How is MSC-Certified Seafood Influencing Chinese New Year?

Families are marking the occasion with traditional festive fare that brings loved ones together over shared meals.

Sustainability credentials could become an increasingly important consideration for diners this Lunar New Year.

Consumer awareness around responsibly sourced ingredients continues to grow.

Research from the Marine Stewardship Council (MSC) has indicated that more than 8 in 10 Malaysians (85%) and nearly three-quarters of Singaporeans (74%) say sustainable seafood matters to them when making purchasing decisions.

Consumer awareness challenges

Despite growing interest in sustainable food choices amongst Singaporean consumers, a YouGov survey conducted for the MSC has revealed a significant awareness gap in the marketplace.

The research found that 58% of shoppers have never noticed an eco-label on seafood products.

Only 21% could recognise the MSC blue fish mark when presented with it.

This visibility challenge highlights the need for clearer product labelling across retail environments.

With seafood consumption traditionally spiking during Chinese New Year celebrations, addressing this awareness gap could prove essential for encouraging more sustainable food choices during the festive period.

The timing makes it particularly relevant for retailers and suppliers to enhance their communication strategies.

Malaysia currently consumes more than double the global average per capita at 49 kg versus 21 kg globally.

Singapore imports the majority of its seafood supply to meet local demand.

Supply chain transparency matters

In Malaysia, where fishing remains a vital industry supporting coastal communities, 75% of consumers believe adequate support and resources are essential for enabling local fishermen to operate responsibly and sustainably.

This demonstrates strong public backing for industry investment in sustainable practices.

For Singapore, which relies almost entirely on imported seafood, supply chain transparency has emerged as a critical business consideration for the food sector.

Importers and retailers are responding to heightened consumer expectations.

More than half of consumers (55%) indicated they rely on government benchmarks to provide confidence in sustainability claims.

Meanwhile, 54% view clear origin data as a non-negotiable requirement when deciding which retailers to trust with their food purchases.

When asked what sustainable seafood means to them, consumers demonstrated sophisticated understanding of the issue.

Some 62% of Singaporeans and 56% of Malaysians associate it with well-managed fisheries operating under clear regulatory frameworks.

“It’s clear that consumers are ready and willing to seek out credible certification, so we're urging retailers and businesses to make MSC eco-label products visible and accessible,” says Anne Gabriel, Program Director for Oceania and Singapore at the Marine Stewardship Council.

Growing retailer accountability

Retailers are facing increasing scrutiny from shoppers, with more than half of Singaporean consumers (52%) demanding formal commitments to sustainable seafood sourcing.

This pressure is reshaping procurement strategies across the region.

Even amid rising food costs, nearly 4 in 10 consumers indicated willingness to pay premium prices for responsibly sourced products.

This suggests that sustainability considerations are becoming embedded priorities rather than optional luxuries.

The Marine Stewardship Council has suggested that clearer labelling could be key to unlocking value-driven spending during peak seasonal periods.

All sustainability, net zero and sustainable procurement leaders should attend:

• Procurement & Supply Chain LIVE: The Net Zero Summit - QEII Centre, London, March 4-5
   
• Procurement & Supply Chain LIVE: The US Summit - Navy Pier, Chicago, April 21-22

Co-located with Sustainability LIVE, these events brings together CPOs, CSCO, CSOs, ESG leaders and senior decision-makers at a moment when sustainability, supply chains and commercial performance are increasingly interconnected.

Tickets can be booked online today for The Net Zero Summit and The US Summit. Group discounts available.

To meet growing demand, shoppers in the region can access MSC-certified products through partners including Prime Supermarket in Singapore and Village Grocer in Malaysia.

The trend extends beyond Southeast Asia.

In the UK, retailers have reported significant growth in certified sustainable seafood sales over the 2024-2025 period, driven primarily by the fact that 63% of all wild-caught seafood now features the MSC blue label.

Supermarket own-brand ranges have expanded their sustainability commitments, with 948 MSC-certified products now available to consumers across the market.

This demonstrates how major retailers are embedding sustainability into their core product offerings.

With 22% of UK consumers indicating they will not purchase fish unless it carries sustainability credentials, sales of MSC-labelled products continue to rise.

Retailers are working closely with the fishing industry to expand the range of certified species available.

This includes locally caught fish and seafood options that support domestic supply chains whilst meeting consumer expectations for responsible sourcing.