One of the largest market studies ever conducted on the perception and consumption habits of seafood, involving 15,000 consumers in 14 countries, was carried out by the Aquaculture Stewardship Council (ASC). The study concluded that certification labels are essential to guide consumers in their supermarket choices.

According to Aquaculture Magazine, which cites the study, consumers place greater trust in independent certification schemes, with 21% of respondents considering these schemes more trustworthy than environmental organizations, seafood brands, or retailers. Furthermore, certification logos are associated with higher quality and safety, with the highest recognition in Germany and the lowest in Japan.

Willem de Bruijn, director of markets and communications at ASC, said: “The results show that consumers still have a strong interest in seafood due to its taste and health benefits and are willing to pay for it.” However, he added: ‘It’s surprising that, although two-thirds of consumers are interested in buying more sustainable products, only 2% spontaneously think about sustainability when buying fish or seafood. This indicates that consumers need visual certification labels to help them make conscious choices.’