The Marine Stewardship Council (MSC) has called on retailers to enhance their sustainable seafood offerings, following a YouGov survey revealing that a significant majority of consumers in Malaysia and Singapore prioritise sustainability in their seafood choices. The survey, conducted from 15 to 19 January 2026, highlighted that 85% of Malaysians and 74% of Singaporeans consider sustainable seafood important, yet many struggle to identify such products due to inadequate labelling.
As Chinese New Year approaches, seafood consumption is expected to surge, making it a crucial time for sustainable shopping. Despite this, 58% of Singaporeans have never noticed an ecolabel when purchasing seafood, and only 21% recognise the MSC blue ecolabel. This lack of awareness poses a challenge for consumers eager to make informed choices.
In Malaysia, where seafood consumption is more than double the global average, 75% of respondents believe that local fishermen need support to fish sustainably. Meanwhile, in Singapore, where most seafood is imported, 55% of consumers rely on government standards and 54% on origin information to ensure sustainability.
Anne Gabriel, Programme Director for Oceania and Singapore at MSC, stated, “It’s clear that consumers are ready and willing to seek out credible certification, so we’re urging retailers and businesses to make MSC ecolabel products visible and accessible.”
The survey also found that 52% of Singaporeans think supermarkets should commit to sourcing sustainable seafood, and 38% are willing to pay more for it, even amidst cost-of-living pressures. As festive demand peaks, clearer ecolabelling could help consumers align their values with their purchases without altering traditional meals. MSC-certified products are available at various supermarkets in Singapore and Malaysia, including Cold Storage, FairPrice Group, and AEON Retail.
