Dramatic increase in consumer spend on sustainable seafood

Consumers are increasingly committed to buying sustainable seafood products even in difficult financial times. Independent research shows a 50% increase in consumer spend on sustainable seafood in the Netherlands, and a 154% increase in the UK.

In a survey carried out by Platform Verduurzaming Voedsel and LEI, part of Wageningen UR, researchers found that spend on sustainable-labelled wild-caught seafood increased by 50% in the first six months of 2010, compared to the same period in 2009. Of that expenditure, over two-thirds comes from products carrying the MSC ecolabel for certified sustainable seafood. In the first half of 2010, overall food expenditure in the Netherlands increased by just 1.4% while consumer expenditure on sustainable and ecolabelled food increased by 25.5%. However, the leap in revenue from sustainable seafood - from €39 to 59 million, makes it one of the fastest moving sectors in the Netherlands.

UK: Sustainable seafood out-performs other green goods

Despite just 1% growth in overall household expenditure between 2007 and 2009, the sustainable seafood sector flourished, with UK spend on sustainable seafood reaching £178 million over the same period. The UK’s Co-operative Bank Ethical Consumerism 2010 Report shows that overall and throughout the recession, there has been growing support by British consumers for green goods and services - an 18% increase in total spend between 2007 and 2009. Ethical and environmentally friendly food and drinks is one of the fastest growing sectors within the category (27% over the last two years) but across all services and goods the market for sustainable seafood is one of the key drivers of the overall growth.

Provided by Wageningen University