Sales of certified sustainable fish and seafood in the UK have seen sustained growth over 2024-25, driven by the expansion of the branded offering Marine Stewardship Council (MSC) on the shelves of large-scale retailers.
According to the last one MSC UK and Ireland Market ReportNearly two-thirds (63%) of wild seafood sold in the country now bear the blue ecolabel. This result is also reflected in the assortment: there are 948 MSC private-label products in supermarket chains, now approaching the thousand-mark.
During the period under review, British consumers spent a total of £1,7 billion on 189.000 tons of MSC-certified products, a 14% increase year-on-year. This shows that sustainability is becoming a structural factor in purchasing decisions, rather than simply a reputational factor.
The main driver of growth is tuna skipjack MSC-certified tuna, whose shelf presence has doubled in the last year. Sales of MSC-labeled canned and glass tuna increased from £24,3 million in 2020-21 to £269,1 million in 2024-25. Volumes also showed a significant jump, from 2.461 to 37.027 tonnes over the same period.
Certification has now become prevalent in other key categories as well. Four-fifths of cod sold in British supermarkets carries the MSC label, a similar share to that found for popular species such as cold-water prawns and mussels. Penetration into processed products is also particularly high: 88% of fish fingers sold in the UK are now certified.
According to Seth McCurry, senior commercial manager for MSC UK & Ireland, the trend reflects a profound shift in consumer expectations. "Almost a quarter of UK shoppers (22%) tell us they won't buy fish unless it's sustainable," he explained. "It's therefore no surprise that sales of MSC products continue to grow significantly."
McCurry also emphasizes the active role of distribution: retailers, in addition to capturing demand, are working increasingly closely with the fishing industry to expand the range of certified species, including locally sourced fish and seafood. This approach strengthens the supply chain and consolidates sustainability as a long-term competitive advantage.
