The ASC survey results suggest that while consumers are interested in making more sustainable choices, they need easier, more immediate ways to make these choices in their daily shopping routines.
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In a groundbreaking survey conducted recently by the Aquaculture Stewardship Council (ASC), over 15,000 consumers from 14 countries were interviewed to gauge global seafood consumption patterns and the role sustainability plays in consumer choices.
The research, undertaken in November and December 2023 by independent market research agency The Conversation Studio, offers revealing insights into consumer behavior, preferences, and the overarching impact of sustainability certifications on purchasing decisions.
The survey highlights an unwavering demand for seafood in the countries surveyed, with 87% of respondents acknowledging the importance of including fish and seafood in their diet.
Spain leads with 92% of consumers prioritizing seafood, while the Netherlands and Japan show the least, albeit still significant, interest at 81%.
The survey also showed the principal motivations for seafood consumers were enjoyment, taste and health benefits, indicating that consumers are willing to prioritise purchasing fish and seafood despite budgetary constraints.
Despite the clear preference for seafood, the survey uncovers a crucial gap in consumer behavior regarding sustainability.
While 83% of consumers claim to be motivated by sustainability labels when purchasing seafood, only 2% think of sustainability spontaneously during their shopping.
This discrepancy, the ASC argues, suggests a need for more visible and direct prompts in retail environments to enhance awareness and encourage sustainable choices.
Interestingly, the importance of sustainability also varies by region. Consumers in North-West Europe are most likely to consider sustainability in their seafood purchases, followed closely by those in Southern Europe and North America. Asia ranks lowest in this regard, with Japan displaying notably lower engagement in sustainable practices.
Trust emerged as a significant factor influencing consumer choices, with independent certification schemes like the ASC label leading as the most trusted source of information.
The ASC label, recognized for its rigorous standards for responsibly farmed seafood, stood out as the most recognized and trusted label across all surveyed countries. Germany and the Netherlands show the highest awareness of the ASC label, while Japan ranks lowest.
The survey also found that "the majority of respondents associate the ASC label with sustainability and responsibility, and quality and safety. The ASC label also scores better than other farmed seafood sustainability labels on being responsible, healthy, caring and relevant."
"The good news for the industry is the continuing strong demand for seafood, driven by its taste and health benefits," said Willem de Bruijn, ASC's Senior Director of Markets and Communications.
"However, the survey also shows a critical need for consumer education about sustainability and responsible seafood choices."
As ASC continues to work with various partners to bolster its brand, the goal is clear: "Clearly, consumers need a prompt in the supermarket to bring sustainability to the front of their minds," the organization states.
The survey results suggest that while consumers are interested in making more sustainable choices, they need easier, more immediate ways to make these choices in their daily shopping routines.
This latest ASC consumer survey encompassed 14 countries, with Poland, Sweden, Denmark and South Korea included for the first time, alongside the United States, Canada, Australia, the United Kingdom, the Netherlands, Germany, France, Spain, Italy, and Japan. Approximately 1,000 consumers were surveyed in each country, with 2,000 in the US.
Full details of the survey results can be found here.
