Supermarkets could help UK shoppers eat more sustainable local fish – study

UK Supermarkets Key to Sustainable Seafood Revolution

British consumers are failing to make the most of Britain's rich seafood heritage, with over 80% of the country's fish coming from abroad. A new study suggests that supermarkets play a crucial role in helping shoppers switch to more sustainable and locally caught fish.

The UK government recommends at least two portions of fish per week, but many Brits are falling short. Seafood consumption has plummeted by 25% over the past decade, with younger people less likely to eat fish and pensioners more likely to do so. This is partly due to the dominance of 'big five' species such as cod, haddock, salmon, tuna, and prawns in supermarkets.

Researchers say that this narrow selection limits consumer choice and drives up carbon emissions from global supply chains. By promoting locally caught small fish like sardines and anchovies, supermarkets can play a key role in breaking this pattern.

The study found a strong link between the availability of seafood in supermarkets and sales figures. For example, salmon accounted for 20% of all fish sold at stores, while making up only 25% of the total fish range on offer.

Most consumers cited taste as a barrier to trying new fish, but over half said they would be willing to give local species a go if they were fresh, locally sourced, and reasonably priced. With many regional varieties available in Britain, including Cornish sardines and anchovies, supermarkets could help drive demand for more sustainable seafood options.

The lack of awareness around the environmental impact of seafood choices is a major issue. Carbon emissions from global supply chains are estimated to be higher than previously thought, with British consumers unknowingly contributing to these emissions through their purchases.

By offering more variety in-store and providing recipe inspiration, supermarkets can encourage shoppers to try new species and develop healthier eating habits. With the UK government's Eatwell Guide recommending sustainable seafood options, supermarkets have a unique opportunity to make a positive impact on both national health and local economies by promoting Britain's rich seafood heritage.

THE LACK OF VARIETY IN BRITISH SUPERMARKETS IS KILLING THE SEAFOOD REVOLUTION ! I MEAN, WHO WOULDN'T WANT TO TRY SOME FRESH CORNISH SARDINES OR ANCHOVIES? IT'S NOT ABOUT TASTE, IT'S ABOUT BEING AWARE OF THE IMPACT OUR CHOICES HAVE ON THE ENVIRONMENT . AND GOSH, 80% OF BRITISH FISH COMING FROM ABROAD IS JUST CRAZY! WE SHOULD BE SUPPORTING LOCAL FISHERMEN AND HELPING TO REDUCE CARBON EMISSIONS . SUPERMARKETS NEED TO STEP UP THEIR GAME AND START CARRYING MORE VARIETY OF SUSTAINABLE SEAFOOD OPTIONS, AND FAST !

ugh i was just thinking about what to get for dinner and i saw they have those weird little fish like sardines at the supermarket i think it would be cool if they had more options tho like that sardine thingy from cornwall or somethin? people say its good for u but i dont no... my grandma always said cod was the best fish and now im thinkin maybe she was wrong lol what do u guys think about tryin new seafood?

I think it's kinda mind-blowing that 80% of our fish comes from abroad ! It's like we're not even making the most of our own backyard . If supermarkets start offering more variety, I reckon people would be willing to give local seafood a shot . Taste isn't an issue, they just need it to be fresh and reasonably priced. We need to educate ourselves about the impact of our choices on the environment too - it's like we're not even thinking about the carbon footprint of our fish sticks . I think supermarkets have a huge role to play in promoting sustainable seafood options, especially with all those regional varieties available .

I think it's crazy how much of our seafood comes from abroad! We're all about supporting our own farmers & fishermen here, but supermarkets are still pushing the same old 'big five' species. It's like they're not giving us a choice . If we had more variety in-store and some decent recipe inspiration, I'd be all for trying out those local small fish like sardines & anchovies. Plus, it's about time someone highlighted how bad the environmental impact of global seafood supply chains is...it's eye-opening stuff! Supermarkets can play a huge role in driving demand for more sustainable options and making us all feel better about our sea food choices .

I mean, come on guys! It's not that hard to try some different fish every now and then. Just 'cause it's not salmon doesn't mean it's bad. Sardines are actually pretty good! But noooo, everyone just wants what they're used to. And supermarkets are just catering to what people want. They should be trying to educate us on the whole sustainability thing instead of just relying on our taste buds. Like, have you seen the price difference between 'sustainably sourced' and regular fish? It's like, hello! I know I'd be willing to pay a bit more if it meant doing my part for the environment. But no one wants to do that because they just don't care enough.

the idea that supermarkets are key to making us switch to more sustainable seafood sounds kinda fishy to me... I mean, is it really just about supermarkets adding more variety in-store? what about the price point? a bunch of sardines and anchovies might be cheap to buy but not so great on our plates if they're super pricey. also, wouldn't that just push people towards buying the cheap stuff instead of the sustainable options?

You know what I think is crazy? We're living in a time where most of our fish comes from abroad! It's like we're missing out on the best part of British cuisine. I mean, I love sushi and all, but there's something special about eating fresh, locally caught fish straight from the sea.

I was at Tesco the other day and they had this tiny packet of anchovies for £10 a tin! Ten quid for a tin of little fishy things! It's like they're not even trying to make it accessible. But if they did offer more variety in-store, I'm sure people would be up for trying new species.

The problem is, most people don't know the environmental impact of their seafood choices . They just buy whatever's on sale and don't think twice about it. But we should be doing better than that! We should be supporting our local fishermen and eating more sustainable seafood options.

It's interesting that supermarkets are now being seen as a key player in driving demand for more sustainable seafood . I'm all for giving them the credit they deserve, but also let's not forget about the farmers' markets and independent fishmongers who have been doing this for years!

you know i'm all for trying new foods especially when it comes to seafood but sometimes its hard to know where to start lol the study makes total sense tho like supermarkets do have the power to make a change by offering more variety and info about sustainable options i wish they'd put more local fish on shelves more often, would love to see some cornish sardines or anchovies in my weekly shop

I think supermarkets should totally step up their game when it comes to sustainable seafood! Like, 80% of our fish is from abroad? That's crazy! We need more variety in-store so we can try new species and reduce our carbon footprint. Taste isn't always an issue, people just need to be shown what they're missing out on. I mean, have you ever had proper sardines or anchovies? Game changer! It's also interesting that most consumers are willing to give local species a go if it's fresh and reasonably priced. Just need more education on the environmental impact of our seafood choices