Sustainable Seafood Reaches a Tipping Point in the United States

A Decade of Data from the Marine Stewardship Council Underscores Americans Expect 'Sustainable' To Be the Default

WASHINGTON, Oct. 15, 2026 /PRNewswire/ -- The Marine Stewardship Council (MSC), a global environmental nonprofit focused on wild fisheries sustainability, today released 10 years of consumer insights showing how expectations around sustainability have moved from a niche consideration to a mainstream expectation, especially when it comes to seafood. The report, entitled, "A Decade of Change: Sustainability Now a Mainstream Concern of U.S. Seafood Consumers," underscores that consumers increasingly seek independent verification of environmental claims, and that economic realities continue to shape purchasing decisions.

"I am optimistic about U.S. consumer attitudes to our planet, the food they consume, and the concept of sustainability and preserving our planet for future generations," said Laura McDearis, U.S. Program Director, Marine Stewardship Council. "Ten years of consumer research has made it clear: sustainability is no longer a niche request for U.S. consumers; it's the expectation."

Conducted on behalf of the MSC by GlobeScan, an independent insights and advisory firm, the research tracks how consumers think about seafood, ocean sustainability, ecolabels, and the MSC program. 15,000 U.S. seafood consumers shared their perspectives dating back to 2016. The data shows that U.S. consumer support for sustainability has steadily climbed to match levels traditionally only seen among European consumers. 

Report highlights include:

• Americans expect 'sustainable' seafood to be the default. Consumers view sustainability as built-in or integrated to products rather than added-on. The idea that sustainable sourcing is essential for protecting ocean health has become more mainstream. 
• Independent verification has become more important. Consumers are increasingly looking for sustainability claims to be independently verified, reinforcing the value of credible third-party certification. Sustainability claims alone are not enough; consumers want evidence and proof.
• Health and sustainability are becoming more connected. Health is becoming more closely connected with perceptions of sustainable seafood, although the shift is gradual.
• Consumers increasingly believe their choices can protect seafood for the future. Consumers are likely to believe that their seafood purchases can make a positive difference by helping ensure healthy fish populations will be available for future generations.

To see all ten trends and read the report, access it at msc.org.  

Healthy oceans are essential to life on Earth; according to the Woods Hole Oceanographic Institution, 71% of the Earth is made up of the ocean and 80% of biodiversity is contained in the ocean. When wild fisheries are managed sustainably, they are more resilient to climate change and maintain biodiverse marine ecosystems. Compared with terrestrial animal proteins, wild-caught seafood can provide highly nutritious food without extensive resources.

In the U.S., 90% of fisheries by volume are MSC certified and meet rigorous requirements for environmentally sustainable fishing practices, making the U.S. a leader in sustainable fisheries. A record 789 fisheries are now engaged in the MSC program around the world and certified fisheries have delivered hundreds of improvements in recent years benefiting fish populations, habitats, management, and vulnerable species, supporting overall marine biodiversity and ocean health.

"The global landscape presents so many challenges that compete every day for the headspace of the U.S. consumer," McDearis continued. "And yet, we are making incredible progress. As the public conversation around food continues to evolve - shaped by social, economic, technological, political, and environmental factors globally - seafood's story is not just about what is on the plate; it's about the role our ocean, fisheries, and seafood choices can play in building a more sustainable future for our food systems and our planet overall."

About the Marine Stewardship Council
The Marine Stewardship Council (MSC) is an international nonprofit dedicated to dedicated to healthy oceans and seafood resources for the future. A pioneer in sustainable fishing standards, the MSC program sets environmental criteria to ensure healthy fish stocks, minimal harmful impacts on ocean ecosystems, and to promote effective management. The MSC program includes the MSC Fisheries Standard, the world's most widely used standard for environmentally sustainable wild-caught seafood, the Chain of Custody Standard for accountable supply chains, and the MSC blue fish ecolabel, which helps consumers identify seafood products that are independently verified for their sustainability claims. For more information, visit msc.org and follow MSC on LinkedIn.  

Note for editors: Photos available to accompany this press release here.

SOURCE Marine Stewardship Council (MSC)