Fish shop owners say recent sales have increased by up to 20% as families reject processed foods after horse DNA was discovered in ready-made meals, burgers and meatballs.
The horsemeat scandal has left many people queasy about eating some types of food after tests by the Food Standards Agency found dozens of cases of tainted meat.
US-owned Tex-Mex restaurant chain Taco Bell was the latest big chain to admit that horse-- meat was contained in its meals, while Birds Eye, Findus and caterers' supplier Brakes have all withdrawn products.
Fish industry experts say customers are turning to fresh fish as they search for healthy meals which they can be sure are fully traceable as they seek reassurance about the content of their food.
Dr Paul Williams, chief executive of Seafish, said: "In the current climate, we are not surprised that the nature of buying fresh fish and seafood from the fishmonger is appealing to consumers – what you see is what you get.
"Our fishmongers are highly trained and care about the provenance and quality of the produce they sell.
"Those consumers taking the time to visit their local fishmonger, viewing the produce with their own eyes and chatting through their purchases, are no doubt reassured."
Willie Little, a fishmonger in Crieff, Perthshire, says he hasn't been surprised by the increase in sales.
He said: "We have been very busy these past few weeks – selling probably as much as 20% more fish than is normal.
"Shoppers have definitely become more concerned about where there food has come from and exactly what it is."
Mr Little added: "I don't only know where my fish comes from, but exactly who caught it and when."
Richard Home, of seafood specialist The Scottish Fishmonger, said: "We have noticed a definite increase.
"Traceability has always been a huge thing for us, and seeing shoppers take more of an interest in exactly where their food comes from can only be a good thing.
"For every fish we sell we can tell you how it was caught, where it was landed, who filleted and prepared it, and we even use our linked GPS with each boat we buy from so we know exactly where that vessel has been and for how long."
Fishmonger John Gowans, who owns both shops and mobile fish vans across Edinburgh, Lothians, and central Scotland, said: "There has definitely been an increase in fish sales since the horsemeat scandal broke.
"People are looking for alternatives to eat – they want to know where their food came from and they are trying to eat more healthily.
"They know they can get all that with fresh fish."
He added: "We have labels beside all our fish that state exactly what it is and where it came from."
