustainability of seafood. Almost two thirds (65%) of those surveyed agreed that it’s important for supermarkets to make sure that they are selling sustainably caught fish. Those in France (78%) and Australia (74%) were the most likely to place responsibility with supermarkets. Almost the same number (61%) agreed that restaurants should show sustainable seafood options on their menus. Recent increases in the number of MSC ecolabelled products suggest that retailers are responding to these demands. Globally, the number of seafood products carrying the MSC ecolabel increased fivefold to more than 25,000 between 2010 and 2014. Trust for brands which use ecolabels Almost half (46%) of respondents agreed that they trust brands that use ecolabels more than those that don’t. After recommendations from friends or family (59%), independent ecolabels were seen as the most trustworthy form of information for ensuring environmental and social responsibility (57%), ahead of specialist magazines (53%) and government advice (51%). A brand’s own promise on product came bottom of the trust rankings with just 39%. Respondents who recognise the MSC ecolabel were more likely to think that the commercial fishing industry is improving its level of sustainability (46% compared with 33% of those who did not recognise the ecolabel).

1. The increasing appetite for
sustainable seafood
The Marine Stewardship Council is the world’s leading certification and ecolabelling program for
sustainable seafood. Look for the blue MSC ecolabel when buying wild-caught fish and seafood.
33%
believe ocean sustainability
global average
recognition of the
MSC ecolabel.
Up from 25% in 2010
% 46
65 %
61 60
agreed buying
sustainably caught
seafood is helping
restore fish stocks
of seafood buyers
actively look for fish from
a sustainable source
147%
9 in 10
is important
believe restaurants
should show
sustainable seafood
options on their menus
Sustainability and traceability high
on the agenda when making
purchasing decisions
and 39% expressed an increased willingness to
pay a little more for a product with an ecolabel
of those who
recognise the MSC
ecolabel were more
likely to think that
the commercial
fishing industry is
improving its level
of sustainability
9,019 regular seafood buyers were questioned across 15 countries;
agreed it's important
for supermarkets to sell
sustainably caught fish
agreed they
trust brands
using ecolabels
more than those
that don't
Independent
ecolabels are more
trusted than a brand’s
own promise
Australia, Canada, Denmark, France, Finland, Germany, Japan, the Netherlands, Poland, Singapore, Spain, Sweden, Switzerland, the United Kingdom and the USA.
Surveys took place between 19 March to 25 July 2014.
Find out more at msc.org/consumer-research
%
37%
trust a
brand’s own
promise
%
57%
trust an
ecolabel
66%
traceability
61%
sustainability
increase in MSC
ecolabelled products
between 2010 and 2014
Consumer facing
retail value of
US$4.8bn