A survey carried out by the MSC concludes that consumers are prepared to may more for seafood that is certified sustainable. 62% are more likely to buy seafood that carries an ecolabel, while younger consumers are noticeably more concerned about the provenance of the seafood they buy and the need to buy from sustainable sources.
The survey carried out on behalf of the MSC that polled 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 as the poll was carried out in January and February this year. A minimum of 600 consumers were polled in each country, and 1000 people took part in the UK section of the survey, with just over half (52%) of British seafood consumers confirming that they are willing to pay more for certified sustainable seafood.
Sustainability was rated above price and brand suggesting that shoppers take a more eco-friendly approach to buying seafood than other consumer goods, where price and brand are typically top considerations.
Older shoppers seem the most willing to take their concerns a step further and change their behaviour to ensure the fish they eat is exclusively eco-friendly.
‘It’s incredibly encouraging to see that shoppers are choosing sustainability over brand and particularly price when buying seafood. The good news is that as more and more supermarkets and fish and chip shops adopt MSC certification, shoppers will have a greater range of sustainable brands to choose from to suit all pockets – from Lidl to Selfridges,’ said UK Programme Director for MSC Toby Middleton.
Reliable labelling is key in making an informed decision, with seven in ten (70%) wanting supermarket brands’ sustainability and environmental claims to be independently verified and 58% saying that such eco-labels raise their confidence and trust in a brand.
Concerns about sustainability have a direct impact on shopping habits; a third (34%) of consumers say they purchase more ecolabelled fish and seafood products now than a year ago and this is backed by data that shows that £1 in 6 spent on seafood in UK supermarkets is now spent on an MSC labelled product.
