Sustainable seafood matters to the vast majority of consumers in Singapore and Malaysia, but many struggle to identify it on the shelf, according to new research released by the Marine Stewardship Council (MSC) ahead of Chinese New Year.
A YouGov survey commissioned by the MSC found that 85% of Malaysians and 74% of Singaporeans say sustainable seafood is important to them. Yet more than half of consumers in both markets say they have never noticed an eco-label when shopping for seafood, highlighting a gap between consumer intent and what is visible in stores.
In Singapore, 58% of respondents said they had never noticed any eco-label on seafood, with recognition of the MSC blue ecolabel at just 21%. In Malaysia, 63% said they had not noticed eco-labels while shopping.
The findings come as seafood consumption is expected to rise during Chinese New Year, when dishes such as yusheng and whole steamed fish are central to celebrations. MSC said the festive period represents a critical opportunity for retailers to make sustainable choices more visible and accessible.
The challenge is particularly acute in markets with high seafood dependence. Malaysia consumes around 49kg of seafood per capita each year – more than double the global average of 21kg – while Singapore imports the vast majority of its seafood supply.
In Malaysia, where fishing plays an important role in coastal livelihoods, three-quarters of consumers said fishermen need greater support and resources to fish responsibly and sustainably. In Singapore, where supply chains are largely international, consumers look to institutions for reassurance, with 55% citing government standards and 54% pointing to clear origin information as key factors in building confidence.
“When asked what sustainable seafood means to them, consumers demonstrated a sophisticated understanding,” said Anne Gabriel, MSC Programme Director for Oceania and Singapore. “Sixty-two percent of Singaporeans and 56% of Malaysians associate it with well-managed fisheries operating under clear rules. It’s clear that consumers are ready and willing to seek out credible certification, so we’re urging retailers and businesses to make MSC eco-labelled products visible and accessible.”
Expectations of retailers are high. More than half of Singapore consumers (52%) believe supermarkets should commit to sourcing sustainable seafood. Even amid cost-of-living pressures, 38% said they would be willing to pay more for sustainably sourced seafood, while many others said clearer labelling would help them make better choices within their budget.
The results suggest that clearer eco-labelling during peak demand periods could help shoppers align their values with their purchasing decisions, without changing traditional festive menus, said MSC.
MSC-certified seafood is currently available at retailers including Cold Storage, FairPrice Group and Prime Supermarket in Singapore, and AEON Retail, Jaya Grocer and Village Grocer in Malaysia.
The survey was conducted by YouGov between 15 and 19 January 2026 and included 1,007 adults in Singapore and 1,003 adults in Malaysia, with results weighted to be representative of each country’s adult population.
