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Published: October 8, 2010
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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 July 2010.
The 2010 research, carried out in the USA, Canada, UK, Germany, France, and Japan shows that across these regions, 23 per cent of the adult population is now aware of the MSC ecolabel – up from 9 per cent 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 per cent (from 11 per cent in 2008).
The research confirms that ecolabels and MSC-labelled 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 ecolabelled products these days (37 per cent), the surveys show that there are a growing number of shoppers that are increasingly environmentally conscious and concerned about sustainability (56 per cent); less price sensitive (32 per cent); and prepared to go out of their way to purchase ecolabelled products (24 per cent).
In each of the regions, market penetration of MSC-labelled products has increased rapidly in the past 2 years - but not as rapidly as the awareness of MSC-labelled products. The surveys reveal much higher levels of awareness and commitment to MSC-labelled seafood compared to market-penetration (an average of 23 per cent and 4 per cent respectively). This receptive market presents a significant opportunity for partners to further develop their MSC-labelled range.
The higher confidence placed in ecolabels is influencing consumers’ buying decisions. Overall, 55 per cent of respondents believe ecolabels are effective in helping bringing changes to environmental/social problems (33 per cent still undecided) and 65 per cent think that buying MSC- labelled products will help bring improvements to the marine environment (31 per cent still undecided).
Compared to the 2008 benchmark survey, increasing numbers of shoppers are willing to change their ingrained purchase behaviours in favour of MSC and other ecolabelled products to align their shopping habits to their personal values. For 24 per cent of respondents, ecolabelled products are a planned purchase and they are willing to go elsewhere if the ecolabelled 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-labelled products. However, there is a vast potential market of approximately 44 per cent of consumers that are very concerned about the sustainability of seafood and who believe they can make a difference by buying ecolabelled products, presenting a significant opportunity for retail partners to boost sales and build their brand equity using low-cost in-store promotions.
Increasing the value of the MSC ecolabel to our partners
“The survey clearly shows how much consumers care about sustainable seafood and the strength of consumer confidence in ecolabels. It is very encouraging that consumers - in the six countries surveyed - are becoming increasingly receptive to the MSC ecolabel and show high levels of awareness,” Rupert Howes, CEO of the MSC commented.
The growth in awareness is also supported by other research carried out by Panelwizard commissioned in March 2010 in the Netherlands in which 22 % of respondents can identify the MSC ecolabel.
source: Marine Stewardship Council press release
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EmailClose 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 July 2010.
The 2010 research, carried out in the USA, Canada, UK, Germany, France, and Japan shows that across these regions, 23 per cent of the adult population is now aware of the MSC ecolabel – up from 9 per cent 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 per cent (from 11 per cent in 2008).
The research confirms that ecolabels and MSC-labelled 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 ecolabelled products these days (37 per cent), the surveys show that there are a growing number of shoppers that are increasingly environmentally conscious and concerned about sustainability (56 per cent); less price sensitive (32 per cent); and prepared to go out of their way to purchase ecolabelled products (24 per cent).
In each of the regions, market penetration of MSC-labelled products has increased rapidly in the past 2 years - but not as rapidly as the awareness of MSC-labelled products. The surveys reveal much higher levels of awareness and commitment to MSC-labelled seafood compared to market-penetration (an average of 23 per cent and 4 per cent respectively). This receptive market presents a significant opportunity for partners to further develop their MSC-labelled range.
The higher confidence placed in ecolabels is influencing consumers’ buying decisions. Overall, 55 per cent of respondents believe ecolabels are effective in helping bringing changes to environmental/social problems (33 per cent still undecided) and 65 per cent think that buying MSC- labelled products will help bring improvements to the marine environment (31 per cent still undecided).
Compared to the 2008 benchmark survey, increasing numbers of shoppers are willing to change their ingrained purchase behaviours in favour of MSC and other ecolabelled products to align their shopping habits to their personal values. For 24 per cent of respondents, ecolabelled products are a planned purchase and they are willing to go elsewhere if the ecolabelled 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-labelled products. However, there is a vast potential market of approximately 44 per cent of consumers that are very concerned about the sustainability of seafood and who believe they can make a difference by buying ecolabelled products, presenting a significant opportunity for retail partners to boost sales and build their brand equity using low-cost in-store promotions.
Increasing the value of the MSC ecolabel to our partners
“The survey clearly shows how much consumers care about sustainable seafood and the strength of consumer confidence in ecolabels. It is very encouraging that consumers - in the six countries surveyed - are becoming increasingly receptive to the MSC ecolabel and show high levels of awareness,” Rupert Howes, CEO of the MSC commented.
The growth in awareness is also supported by other research carried out by Panelwizard commissioned in March 2010 in the Netherlands in which 22 % of respondents can identify the MSC ecolabel.
source: Marine Stewardship Council press release
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