MSC says consumer ecolabel recognition up by 30% in two years in Europe

According to the MSC, the biennial consumer survey, conducted by Albemarle Marketing Research (AMR), seeks to understand consumer support for ecolabels in general, their attitudes towards sustainable seafood and MSC labelled products. In 2012, a total of 5,977 interviews were completed in the UK, Germany, Netherlands, Sweden, Denmark, France, USA, Canada, Japan and Australia.

When shown the MSC ecolabel, stripped of all the text, 30 percent of respondents (with variations across the 10 countries surveyed) said they had seen it before, and over 9 percent of all respondents were then able to accurately describe, without any prompting, what the MSC ecolabel stands for up from 5 per cent in 2010 the report concluded.

The research also said that the recognition of the MSC ecolabel is strongest in Northern Europe. It has leapt to 55 percent in Germany (up from 36 percent in 2010), 44 percent in Netherlands (up from 34 percent in 2011), 38 percent in Sweden (up from 28 percent in 2011) and 31 percent in the UK (up from 18 percent in 2010).

In Japan and France there is a small but encouraging increase in recognition: just over one in six Japanese and just over one in five French consumers recognize the MSC debranded ecolabel.

In the first survey carried out by AMR in Denmark and Australia, 35 percent and 12 percent of consumers respectively reported awareness of the MSC ecolabel for sustainable and well-managed fisheries.

In a test to ensure consumers fully understand the significance of the ecolabel on-pack, respondents were also asked to describe the debranded MSC ecolabel in their own words. 14 percent of consumers in Europe (6 countries tested) accurately described the blue ecolabel as a mark for environmental/sustainable seafood up from 8 percent in 2010 (UK, France and Germany tested).

German and Dutch consumers are leading the way in 2012; close to one in four respondents in both countries, without prompting, described the blue logo as a mark for environmental/sustainable seafood (an increase of 6 percent in Germany since 2010 and 12 percent in the Netherlands since 2011).

Across the 10 countries surveyed, consumers reported an increasing value placed on independent ecolabels; 54 percent of respondents believe ecolabels are effective in helping bringing changes to environmental/social problems and 59 percent agree that a product that carries an ecolabel has less impact on the environment (up from 52 percent in 2010). The research also reveals that the presence of an ecolabel on products continues to make a positive impact on consumers perception of the host brand; 44 percent of consumers reported a higher level of trust for brands that use ecolabels (up from 40 percent in 2010).

In the UK and the Netherlands, ecolabels on products rank as the most trusted source of information on socially and environmentally responsible goods. Ecolabels rank second in Japan, Australia, France and the US; recommendation by friends and family is considered the most trusted source of information in 5 of the 10 countries surveyed this is also an indication of how much sustainability issues are part of everyday conversations.

The significant fishery and commercial commitments in recent years have greatly contributed to the visibility of the MSC ecolabel in store. In addition, increased media coverage and joint-marketing partnerships around the world have boosted consumer awareness and understanding of the significance of the MSC ecolabel on pack,' said Simon Edwards, Global Marketing & Communications Director for the MSC. 'While this is a study of consumer attitudes rather than actual behaviour, the trends clearly demonstrate that there is a growing number of consumers around the world actively choosing to recognise and reward sustainable fishing practices and who are willing to play their part in helping to safeguard fish supplies for this and future generations.'