New research suggests that British supermarkets hold a powerful key to improving national health and bolstering coastal economies: by encouraging shoppers to choose locally caught, sustainable fish over familiar imports.
The 'Big Five' Imports Dominate UK Shelves
A comprehensive study from the University of East Anglia (UEA) has highlighted a significant imbalance in the UK's seafood consumption. Despite being surrounded by rich fishing grounds, more than 80% of the fish eaten in Britain is imported. Consumer habits are heavily concentrated on just five species: cod, haddock, tuna, salmon, and prawns.
This reliance on a narrow range of imports makes the country vulnerable to global supply chain disruptions and increases the carbon footprint of the national diet. Meanwhile, nutritious fish caught in British waters, such as Cornish sardines and anchovies, are frequently exported abroad.
Opportunity for Healthier Diets and Stronger Economies
The study, which analysed supermarket sales data, consumer surveys, and national statistics, found that overall seafood consumption in the UK has fallen by 25% over the past decade. Younger people are the least likely to eat fish, while pensioners consume the greatest variety.
Dr Silvia Ferrini, the lead researcher from UEA's centre for social and economic research on the global environment, pointed to a "curse of modernity" where local, simple foods are overlooked. Most Britons eat less than the recommended two portions of fish per week, missing out on vital nutrients like omega-3 fatty acids.
The government's Eatwell Guide recommends two weekly portions of sustainably sourced fish, one of which should be oily, like mackerel or sardines. Embracing underutilised local species could help meet these guidelines.
Supermarkets Hold the Power to Shift Habits
The research identified a clear link between what supermarkets make available and what consumers buy. For instance, salmon constituted about 20% of the fish range on offer and accounted for roughly 25% of all sales. This pattern indicates that increasing the visibility and promotion of lesser-known British fish could directly boost their sales.
"The supermarkets might have a role in breaking this barrier," said Dr Ferrini. Strategies like promotional pricing, recipe cards, and better positioning could help change consumer behaviour.
Encouragingly, the study found a strong willingness among shoppers to try new things. Around 40% of UK consumers said they would be willing to try local species like sprats and flatfish—which include plaice, turbot, and dab—especially if they are fresh, locally sourced, and reasonably priced. Common barriers remain taste and the presence of bones.
The research, titled 'Socioeconomic evidence for sustainable fisheries', was funded by UK Research and Innovation. It concludes that by championing a wider variety of local catch, retailers could play a pivotal role in creating a healthier, more sustainable, and economically resilient food system for the UK.
