MSC UK Consumer Insights

Did you know that British seafood shoppers value ocean health over pocket savings? In 2018, MSC commissioned one of the largest, global studies of seafood shopping habits, spanning 25,000 consumers over 22 countries. Read on below for what this means for British seafood consumers.

Demand for independent labelling of seafood is increasing globally

The findings of a 2018 study from leading research agency GlobeScan show that British seafood consumers are increasingly demanding independent verification of sustainability claims.

of marine wild catch engaged with the MSC program (certified or in assessment)



of fisheries around the world have been fished beyond sustainable limits, and a further 60% are fished to their maximum capacity


Sardine fishing in Cornwall is a profession that has been passed down from generation to generation since the early 16th century


of the MSC total foodservice market, in volumes terms (MT), is fish and chips


is the amount of carbon emissions saved using this 100% recycled material, compared to equivalent new materials


believe that seafood needs to be protected for future generations.
improvements made by MSC certified fisheries by March 2021




of British consumers demand independent labelling for brands’ and supermarkets’ sustainability claims. A 10% increase since 2016.


of certified fisheries have made improvements in practice


believe that the blue MSC label helps them find sustainable seafood quickly and easily. A 13% increase since 2016.

Dive further into the findings with the infographic below...

2018 MSC UK Consumer Insights Infographic
Language: English
Date of issue: 07 February 2019
  • '{{item.Image.Title}}', {{item.Image.Artist}}, {{item.Image.Description}}