Environmental concerns prompting almost half of consumers to switch diets

The report found consumers are more conscious than ever about how their food choices impact the planet. Researchers surveyed over 27,000 people across 23 countries and asked them if their diets were changing. Of the more than 22,000 people who said yes, 43% of them said it was down to environmental reasons, alongside health and price.

The biggest change is in red meat, like beef and lamb, with 39% of all shoppers surveyed cutting their consumption over the past two years and 37% say they are eating more vegetables. One in 10 of those surveyed say they are eating more seafood, but three in 10 said they are eating less. Looking forward, over a quarter (27%) of respondents say they would eat more seafood in future if they knew it wasn’t causing harm to the ocean.

Anxiety about the state of the world’s oceans among seafood consumers is on the rise, with 48% saying they are concerned about overfishing and 35% concerned about the impact of climate change. People are less optimistic that the ocean can be saved from irreversible harm – with only 35% of respondents believing this can be done, down 13% from when the survey was carried out in 2022.

Despite their gloomy outlook, awareness of recent extreme weather events, including record-breaking temperatures, can also be motivating, with 64% saying they feel an increased desire to protect the marine environment.

In terms of solutions, MSC determined there’s good understanding of the role of sustainable fishing; 55% of seafood consumers associate it with ensuring that endangered or vulnerable species are better protected, whilst 54% recognise that it includes maintaining healthy, thriving fish populations.

“The results of the survey show a growing public concern about the state of our ocean. Protecting it, and the diversity of life within it is vital for the health of the planet. We need to re-double our collective efforts to tackle overfishing and the threat it poses. Incentivising positive change, through recognising and rewarding sustainable fisheries is vital for progress. By supporting sustainable fisheries, we can all play a part in improving the ocean environment as well as protecting a valuable food resource for this and future generations,” MSC Chief Executive Rupert Howes said.

The findings of the research, commissioned by MSC, were carried out by insight and advisory consultancy GlobeScan.

“These results mirror our broader findings in our annual healthy and sustainable living study and the public’s perception of the challenges that the world faces. Even amid a cost-of-living crisis, environmental issues are of major concern to consumers,” GlobeScan Executive Director Caroline Holme said.

MSC highlighted that MSC-certified fisheries have made more than 400 improvements to their fishing practises in the last three years, including to protect endangered marine species and vulnerable habitats.