Nearly half (48%) of American seafood consumers are willing to buy more sustainable seafood in the future to protect fish populations, according to a June 2024 Marine Stewardship Council (MSC) survey of more than 3,700 American seafood consumers.

A majority — 91% — of consumers said they are worried about the state of the world’s oceans — an increase from 82% when the survey was last conducted in 2022. As a result, a majority of those surveyed said they are changing their diets for environmental reasons — along with health and price. In fact, 16% of those surveyed said they are eating more fish and 36% are eating more vegetables. Conversely, 34% of shoppers said they have reduced their red meat consumption over the past two years.

Importantly, 19% of respondents said they would eat more seafood in the future if they knew it wasn’t causing harm to the ocean, the MSC said.

In order to grow sustainable seafood sales, retailers and seafood producers need to improve communication and collaboration on pricing and other issues, according to Jennifer Bushman, founder of the nonprofit Fed by Blue, who previously was chief marketing officer for sustainable Norwegian ocean farmed salmon supplier Kvaroy Arctic.

“You can’t expect the producer to be the one to lower prices to get into the supply chain. It is not going to be fair to continue to ask a producer to continue to be the one to have to align best-in-class responsible practices with a market that only wants to pay a certain amount,” she said. “Don’t expect a fish farmer to sell it to you at $2 a pound.”

Grocers may also have to reduce their margin on certain species — but not sell them as a loss leader, Bushman explained. 

“If you are sold something at $6 a pound, does it really need to go in the case at $18? We have to make sure the consumption of fish and seafood stays on trend. If the prices keep going up, we are at risk of losing people.”

Support farmers — such as suppliers of rainbow trout produced in the U.S., Bushman suggested. Tell the story behind the farmers and “get the marketing behind it. Get the consumer to make great choices — they are out there but their budget is really tight.”

To help boost overall seafood spend, retailers should focus on product storytelling via direct marketing and sustainability, agreed Jason Resner, president at consultancy DNR Sales & Marketing Strategy Advisors and former meat and seafood sales, merchandising, marketing, and procurement lead for Fresh Thyme Market.

Retailers should reassure shoppers that their suppliers are aligning on best practices towards the sustainability of the harvested species as well as equitable treatment and working conditions of the suppliers’ employees. 

“Grocery retailers’ goal should be to make their customers feel good about their purchases as well as being more informed on the supply,” Resner said.

The increased transparency communicating to customers at retailers and seafood counters on product source and production processes will help make more customers more comfortable buying more seafood on a continuous basis, Resner added.