Poll data highlights consumer attitudes around sustainability and affordability amid evolving landscape
Washington, D.C. - April 21, 2025 - In time for Earth Day, the Marine Stewardship Council (MSC) released new poll data revealing how Americans are balancing the rising cost of living while keeping the health of the planet top of mind. The poll demonstrated some concern for the environment with grocery planning, but reveals there is significant room for growth. Global food production has a major impact on the planet, generating approximately a third of human-caused greenhouse gas emissions and contributing to climate change. Just one in five respondents say the environmental impact of their choices is frequently a consideration when grocery planning, with a third responding they consider it some of the time.
The MSC poll findings come at a time when the rising cost of living and rapid changes to global supply chains deeply impact consumer shopping behavior. The average price of food in the United States has risen by 2.8% since the beginning of 2024. In 2025, prices for all food are predicted to increase 3.2%. Through the poll, MSC sought to gain insight into whether sustainability remains a priority for Americans in the current economic climate.
Responses also revealed generational differences in consumer behavior. Gen Z and millennial shoppers, aged 18-29, are almost twice as likely as their 55+ counterparts to consider their environmental impact when grocery shopping and meal planning. Furthermore, 36% of consumers believe it's at least somewhat important for businesses to focus on sustainability even with the rising cost of living, and over a third believe it should be the priority.
“It is not surprising that cost is top of mind when it comes to buying groceries these days. This data, however, shows that even amid rising prices at the cash register, Americans still want to make choices that are good for the environment, especially among younger generations,” said Erika Feller, Americas Director, Marine Stewardship Council. “I’m hopeful that American shoppers will keep the planet in mind when creating a budget-friendly meal plan, and that sustainable seafood is in everyone’s grocery cart, especially as we celebrate Earth Day.”
The poll revealed that a quarter of respondents believe fish and seafood is the most environmentally sustainable animal protein, closely followed by chicken. And while 33% of poll respondents don’t know what the most environmentally sustainable animal protein is, studies show that wild fisheries have a lower greenhouse gas footprint than land-based animal proteins, making it a good choice for people prioritizing sustainability in their grocery shopping. The Marine Stewardship Council, a global nonprofit tackling sustainable fishing, works with fisheries and supply chain companies through its certification and ecolabeling program to give shoppers an easy way to identify certified sustainable seafood with its blue fish ecolabel. The MSC ecolabel can be found on seafood packaging at a variety of price points in grocery stores, convenience stores, independent food retailers, and some restaurants nation-wide. Around 1 in 5 shelf-stable seafood products—like canned, pouched, and tinned options—sold in U.S. grocery stores are MSC certified and carry the blue fish label according to data from the FMI Power of Seafood Report compared to MSC sales data.
During Earth Month 2025 and beyond, MSC is educating consumers on the benefits of purchasing sustainable seafood for both their health and the health of the ocean. Shoppers can follow these three simple tips to make their grocery hauls healthy, affordable and sustainable:
- Incorporate one to two servings of fatty fish like salmon, sardines and tuna per week to get the health benefits of anti-inflammatory omega-3s EPA + DHA.
- Affordable and convenient options are easily available at wallet-friendly prices, such as pantry-staples tinned and pouched fish.
- To identify seafood that’s wild-caught and certified sustainable, look for the MSC blue fish label.