Growing awareness and stronger trust in the MSC label in Norway

Results from the latest GlobeScan survey show strong positive momentum for the MSC label, with logo awareness increasing from 35% to 44% and trust in the label rising from 59% to 79%. 

The latest GlobeScan findings indicate that more consumers recognize the MSC label and increasingly view it as a trusted guide when making sustainable seafood choices. 

Growing awareness and trust are important indicators that consumers are not only noticing the label more frequently but also associating it with credible information and responsible practices. 

Recognition of the MSC logo increased by nine percentage points, rising from 35% to 44%. This suggests that more consumers understand the label as representing an independent certification program for sustainable seafood. 

At the same time, trust in the MSC label increased significantly, from 59% to 79%. This development points to stronger consumer confidence and highlights the growing importance of trusted sustainability information in purchasing decisions. 

The results reinforce the value of long-term investment in communication, visibility, and collaboration across the seafood value chain. Consumer trust is built over time through clear standards, robust traceability systems, and transparent communication. 

The findings also reflect broader changes in consumer expectations, with increasing demand for transparency and greater interest in understanding how products are sourced and verified. 

For MSC Norway, these results provide further encouragement to continue making sustainable seafood more visible, accessible and easier to choose. Awareness figures in Norway rose 9 percentage points from 35% - 44%, and Trust rose an astonishingly 19 percentage points from 59% - 79%.  

Working together with partners across the seafood sector, we will continue to strengthen awareness amongst Norwegian consumers to help  support and inform consumer choices.