Six in 10 Australians say they’re willing to pay extra for pre-peeled prawns this Christmas, according to new research from the Marine Stewardship Council, pointing to a growing preference for convenience even as cost-of-living pressures persist.
Prawns remain a festive staple, with Australians expected to consume around 18.5 million kilograms over the holiday period. But the research suggests how people buy them is changing, particularly among younger shoppers and time-poor families who are increasingly opting to skip the peeling.
Sustainably sourced prawns
While convenience is on the rise, sustainability is lagging. Just 16 per cent of Australians say they actively check whether their prawns are sustainably sourced, even though almost two-thirds of wild-caught prawns available this Christmas will be MSC-certified.
Australia currently has six species of MSC-certified wild prawns, available across frozen, chilled and deli formats at major supermarkets.
“When Australian families are purchasing prawns this year, they’re seeking convenience and trusted, local sources, but few are considering the flow-on impact of their choices. Buying sustainable prawns means more for the future,” said Anne Gabriel, Program Director, Oceania for the Marine Stewardship Council.
The survey, commissioned by the MSC and conducted by YouGov, also highlights what shoppers prioritise most when buying prawns. Origin and freshness continue to lead decision-making, with half of Australians preferring locally sourced prawns.
Nearly half choose fresh options over frozen ones, while trust in brands or retailers also plays a significant role. Wild-caught prawns appeal to just over one in five shoppers.
Almost two-thirds of Australian wild-caught prawns available this Christmas will carry MSC certification, yet only a small share of shoppers say they actively look for sustainability labels.
“When you’re shopping for prawns this Christmas, look for credible certification labels like the MSC blue fish tick, which indicates seafood from an independently certified sustainable fishery. This simple choice helps ensure prawns remain on the Christmas table for generations to come,” Gabriel said.
Gen Z and Millennials are checking for certifications
Younger Australians appear to be driving the slow shift toward sustainability. Around 22 per cent of Gen Z and Millennials say they check for sustainability certifications, compared with just 10 per cent of Baby Boomers. The same age groups are also far more likely to opt for pre-peeled prawns, underscoring a generational change in how Christmas seafood is approached.
Convenience is particularly important for full-time workers and families with children, with nearly three-quarters willing to pay more to avoid peeling. Western Australians are leading the charge, with more than three-quarters saying they would spend extra on pre-peeled prawns.
“We love our Chrissie prawns, but this year, more of us want to enjoy them without the ‘peel panic’. Australians are making tough spending choices this Christmas, yet saving a bit of time and mess is outweighing the cost of peeled prawns,” Gabriel said.
Despite the move toward ready-to-serve options, nostalgia still runs deep. More than half of Australians say they would prefer someone else to peel their prawns, yet six in 10 also say the act of peeling brings back warm Christmas memories, particularly among younger Australians.
“Young Aussies are more likely to hand off peeling duties to family members. What was once a cherished Christmas tradition is being pushed aside to avoid what many describe as the ‘ick’ factor,” Gabriel said.
“Aussies still cherish those ‘Peel Good Moments’ around a pile of prawns.”
Source: Ponder PR
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