A majority of consumers in Singapore and Malaysia say buying sustainable seafood is important to them, but poor labelling and limited retailer commitment are preventing shoppers from making informed choices, research from eco-certifier Marine Stewardship Council (MSC) suggests.
According to a YouGov survey commissioned by MSC, 85 per cent of Malaysians and 74 per cent of Singaporeans say the sustainability of their seafood matters. Yet 63 per cent of Malaysian respondents and 58 per cent of Singapore respondents said they have never noticed an eco-label on seafood products, despite actively looking for sustainable options.
Recognition of the MSC’s own blue ecolabel remains low at 21 per cent in Singapore, and 17 per cent in Malaysia.
Most Singaporeans and Malaysians understand “sustainable” seafood to mean that which comes from well managed farms (see box) and uses practices that ensure seafood availability in the future.
Seven per cent of Singaporeans and 9 per cent of Malaysians are not sure what sustainable seafood means.
The study was conducted from 15–19 January 2026, and polled 1,007 adults in Singapore and 1,003 in Malaysia.
The findings come as seafood consumption typically spikes during Chinese New Year. Malaysia already consumes more than double the global average – 49 kilograms per capita compared with 21 kilograms globally – while Singapore imports nearly all of its seafood, making traceability and certification key to consumer confidence. In Singapore, traceability is severely lacking in the seafood supply chain, experts say.
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