With sustainability a bigger priority than price, UK diners also listed ‘safe to eat, taste, fresh, and good for heath’ among their biggest concerns when eating seafood out-of-home.
Commissioned by the MSC and conducted by research agency GlobeScan, the new study found that 81% feel a brand’s claims about sustainability need to be ‘clearly labelled by an independent organisation.’
It comes as 87% say fish needs to be protected “so our children and grandchildren can enjoy seafood in the future,” with a further 82% agreeing people should be ‘prepared to switch to another type of fish if it is more sustainable.’
With plastic pollution and overfishing consumers’ two greatest concerns, MSC UK & Ireland commercial manager, Polly Hofmann, said: “It’s clear that diners are placing increasing importance on seafood sustainability when making menu choices.
“Thanks to our restaurant and pub group partners’ commitment to offering certified sustainable seafood, it’s easier than ever for diners to enjoy their favourite fish dish safe in the knowledge that the seafood has been fished sustainably.”