Due to the globalization of agro-food and fishery markets, new consumers’ concerns and demands have appeared. Thus, consumer not only demands fish products with higher quality guarantees bust also a product without food risks. These challenges are more relevant if the product follow different production processes and degrees of transformation, such as the tuna. One of the mechanisms available to companies to address these challenges is the traceability. Thus, the objective of this paper is to analyse consumers’ perception and knowledge about traceability and the benefits associated with the traceability. To do that, a literature review related with traceability and a market research were conducted. Results show that the majority of consumers do not know the meaning of the term “traceability” and the main benefits associated with traceability are food safety, control along the food chain and management of food crises. Likewise, the majority of consumers agree with the implementation of traceability programs because the food supply chains will offer a greater guarantee of food safety. Nevertheless, the majority of them are not willing to pay a price premium for it. It is necessary to inform and promote the benefits associated with the traceability and the quality control along the food chain. This challenge is more relevant in global markets where the product has undergone different degrees of transformation such as the case of the market of tuna.