With Australians expected to consume an estimated 18.5 million kilograms of prawns this festive season, new research looks into prawn consumption and trends.

Commissioned by the Marine Stewardship Council (MSC), the nationally representative YouGov survey finds that surveyed Australians continue to prioritise origin and freshness when buying seafood:

• Half prefer prawns sourced from Australia, a figure that rises to 60% among Baby Boomers.
• Over one in five (22%) prefer wild-caught over farmed, highlighting that many Australians value this sustainable option.
• Nearly half (47%) choose fresh rather than frozen options.
• Around three in 10 (31%) select brands or retailers they trust.

Sustainability still lagging

Almost two thirds (63%) of Australian wild caught prawns this Christmas will be MSC-certified sustainable and will be available frozen, chilled, in deli sections, and in value packs at major supermarkets. Australia also boasts six species of MSC-certified wild prawns.

Only 16% of respondents, however, said they would actively check for credible certification labels like the MSC blue fish tick label.

Encouragingly, notes the MSC, younger Australians are “leading the shift” with 22% of Gen Z and Millennials saying they check for sustainability certifications, double the rate of Baby Boomers (10%).

“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,” says Anne Gabriel, Program Director, Oceania for the MSC.

“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.”

A demand for convenience

The preference for pre-peeled prawns is strongest among time-poor families and younger Australians.

Three-quarters (74%) of surveyed full-time workers and parents with children under 18 are willing to pay more to skip the peeling. Almost three-quarters (72%) of surveyed Gen Z and Millennials would choose pre-peeled prawns, compared to just 45% of Baby Boomers.

Regionally, Western Australians (76%) are the most likely to pay extra for pre-peeled prawns, well above the national average of 60%.

“We love our Chrissie prawns but this year, more of us want to enjoy them without the ‘peel panic’,” says Ms Gabriel. “Australians are making tough spending choices this Christmas, yet saving a bit of time and mess is outweighing the cost of peeled prawns.”

Peeling preferences

More than half of the Australians surveyed (56%) admit they’d rather someone else peel their prawns. For younger respondents, the aversion is even stronger – 66% of Gen Z and 63% of Millennials would prefer someone else to do it, compared to 46% of Baby Boomers.

“Young Aussies are more likely to hand off peeling duties to family members,” says Ms Gabriel. “What was once a cherished Christmas tradition is being pushed aside to avoid what many describe as the ‘ick’ factor.”

Six in 10 surveyed Australians (59%), however, say peeling prawns brings back warm Christmas memories, and among Gen Z, that number soars to 77%.