Sustainability is an increasingly important factor for consumers considering whether to buy seafood – especially among young people.
“We found in our research that price and convenience remain the main motivation to buy seafood, and sustainability cannot lead them to switch to a less favored species. But, it remains important, and it’s something that grew up in the following generation because we have differences between generations in regards to sustainable preferences,” L'Institut-Agro Associate Professor Sterenn Lucas said during a panel at the 2025 Seafood Expo Global, taking place 6 to 8 May in Barcelona, Spain.
According to a survey released by the European Commission in February, 55 percent of respondents listed cost as a leading factor in deciding to purchase seafood, while 52 percent listed appearance. Only 17 percent listed environmental and ethical impact as a factor – an increase of just 1 percent since 2021.
The survey also found that 78 percent of respondents have noticed increased seafood prices but 54 percent are willing to pay those higher prices if they correspond with more sustainably sourced products.
Additionally, younger consumers seem to be more concerned with those factors than older generations.
“Younger, higher-income, and more educated respondents are more likely to seek detailed labeling, including environmental and social information. Older ones and those with financial constraints tend to prioritize practical information such as expiration dates,” the survey said.
Younger consumers are also expressing more interest in animal welfare.
“That’s something we have not found with the oldest generation,” Lucas said.
According to Europêche Managing Director Daniel Voces, that consumer interest in sustainability is impacting how producers operate.
“We see that this segment, specifically the younger generations that are more concerned about environmental and social issues, and they’re gradually influencing how we operate,” Voces said. “There’s more traceability, more transparency, more accountability across the supply chain, and companies of course are investing in innovation […] in everything that is related to environmental sustainability and to minimize impact in our operations.”
That shift isn’t just about meeting consumer demand, he added. It allows companies to differentiate themselves from the competition and build trust with their customers.
