Consumer survey 2016 longform infographic
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Date
01 July 16
Caption
Consumer survey 2016 longform infographic
Extracted text
Consumer Survey 2016 infographic
translation aid
Please note: Do not translate this directly. Firstly it is global average figures so
you need to localise to your market. Secondly not all figures will be relevant to
your narrative so pick and choose and add the ones that are.
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Seafood consumers put sustainability before price
and brand
New global independent research has found that
sustainability is a key driver for seafood purchase.
Across 21 countries overall, sustainability is rated
more highly than price and brand
21 countries are represented in the largest ever
global analysis of attitudes to seafood consumption
+16,000 seafood consumers in 21 countries took
part in the research, which ensured a statistically
representative sample in each country.
72% of seafood consumers agree that in order to
save the oceans, shoppers should only consume
seafood from sustainable sources.
This is in contrast to purchasing motivations among
shoppers of other fast moving consumer goods
(FMCGs), where price and brand typically outrank
sustainability in driving purchase decisions*.
Sustainability influences actions of consumers of all
ages
85% households purchasing seafood regularly
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68% of seafood consumers said people should be
prepared to switch to more sustainable seafood
75% of seafood consumers age 55+ agree with the
need to eat seafood only from sustainable sources
compared with 67% 18-34 year olds
Independent labelling increases brand trust
68% of those surveyed said there is a need for
brands and supermarkets to independently verify
their claims about sustainability
62% saying that they have more trust and
confidence in brands which use ecolabels
10% of the world’s wild caught
seafood comes from MSC certified fisheries
Awareness of the blue MSC label varies across the
21 markets surveyed
Awareness of MSC label, %
Countries not polled in survey
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37% of all consumers said that they have seen the
blue MSC label
41% of 18 to 34 year olds recall seeing the blue MSC
label, compared to 30% of their older respondents
+54% More than half (54%) of seafood consumers
say they are prepared to pay more for a certified
sustainable seafood product. Those who have seen
the blue MSC label place the value of the label at an
average premium of 11% globally
64% of those who have seen the blue MSC label,
more than six in ten are likely to recommend it to
people they know
NGOs and scientists are seen to contribute most to
ocean protection
When asked which institutions they believed were
contributing the most to protecting the oceans,
respondents
ranked NGOs and scientific organisations highest
41% of seafood consumers believe NGOs are
contributing very well to protecting the oceans
36% of seafood consumers believe Scientific
organisations are contributing very well to
protecting the oceans
Governments and business ranked as least effective
86% of consumers who have seen the label say they
trust it and are positive about the organisation’s
impact
As the world’s most recognised seafood ecolabelling
and certification program, consumers are positive
that the MSC, and the 1,500 organisations
committed to using the MSC label, are contributing
to the health of the world’s oceans
81% rate the MSC highly for helping to recognise
and reward sustainable fishing
81% rate the MSC highly for encouraging people to
shop more sustainably
About the survey
This year’s survey uses the latest methodologies,
sampling and question wording, developed by
independent research and strategy consultancy,
GlobeScan. It adds to the growing evidence that
ocean sustainability is a topic with global relevance
and ranks high in seafood purchase decisions.
The survey was carried out between January and
February 2016 using large and reliable national
consumer research online panels to recruit
respondents, with a minimum of 600 seafood
consumers surveyed per country.
Consumers in Australia, Austria, Belgium, Canada,
China, Denmark, Finland, France, Germany, Italy,
Japan, Netherlands, Norway, Poland, Singapore,
South Africa, Spain, Sweden, Switzerland, UK and
USA took part.
The main sample of fish and seafood consumers
comprised a total of 16,876 consumers who said
they or someone in their household had purchased
fish or seafood in the last two months, out of a total
sample size of 21,877.
The figures were weighted to be nationally
representative by gender, age, region and
education.
About the Marine Stewardship Council (MSC)
The Marine Stewardship Council (MSC) is an
international non-profit organization. Our vision is for
the world’s oceans to be teeming with life, and
seafood supplies safeguarded for this and future
generations. Our blue MSC label and certification
program recognizes and rewards sustainable fishing
practices and is helping create a more sustainable
seafood market.
*http://uk.kantar.com/consumer/shoppers/2014/unde
rstanding-behaviour-of-british-shoppers/
Usage rights/Notes
Free to use - Contact digitalcomms@msc.org for translation support.