Photo: Jon Corken
Last updated: 18 January, 2026 @ 11:01
Fish and chips reign supreme. Nearly two-thirds of Brits (63%) say nothing beats the battered classic, according to new research from the Marine Stewardship Council (MSC)
And rightly so – golden batter, flaky cod, a dash of vinegar… it’s British comfort food at its best and a dish we should celebrate.
However, scratch beneath that crispy surface and the survey reveals something slightly depressing: while many of us say we’re adventurous eaters, the seafood we actually choose is anything but.
The ‘Adventurous’ paradox
According to the MSC report, which polled 2,000 Brits, more than eight in 10 Gen Z Brits (83%) say their generation is more adventurous with seafood than their parents or grandparents.
Yet their top three fish species are salmon, tuna and prawns. Which, let’s be honest, are hardly unusual, and definitely not bold choices.
OK, compared to the days when fish cake were considered exotic, sushi does look daring. But the poll shows we’re still playing it safe, circling back to salmon, tuna and prawns rather than embracing alternative, local species.
Meanwhile, super-easy-to-make dishes that actually feel adventurous – moules marinière (9%), spaghetti vongole (14%), or bouillabaisse (3%) – languish at the bottom of the list.
For a nation surrounded by some of Europe’s richest fishing grounds, we’re still paddling in the shallows.
Sustainable seafood? Choose local
The report has been released to coincide with the MSC’s Sustainable Seafood September campaign – but with the UK a net-importer of fish, here’s the cold, hard facts on our consumption of the ‘Big Three’.
Salmon: According to Seafish, in 2023, the UK imported £752 million worth of salmon
Tuna: According to official government statistics, the UK imported approximately 93,000 tonnes of tuna in 2023, with major suppliers being Ecuador and Mauritius
Prawns & Shrimp: In 2023, the UK imported about 73,000 tonnes of prawns and shrimp, with Vietnam and India supplying 42% of that total.
Meanwhile, local heroes – mussels, mackerel, hake, sardines, cockles – are abundant, affordable, and often far more sustainable, but they barely register on the nation’s radar.
Saying vs Doing
That’s the contradiction at the heart of the survey. Gen Z care more about sustainability than any other age group (eight in 10 Gen Z say they seek out eco-labelled fish), but their buying habits still lean heavily on the global ‘Big Three’.
It’s a bit like saying you’re pushing boundaries because you switched from cod to haddock at the chippy. Tasty? Absolutely. Adventurous? Not quite.
When was the last time you cooked mussels, or tried gurnard, or made a fish stew with local species?
Why variety matters
None of this means we should stop eating fish and chips – heaven forbid. Our beloved classic deserves its crown. But if we’re serious about being adventurous and sustainable, then we need to widen the net.
Choosing local, seasonal alternatives helps support British fishing communities, protects the oceans, and gives us the variety our diets (and palates) deserve.
Time to prove it
So here’s the challenge: if we really believe we’re adventurous eaters, let’s prove it.
Next time you’re at your fishmonger (and yes, go to your fishmonger) , skip the salmon fillets and ask about mussels, hake or even whelks.
Try a dish that goes beyond the usual and discover what Britain’s seas actually have to offer.
Fish and chips can keep their crown. But if we want to be as bold as we say we are, it’s time to give the rest of our seafood a chance to shine.
Learn more
Discover more about some of the UK’s sustainable seafood species.
Want to try some of the UK’s sustainable seafood for yourself? Here are a few Fish Face favourites:
Portuguese style grilled sardines with homemade mayonnaise
View the full results of the survey here.
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