U.S. consumers were more likely to recognize the Marine Stewardship Council (MSC) blue fish ecolabel in 2026 than a decade earlier, although the research measures attitudes rather than changes in seafood purchases.
A presentation by the MSC and GlobeScan puts label recognition at 35% in 2026, up from 21% in 2016. The six survey waves covered 2016, 2018, 2020, 2022, 2024 and 2026. Separately, the MSC reported that 40% of U.S. seafood consumers noticed ecolabeled products while shopping in 2026, compared with 28% in 2024. Product noticing is a separate measure from recognition of the MSC label.
Asked what was most likely to build trust in environmental claims, 34% of respondents in the 2026 survey selected supporting facts and evidence. Another 25% chose independent verification or certification, according to the presentation.
GlobeScan conducted the research for the MSC. The MSC said its decade-long research draws on perspectives from 15,000 U.S. seafood consumers dating back to 2016; the presentation lists 3,784 U.S. respondents in 2026, including 2,500 seafood consumers. The MSC described the findings as evidence that sustainability concerns now extend beyond a small group of seafood consumers.
The presentation lists price, quality, taste and health among factors shoppers consider. An Associated Press report in April said the range of seafood labels and sustainability standards can make choices difficult to navigate. Robert Jones, global director of aquatic foods for The Nature Conservancy, told AP, “I'm an expert and I still sometimes struggle.”
In a separate June release, the MSC said 88% of surveyed U.S. seafood consumers worried about the state of the world’s oceans, down from 91% in 2024. It also reported that 51% believed the oceans would be saved from irreparable damage within 20 years, compared with 41% in 2024.
The announcement and presentation report survey responses, not sales data showing whether consumers changed what they bought. The presentation lists an MSC Earth Month campaign launch for April 2027.
