08/01/2026
𝐒𝐡𝐚𝐫𝐤 𝐟𝐢𝐧 𝐜𝐨𝐧𝐬𝐮𝐦𝐩𝐭𝐢𝐨𝐧 𝐝𝐫𝐨𝐩𝐬, 𝐜𝐡𝐚𝐥𝐥𝐞𝐧𝐠𝐞𝐬 𝐜𝐨𝐧𝐭𝐢𝐧𝐮𝐞
As part of WildAid Thailand ช่วยสัตว์ป่า’s “Celebrate with ( #ฉลองไม่ฉลาม)” campaign, we conducted a follow-up survey assessing changes in shark fin consumption and demand after 5 years of public awareness efforts. Using our in-house KAP Score Model, the study measured how campaign exposure translated into real behavioral change.
New survey data show clear progress:
Since 2017, the 𝐧𝐮𝐦𝐛𝐞𝐫 𝐨𝐟 𝐬𝐡𝐚𝐫𝐤 𝐟𝐢𝐧 𝐜𝐨𝐧𝐬𝐮𝐦𝐞𝐫𝐬 𝐡𝐚𝐬 𝐝𝐫𝐨𝐩𝐩𝐞𝐝 𝐛𝐲 𝟏.𝟑 𝐦𝐢𝐥𝐥𝐢𝐨𝐧, and total 𝐜𝐨𝐧𝐬𝐮𝐦𝐩𝐭𝐢𝐨𝐧 𝐨𝐜𝐜𝐚𝐬𝐢𝐨𝐧𝐬 𝐡𝐚𝐯𝐞 𝐝𝐞𝐜𝐥𝐢𝐧𝐞𝐝 𝐛𝐲 𝟑𝟒%, around 8.17 million fewer shark fin meals per year. Frequent consumption is decreasing, and more people report never having consumed shark fin.
Campaigns such as are contributing to changing mindsets, highlighted by the 𝐊𝐀𝐏 𝐈𝐧𝐝𝐞𝐱 𝐫𝐢𝐬𝐢𝐧𝐠 𝐟𝐫𝐨𝐦 𝟐𝟒 𝐭𝐨 𝟒𝟏, showing greater awareness of the ethical and environmental impacts of shark exploitation.
Yet challenges persist. While foreign tourists contribute to overall demand, consumption among local consumers is increasingly shifting into private spaces through delivery. The survey shows that 𝟓𝟔% 𝐨𝐟 𝐮𝐫𝐛𝐚𝐧 𝐓𝐡𝐚𝐢𝐬 𝐬𝐭𝐢𝐥𝐥 𝐰𝐚𝐧𝐭 𝐭𝐨 𝐭𝐫𝐲 𝐬𝐡𝐚𝐫𝐤 𝐟𝐢𝐧. At the same time, demand for shark meat is also emerging, with 1 in 3 urban respondents planning to try it.
Furthermore, DNA evidence shows 𝟔𝟐% 𝐨𝐟 𝐟𝐢𝐧𝐬 𝐢𝐧 𝐓𝐡𝐚𝐢 𝐦𝐚𝐫𝐤𝐞𝐭𝐬 𝐜𝐨𝐦𝐞 𝐟𝐫𝐨𝐦 𝐭𝐡𝐫𝐞𝐚𝐭𝐞𝐧𝐞𝐝 𝐬𝐩𝐞𝐜𝐢𝐞𝐬, reinforcing the need for stronger policies, trade controls, and continued education.
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👉 Swipe through the key statistics
👉 To read the whole report, click the link: https://lnkd.in/gxy4_ybR
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What do you see as the biggest challenge in ending demand for shark products?
👇Share your takes below.👇
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