Seafood consumption grows as trust strengthens
Global seafood consumption is rising again, while sustainability interest and trust in independent certification continue strengthening
Fish and seafood consumption is returning to growth as consumers show increasing interest in sustainability, according to new research from the Aquaculture Stewardship Council (ASC).
The research surveyed 14,795 seafood consumers across 14 countries between February and March 2026, examining buying habits and attitudes towards sustainability. Findings were presented during an ASC webinar on 8 September attended by more than 200 seafood-sector participants.
Willem de Bruijn, chief commercial officer at ASC, said: “Consumers aren’t choosing seafood based on sustainability alone – freshness, quality, taste and health remain fundamental.” He said sustainability could strengthen the overall proposition when linked to attributes shoppers already value.
Consumers reported a 2% net increase in seafood consumption globally following a decline identified in ASC’s 2024 research. The US recorded particularly strong growth, with consumption increasing by 12%.
Taste and enjoyment remained the leading reason for buying seafood, cited by 31% of consumers, followed by health at 27% and nutrition at 19%. Freshness has now overtaken price as the leading spontaneous purchase consideration, at 31% compared with 27%.
Interest in sustainable consumption has also risen. About 78% said they would choose a product less harmful to people and the environment when otherwise equal, while 70% expressed interest in food carrying sustainability claims.
However, sustainability was spontaneously identified by only 3% of consumers as a seafood purchase consideration, increasing to 10% when prompted. The research suggests sustainability is most effective when connected with health, food safety, freshness and quality.
Independent certification remains a trusted information source. Twenty-one per cent of consumers trust independent certification schemes for seafood sustainability information, almost twice the proportion trusting retailers or brands, both at 11%.
ASC label recognition reached 46%, compared with 24% for BAP and 19% for GGN. Trust in ASC stood at 66%, while 47% trusted BAP and 46% GGN.
ASC said recognition also influenced buying habits, with ASC-labelled products rated more trustworthy and more likely to be purchased in tests involving 9,195 consumers.
