MSC Decade Study: US Seafood Buyers Expect Sustainability by Default
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.