More than three quarters* of Australian seafood consumers want supermarkets and restaurants to remove unsustainable seafood from their shelves and menus

New national research from the Marine Stewardship Council reveals:
● A quarter (26%) of Australians are eating less seafood than 5 years ago 
● Almost 9 in 10 (88%) seafood consumers want better information so they can be confident they are buying sustainable seafood
● A quarter (25%) of seafood consumers say they avoid purchasing seafood because it is complicated to know which product to buy
● Awareness, trust and likelihood to recommend the MSC “blue fish tick” sustainable seafood label has risen sharply

Decision shy Aussies want unsustainable seafood removed from shelves and menus (78%) to help make choosing the right fish dish easier. Research released today by the Marine Stewardship Council (MSC) reveals the importance of and desire for education on the labelling of sustainable seafood.
 
Despite being a nation of seafood lovers and home to some of the best seafood in the world, a quarter of Australians are consuming less than five years ago. This increased to 4 in 10 among 18-24-year olds**. As a more environmentally conscious population than ever before, it’s no surprise that the primary reason for this dip is not just price, but concern for declining fish populations and the effects of fishing on the ocean.

As a proud society of seafood aficionados, ensuring plentiful supplies for future generations is a crucial concern. Over three-quarters of seafood consumers (78%) say that we need to protect fish so our children and grandchildren can enjoy this much-loved Aussie staple. 

Many are already using their purchase power to conserve our fish stocks with more than one-fifth saying they have switched to a brand or product that says it helps protect the oceans or fish, and another 33% of people say they would take the plunge in the future. 

Anne Gabriel, Program Director, Oceania and Singapore at the Marine Stewardship Council, said: “Concern for our ocean is driving Australians to ‘vote with their forks’ for sustainable seafood. Sales in Australia of sustainable seafood with the MSC’s blue fish tick label have more than doubled in the last five years thanks to the collective action of seafood consumers, retailers, brands, scientists, the fishing industry and celebrity chefs.

“As consumers, we are bombarded with so many mixed messages about what to buy and what not to buy. When it comes to seafood, the science-based blue fish tick label is being trusted more and more as a simple and empowering way to recognise and reward sustainable fishing efforts globally. Those concerned about climate change can be assured that sustainable seafood is a healthy, low carbon animal protein. You can find the blue fish tick across a wide range of price points to suit every budget, on canned, frozen and fresh fish.”

With 70% agreeing supermarkets and brands claims need to be independently labelled, Rebecca Eichfeld, Buying Director for Seafood at ALDI Australia, aligned with the MSC around the world, says having sustainably sourced seafood on shelves and in freezer cabinets is vitally important.

“We work with the Marine Stewardship Council to empower our customers to choose seafood which is not only delicious and healthy, but good for our oceans too. 

“Well-managed and sustainable fishing is essential for the future health of our marine ecosystems. Independent certifications and labels such as the blue fish tick ensure we can enjoy seafood now and be confident there’ll be plenty more to enjoy in the future. ALDI is proud to offer the largest range of own brand seafood products carrying the MSC blue fish tick of any Australian supermarket, and to be recognised as Mid-Sized Retailer of the Year by the MSC’s Sustainable Seafood Awards Australia 2020.”

The MSC, which commissioned the research, is an independent and international not-for-profit which tackles overfishing and marine habitat destruction by driving the fishing and seafood industry towards sustainability. It sets globally recognised, science-based standards for sustainable fishing and seafood traceability using its world renowned MSC blue fish tick label.
 
Consumers can feel confident in their choices by purchasing seafood with the MSC blue fish tick, which supports and rewards sustainable fisheries and helps put an end to overfishing. 

Notes  
*75% of respondents say supermarkets should take all unsustainable fish and seafood products of their shelves
*78% of respondents say restaurants should take all unsustainable fish and seafood products off their menus
** Seafood consumers

Other findings include:
● Tuna, salmon and prawns are the most frequently purchased fish species, while salmon and prawns are our favourite fish to eat 
● Over a quarter of Australians say they really like eating fish and seafood –but this has dropped significantly (by nine percentage points) since 2018
● For seafood consumers who say they have increased their seafood consumption (27%) in the past four years, health is cited as the primary reason.
● Consumption of seafood is down since 2018 in all states and territories except for QLD and NT.
● Awareness of the MSC blue fish tick among seafood consumers is 38%, up from 27% in 2018.
● Trust in the MSC blue fish tick among those aware of it is 83% up from 59% in 2018.

About the research
The research figures come from two surveys that use the latest methodologies, sampling and question wording, developed by independent insights and strategy consultancy, GlobeScan.
 
The first survey was part of a global study with respondents from 23 counties: Australia, Austria, Belgium, Canada, China, Denmark, Finland, France, Germany, Italy, Japan, Netherlands, New Zealand, Norway, Poland, Portugal, Singapore, South Africa, Spain, Sweden, Switzerland, UK and USA.

The main sample of seafood consumers comprised a total of 20,876 respondents who said they or someone in their household had purchased fish or seafood in the last two months.

Fieldwork in Australia was conducted between 31 January and 20 February 2020, with a nationally representative sample of 831 respondents, of which 627 are seafood consumers.

The second study was conducted in Australia between 1–16 April 2020, with a nationally representative sample of 1,343, of which 1,036 are seafood consumers. 

A ‘seafood consumer’ is defined as someone over 18 who has purchased seafood in the past two months and/or who regularly eats seafood at home or in a restaurant.