Environmental concerns are pushing UK consumers towards sustainable seafood

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 12, 2020, 5:38 PM UTC

More than half of UK consumers have changed the way they choose or bought seafood last year.

According to the Marine Stewardship Council, 52% of UK shoppers have changed how they shop seafood due to “high levels of concern” about the state of the oceans. One in five consumers has switched to a brand or product that promised to help the oceans or fish. 

31% of consumers also feared their favourite fish would not be available in 20 years. This fear was more prominent among younger consumers, with numbers rising to 37% among consumers aged between 18 and 34.

Environmental concerns have also lead to a 21% increase in consumer spend on MSC-certified seafood in 2019. MSC’s Erin Priddle says it is evident that UK shoppers care how their seafood is sourced and are changing their purchasing habits.

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