Three in four value sustainable seafood but few recognise eco-labels

Survey finds 58% have never noticed eco-labels on seafood.

Singapore consumers prioritise sustainable seafood, with 74% calling it important, yet 58% report they have never noticed an eco-label on seafood products, according to a survey commissioned by the Marine Stewardship Council (MSC).

Some 52% say supermarket commitment to sustainable sourcing would encourage them to choose sustainable seafood, whilst 38% say they are willing to pay more for sustainably sourced options.

Recognition of the MSC blue ecolabel stands at 21%, despite most respondents saying sustainability matters to them.

Government standards were cited by 55% of consumers as building confidence in seafood sustainability, whilst 54% pointed to transparent information about product origin.

Sustainable seafood was associated with well-managed fisheries operating under clear rules by 62% of respondents.

Singapore imports most of its seafood supply, increasing reliance on labelling and retailer sourcing standards for assurance.

The survey was conducted between 15 and 19 January 2026 and polled 1,007 adults in Singapore.

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