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.'
(seafood.vasep.com.vn) The year 2025 marked a pivotal milestone for Vietnam’s seafood industry in its restructuring process toward sustainability, transparency, and higher value creation, amid continued uncertainties in the global economic and trade environment. Prolonged inflation in major economies, the rising trend of trade protectionism, and increasingly stringent requirements related to environmental standards, traceability, and social responsibility have posed significant challenges to seafood production and exports. Nevertheless, overcoming these pressures, Vietnam’s seafood sector has gradually demonstrated its adaptability, maintained growth momentum, and laid an important foundation for the next stage of development.
(seafood.vasep.com.vn) Amid the increasingly evident impacts of drought and saltwater intrusion, the shrimp-rice production model in Ca Mau province continues to prove itself as a viable direction, contributing to higher farmer incomes, improved soil conditions and the promotion of ecological and sustainable agricultural development.
(seafood.vasep.com.vn) The management of fishing vessels, monitoring of fishing activities, and handling of violations in the fisheries sector in Lam Dong province have continued to be implemented in a synchronized and stringent manner, contributing to raising awareness of legal compliance among fishermen and aiming to end illegal, unreported and unregulated (IUU) fishing.
(seafood.vasep.com.vn) Can Tho’s fishery industry sustained steady growth in 2025 with total aquatic and marine output reaching nearly 783,000 tons, fulfilling 100% of the annual target. Aquaculture, capture fisheries and fishing fleet management were further strengthened, aiming for sustainable development in the coming years.
(seafood.vasep.com.vn) In 2025, Vietnam’s pangasius export turnover reached nearly USD 2.2 billion, up 8% year-on-year. This result indicates that pangasius exports maintained their growth momentum despite significant volatility in the global market environment. In December 2025, pangasius export value reached USD 200 million, up 10% compared to December 2024. This solid performance in the final month of the year reflects increased import demand for consumption and inventory replenishment in key markets.
(seafood.vasep.com.vn) In 2025, Vietnam’s tuna exports to Spain experienced significant fluctuations. According to Vietnam Customs, during the first 11 months of 2025, export turnover for the first 11 months of the year edged up by 0.3% year-on-year, reaching nearly $15 million.
(seafood.vasep.com.vn) Deputy Prime Minister Bui Thanh Son has signed Decision No. 16/QD-TTg, dated January 5, 2026, approving the implementation plan for the Vietnam-Israel Free Trade Agreement (VIFTA). Under the plan, in the coming period, ministries, ministerial-level agencies, government-affiliated entities and People’s Committees of provinces and centrally-run cities must institutionalize and execute tasks focused on the dissemination of information regarding VIFTA and the Israeli market; legislative and institutional development, as well as enhancing competitiveness and human resource growth...
(seafood.vasep.com.vn) Beyond achieving double-digit growth, Vietnam’s fish cake and surimi exports are showing a notable year-end "inflection point": the EU his accelerating with nearly twofold growth, China & Hong Kong are rising sharply, while the largest market, South Korea, signaled a slowdown in November. According to Vietnam Customs data, export turnover of fish cake and surimi reached $327 million in the first 11 months of 2025, up 22% year-on-year; November 2025 alone accounted for $35 million, marking a 5% increase. This serves as a critical foundation for exporters to reassess market structures and competitive intensity while finalizing order strategies for 2026.
(seafood.vasep.com.vn) Ca Mau, widely regarded as the nation’s “shrimp capital”, continued its strong performance in 2025 as shrimp output reached nearly 600,000 tons, maintaining its position as Vietnam’s leading shrimp-producing locality.
(seafood.vasep.com.vn) On December 29, 2025, at the 2025 Pangasius Industry Review Conference held in Can Tho City, the Vietnam Pangasius Association announced that fingerling prices have surged to record levels due to acute supply shortages.
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