Quality, Health and Trusted Certification are Reshaping Seafood Purchasing, New ASC Research Reveals

Global study of nearly 15,000 consumers shows growing interest in sustainable seafood, with trusted certification helping shoppers buy with confidence.

Consumer interest in sustainable food is growing rapidly, with a more than 10% increase since 2024 in consumers who say they prefer environmentally friendly products and look for sustainability claims on food. Yet when shoppers buy seafood, health, taste and quality still come first. Trusted certification is increasingly helping seafood shoppers turn their sustainability intentions into purchasing decisions.

One of the world’s largest pieces of consumer research focused on seafood, the study surveyed nearly 15,000 consumers across 14 countries. It found independent certification programs are now the most trusted source of information about seafood and sustainability, more than environmental organizations, seafood brands and grocers.

Consumer trust in the ASC label has continued to increase across almost all markets since ASC’s 2024 global consumer research, while awareness continues to exceed that of every other farmed seafood certification program in every country surveyed. Together, these findings confirm that ASC remains by far the world’s most recognized certification label for farmed seafood.

The research reveals a shift in consumer thinking. Sustainability is no longer just an environmental consideration – increasingly, it’s becoming a signal of the quality, health and confidence consumers look for when buying seafood. While taste, health and quality remain the primary drivers of seafood purchases, trusted certification helps consumers identify products that deliver those attributes.

What this means for retailers, brands and seafood businesses

The research highlights four trends shaping seafood purchasing decisions:

• Consumer trust is becoming a commercial advantage, alongside traditional drivers such as taste, quality and price.
• Independent certification is the most trusted source of seafood sustainability information, giving businesses a credible way to build confidence with shoppers.
• Consumers increasingly associate sustainability with health, quality and food safety, making trusted certification relevant to mainstream purchasing decisions.
• Clear, recognized certification labels help shoppers make informed choices quickly, creating greater value at the point of purchase in an increasingly competitive retail environment.

Willem de Bruijn, Chief Commercial Officer at ASC, said, “Consumer expectations are changing. People still buy seafood because they enjoy it and recognize its health benefits, but they’re increasingly looking for trusted reassurance about the products they choose. Independent certification has become one of the clearest signals they use to buy with confidence.

“One of the most interesting findings is that shoppers no longer see sustainability in isolation. They are connecting it with the things they value most – quality, food safety and health. For retailers, brands and seafood businesses, that makes trusted, independent certification a valuable way to build customer confidence.

“We’re delighted to see ASC maintain its position as the world’s most recognized farmed seafood certification label. It’s encouraging to see the collective efforts of ASC and our partners helping make certified seafood easier to recognize, understand and choose.”

Want to know more?

ASC will share further findings from the research, including market-specific insights and commercial implications for retailers, brands and seafood businesses, during a webinar on 8 September 2026. You can find out more and register here.

About the research

The research was conducted by the independent and awarded market research agency The Conversation Studio on behalf of ASC as part of its biennial global consumer research program. Nearly 15,000 consumers were surveyed across 14 countries to better understand changing attitudes towards seafood purchasing, sustainability and certification.