Environmental Impact Remains Least Important Factor for Fish Product Buyers

A recent EU survey shows that environmental concerns are still the least important factor for consumers when choosing fish products.

The Eurobarometer survey, conducted by the European Commission, highlights shifting dietary trends and consumer behavior. It found that the number of Europeans eating fish or aquaculture products at home at least once a month dropped by 6 percentage points since 2021, down to 58%.

Similarly, the proportion of Europeans who buy fish at least once a week fell by 4 percentage points to 23%, while the share of consumers who never eat fish increased by 4 points to 15%.

Consumer priorities when purchasing fish have also changed: price has overtaken appearance as the most important factor. This shift aligns with a rise in frozen and canned fish sales over fresh fish.

Environmental and ethical concerns remain the least considered factor when choosing a product—only 17% of consumers identify it as their top priority.

There has also been a growing preference for wild-caught products over farm-raised options since 2021.

EU consumers are seeking more detailed labeling. As reported by Euractiv, an NGO report published in September last year revealed that processed seafood products sold in France, Spain, and Belgium often lack essential label information. Other stakeholders within the industry are also calling for clearer labeling regulations.

The Commission's survey shows that 63% of EU consumers consider “use-by” or “best-before” dates as the most important information on labels, but 36% also want to see more environmental data included.