RESHAPING SEAFOOD PURCHASING

Reshaping seafood purchasing with quality, health and trusted certification, new global ASC research reveals. Global study of almost 15,000 consumers shows growing interest in sustainable seafood, with trusted certification increasingly helping shoppers buy with confidence.

Consumer interest in sustainable food is growing rapidly, with a more than 10 percentage point increase since 2024 in consumers who say they prefer environmentally friendly products and look for sustainability claims on food. Yet when shoppers buy seafood, health, taste and quality still come first. Trusted certification is increasingly helping consumers turn their sustainability intentions into purchasing decisions.

The study, one of the world’s largest pieces of consumer research focused on seafood, surveyed almost 15,000 consumers across 14 countries. It found independent certification schemes are now the most trusted source of information about seafood and sustainability, ranking ahead of environmental organisations, seafood brands and retailers.

Consumer trust in the Aquaculture Stewardship Council (ASC) label has continued to increase across most markets since ASC’s 2024 global consumer research. Following the introduction of the new ASC on-pack label in March 2026, awareness of both the original and new ASC labels continued to exceed that of every other farmed seafood certification programme in every country surveyed. Together, these findings confirm that ASC remains by far the world’s most recognised farmed seafood certification label.

The research reveals a shift in consumer thinking. Sustainability is no longer just an environmental consideration – increasingly, it’s becoming a signal of the quality, health and confidence consumers look for when buying seafood. While taste, health and quality remain the primary drivers of seafood purchases, trusted certification helps consumers identify products that deliver those attributes.

What this means for retailers, brands and seafood businesses

The research highlights four trends shaping seafood purchasing decisions:

• Consumer trust is becoming a commercial advantage, alongside traditional drivers such as taste, quality and price.
• Independent certification is the most trusted source of seafood sustainability information, giving businesses a credible way to build confidence with shoppers.
• Consumers increasingly associate sustainability with health, quality and food safety, making trusted certification relevant to mainstream purchasing decisions.
• Clear, recognised certification labels help shoppers make informed choices quickly, creating greater value at the point of purchase in an increasingly competitive retail environment.

Willem de Bruijn, Chief Commercial Officer at ASC, said:

“Consumer expectations are changing. People still buy seafood because they enjoy it and recognise its health benefits, but they’re increasingly looking for trusted reassurance about the products they choose. Independent certification has become one of the clearest signals they use to buy with confidence.

“One of the most interesting findings is that consumers no longer see sustainability in isolation. They increasingly connect it with the things they already value most – quality, food safety and health. For retailers, brands and seafood businesses, that makes trusted, independent certification an increasingly valuable way to build consumer confidence.

“We’re delighted to see ASC maintain its position as the world’s most recognised farmed seafood certification label, with trust continuing to grow following the launch of our new on-pack label. It’s encouraging to see the collective efforts of ASC and our partners helping make certified seafood easier to recognise, understand and choose.”

Want to know more?

ASC will share further findings from the research, including market-specific insights and commercial implications for retailers, brands and seafood businesses, during a webinar on 8 September 2026. You can find out more and register here.

About the research

The research was conducted by the independent and awarded market research agency The Conversation Studio on behalf of ASC as part of its biennial global consumer research programme. Almost 15,000 consumers were surveyed across 14 countries to better understand changing attitudes towards seafood purchasing, sustainability and certification.

Image: New ASC on-pack label featured in Fisherman’s Choice product