UK retailers recorded strong growth in sales of certified sustainable seafood in 2024–25, driven largely by the rapid expansion of products carrying the Marine Stewardship Council (MSC) ecolabel.
Almost two thirds (63%) of all wild-caught fish and seafood products sold now feature the blue MSC label, with 948 MSC-labelled own-brand products available across UK supermarkets.
“With almost a quarter of UK consumers (22%) telling us they won’t buy fish unless it’s sustainable, it’s no surprise to see sales of MSC-labelled products continue to rise significantly,” said Seth McCurry, MSC UK & Ireland senior commercial manager.
“Retailers aren’t just listening to their customers either – they’re also working incredibly closely with the fishing industry to ensure there’s a greater range of MSC-certified species on their shelves, including locally caught fish and seafood.”
According to the MSC UK and Ireland Market Report, UK consumers spent £1.7bn on 189,000 tonnes of MSC-labelled fish and seafood last year, a 14% increase in value compared with the previous year.
The primary driver of growth was a doubling of MSC-certified skipjack tuna products available on supermarket shelves. Sales of canned and jarred MSC-labelled tuna have risen sharply, increasing from £24.3m in 2020–21 to £269.1m in 2024–25, while volumes surged from 2,461 tonnes to 37,027 tonnes over the same period.
Preserved products accounted for two thirds of overall spending growth, with UK shoppers spending £339m on MSC-labelled cans, tins and jars, a year-on-year increase of 64%.
Other popular species also showed strong certification coverage. Four fifths of cod sold in UK supermarkets now carries the MSC label, alongside cold-water prawns and mussels. Fish fingers remain a standout category, with 88% of products bearing the ecolabel.
In total, 49 MSC-certified species were sold in the UK last year, with new additions in 2025 including banana prawns, Argentine red shrimp and Chilean jack mackerel.
Eight of the UK’s 10 leading supermarkets increased the proportion of MSC-certified wild seafood in their ranges, with Iceland committing to 100% of its wild range being certified.
