Shoppers were able to choose from 138 MSC labelled shelf-stable (canned, tinned, jarred, pouches) tuna products

Tuna Overtakes Cod as UK’s Sustainable Seafood King

UNITED KINGDOM
Tuesday, May 05, 2026, 05:50 (GMT + 9)

Major retailers hit 100% certification targets as consumer demand for eco-labeled staples reaches record heights.

In a landmark shift for the British pantry, a new report reveals that one in two cans of tuna on UK supermarket shelves now carries the Marine Stewardship Council (MSC) blue ecolabel. This represents a seismic turnaround for the industry; just five years ago, fewer than one in five products met this global benchmark for sustainable sourcing.

Source: MSC UK Tuna Shopper Report 2026

According to the MSC UK Tuna Shopper Report 2026 , published ahead of World Tuna Day on May 2 , nearly half ( 49% ) of all tuna products in the UK are now MSC certified. This is a massive leap from the 18% recorded in 2021. For the first time, tuna has officially surpassed cod to become the UK’s top-selling MSC- certified wild-caught species.

The Gen Z Effect and Market Dominance

The surge is largely fueled by younger demographics. MSC research indicates that 83% of shoppers under 30 actively choose sustainable fish. The intersection of affordability, the popularity of sushi among Gen Z , and a heightened sense of environmental responsibility has transformed the market.

Source: MSC UK Tuna Shopper Report 2026

The volume of sustainable sales is even more striking. Almost two-thirds ( 65% ) of all tuna sold in UK supermarkets is now MSC -labeled, compared to only 25% just two years ago. In the 2024/25 period, consumers in the UK and Ireland purchased a record 45,840 tons of certified tuna. This region now accounts for 18% of global MSC -certified tuna sales, more than doubling its 8% share from 2023/24 .

Seth McCurry , MSC UK & Ireland Senior Commercial Manager , noted the rapid evolution:

"In just five years, we've gone from sustainable tuna being hard to find to it becoming the norm for millions of UK shoppers. This progress reflects the commitments of UK retailers and brands to source responsibly from sustainable fisheries, and in doing this, they are rewarding the efforts made by fisheries around the world to meet the rigorous, science-based standard set by the MSC."

He added:

"There is more to do, but the UK is proving that sustainability can be delivered at scale, without compromising on affordability or choice. It's a powerful example of how market demand can drive real, lasting improvements for our oceans."

Source: MSC UK Tuna Shopper Report 2026

Retailers Lead the Charge

The number of major supermarkets offering MSC -labeled tuna has jumped from three in 2021 to ten today. Several industry giants have already hit their 100% sustainability targets for own-brand ranges, including:

• Waitrose

• Sainsbury's

• Tesco

• Iceland

Source: MSC UK Tuna Shopper Report 2026

Discount retailers Lidl and Aldi have also significantly expanded their certified offerings. In the brand sector, Princes announced it reached its 100% MSC -certified commitment in February , while major players John West and Rio Mare continue to scale up their eco-labeled inventory.

Global Impact

The certification process requires fisheries to prove that stocks are healthy, wildlife impacts are minimized, and management is science-based. With two-thirds of the global tuna catch now MSC certified, improvements such as new bycatch-reduction technology and pre-agreed harvest strategies are becoming industry standards.

Source: MSC UK Tuna Shopper Report 2026

As the UK market continues to lean into ethical consumption, the humble tin of tuna has become a "powerful example" of how consumer wallets can protect global marine biodiversity.

🇯🇵 Japanese

のサステナブル・シーフードの王者に

The target of 100% certification for large and small retail businesses has been achieved, and the products that are sold in Japan are the highest in the past in terms of consumer demand.

The British food shed's painting period's Naked Changes and New Reports, and the British Food Shed's Painting Period缶の2つに1つにMarine Management Council (MSC)のブルーエコラベルが发いていることを明らかにしました. The な転change を means します in the これは industry にとって drama.わずか5 years ago, この続possible to tune up to the world's benchmark を満たしていたproductsは, 5つに1つ不満でした.

May 2ndの世界マグロデーに前槆けて本日発表された「MSC UK ツナ・ショッパー・レポート2026』によると, British full-scale products, half points ( 49% ), now MSC certified, けています. The record for 2021 is 18% , which is a huge leap.ツナは formula にコッド（タラ）を抜き, the British most も売れているMSC certified natural wild シーフード species となりました.

Generation Z effect and market dominance

この urgent increase は, the main にIf the layer によって advances されています. According to MSC 's survey, 83% of those who have not purchased a product under the age of 30 have a positive attitude towards it. Tetsare no grid, Generation Z no room and no sushi no human, no high awareness of environmental responsibility, no phase, no market.

The amount of sales of サステナブルな products is very high. Britishのスーパーマーケットでselling売される全ツナのabout 3 minutesの2 ( 65% ) にNow MSCラベルがPay いており、わずか2 years ago 25%から Increase しました. During the period of 2024/25 , 45,840とアイルランドのconsumers in the UK recorded 45,840 トンのcertified ツナを purchases of しました. Currently, the world's MSC certified sales volume is 18%, and it is 8% in 2023/24, which is more than 2 times the current level.

MSC UK&アイルランド・シニアコマーシャルマネージャーのセス・マッカリーは、この Rapid evolution について时のように说べています.

「わずか5年の间に、志続 possibility」なツナは见つけるのが狠しいものから, He millions of people are buying things in the UK , and they are buying things in front of them.た.この成歩は、続MaybeなfisheryからRESPONSIBILITIES Small shop owner やブランドのdetermination を reflects したものであり, そうすることで, MSC 's setting is the foundation of science and the foundation of science. "

Tongshi はさらにFUけplus えました.

『やるべきことはまだありますが、UKは、手狠な価格や选択The limbs are damaged and the possibility of holding the sword is large and the evidence is clear.明しています． It’s a strong improvement in the performance of the program.」

The leading role of small retail business owners

MSCラベル发きツナを扱うMain スーパーマーケットのnumberは, 2021の3 storeからNow は10 storeに嗗しました. The following are industry experts and self-organized fans 100% of the target has been achieved.

• ウェイトローズ（Waitrose）

• Sainsbury's

• Tesco

• Iceland

ディススカウント Small retail store のリドル (Lidl) and とアルディ (Aldi)も, certified products を Large size に拡大しました.ブランド区では、プリンセス（Princes）が2月に100% MSC certified へのコミットメントをachieved したと発表し, large-scale enterprise のジョン・ウェスト (John West)やリオ・マーレ (Rio Mare) The products of もエコラベル are in stock and the products are in stock.

The influence of the world

Certified fisheries, soundness of fishery resources, minimization of impact on wildlife,よびScienceにbasedづいたmanagementが行われていることをprovesするnecessaryがあります. The world's largest fish catch is 3 points and 2 is now MSC certified, and bycatch reduction is accepted The new technology is a new technology, and the industry standard is based on the catch strategy and improvement in advance.

The British market's ethical consumption, control, and consumer finance are The diversity of marine life in the world is protected by the "Strong Case".

🇨🇳 Simplified Chinese

Tuna surpasses cod to become the king of sustainable seafood in the UK.

With consumer demand for eco-labeled essentials hitting record highs, major retailers are pushing for 100% certification.

A new report reveals a landmark shift in UK food pantry practices: one in two cans of tuna on British supermarket shelves now bears the Marine Stewardship Council (MSC) blue ecolabel. This represents a significant change for the industry; just five years ago, less than one-fifth of products met this global benchmark for sustainable sourcing .

According to the MSC UK Tuna Shopper Report 2026 , released today on the eve of World Tuna Day on May 2nd , nearly half ( 49% ) of tuna products in the UK are now MSC certified. This is a huge leap compared to the 18% recorded in 2021. Tuna has officially surpassed cod to become the best-selling MSC- certified wild-caught seafood species in the UK .

Generation Z Effect and Market Dominance

This growth is primarily driven by younger demographics. MSC research indicates that 83% of shoppers under 30 actively choose sustainable fish. Affordable prices, the popularity of tuna in Gen Z's favorite sushi, and a growing sense of environmental responsibility are all transforming the market.

Sales of sustainable products are even more impressive. Nearly two-thirds ( 65% ) of all tuna sold in UK supermarkets now bear the MSC label, up from just 25% two years ago . In 2024/25 , consumers in the UK and Ireland purchased a record 45,840 tonnes of certified tuna. The region now accounts for 18% of global MSC- certified tuna sales , more than double the 8% in 2023/24 .

Seth McCurry, Senior Business Manager for the UK and Ireland at MSC, pointed out this rapid evolution:

"In just five years, we have gone from struggling to find sustainable tuna to making it a regular occurrence for millions of British shoppers. This progress reflects the commitment of British retailers and brands to responsible sourcing from sustainable fisheries, in which they reward fisheries around the world for their efforts to meet the rigorous, science-based standards set by the MSC ."

He added:

"While more work remains to be done, the UK is demonstrating that sustainability can be achieved at scale without compromising on price or choice. This is a powerful example of how market demand can drive real, lasting improvements to the ocean."

Retailers lead the trend

The number of major supermarkets offering MSC -labeled tuna has surged from 3 in 2021 to 10 today . Several industry giants have achieved 100% sustainability goals across their private label portfolios, including:

• Waitrose

• Sainsbury's

• Tesco

• Iceland Supermarket

Discount retailers Lidl and Aldi have also significantly expanded their range of certified products. In the brand sector, Princes announced in February that it had achieved its 100% MSC certification commitment, while major brands John West and Rio Mare continue to expand their inventory of eco-labeled products.

Global Impact

The certification process requires fisheries to demonstrate that fish stocks are healthy, that impacts on wildlife are minimized, and that management is based on science. With two-thirds of the global tuna catch now certified by the MSC , improvements such as new technologies to reduce bycatch and pre-agreed fishing strategies are becoming industry standards.

As the UK market continues to favor ethical consumption, the humble can of tuna has become a “powerful example” of how consumers’ wallets can contribute to global marine biodiversity.

[email protected]
www.seafood.media

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