There are now almost 1,000 (948) MSC labelled products sold under supermarkets’ own brands. The £1.7bn consumers spent on 189,000 tonnes of MSC labelled products represents a 14% increase on the previous year, according to the MSC UK and Ireland Market Report.

The primary driver behind this growth is the doubling of MSC certified skipjack tuna products available on shelves in the last year. Sales of canned and jarred MSC labelled tuna soared from £24.3m in 2020/21 to £269.1m in 2024-25. Volumes have grown from 2,461 tonnes to 37,027 tonnes over the same period.

Four fifths of the volume of cod sold in UK supermarkets carries the MSC label, which is also true of other popular species like cold-water prawns and mussels. The report also found that 88% of fish fingers have the blue ecolabel.

Seth McCurry, MSC UK & Ireland senior commercial manager, said: “With almost a quarter of UK consumers (22%) telling us they won’t buy fish unless it’s sustainable, it’s no surprise to see sales of MSC-labelled products continue to rise significantly.

“Retailers aren’t just listening to their customers either, they’re also working incredibly closely with the fishing industry to ensure there’s a greater range of MSC certified species on their shelves, including locally caught fish and seafood.”