New Marine Stewardship Council 2024 Market Report Highlights Record-Breaking Sustainable Seafood Sales in UK & Ireland

Jan 29 / Kelly Adams

Key Findings from the Report

  • UK and Irish consumers spent an unprecedented £1.5 billion on MSC-certified seafood products in 2023/24, marking a 12% increase from the previous year—the highest annual growth rate since 2018.
  • Sustainable tuna sales saw a remarkable transformation, with 23,500 tonnes of MSC-certified tuna purchased in UK supermarkets alone, making up 38% of total tuna sales.
  • Retailer commitments have strengthened, with nine of the UK’s ten leading supermarkets offering MSC-certified seafood under their private labels. Seven of them now label over 50% of their wild seafood ranges as MSC-certified.
  • Consumer awareness is rising, with 54% of UK seafood shoppers recognizing the MSC ecolabel, particularly younger demographics, where recognition reaches 58% among 18-24-year-olds.
  • Sales of frozen, preserved, and ready-meal seafood surged, contributing to two-thirds of the total increase in MSC-labeled product spending. Preserved seafood sales alone rose by 55%, largely driven by the expansion of MSC-certified canned tuna offerings.
  • Irish consumer spending on MSC-certified products reached €77 million, representing a nearly 50% increase in two years.
  • 80% of Irish consumers believe sustainable seafood choices are essential for ocean conservation, reflecting a growing awareness and demand.

Looking Ahead

The report underscores the growing consumer shift towards sustainability in seafood choices. With increasing awareness, retailer leadership, and ongoing developments in sustainable fisheries, the sector is poised for continued growth. If this trajectory continues, sustainable seafood could soon become the norm rather than the exception.