Poll: Swedes, Dutch recognize MSC eco-label

According to a new survey commissioned by the Marine Stewardship Council, 28 percent of Swedish seafood consumers and 34 percent of Dutch seafood consumers are familiar with the MSC eco-label.

Conducted by AMR Marketing Research, the survey came after retailers Coop in Sweden and Albert Heijn puur&eerlijk in the Netherlands held campaigns boosting the visibility of MSC-labeled products and thus increasing sales of MSC-labeled products.

The poll found that 45 percent of Swedish consumers and 34 percent of Dutch consumers are buying more eco-labeled products than a year ago. An average of 54 percent of Swedish and Dutch respondents said eco-labels effectively bring change to environmental and social challenges, and 55 percent said the MSC is helping to ensure the sustainability of wild-caught fisheries.

“These figures are a great testament to the work of our fisheries and supply chain partners,” said Nicolas Guichoux, MSC’s regional director for Europe. “These results show that the greater range and availability of MSC-labeled products has helped boost consumer awareness in the Netherlands and in Sweden. Working closely with our partners across the world, we will continue to make it easier for consumers to choose certified seafood and reward sustainable and well-managed fisheries.”

The online survey was carried out in April and July, polling 535 Swedish consumers and 574 Dutch consumers.


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