Sustainability drives seafood purchase20 Jul 2016
New research, carried out by independent research and insights company GlobeScan, on behalf of the Marine Stewardship Council (MSC), has found that sustainability is a key driver for seafood purchase.
New research, carried out by independent research and insights company GlobeScan, on behalf of the Marine Stewardship Council (MSC), has found that sustainability is a key driver for seafood purchase. Across 21 countries overall, sustainability is rated more highly than price and brand, with nearly three-quarters (72%) of seafood consumers agreeing that in order to save the oceans, shoppers should only consume seafood from sustainable sources.This is in contrast to purchasing motivations among shoppers of other fast-moving consumer goods (FMCGs), said the researchers, where price and brand typically outrank sustainability in driving purchase decisions.Over 16,000 seafood consumers in 21 countries took part in the research.With over four in five (85%) households purchasing seafood regularly, concern about ocean sustainability is influencing shoppers’ actions. 68% said people should be prepared to switch to more sustainable seafood.Older consumers demonstrate a greater concern for sustainability. 75% of seafood consumers aged 55 and over agreed with the need to eat seafood only from sustainable sources, compared with 67% of 18 to 34 year olds.“These insights demonstrate that seafood consumers are attuned to the need for sustainability and that they are prepared to change shopping habits to protect the oceans. Citizens feel empowered to vote for sustainability with their wallets.” said MSC CEO, Rupert Howes.More than two-thirds (68%) of those surveyed said there is a need for brands and supermarkets to independently verify their claims about sustainability, with 62% agreeing that by buying ecolabelled seafood they are helping to ensure plenty more fish for future generations. The same number (62%) agreed that ecolabels on seafood products raise their trust and confidence in the brand.While 10% of the world’s wild caught seafood comes from MSC-certified fisheries, 37% of all consumers said that they have seen the MSC ecolabel. Awareness varies across the 21 markets surveyed, from 13% in Canada up to 71% in Switzerland. Respondents aged 18 to 34 are more likely to recall seeing the MSC label (41%) compared to older respondents (30% of those 55+). Of those who have seen the blue MSC label more than six in ten (64%) are likely to recommend it to people they know.More than half (54%) of seafood consumers said they are prepared to pay more for a certified sustainable seafood product. Those who have seen the MSC label place the value of the MSC label at an average premium of 11% globally.When asked which institutions they believed were contributing the most to protecting the oceans, respondents ranked NGOs (41%) and scientific organisations (36%) highest, with governments and business ranked as least effective.These results are consistent with consumers’ perception of the MSC, where 86% of consumers who have seen the label say they trust it and are positive about the organisation’s impact.More than eight in ten (81%) of those who have seen the label say that the MSC helps recognise and reward sustainable fishing. The same proportion (81%) say the MSC encourages people to shop more sustainably. “Collaboration between scientists, NGOs, retailers and industry is delivering positive impacts on the water, but unsustainable fishing is still a significant challenge. Consumers who recognise the blue MSC label, trust it. However there’s still more we can do to deliver on demand for sustainable seafood, and empower shoppers to make positive choices. The MSC is therefore increasingly focused on working with our partners and the wider industry to raise awareness of the blue MSC label,” Howes added.“This survey gives us a detailed insight into just how different the seafood category is compared to others,” said Caroline Holme, Director at GlobeScan. “In a category with relatively few trusted brands, third party claims on sustainability and traceability can help consumers navigate their choices better. Ocean sustainability is proven to be a topic with real relevance in this category and consumers prioritise it more than we suspected in their seafood purchase decisions.”These figures, said the researchers, support findings of the 2015 Nielsen Global Corporate Sustainability Report which showed that, over the previous year, sales of consumer goods from brands with a demonstrated commitment to sustainability grew by more than 4% globally, while those without grew less than 1%.
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