Public awareness of MSC eco-label growing

Public awareness of the Marine Stewardship Council eco-label has increased more than 2.5 times since 2008, according to a survey by AMR Marketing Research.

According to research carried out in July in the United States, Canada, Germany, UK, France and Japan, close to one in four adults are aware of the sustainability certification label. The research shows 23 percent of the adult population is now aware of the MSC eco-label, up from 9 percent two years ago.

Germany boasts the highest level of awareness at 36 percent, up from 11 percent in 2008.

Not only are 37 percent of consumers looking for and buying more eco-labeled products, the survey shows there is a growing number of shoppers that are increasingly environmentally conscious and concerned about sustainability (56 percent), less price sensitive (32 percent) and prepared to go out of their way to purchase eco-labeled products (24 percent).

Market penetration of MSC-labeled products has rapidly increased in the past two years, but not as fast as product awareness. The survey revealed much higher levels of awareness and commitment to MSC-labeled seafood (23 percent) compared to market penetration (4 percent).

Overall, 55 percent of respondents believe eco-labels are effective in helping bring changes to environmental/social problems and 65 percent think that buying MSC-labelled products will help bring improvements to the marine environment.
“The survey clearly shows how much consumers care about sustainable seafood and the strength of consumer confidence in eco-labels. It is very encouraging that consumers — in the six countries surveyed — are becoming increasingly receptive to the MSC eco-label and show high levels of awareness,” said Rupert Howes, MSC CEO.

“Since 2008, we have scaled up efforts and joined forces with fishery and supply chain partners to roll out a consumer marketing strategy and increase the value of our blue eco-label. As the survey demonstrates, our joint efforts are paying off. We are committed to this path and we will continue to increase awareness of the MSC program and eco-label at the same time as enhancing the sustainability credentials of the participating fisheries, retailers and seafood brands. The opportunity is now set for business to make more MSC-labelled products available to win the heart and minds of this ever-growing consumer base.”