Record growth in sustainable seafood spending last year
Irish consumers seem to have taken on board the need to buy sustainable seafood, according to a new report.
Spending on Marine Stewardship Council (MSC) labelled seafood hitting a record €77 million last year (2023/24), which is a near 50% increase from two years ago, a very impressive rise.
Some 80% of Irish consumers believe that saving the oceans requires eating fish and seafood only from sustainable sources—up from 75% in 2021, according to YouGov poll conducted on behalf of the MSC in May 2024. Additionally, 72% feel empowered to impact ocean health through their purchasing choices, a significant rise from 63% in 2021.
Retailers driving change
The surge in certified seafood sales is primarily due to retailers and brands expanding their MSC-labelled ranges to meet consumer expectations. Aldi, Iceland, Lidl, and Tesco have been at the forefront, offering a variety of own-brand MSC-certified products, while SuperValu added pollock fish fingers to its certified range last year.
Birds Eye has continued to champion sustainability in the frozen aisle, and John West has made MSC-certified kippers and canned salmon widely available in Irish supermarkets. Cleanmarine, one of MSC’s longest-standing partners in Ireland, has maintained its leadership with certified krill oil supplements since 2011.
For environmentally-conscious pet owners, Mars-owned Sheba and Lidl’s Coshida pet food ranges offer MSC-labelled products, ensuring sustainability is incorporated even into feeding furry friends.
Beyond supermarkets, Irish diners can find MSC-certified seafood on the menus of McDonald’s, IKEA and others. However, the foodservice sector still offers significant room for growth in meeting rising consumer demand for ocean-friendly dining.
Challenges in local fisheries
While retailers and restaurants have embraced sustainability, currently, only 8% of Ireland’s national landings come from MSC-certified fisheries, all of which are mussel fisheries.
These fisheries have shown a strong commitment to sustainability, with two - Ireland and Northern Ireland bottom-grown mussels - recently achieving certification for the third time in 2024, and Ireland’s rope-grown mussel fishery undergoing reassessment.
Many Irish fisheries are working to improve their sustainability through Fishery Improvement Projects (FIPs), targeting key species such as albacore tuna, brown crab, haddock, hake, monkfish, nephrops, and whiting. Progress in these initiatives could unlock new opportunities for Irish brands and retailers to introduce the MSC ecolabel to locally sourced seafood products.
The MSC aims to increase the proportion of UK and Ireland fisheries engaged in its programme to at least one-third of the region’s catch by 2030. Achieving this ambitious goal will require collaboration and commitment from across Ireland’s seafood industry, including retailers, restaurants, suppliers, and fisheries.
“As Irish consumers continue to lead the way in purchasing sustainably sourced seafood, it’s vital that local fisheries and the broader market step up to support this growing movement,” said Seth McCurry, MSC UK & Ireland Senior Commercial Manager.
“The journey to sustainability is a shared responsibility, and Ireland’s vibrant seafood industry has the potential to play a pivotal role in protecting our oceans for future generations.”