WASHINGTON – October 15, 2026 -- U.S. seafood consumers now treat sustainability as a default expectation rather than a niche preference, according to 10 years of Marine Stewardship Council (MSC) research covering 15,000 respondents since 2016.
The report, "A Decade of Change: Sustainability Now a Mainstream Concern of U.S. Seafood Consumers," was conducted for the MSC by the independent insights firm GlobeScan. It finds that U.S. consumer support for sustainability has climbed to match levels traditionally seen only among European consumers.
Consumers demand independent proof of sustainability claims
Shoppers increasingly want environmental claims independently verified, and claims alone no longer suffice. The MSC says this reinforces the value of credible third-party certification. Consumers also view sustainability as built into seafood products rather than added on, and economic realities continue to shape purchasing decisions.
Health and future supply shape purchase attitudes
Perceptions of health are becoming more closely linked to sustainable seafood, though the shift is gradual. Consumers are also more likely to believe their purchases help keep fish populations healthy for future generations.
"Sustainability is no longer a niche request for U.S. consumers; it's the expectation," said Laura McDearis, U.S. Program Director at the MSC.
MSC certification covers 90% of U.S. fisheries by volume
According to the MSC, 90% of U.S. fisheries by volume are MSC certified. A record 789 fisheries worldwide are engaged in the program. The organization says certified fisheries have delivered hundreds of improvements in recent years for fish populations, habitats, management and vulnerable species.
The MSC cites the Woods Hole Oceanographic Institution in noting that oceans cover 71% of the Earth and hold 80% of its biodiversity.