Rise in seafood consumption as buyers put taste at the top

Fish and seafood consumption globally is on the rise, while consumer interest in sustainability continues to grow, a survey by the Aquaculture Stewardship Council (ASC) has found.

ASC’s latest consumer research surveyed 14,795 seafood consumers across 14 countries between February and March 2026, examining seafood purchasing habits and changing attitudes towards seafood sustainability.

After a decline reported in ASC’s 2024 research, consumers globally now claim a 2% net increase in fish and seafood consumption, with the US recording particularly strong growth at 12%.

Key findings include

·       Taste and enjoyment in eating (31%) remain the leading reasons for buying seafood, followed by health (27%) and nutrition (19%);

·       Freshness (31%) has overtaken price (27%) as consumers’ top spontaneous purchase consideration, replacing price as the number one factor in the previous survey. Quality ranks third at 15%. In the 2024 survey, price ranked first at 36%, followed by fish type and preparation (18%) and freshness (16%);

·       Interest in sustainability is growing with measures of sustainable consumption increasing by more than 10% since 2024. Some 78% of consumers say they would choose a product that is less harmful to people and the environment when choosing between otherwise equal products;

·       Independent certification provides trusted reassurance: Consumers are almost twice as likely to trust independent certification schemes for seafood sustainability information (21%) as information from retailers (11%) or seafood brands (11%).

Purchase consideration

The research noted, however, that sustainability is not yet a leading purchase consideration. Just 3% spontaneously mention it when choosing seafood, rising to 10% when consumers are prompted.

The findings suggest sustainability resonates most strongly when connected with tangible benefits consumers value, including health, food safety and quality.

Willem de Bruijn, chief commercial officer at ASC, said: “Consumers aren't choosing seafood based on sustainability alone – freshness, quality, taste and health remain fundamental. But our research shows sustainability can strengthen that overall proposition, particularly when it is connected to the things shoppers already value.”

The findings were presented during the Seafood Through the Consumer Lens: What’s Changed? webinar, hosted by ASC on September 8.