New data reveals growing consumer confidence in the MSC blue label


Newly released data shows that consumer awareness and confidence in the MSC blue label is growing. The survey by independent consultancy GlobeScan, which involved more than 25,000 people in 23 countries, found that consumer confidence in the MSC blue label has risen to 78%, up 2% from 2020.

These first results from one of the world’s largest seafood consumer surveys were released at the Marine Stewardships Council’s (MSC) flagship event, the Seafood Futures Forum, held at the Seafood Expo. Global in Barcelona. The results also show that awareness of the MSC label has increased from 46% two years ago to 48% this year. Consumers are also increasingly likely to recommend MSC, rising from 56% of respondents two years ago to 57% of respondents in 2022.

In other findings, consumers are increasingly likely to perceive that independent certification bodies, such as the MSC, protect the oceans with more than one in four respondents (28%) believing certification has a contribution important to provide. There has also been a significant increase in the number of consumers who believe the fishing industry is doing more to protect the oceans, 26% versus 20%.

Other new figures released during the Seafood Futures Forum showed continued support for the MSC from fisheries and supply chain organisations:

  • 19% of wild marine catches are now involved in the MSC program
  • 539 fisheries are MSC certified
  • There are over 60 countries where consumers can buy over 20,000 MSC-labeled products
  • Seafood volumes sold with the MSC blue label are expected to reach a record 1.28 million tonnes in 2021/22.

The figures were shared as part of the discussion on how businesses can act as a lever of change to help protect our oceans. Panelists included influential businessman and former CEO of Sainsbury’s, Justin King; Minna Epps, head of the oceans team at the International Union for Conservation of Nature; José Luis Jauregui, sustainability manager of the Echebastar Pesqueras fishery in Spain; and Michaela Reischl, Head of Corporate Social Responsibility at Lidl, Spain.

The event brought together in person and online some 400 people from across the seafood community, including producers, buyers, retailers, brands, NGOs and academics.

Rupert Howes, CEO of the Marine Stewardship Council, said: “We are extremely encouraged by the continued rise in confidence and awareness of MSC among consumers around the world, it is a recognition of the hard work of our partners – fisheries, processors, retailers, NGOs and many more. who have helped build this program through 25 years.

“MSC’s market model puts business at the heart of progress to protect the oceans. By investing in sustainable fishing and buying sustainable seafood, we believe businesses can really help create a chain reaction to ensure healthy oceans for the future.

Download the presentation, including the latest data and information from the MSC >

About MSC

The Marine Stewardship Council (MSC) is an international, not-for-profit organization that sets globally recognized, science-based standards for sustainable fishing and the seafood supply chain. The MSC eco-label and certification program recognizes and rewards sustainable fishing practices and helps create a more sustainable seafood market. It is the only certification and eco-labeling scheme for wild capture fisheries that meets the best practice requirements established by the Food and Agriculture Organization of the United Nations (UNFAO) and ISEAL, l global membership association for sustainability standards. For more information, visit or visit our social media pages:


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