October 2025 marks National Seafood Month, a timely moment to reflect on how far the seafood category has come and where it’s headed. Recent retail data from Circana¹ tells an interesting story: All three seafood segments, fresh, frozen and shelf stable, saw increases in year-over-year dollar and pound sales, indicating strong consumer interest across the board.

Another major shift? Seafood farming, also known as aquaculture, now accounts for more than half of global seafood production, making it the fastest-growing protein sector worldwide. In the US, farmed seafood represents more than 50% of what we eat, and that number continues to grow. More than a passing trend, this shift showcases a fundamental transformation in our food systems. Modern farmed seafood can offer lean, high-quality protein with a lower environmental footprint than most land-based meats, with greater affordability for consumers. The projected growth and potential value in this space mean that farming seafood responsibly is more important than ever before.

Certifications, like those from the Aquaculture Stewardship Council (ASC), play a vital role in ensuring farmed seafood is raised to the highest environmental and social standards, offering a trusted path forward for the industry's sustainable transformation. Done right, responsible seafood farming can help ease pressure on wild fish stocks, safeguard ecosystems and fish health, support livelihoods and address food security challenges for a growing population.

To celebrate National Seafood Month, it’s worth considering the trends shaping this evolution. At the top of the list: transparency and sustainability.

Consumers Demand Trust

New consumer research shows two-thirds of North Americans say they are interested in buying sustainable products. Yet when asked spontaneously, only a small fraction actually consider sustainability when shopping. This highlights a critical opportunity for retailers.

According to surveys, 83% of consumers are motivated to choose seafood with a sustainability label. While price remains the top factor, other top considerations include:

• Seafood free of antibiotics and chemicals (46%)
• Seafood from healthy environments with good water quality (35%)
• Seafood that is demonstrably safe to eat (30%)

One challenge is helping shoppers connect their values to their purchasing decisions in real time. That’s where transparency, traceability and responsible sourcing come into play. Reputable labels and credible, independent certifications can bridge the gap for shoppers, providing quick, trusted signals that seafood has been responsibly sourced. Programs like ASC offer consumers a clear, science-based assurance their seafood was raised in alignment with rigorous environmental and social standards.

ASC’s species-specific criteria ensure each certified farm is held to benchmarks tailored to its environmental context and production methods. This precision is especially important for consumers and retailers seeking measurable, transparent impacts.

When it comes to trustworthiness of sources of information, surveyed shoppers trust independent certification programs the most – even more than environmental organizations, seafood brands, retail brands or other sources. By providing clear on-package visuals, like ASC’s sea green label, retailers give their customers the benefit of a more transparent shopping experience, increasing trust and allowing shoppers to know their purchases are making a collective positive impact.

Sustainability as a business imperative

Sustainability isn’t a buzzword; it’s the first step in achieving supply chain security. Without healthy oceans and responsible seafood farming, the future of the industry is at risk, as seafood supply chains depend on well-managed farms and healthy oceans. Unsustainable practices, whether that’s overfishing, lack of habitat conservation or labor abuses, undermine both supply security and brand reputation. As retailers and foodservice providers adopt more robust sustainability frameworks, certifications like ASC provide the traceable proof points that align with both internal risk management and consumer-facing transparency.

Technology is helping to make the necessary shifts possible, as digital traceability tools and transparent labeling allow both retailers and shoppers to have better line of sight into how seafood is raised, processed and brought to the table.

Health and convenience drive trends

Sustainability may be the backbone of the seafood industry, but health and convenience are helping to drive the next wave of seafood growth.

As Americans prioritize high-protein diets, amplified by the rise of GLP-1s, seafood is well positioned to continue to grow market share. It is lean, nutrient-dense and often rich in omega-3 fatty acids, which support cardiovascular and cognitive health.

Recent research from Curious Plot, a food and beverage marketing, communications and consulting agency, shows millennials (72%) and Gen Z (61%) are particularly interested in foods with cognitive benefits. This makes seafood an ideal fit for functional food trends. Omega-3 rich seafood is known for supporting brain health, making it a natural fit for this trend. Retailers can highlight cognitive benefits on-pack or with educational signage and promotions featuring brain-boosting meal ideas highlighting “smart” protein choices.

Another clear trend is convenience. Today’s shoppers want food that is healthy, sustainable and ready to eat. The COVID pandemic illustrated a strong desire for shelf-stable foods as consumers looked for affordable, long-lasting proteins.

Today, tinned fish is more than just an emergency pantry item. American brands are joining established European producers to offer products that are quick, flavorful and unique. From smoked mussels to spiced sardines, shelf-stable seafood shows how price, ease of use and foodie appeal can combine with responsible sourcing to entice customers out of their comfort zones, extend product shelf life and reduce waste.

Furthermore, air-fry ready products like tilapia tenders can go from freezer to plate in less than 20 minutes, providing convenient meals that appeal to all kinds of eaters.

A future built on responsibility

Seafood isn’t just about feeding people today; it’s about ensuring we can feed people tomorrow. Farmed seafood, when produced responsibly, has the potential to provide healthy protein at scale while protecting wild ecosystems. Shoppers are signaling they want seafood that is good for them, good for their families and good for the planet. Retailers and brands that make it easy to choose responsibly will not just earn loyalty; they’ll secure their place in the future of food and create positive impacts across the supply chain.

Athena Davis is marketing manager at Aquaculture Stewardship Council.

¹ US fresh retail seafood sales rebounded in the first half of 2025, rising 1.7% to nearly $4.4 billion, with frozen seafood sales up 3.2%, according to Circana. Analysts and retailers, including 210 Analytics and Certified Quality Foods, expect this positive trend to continue in the second half.

www.provisoneronline.com   |   october 2025