Over half of UK seafood consumers now recognise the Marine Stewardship Council (MSC) ecolabel, reflecting a growing awareness of sustainable fishing.
A recent survey found 54% of fish and seafood buyers had seen the blue MSC ecolabel, up from 51% in 2022 and 44% in 2016. Understanding of the ecolabel has also improved, with 39% linking it to sustainability, compared to 25% in 2016. The survey was of more than 27,000 people across 23 countries – including 1,378 in the UK.
The rise in awareness follows campaigns like World Ocean Day and Sustainable Seafood September, which promote sustainable fishing practices.
George Clark, MSC UK & Ireland Programme Director, explained, “It’s clear from our latest survey that while consumers are troubled by the state of the oceans, they absolutely recognise the critical role both sustainable fishing and respected, independent bodies like the MSC can play in safeguarding seafood populations for future generations.”
Consumers are increasingly concerned about the state of the oceans, with 94% expressing worry, up from 91% in 2022. Concerns about overfishing also rose to 51%. Many are doubtful about the future availability of their favorite seafood, with 42% believing it may not be around in 20 years, particularly among younger people. However, the MSC ecolabel provides reassurance, with 55% of seafood consumers saying it would make them more likely to purchase a product.
Continuing improvements
The MSC will launch its fifth Sustainable Seafood September campaign later this summer, focusing on health, the environment, and encouraging the UK public to try a wider range of certified sustainable seafood. MSC certified fisheries have made over 400 improvements in the past three years, protecting marine species and habitats while ensuring sustainable fishing practices.
What does the blue MSC label mean, find out here.