A staggering 92% of New Zealanders are worried about the state of the ocean, with pollution and overfishing ranking as our top concerns. Despite this, there’s a significant disconnect between environmental concern and action at the checkout. The findings come from the world’s largest study of seafood shopping habits released by the Marine Stewardship Council (MSC),an international non-profit with a mission to end overfishing, ahead of the UN’s World Ocean Day on Saturday, 8 June.
The survey, which polled over 27,000 people across 23 countries, found that over a quarter (27%) of Kiwis who had changed their diets in the last two years did so for environmental reasons. The most notable dietary change involved red meat, with 38% of New Zealand shoppers reducing or eliminating beef and lamb completely over the past two years. Only 11% increased their fish or seafood consumption, while 32% reduced their intake of fish or seafood.
Despite a strong national sentiment to protect our ocean, the study uncovered a significant gap between intent and action when it comes to sustainable seafood purchasing. While 40% of New Zealanders claimed their top action to protect the future of fish in our ocean would be to choose sustainably sourced seafood, only 16% did so in the past year. Furthermore, only 9% bought seafood with an eco-label, such as the MSC blue fish tick label found on canned and frozen seafood in supermarkets. Although 36% intended to switch to brands or products that support ocean health, just 10% followed through.
According to the United Nations Food and Agriculture Organisations ‘Blue Transformation’ initiative, which aims to recognise the importance of fishing and aquaculture in helping to nourish our population while protecting nature, “the ocean covers 70% of our planet, but currently provides only 5% of our food.”
Registered Nutritionist and Eat Well for Less NZ star, Amanda Brien expressed concern that only 18% of the New Zealanders surveyed by MSC meet the NZ Heart Foundation’s health recommendations of consuming two or more servings of fish each week. “Kaimoana is widely considered a nutritious protein source and is generally low in saturated fat. It’s rich in vitamins and minerals such as zinc, iron, and vitamin B12. Iodine is one to note as our soils in NZ are low in this mineral, which is essential for growth and brain development. This highlights the importance of eating from a range of food sources, land and sea, to ensure we’re getting the nutrients our bodies need. Canned and frozen seafood are a great source of nutrient-rich protein at affordable prices that can last much longer than the fresh stuff. Looking for MSC-certified products makes finding sustainable options more accessible too.”
MSC Regional Director for Asia Pacific Patrick Caleo said, “The gap between New Zealand consumers’ intentions and actions highlights the challenge of turning environmental awareness into concrete behaviour. Bridging this requires education, transparency, responsible consumer choices, and advocacy for sustainable policies. The MSC provides a credible, third-party assurance that seafood with the MSC blue fish tick label comes from a certified sustainable fishery. By choosing products with the MSC blue fish tick label, New Zealanders can help ensure the health of our ocean for future generations.”
The UN estimates that, with the right management, 98% of currently overfished stocks could return to healthy levels by 2050. According to The Proceedings of the National Academy of Sciences, 72 million more people could meet their protein needs if all fishing was sustainable.
Fisheries certified to the MSC’s sustainable fishing standard are required to demonstrate they manage fish stocks sustainably, minimise impacts on the wider marine environment such as bycatch and have effective management in place through annual third-party audits.
To date, eight New Zealand deepwater fisheries, including those catching hake, hoki, and ling, are MSC engaged and deliver 43% of New Zealand’s wild fish catch by volume. Fishing is deeply ingrained in the national identity, with most Māori and New Zealand communities treasuring seafood as a dietary staple and a symbol of their coastal lifestyle. The New Zealand fishing industry supports thousands of jobs and significantly contributes to the nation’s economy through exports from approximately 450,000 tonnes of seafood (excluding aquaculture) harvested annually from New Zealand’s waters (Seafood NZ, 2021).
The Ocean produces at least 50% of the planet’s oxygen. It is home to 80% of Earth’s biodiversity and is the main source of protein for more than a billion people. Shopping for sustainable seafood is easy: Look for the MSC blue fish tick label on over 20,000 products worldwide.
Notes
About the Consumer Insights Report: The MSC and GlobeScan have conducted their Consumer Insights Report every two years since 2016. The 2024 survey of more than 27,000 people was conducted in 23 countries between January and March 2024. Of all respondents surveyed, 20,000 identified themselves as seafood consumers.
About the Marine Stewardship Council (MSC): The Marine Stewardship Council (MSC) is an international non-profit on a mission to end overfishing by setting the world’s leading standards for sustainable fishing and seafood supply chain assurance. Globally over 20,000 seafood products carry the MSC blue fish tick label, indicating that they come from a well-managed and sustainable fishery independently certified to the MSC Fisheries Standard.
About GlobeScan: GlobeScan is a global insights and strategy consultancy helping companies, NGOs, and governmental organisations know their world and create strategies to lead a sustainable and equitable future. GlobeScan is a Corporate Member of ESOMAR. ESOMAR is a not-for-profit organisation that promotes the value of market, opinion, and social research and data analytics, providing ethical and professional guidance and advocating for its global membership community. GlobeScan adheres to the rigorous standard of ICC/ESOMAR code of conduct.
