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ASC & MSC release the Super Seafood Report

March 19, 2024

“Gen Z’s Seafood Gap Needs Attention” Experts Speak Out.

Why 60% of Australia’s Younger Generation are Not Eating Enough Super Seafood.

Sustainable Seafood ASC

Dr Joanna McMillan contributes to the super seafood report

While 90% of Australians claim to eat seafood, a new report has revealed that younger generations, particularly Gen Z, are less likely to eat seafood than their predecessors (1). Furthermore, in a study conducted in 2023(2) 60% of Gen Z and over 55% of all Australians are not eating the recommended two or more portions of fish per week.

To address this alarming trend, the Aquaculture Stewardship Council (ASC) and the Marine Stewardship Council (MSC) have launched the Super Seafood Campaign, an initiative to raise awareness of the critical intersections of health, affordability, and sustainability in seafood choices. The report aims to educate Australians, particularly Gen Z, about the nutritional and environmental benefits of including seafood in their diet. Especially those that are overlooked, such as ASC-certified canned mussels which are terrific sources of protein, and are some of the best sources of iron, zinc, and iodine, as well as selenium, riboflavin and significant omega-3 fats.

PhD-qualified Nutrition Scientist and Practising Dietitian, Dr Joanna McMillan, has contributed to the new report championing nutrition insights and advocating for sustainable, affordable, and accessible solutions such as ASC or MSC-certified canned and frozen seafood options which are a great source of nutrient-rich protein at affordable prices.

  • Online survey conducted by YouGov between 12-14 February 2024, sample n=1,048 Australians 18+ nationally representative
  • Online survey conducted by YouGov between 1-4 June 2023, sample n=1,023 Australians 18+ nationally representative

The research shows that over half of the younger generations perceive canned seafood as not healthy (Gen Z 56%, Millennials 52% compared to Gen X 41% and Baby Boomers 36%). In addition, Gen Z is the generation most likely to believe that frozen seafood is not healthy (44% compared to Millennials 29%, Gen X 27%, and Baby Boomers 18%). When prompted to provide reasons for not eating or not eating more Seafood, Gen Z and Millennials are much more likely than the older generations to cite preparing and cooking seafood as “a lot of work” and “takes too much time” as a barrier (29% and 23% compared to Gen X and Baby Boomers 9% each, respectively).

“The lack of information on canned and frozen seafood and how easy it can be incorporated into our meals, puts future generations at a disadvantage,” says Dr McMillan. “My contribution in the report aims to encourage Australians, particularly Gen Z, to reconsider the nutritional and environmental benefits of easily accessible and easy-to-prepare Super Seafood in their diet, and that canned and frozen are viable options for health, sustainability and affordability”.

Dr McMillan continues, “Canned and frozen options have a longer shelf life, reducing food waste and providing cost-effective choices.”

“Thinking long-term and choosing sustainable seafood contributes to healthier oceans and fish stocks, but it also translates to higher-quality produce at affordable prices. Sustainability and affordability are intricately connected in shaping a more responsible and accessible seafood market.”

In the face of escalating health concerns and the pressing reality of climate change, the Super Seafood Report addresses the urgent need to eat more seafood to support a healthier future for generations to come.

In a joint statement from the ASC Commercial Manager Australia, Duncan Leadbitter, and MSC Program Director for Oceania and Singapore, Anne Gabriel,

“Adding Super Seafood to your diet is easy, and the report provides helpful tips and recipes for incorporating seafood into your meals.”


“The ASC and MSC programs are globally recognised as the world’s most credible, science-based standards for sustainable and responsible seafood in alignment with the United Nations Sustainability Development Goals (SDGs). When you see the blue MSC or green ASC label on a product, you can be sure it comes from an MSC-certified sustainable fishery or an ASC-certified responsible farm and that you can enjoy seafood safe in the knowledge that you’re helping to protect our oceans, lakes, and coasts, ensuring fish for the future and supporting livelihoods.”


“By managing our fisheries and farms better, a greater quantity of healthy fish and seafood would support more nutrient-rich diets, helping to prevent deficiencies in essential nutrients such as zinc, calcium, iron, and vitamin B12.”


The Super Seafood Report was launched in time for Sustainable Seafood Week Australia (March 18-24).


Additional Key Findings

  • The biggest barrier to eating/ eating more fish/ seafood is its price with two in five (40%) Australians citing fish/ seafood being more expensive than other meats and foods as a barrier.
  • This is followed by not liking the taste of some fish/ seafood (27%), and concerns about whether the fish/ seafood they buy is sustainably sourced (20%)



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