the increasing appetite for sustainable seafood
DESCRIPTION
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).TRANSCRIPT
The increasing appetite for sustainable seafood
Find out more at msc.org/consumer-research
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%
147%
9 in 10
9,019 regular seafood buyers were questioned across 15 countries;
believe ocean sustainability is important
agreed buyingsustainably caught seafood is helping restore fish stocks
agreed it's importantfor 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
of those who recognise the MSC ecolabel were more likely to think that
the commercial fishing industry is improving its level
of sustainability
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.
and 39% expressed an increased willingness to pay a little more for a product with an ecolabel
Sustainability and traceability high on the agenda when making
purchasing decisions
of seafood buyers actively look for fish from
a sustainable source
believe restaurants should show
sustainable seafood options on their menus
61 60 %65 %
46 %
37%trust a
brand’s ownpromise
%
57%trust anecolabel
66%traceability
61% sustainability
increase in MSC ecolabelled products
between 2010 and 2014
Consumer facing retail value of
US$4.8bn
global average recognition of the
MSC ecolabel. Up from 25% in 2010