MSC Consumer Insights 2024 surveys, carried out by GlobeScan (UK) and YouGov (Ireland), show that more people are thinking about where their seafood comes from. Awareness of sustainable options is growing, habits are shifting, and more shoppers want independent assurance that their seafood is sustainably sourced.
As worries about overfishing, climate change, and biodiversity loss increase, consumers in the UK and Ireland are paying closer attention to the choices they make.
The findings point to clear trends in awareness, buying behaviour, and trust in ecolabels - showing how expectations are changing.
UK Consumer Insights
The UK research, based on a survey of 1,378 adults (1,073 seafood consumers), shows that concerns about ocean sustainability continue to rise. Awareness of the blue MSC ecolabel is increasing, particularly among younger consumers, and more people are considering sustainability when making seafood choices.
94%
42%
54%
53%
Ireland Consumer Insights
The Irish research, based on a survey of 1,000 adults (679 seafood consumers), shows a growing awareness of sustainable seafood, but lower levels of regular seafood consumption compared to the UK. Consumers are increasingly looking for clear labelling and independent verification of sustainability claims.
72%
Say their choices about eating fish and seafood can make a difference to the health of our oceans - up from 63% in 2021
2/3
Look for eco-labelled fish and seafood when shopping or dining out
.tmb-labelhome.png?Status=Master&Culture=en-GB&sfvrsn=15b9afdb_1)
