MSC survey dives deep into consumer seafood trends 

Foto: SeafoodSource, Text: Chris Chase Foto: SeafoodSource, Text: Chris Chase
"En undersökning ledd av Marine Stewardship Council, MSC, har gjort en djupdykning i vad konsumenter i 22 länder tänker om hållbarhet när det gäller sjömat. MSC planerar en serie webinars för att förklara vad de hittat. Själva undersökningen utfördes av GlobeScan som frågade fler än 25 000 konsumenter runt om i världen."

A survey commissioned by the Marine Stewardship Council has taken a deep look at what consumers in 22 countries think about sustainability in seafood, and the organization is planning webinars to help explain its findings. The survey, performed by GlobeScan, surveyed more than 25,000 consumers in countries around the world.

The massive survey dives deep into consumer preferences, collecting data on a huge number of topics like whether young people or old people like seafood more, who is more skeptical about efforts to protect oceans, which countries prefer price over sustainability, and more.

Overall, the survey highlights that consumers are increasingly aware of sustainability and are concerned about the state of the oceans, particularly plastic pollution and overfishing. Of those surveyed, 72 percent said there’s a need for brands and supermarkets to verify claims about sustainability (up from 68 percent in 2016) and 70 percent said they’d like to hear more from companies about the sustainability of their products.
With so much data on virtually every age group and preference in the 22 countries, MSC is hosting three different webinars on Tuesday, 9 October to help make sense of it all. The three locations – Hong Kong, London, and Seattle – correspond to the regions the webinars will focus on and will take a longer look at what the results could mean for the future of sustainability, and its marketing.

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While the webinar couldn’t possibly cover all the points of data, it will highlight key take-aways from the survey, and some resources available at MSC to learn more.
Given consumer’s increasing desire for sustainability – a Nielsen survey in 2016 found sustainable brands that do effective consumer communications outperformed their non-sustainable counterparts by four percent – learning and understanding the desires and trends of consumers is key to seafood’s success.

"This survey shows that consumers really do care about the oceans, but with so much confusion about how consumers can help, it’s more important than ever to cut through the clutter and deliver an easy way for people to choose sustainable seafood,” Marine Stewardship Council Head of Marketing Richard Stobart said.

Data from multiple surveys – including the 2016 Nielsen survey – has also shown that consumers tend to find a brand they trust and stick with it, a position that MSC has hoped to occupy with their blue label.

Those efforts are having an effect, as more people are recognizing the blue label and what it means. Of those surveyed 37 percent said they understood the blue label, an increase from 32 percent in 2016.

Perhaps more importantly, young people in the millennial age bracket (18 to 34 years old) are even more likely to recognize the label than their older counterparts. They also, in many countries, care more about sustainability, pollution, and climate change.
That preference is coupled with a trend for younger people to be more skeptical of claims of sustainability, without suitable marketing and evidence to back it up. MSC’s survey found that consumers are more likely to trust NGO’s and scientists claims of sustainability than a government’s, corporation’s, or retailer’s. Simply claiming sustainability, without the evidence to back it up or a true effort to engage in sustainability from the ground up, isn’t fooling younger people.

“In a low-trust environment, consumers are increasingly looking to third parties to verify sustainability claims,” said Abbie Curtis, the associate director at GlobeScan. “This finding is consistent with a growing body of evidence from across GlobeScan’s work with retailers and non-profit clients.”

With consumers saying that overfishing is the second biggest threat to the oceans, MSC’s drive to increase the sustainability of the seafood industry isn’t just important to preserve the ocean, it’s a part of changing perceptions about seafood – 81 percent of those aware of MSC’s mission believe it has a key role to play in achieving sustainability for the future.

“With a rising consumer focus on price, and the finding that worldwide more than half of consumers report eating seafood weekly, it is critically important that they have a range of clearly labelled sustainable options at the right price point,” Stobart said. “We're pleased to see that trust in the blue MSC label remains very high and our focus continues to be to drive understanding of the label.”

The webinars MSC has scheduled on the survey are intended to showcase how to drive the understanding of the label, and what companies can do to get ahead of the upcoming trends in sustainability and seafood to be poised to capitalize on the next generation of savvier consumer.

Källa: SeafoodSource 23 augusti 2018 >>

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