Close to one in four adults are aware of the Marine Stewardship Council (MSC) eco-label – an increase of more than two and a half times since 2008, according to a survey carried out by AMR Marketing Research.
The 2010 research, carried out in the US, Canada, UK, Germany, France, and Japan showed that across these regions, 23% of the adult population is now aware of the MSC eco-label – up from 9% in 2008.
Awareness of the MSC eco-label varies across the regions but is currently at the highest level in Germany, which has leapt to 36% (from 11% in 2008).
MSC’s global marketing and communications director Simon Edwards said this latest research revealed fast-growing consumer trends in each of the regions since the benchmark survey of 2008.
“Consumers are increasingly responsive to the MSC eco-label and look out for the label to make informed purchasing decisions. Increased awareness combined with the emergence of a sustainable consumption pattern across all regions confirms consumers’ growing and long-term commitment to sustainability.”
“The results also draw attention to the economic and reputation benefits the new MSC eco-label can offer partners and shed light on the success of recent marketing campaigns promoting MSC-labelled seafood: this year, the MSC joined forces with retailers and seafood brands to promote certified sustainable seafood at the point of sale. Consumers responded positively to the sustainability messages provided in store and the joint campaigns resulted in a significant uplift in sales and further established the sustainability credentials of our partners.”
The research suggested eco-labels and MSC-labelled products in particular have acquired greater relevance to consumers as they adopt a more sustainable lifestyle. It said not only are consumers reporting they are looking for and buying more eco-labelled products these days (37%), the surveys show that there are a growing number of shoppers that are increasingly environmentally conscious and concerned about sustainability (56%); less price sensitive (32%); and prepared to go out of their way to purchase eco-labelled products (24%).
According to the survey, the higher confidence placed in eco-labels is influencing consumers’ buying decisions. Overall, 55% of respondents believe eco-labels are effective in helping bringing changes to environmental/social problems (33% still undecided) and 65% think that buying MSC- labelled products will help bring improvements to the marine environment (31% still undecided).
Compared to the 2008 benchmark survey, increasing numbers of shoppers are willing to change their ingrained purchase behaviours in favour of MSC and other eco-labelled products to align their shopping habits to their personal values. For 24% of respondents, eco-labelled products are a planned purchase and they are willing to go elsewhere if the eco-labelled products they are looking for are not available.
The survey said that across these markets, the biggest barrier to purchase is by far the number of consumers who are not yet aware of the positive choices they can make by choosing MSC-labelled products. However, there is a vast potential market of approximately 44% of consumers that are very concerned about the sustainability of seafood and who believe they can make a difference by buying eco-labelled products, presenting a significant opportunity for retail partners to boost sales and build their brand equity using low-cost in-store promotions.
“The survey clearly shows how much consumers care about sustainable seafood and the strength of consumer confidence in ecolabels. It is very encouraging that consumers - in the six countries surveyed - are becoming increasingly receptive to the MSC eco-label and show high levels of awareness,” Rupert Howes, CEO of the MSC commented.
“Since 2008, we have scaled up efforts and joined forces with fishery and supply chain partners to roll out a consumer marketing strategy and increase the value of our blue eco-label. As the survey demonstrates, our joint efforts are paying off. We are committed to this path and we will continue to increase awareness of the MSC programme and eco-label at the same time as enhancing the sustainability credentials of the participating fisheries, retailers and seafood brands. The opportunity is now set for business to make more MSC-labelled products available to win the heart and minds of this ever-growing consumer base.”
Matthieu Lambeaux, CEO of Findus France, added: "In January and February 2010, we joined forces with Carrefour, Labeyrie and Connétable to build awareness of the MSC eco-label and help shoppers make positive environmental choices. Our joint campaign, 'Les Jours Bleus', proved to be a great channel to promote certified sustainable seafood at the point of sale. The cost-effective promotion enabled us to tap into the growing market for certified sustainable seafood and increased our market share for breaded fish in Carrefour stores by 30% in volume."
The growth in awareness is also supported by other research carried out by Panelwizard commissioned in March 2010 in the Netherlands in which 22 % of respondents can identify the MSC eco-label.
