New Marine Stewardship Council (MSC) research reveals time-poor families and younger generations are more inclined to outsource peeling duties, and more Gen Z and Millennials are checking their prawns are sustainably sourced.
From backyard barbecues to beach picnics, prawns are a Christmas staple but this year, more Aussies are opting to skip the peeling and buy them ready to serve.
With Australians expected to consume an estimated 18.5 million kilograms of prawns this festive season, new research commissioned by the Marine Stewardship Council (MSC) shows that six in 10 Australians are willing to pay extra for pre-peeled prawns, despite ongoing cost-of-living pressures. Yet only 16% are taking the time to ensure their prawns are sustainably sourced.
What matters most to shoppers
The MSC, an international non-profit on a mission to end overfishing, commissioned the nationally representative YouGov survey which found that Australians continue to prioritise origin and freshness when buying seafood:
Half (50%) prefer prawns sourced from Australia, a figure that rises to 60% among Baby Boomers
Over one in five (22%) prefer wild-caught over farmed, highlighting that many Australians value this sustainable option
Nearly half (47%) choose fresh rather than frozen options
Around three in 10 (31%) select brands or retailers they trust
Sustainability still lagging but growing among younger consumers
Almost two thirds (63%) of Australian wild caught prawns available this Christmas will be MSC-certified sustainable and will be available frozen, chilled, in deli sections and even in value packs at major supermarkets. Australia also boasts six species of MSC-certified wild prawns. However, just 16% of respondents said they would actively check for credible certification labels like the MSC blue fish tick label.
Encouragingly, younger Australians are leading the shift with 22% of Gen Z and Millennials saying they check for sustainability certifications, double the rate of Baby Boomers (10%).
“When Australian families are purchasing prawns this year, they’re seeking convenience and trusted, local sources, but few are considering the flow-on impact of their choices. Buying sustainable prawns means more for the future,” said Anne Gabriel, Program Director, Oceania for the Marine Stewardship Council.
“When you’re shopping for prawns this Christmas, look for credible certification labels like the MSC blue fish tick, which indicates seafood from an independently certified sustainable fishery. This simple choice helps ensure prawns remain on the Christmas table for generations to come.”
Time-poor Aussies driving demand for convenience
The preference for pre-peeled prawns is strongest among time-poor families and younger Australians. Three-quarters (74%) of full-time workers and parents with children under 18 are willing to pay more to skip the peeling. Almost three-quarters (72%) of Gen Z and Millennials would choose pre-peeled prawns, compared to just 45% of Baby Boomers, highlighting a clear generational shift in how Australians approach Christmas traditions.
Regionally, Western Australians (76%) are the most likely to pay extra for pre-peeled prawns, well above the national average of 60%.
“We love our Chrissie prawns but this year, more of us want to enjoy them without the ‘peel panic’. Australians are making tough spending choices this Christmas, yet saving a bit of time and mess is outweighing the cost of peeled prawns,” added Gabriel.
Peeling preferences and Christmas nostalgia
More than half of Australians (56%) admit they’d rather someone else peel their prawns. For younger Aussies, the aversion is even stronger. 66% of Gen Z and 63% of Millennials would prefer someone else to do it, compared to 46% of Baby Boomers.
“Young Aussies are more likely to hand off peeling duties to family members. What was once a cherished Christmas tradition is being pushed aside to avoid what many describe as the ‘ick’ factor.”
Yet the simple act of preparing prawns together still tugs at the heartstrings. Six in ten Australians (59%) say peeling prawns brings back warm Christmas memories, and among Gen Z, that number soars to 77%.
“Aussies still cherish those ‘Peel Good Moments’ around a pile of prawns,” said Gabriel.
“To keep those traditions alive, we just need to make sure the prawns on the plate are sustainable. Whether you’re peeling, grilling or plating up, make sure your prawns come with the MSC blue fish tick for a Christmas that’s good for the ocean too.”
