Seafood consumers
put sustainability
before price and brandNew global independent research has found that sustainability
is a key driver for seafood purchase. Across 21 countries overall,sustainability is rated more highly than price and brand21

countries are represented
in the largest ever global
analysis of attitudes to seafood
consumption’+16,000 seafood consumers in 21 countries took part in the research,which ensured a statistically representative sample in each country.

72%

of seafood consumers agree
that in order to save theoceans, shoppers should
only consume seafoodfrom sustainable sources.

This is in contrast to purchasing motivations among shoppers ofother fast moving consumer goods (FMCGs), where price and brandtypically outrank sustainability in driving purchase decisions*.

Sustainability
influences actionsof consumersof all ages

85%

68%

households purchasing seafood regularly

75%

of seafood consumers said people should beprepared to switch to more sustainable seafoodof seafood consumers age 55+ agree with
the need to eat seafood only from sustainablesources compared with 67% 18-34 year olds

Independentlabellingincreases
brand trust68%of those surveyed said there is aneed for brands and supermarkets
to independently verify theirclaims about sustainability

62%

saying that they have moretrust and confidence in brands
which use ecolabels

10%of the world’s wild caught
seafood comes from
MSC certified fisheries

Awareness of the blue MSC label varies across the 21 markets surveyed

100%

50%

0%
Countries not polled in survey

Awareness of MSC label, %37%

of all consumers said that they
have seen the blue MSC label

41%

of 18 to 34 year olds recall seeing theblue MSC label, compared to 30% of
their older respondents

+54%

64%

More than half (54%) of seafood consumers say they areprepared to pay more for a certified sustainable seafood
product. Those who have seen the blue MSC label place
the value of the label at an average premium of 11%
globally

Of those who have seen the blue MSC label,more than six in ten are likely to recommend
it to people they know

NGOs andscientists are seen
to contribute most to
ocean protection

When asked which institutions they believed werecontributing the most to protecting the oceans, respondents
ranked NGOs and scientific organisations highest

41%

of seafood consumers believe NGOs arecontributing very well to protecting the oceans

36%

of seafood consumers believe Scientific organisations
are contributing very well to protecting the oceans

Governments and businessranked as least effective

86%of consumers who have seen
the label say they trust it
and are positive about theorganisation’s impact

As the world’s most recognised seafood ecolabelling and certification program,consumers are positive that the MSC, and the 1,500 organisations committed tousing the MSC label, are contributing to the health of the world’s oceans

81%

rate the MSC highly forhelping to recognise andreward sustainable fishing

About the survey
This year’s survey uses the latest methodologies, sampling and question wording, developed byindependent research and strategy consultancy, GlobeScan. It adds to the growing evidence that
ocean sustainability is a topic with global relevance and ranks high in seafood purchase decisions.
The survey was carried out between January and February 2016 using large and reliable national
consumer research online panels to recruit respondents, with a minimum of 600 seafood
consumers surveyed per country.
Consumers in Australia, Austria, Belgium, Canada, China, Denmark, Finland, France, Germany,Italy, Japan, Netherlands, Norway, Poland, Singapore, South Africa, Spain, Sweden, Switzerland,
UK and USA took part. China was surveyed for the first time this year.
The main sample of fish and seafood consumers comprised a total of 16,876 consumers who said

81%

rate the MSC highlyfor encouraging people
to shop more sustainably

they or someone in their household had purchased fish or seafood in the last two months, out of a
total sample size of 21,877.
The figures were weighted to be nationally representative by gender, age, region and education.
About the Marine Stewardship Council (MSC)The Marine Stewardship Council (MSC) is an international non-profit organization. Our vision is forthe world’s oceans to be teeming with life, and seafood supplies safeguarded for this and future
generations. Our blue MSC label and certification program recognizes and rewards sustainablefishing practices and is helping create a more sustainable seafood market.
* http://uk.kantar.com/consumer/shoppers/2014/understanding-behaviour-of-british-shoppers/