The fishing industry has been on a steady upward trajectory. By all accounts, market expansion will continue for the following years and experts are optimistic about the sustained growth. As the sector evolves, it’s crucial to stay abreast of the latest trends and consumer habits shaping its trajectory. Perhaps the biggest trend to keep in mind is sustainable awareness. With overfishing and environmental concerns on everyone’s minds, today's consumers are growing increasingly sustainability-conscious, driving demand for responsibly sourced seafood products. A Deloitte report reveals that 75% of EU buyers have modified their purchasing habits towards sustainable options. Heightened awareness of overfishing and pollution has led consumers to prioritize products that prioritize the conservation of aquatic ecosystems, biodiversity protection, and the regeneration of marine resources. Ecolabels such as MSC, ASC and IFS certificates, along with the European Union Organic Product seal, are highly valued. This trend seems to be stable and has sent a massive shockwave throughout the entire supply chain. The next big trend is the greater importance of labeling. Consumers are also making more informed and responsible purchasing decisions by scrutinizing seafood product labels. Transparency has become paramount regarding the species of fish or shellfish, production methods (wild or aquaculture), fishing areas and methods used. According to a report by Blue Circle Foods, 57% of shoppers prefer fish and seafood with sustainable labels. Providing traceability information not only ensures product freshness and quality but also reinforces its sustainability credentials. These trends underscore the industry's shift towards sustainable practices and transparent supply chains. As consumers increasingly prioritize environmental conservation and ethical sourcing, seafood companies must adapt their strategies to meet these evolving demands. By embracing sustainability initiatives and prioritizing transparency in labeling, the fishing industry can navigate the currents of change and continue to thrive in a conscientious consumer landscape.