23% Of Consumers Now Aware Of MSC Ecolabelff

Source : MSC

Close to one in four adults are aware of the Marine Stewardship Council (MSC) ecolabel – an increase of more than two and a half times since 2008, according to a survey carried out by AMR Marketing Research in  2010.

The 2010 research, carried out in the USA, Canada, UK, Germany, France, and Japan shows that across these regions, 23 percent of the adult population is now aware of the MSC ecolabel – up from 9 percent in 2008. 

Awareness of the MSC ecolabel varies across the regions but is currently at the highest level in Germany, which has leapt to 36 percent (from 11 percent in 2008).

Emergence of fast-growing consumer trends since 2008

Simon Edwards, Global Marketing and Communications Director, MSC, commented: “This latest research reveals fast-growing consumer trends in each of the regions since the benchmark survey of 2008. Consumers are increasingly responsive to the MSC ecolabel and look out for the label to make informed purchasing decisions. Increased awareness combined with the emergence of a sustainable consumption pattern across all regions confirms consumers’ growing and long-term commitment to sustainability.”

“The results also draw attention to the economic and reputation benefits the new MSC ecolabel can offer partners and shed light on the success of recent marketing campaigns promoting MSC-labeled seafood: this year, the MSC joined forces with retailers and seafood brands to promote certified sustainable seafood at the point of sale. Consumers responded positively to the sustainability messages provided in store and the joint campaigns resulted in a significant uplift in sales and further established the sustainability credentials of our partners.”

Commitment to MSC-labeled products is on the rise

The research confirms that ecolabels and MSC-labeled products in particular have acquired greater relevance to consumers as they adopt a more sustainable lifestyle. Not only are consumers reporting they are looking for and buying more ecolabeled products these days (37 percent), the surveys show that there are a growing number of shoppers that are increasingly environmentally conscious and concerned about sustainability (56 percent); less price sensitive (32 percent);  and prepared to go out of their way to purchase ecolabeled products (24 percent).

In each of the regions, market penetration of MSC-labeled products has increased rapidly in the past 2 years - but not as rapidly as the awareness of MSC-labeled products. The surveys reveal much higher levels of awareness and commitment to MSC-labeled seafood compared to market-penetration (an average of 23 percent and 4 percent respectively).  This receptive market presents a significant opportunity for partners to further develop their MSC-labeled range.

Influencing consumers’ buying decisions

The higher confidence placed in ecolabels is influencing consumers’ buying decisions. Overall, 55 percent of respondents believe ecolabels are effective in helping bringing changes to environmental/social problems (33 percent still undecided) and 65 percent think that buying MSC- labeled products will help bring improvements to the marine environment (31 percent  still undecided). Compared to the 2008 benchmark survey, increasing numbers of shoppers are willing to change their ingrained purchase behaviors in favor of MSC and other ecolabeled products to align their shopping habits to their personal values. For 24 percent of respondents, ecolabeled products are a planned purchase and they are willing to go elsewhere if the ecolabeled products they are looking for are not available.

Across these markets, the biggest barrier to purchase is by far the number of consumers who are not yet aware of the positive choices they can make by choosing MSC-labeled products. However, there is a vast potential market of approximately 44 percent of consumers that are very concerned about the sustainability of seafood and who believe they can make a difference by buying ecolabeled products, presenting a significant opportunity for retail partners to boost sales and build their brand equity using low-cost in-store promotions.