Sales of sustainable tuna have surged, according to new data from the Marine Stewardship Council.
Nearly two-thirds of all tuna sold in British supermarkets carried the MSC blue label in 2025, with shoppers in the UK and Ireland purchasing over 45,000 tonnes of the fish.
The UK and Ireland accounted for nearly 20% of global MSC-certified tuna sales last year, according to the organisation’s latest MSC UK Tuna Shopper Report.
As of February, almost half (180 out of 364) of tuna products purchased in UK supermarkets were certified by the council, an increase from 62 in October 2021.
British and Irish tuna sales also overtook those of cod for the first time, making it the MSC’s most sold species in the market.
“In just five years, we’ve gone from sustainable tuna being hard to find to it becoming the norm for millions,” said MSC UK & Ireland senior commercial manager Seth McCurry.
Ten retailers offered MSC-labelled ambient tuna to their customers in 2025, compared with just six in 2023 and three in 2021.
Waitrose, Sainsbury’s, Iceland and Tesco have all reached 100% MSC-labelled tuna across their own-brand ranges. At the same time, Lidl and Aldi have also increased their certified tuna ranges substantially over the past two years, MSC said.
Princes announced it had reached its commitment to sourcing 100% MSC certified for its own brand in February, while John West and Rio Mare have also expanded their MSC-certified product ranges.
The organisation said younger shoppers were driving demand for sustainable seafood, with 83% of under-30s saying they actively chose sustainable fish. Tuna’s relative affordability, combined with its versatile use in dishes like sushi, further boosts its appeal.
“This progress reflects the commitments of UK retailers and brands to source responsibly from sustainable fisheries, and in doing this, they are rewarding the efforts made by fisheries around the world to meet the rigorous, science-based standard set by the MSC,” McCurry continued.
“There is more to do, but the UK is proving that sustainability can be delivered at scale, without compromising on affordability or choice,” he added. “It’s a powerful example of how market demand can drive real, lasting improvements for our oceans.”
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