Consumer Behavior Change

US Consumers Value Sustainability, But Affordability Comes First

Food brands can empower conscious consumers to shop their values by making sustainability both attainable and affordable.

Sponsored Content | / This article is sponsored by Marine Stewardship Council | By Jackie Marks | Published 2 weeks ago | About a 4 minute read

Image: Kort Havens/MSC

New consumer insights from the Marine Stewardship Council (MSC) highlight a key reality: While sustainability matters, affordability is more of a concern for most Americans when grocery shopping. In a February 2025 poll of roughly 1,000 US adults 18+, only one in five respondents frequently consider the environmental impact of their food choices, while a third do so some of the time.

The rising cost of living is a major factor in grocery planning. The steep price of household staples has become a clear indicator of the ongoing cost-of-living crisis as inflation continues to strain consumer budgets. The average price of food in the US has risen 2.8 percent since the beginning of 2024 and is predicted to increase 3.2 percent in 2025.

In this economic climate, it is understandable that cost plays a primary role in consumer decisions. However, the data also show that many shoppers — especially people 54 and younger — still want to make sustainable choices when possible.

Interestingly — and encouragingly for the sustainable food movement — a mere 8 percent of respondents believe businesses should focus only on affordability, not sustainability, in food purchasing decisions.

Making planet-friendly food choices

Global food production has a major impact on the planet — responsible for nearly one-third of human-caused greenhouse gas emissions, as well as biodiversity loss and ecosystem degradation. People recognize the importance of environmentally friendly food choices, but many are still unclear about what that means or how to identify it. The poll revealed that a significant portion of respondents (33 percent) are unsure which animal protein is most sustainable — however, 25 percent believe fish and seafood are the most sustainable, closely followed by chicken. This suggests a broader lack of awareness regarding sustainability in animal protein production, highlighting the need for greater education and information on the topic.

MSC poll responses re most sustainable
proteins Image credit: MSC

This knowledge gap represents a significant opportunity to educate consumers on sustainable proteins and specifically seafood’s potential as an affordable and environmentally friendly option. Wild seafood lacks many of the environmentally intensive requirements of farming other animal based-proteins — including land use, water and feed — and several studies have found that wild fisheries have a low carbon footprint compared to land-based animal proteins. Certified sustainable seafood — seafood that is third-party verified for environmentally sustainable fishing — can be an effective solution for consumers who want to balance cost with environmental responsibility. By making smart choices that balance both affordability and sustainability, conscious shoppers can support a food system that works for their wallets and the planet.

Affordable, accessible, attainable sustainability

One of the biggest misconceptions about sustainability is that it comes with a high price tag. This tension is particularly evident in discussions about protein sources, where sustainable options can sometimes be perceived as more expensive or less accessible. Seafood, however, offers a nutritious, climate-smart protein option that can also be affordable.

In reality, many sustainable seafood options are budget-friendly and accessible across a wide range of retailers nationwide. According to data from MSC and the FMI Power of Seafood Report, roughly 20 percent of pantry-friendly seafood products — such as canned, pouched and tinned options — carry the MSC’s blue fish ecolabel, which demonstrates that the seafood is third-party verified for environmental sustainability.

Key consumer insights for food brands

In this time of rapidly increasing cost of living and global instability, it’s heartening that sustainability is still a consideration for many people — yet, it’s clear brands still have work to do to help consumers shop their values. My top three takeaways from the poll:

Consumers want companies to focus on sustainability.
Price is king.
Shoppers need help identifying sustainable proteins and products.

The poll data highlights a growing demand for food options that meet both budgetary and environmental needs. Brands and retailers that emphasize affordability while integrating sustainable sourcing into their product offerings can build consumer trust and gain a competitive edge.

For food brands, the opportunity lies in making sustainability feel both attainable and affordable. Increased visibility of sustainable options, clear pricing strategies and consumer education can help shoppers feel empowered to make choices that align with both their budgets and their values.