From pollution to overfishing, concern about the situation of our seas is growing. What Italian consumers are asking for and why traceability and certified labels matter more and more
A shopping cart that looks to safeguard the seas. Consumers’ environmental sensitivity is rising and they are asking for concrete guarantees before arriving at the checkout. This is demonstrated by the recent international research signed by GlobeScan on behalf of the Marine Stewardship Council. A new awareness is making its way among purchasing habits: concern for the state of health of the oceans translates into the active search for transparency tools.
It is no longer enough to buy fish: we need the certainty of a sustainable supply chain, guaranteed by labels and third-party certifications capable of rewarding responsible fishing and the protection of marine biodiversity. The research is published on the occasion of Sustainable Fishing Weeks (12 – 25 October), the national campaign promoted by MSC to invite consumers to recognize and choose MSC certified fishing products.
Data on Italian fish consumers
The study confirms a very high level of attention towards the state of the oceans: the 93% of Italian fish consumers he declares himself worried about their health. This concern is also accompanied by fear for the future of fish resources: the 51% think that your favorite fish or seafood may no longer be available in 20 years.
Among the perceived threats to the oceans, pollution remains in first place 55% of people (decreasing compared to 67% in 2022), and attention is growing towards overfishing, indicated by the 44% of fish consumers, compared to 38% of 2022. At the same time, the belief that individual choices can contribute to change remains strong: the 74% believes that the decisions you make when you consume fish can make a difference to the health of the oceans.
The research also highlights a growing need for clarity. THE’82% of those interviewed want to know more about the sustainability of the fish they buy, while the 78% wants to know if the product is traceable to a sustainable, known and reliable source. The 77% of consumers believe that sustainability claims from supermarkets and brands should be certified by an independent organisation.
This sensitivity is part of a broader change in the European regulatory framework. With the entry into force of the directive Empowering Consumers (EmpCo)environmental declarations aimed at consumers are required to be increasingly clear, verifiable and based on transparent criteria, strengthening protection against greenwashing practices.
The «Sustainable Fishing Week»
«The entry into force of EmpCo marks an important transition: sustainability can no longer be communicated with a generic statement, but must be supported by clear, verifiable and certified information. The MSC program complies with these principles1: it is open to all, is based on a scientific standard, is defined together with stakeholders, provides for independent third-party verifications, a traceability system along the supply chain and clear rules for non-conformities”, he comments Paola Guglielmoresponsible for corporate relations for MSC in Italy. «At a time when consumers and institutions are asking for more clarity and independent guarantees, the MSC blue label offers a simple tool to recognize certified fishing products».
Now in their sixth edition, the Sustainable Fishing Weeks they are an important annual event dedicated to the responsible consumption of fish and seafood. The campaign unites processing and marketing companies, supermarkets, hypermarkets and restaurant chains in a pre-competitive context that support the campaign through digital activities, information materials and promotions in points of sale. .
