Demand for independentlabelling of seafood isincreasing globally
The findings of a 2018 study from leading research agency
GlobeScan show that seafood consumers are increasingly
demanding independent verification of sustainability claims.

22countries are represented
in one of the largest everglobal studies of seafood
shopping habits

Over 25,000 consumers (18,909 seafood consumers) in 22 countries took part in the research, which ensured a statistically representative sample in each country.

83%

of seafood consumers
agree that we need to protect
seafood supplies for future
generationsIndependentlabellingincreases
brand trust

72%of those surveyed said there is aneed for brands and supermarkets
to independently verify theirclaims about sustainability(up from 68% in 2016)70%

of seafood consumers saythey’d like to hear more fromcompanies about thesustainability of theirseafood products

12%of the world’s wild-caught
seafood comes from
MSC-certified fisheries

Understanding of the blue MSC label has increased on average since 2016

100%

50%

0%
Countries not polled in survey

Understanding of MSC label, %37%

of seafood consumers
understand what the blue MSC labelmeans (up from 32% in 2016)49%

of 18-34 year olds recall
seeing the blue MSC label,compared to 37% of those
aged 55++62%

68%

of MSC aware consumers agree thatthe blue MSC label can be found on seafood
at a wide range of pricesof those who have seen the blue MSC label are likely
to recommend it to people they know
(up from 64% in 2016)

Sustainability
influences actionsof consumersof all ages

85%

of households purchased seafood regularlyin the past two months

70%of seafood consumers said people should be
prepared to switch to more sustainable seafood(up from 68% in 2016)72%

of seafood consumers agree that in orderto save the ocean, we have to consume
seafood only from sustainable sources

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

40%

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

37%

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

National governments, large companies, media
and retailers ranked as least effective

74%

of people who love seafood
and have seen the MSC label
have a high level of trust in
MSC claims

As the world’s most recognised seafood labelling and certification program, consumers
are positive that the MSC, and the thousands of organisations committed to using theblue MSC label, are contributing to the health of the world’s oceans.

82%

rate the MSC highly forhelping to recognise andreward sustainable fishing

About the survey
The Marine Stewardship Council has partnered with GlobeScan to conduct a global research study
into consumer perceptions. This online quantitative study tracks a similar study in 2016. It adds tothe growing evidence that ocean sustainability is a topic with global relevance and ranks high inseafood purchase decisions.
The survey was conducted online using large and reliable national consumer research panels torecruit respondents in each country. Fieldwork was staggered by market and conducted between
12th January and 10th March 2018.
Consumers in Australia, Austria, Belgium, Canada, China, Denmark, Finland, France, Germany,Italy, Japan, The Netherlands, New Zealand, Norway, Poland, Singapore, South Africa, Spain,Sweden, Switzerland, UK and USA took part. China was surveyed for the first time this year.

83%

agree that the MSC label helps
to identify sustainable seafood
quickly and easily

The main sample of fish and seafood consumers comprised a total of 18,909 consumers who said
they or someone in their household had purchased fish or seafood in the last two months, out of a
total sample size of 25,810.
For global results, each country is weighted equally, regardless of sample size.
About the Marine Stewardship Council (MSC)The Marine Stewardship Council is an international non-profit organisation. We recognise
and reward efforts to protect oceans and safeguard seafood supplies for the future.
We want future generations to be able to enjoy seafood and oceans full of life, forever.
Find out more at msc.org.
Please note that this report does not include New Zealand data; the reason for this is to ensure comparability
with the 21 markets included in the research in 2016.