CONSUMERS PERCEPTION OF

“SUSTAINABLE” AQUACULTURE
PRODUCTS IN SELECTED WESTERN
MARKETS
Christian Philip Unmack

Eurofish International Organisation

International fisheries and aquaculture conference: “Opportunities in a rapidly changing world

26-27 October 2022 - Vilnius, Lithuania

Sustainability?
• Sustainability is a societal goal that broadly aims for humans to safely
co-exist on planet Earth over a long time.

• Specific definitions of sustainability are difficult to agree on and

therefore vary in the literature and over time.

• This concept can be used to guide decisions at the global, national

and individual level (e.g., sustainable living). In everyday usage of the
term, sustainability is often focused on the environmental aspects.
General Perceptions
on Sustainability
• In a survey on who plays a role in making the food system sustainable,
65% said its producers, 58% said food manufacturers, 47% said
governments, 43% said consumers
• Consumers are asking for more traceability
• Consumers are asking about social impact (e.g., documented by
labelling – e.g., Fairtrade, MSC and ASC)
• 66% of consumers believe that only consuming sustainable seafood/fish
is the only way to save the ocean
• 87% want better information of sustainable seafood products
Key Perceptions on
Sustainability

• Product Origin
• Method of Production (Wild vs Farmed)
• Type of Product (Fresh/Frozen)
• Certification Schemes
• Organic Certification
• Labels
Perceptions of the Fish Products
from the European Market
• Health of ecosystems
• The ‘right’ production processes
• Organic (certification)
• Quality of products
• Social responsibility
• Environmental sustainability
• Animal welfare
• Working conditions
Wild vs. Farmed
Products
• Every market prefers wild products
• Reinforcing the image of farmed products is needed
• Educate consumers on animal welfare, health and environmental
safety of farmed products
• Farmed products preferred if “price is low and quantity is high”
• Wild products preferred for perceived health benefits
Wild vs. Farmed
Products
The preference of wild aquaculture products:
• Italy - 40%
• Spain - 54.6%
• Greek - 61.9%
• France - 57.7%
• Germany - 46.8%
• UK - 45.6%
• USA - 56.2%
Certification Schemes I
Recognized quality assurance schemes to verify sustainability are
important

• In differentiating products on the market

• Ensure quality
• Food safety
• Animal welfare
• Traceability
Certification Schemes II
Voluntary certification schemes practice safeguarding:

• Environmental sustainability
• Product quality
• Food safety
• Fish health and welfare
• Working conditions
Certification Schemes III
Farmers engaged in:

• Certification assurance schemes

• Quality assurance schemes
• Promote farming best practice
• Increase the visibility of their (domestically) produced fish
• A European signature label - farmed in Europe
Consumer Information
• Most consumers identified information accompanying (sustainable)
aquaculture products to only be partly clear

• Consumers ask for ‘Universal labeling’ for e.g. sustainable aquaculture

product’s information being very clear on:
• Freshness
• Method of production
• Nutritional information
• Product origin
MSC Label
• Marine Stewardship Council – Certification board for the fishing
industry
• 20% of global catch comes from MSC certified fisheries
• MSC has received a lot of negative press, could be general consumer
distrust over the validity of the certification
• From 2019-2020 the number of MSC certified products in Europe
grew by 13%
ASC Label
• Aquaculture Stewardship Council – Certification board for the
aquaculture industry
• Newer label, still growing
• 0.9% of global seafood production is ASC certified
• From 2019-2020 the number of ASC certified products in Europe
grew by 32%
European Label I
• Certifies the product is from Europe
• Accompanying guidelines for communicating and promoting activities with
the label
• Targeted to Ho-Re-Ca segment
• Most markets seek this in order to increase consumer comfort with
product origin
Questions?