Consumer concern for fish welfare People are looking for welfare when they look for fish products, and welfare ranks higher than labour conditions and bycatch. They are looking for welfare because it is an indicator of the most important product attributes, product quality and sustainability. People want welfare guarantees on the label. The following factors impact on the choice of which fish to buy for the following percentages of people:
The following percentages of people think the benefits of choosing higher welfare fish products are:
85% 52%
50%
36%
75%
59%
61%
41%
65%
Quality and freshness
High product quality
Cost
Caught or farmed sustainably
Environmental impact
Fish was well treated
Welfare of the fish Bycatch Labour conditions
... of people believe that the welfare of salmon should be better protected than it is now.
79%
... of people think that the welfare of fish should be protected to the same extent as the welfare of other animals we eat. ... of people would like to see information about the fish’s welfare on the product label, with preferences evenly split between a standalone welfare label and as part of other labels.
People recognise that they don’t know the details, but have a holistic view of what fish welfare is. Thinking the following essential or important for fish welfare are: Clean water 95% Fish health 94% Natural behaviours 93% Minimum suffering 89%
45%
of the people think clean water is most important factor of fish welfare.
Humane slaughter 89% Enjoying life 82%
Looking Beneath the Surface 12