A survey conducted by GlobeScan on behalf of the Marine Stewardship Council (MSC) has found that 91% of American consumers of seafood are worried about the state of the oceans — up from 82% in 2022.
Of the more than 3,700 people surveyed, over 3,100 said they were changing their diets. 34% of this group said they were making the changes for environmental reasons, with health and price also listed as factors. The most significant change was in red meat consumption, which 34% of respondents had cut down on in the past two years. Additionally, 36% were eating more vegetables.
16% of shoppers had increased their fish consumption; however, 19% said they would eat more seafood if they knew it wouldn’t harm the oceans, indicating that they may be moderating their consumption for environmental reasons and signaling an opportunity for fish-free seafood products. 64% said they felt an increased desire to protect the marine environment.
The health of the oceans was a major environmental concern among respondents, with 37% placing it in their top three. Climate change (43%), pollution in waterways (40%), and loss of forests and woodland (38%) were also major concerns.
Sustainable fishing?
The research also found that 60% of seafood consumers believed sustainable fishing could maintain healthy fish populations. However, questions have been raised over the efficacy of MSC certification; a consultation in 2022 found that 77% of stakeholders believed the organization’s use of the term “sustainable” was not appropriate. 57% said the MSC was not an effective indicator of sustainable fishing, and 40% believed the organization had lowered its certification standards.
Additionally, a 2020 study found that MSC promotional materials were often misleading, disproportionately using photographs of passive small-scale fisheries when the majority of certified fisheries use large-scale vessels and active gears (considered to be more environmentally damaging).
Despite this, the growing awareness of ocean health among consumers is a positive sign, and innovations such as plant-based and cultivated seafood have the potential to meet the demand for seafood without depleting the oceans.
“These results mirror our broader findings in our annual healthy and sustainable living study and the public’s perception of the challenges that the world faces,” said Caroline Holme, Executive Director at GlobeScan. “Even amid a cost-of-living crisis, environmental issues are of major concern to consumers.”
