MSC awareness in Netherlands and Sweden

07 Sep 2011

New figures released this week show that, when shown an unbranded logo, 34% and 28% of fish consumers in the Netherlands and in Sweden respectively are aware of the MSC ecolabel.

This was the first survey ever carried out by AMR Marketing Research in both countries.

The research was carried out after two major joint-marketing campaigns Albert Heijn puur&eerlijk in the Netherlands and the Coop campaign in Sweden, which boosted the visibility of MSC-labelled and increased sales of MSC labelled products.

Forty-five per cent of Swedish shoppers report buying more products with ecolabels than a year ago – with an equally strong response of 34% of Dutch consumers.

Twenty-three per cent of Swedish respondents say that they only buy fish and seafood from sustainable sources, regardless of price and quality, and are even prepared to go elsewhere if the product they are looking for is not available.

In the Netherlands, ecolabels rank as the most trusted sources of information about sustainability – with friends and family recommendations coming second, an indication of how much more sustainability issues are part of everyday conversation.

An average of 54% of Dutch and Swedish respondents believe ecolabels are effective in helping bringing changes to environmental/social problems (33% still undecided) and 55% think that the MSC is helping to ensure we have wild caught fish in the future (40% still undecided).

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Marine Stewardship Council (MSC)

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