Do you know what’s on your plate?

Staying informed about the origins and types of food on our plates is increasingly important, especially when it comes to seafood. Our recent national survey revealed that many UK consumers are unsure about the types of seafood they regularly enjoy. However, it also unearthed a genuine interest among the public to learn more about what goes into their favourite dishes, and to make positive choices for their health and the environment.  

Bridging the knowledge gap – an opportunity for growth

Despite the ongoing popularity of traditional dishes such as fish and chips, our findings show that only about 30% of UK adults currently feel confident identifying common fish varieties like cod or haddock from an image. While this highlights a gap in awareness, it also represents an opportunity – with greater knowledge about the fish we consume, we can make decisions that are both nutritionally beneficial and environmentally responsible.

Often, the convenience of processed fish means it is served filleted and breaded, making identification less straightforward. However, there is increasing momentum behind food education and consumer awareness, empowering people to become more engaged and informed about their choices.

The vital role of pelagic fish

When we think “fish,” cod and haddock often come to mind – but much of the world relies on pelagic fish, such as mackerel, herring, and sardines. These species inhabit the middle column of the ocean, away from the bottom, and play a crucial role in marine ecosystems as well as in human diets.

In developing countries, pelagic fish provide a cost-effective, nutritious source of animal protein and essential nutrients. Wild-caught pelagic fish also have the lowest carbon footprint among animal proteins, requiring no artificial feeding or freshwater supplies, while efficient trawling helps manage resources responsibly.

They are abundant, reproduce quickly, and require little freshwater or feed input, making them a responsible choice for environmentally conscious consumers.

Nutritionally, pelagic fish are hard to beat. They’re rich in long-chain omega-3 fatty acids, which help support heart and brain health, are low in cholesterol, and are packed with nutrients like vitamin D, riboflavin, iron, and calcium.

Yet, our survey shows that these species often fly under the radar for UK consumers, despite their health benefits and essential role in global food security.

Open to sustainable alternatives

The good news from our survey is that public attitudes toward sustainability are positive. Nearly half of UK respondents said they’d be willing to try a new fish, whether they’d heard of it or not, if it was more sustainable than their usual choice. There are some generational differences – nearly a quarter of those aged 55 and over would rather stick with familiar options.

Education, effective communication, and inspiration are essential for bridging this gap. Most UK consumers expect to maintain their current level of fish consumption over the next decade, while 20% plan to increase their seafood intake. This openness to trying new options presents a significant opportunity for both the industry and consumers to shift towards more sustainable species and habits.

As people explore new fish species, we can reduce the pressure on the most popular choices, which will help maintain healthy, balanced marine ecosystems. This shift also supports fishing businesses and wider coastal economies, ensuring the preservation of this vital resource for future generations.

Choosing sustainable fish doesn’t just benefit nature and future food security. It also unlocks nutritional and affordability advantages, especially from pelagic species that could play a central role in our diets here in the UK.

The future of fish consumption in the UK

As consumers, the more we know, the more positive impact we can have – so next time you’re shopping or ordering fish, ask about the species, its origin, and how it was caught. Or try a new, fish like herring or mackerel.

All of these point to an opportunity: by increasing awareness of nutritious and sustainable options, especially pelagic fish, we can support both healthy diets and healthier oceans. The fishing industry has a vital role to play in this transition through education and showcasing the benefits of sustainable species.