fbpx

CATEGORY BREAKDOWN

CANNED FISH

Take a look at what’s happening in the Canned Fish category with our global insights, opportunities and our predictions for the future.

📙 CATEGORY SNAPSHOT

  • A Resurgence: Canned fish, once relegated to the shadows of the cupboard, has undergone a resurgence.  Covid-19, followed by a social media viral trend has created a boom for the category.

  • Versatility in a Tin: There’s more to canned fish than tuna.  With options like stuffed squid and smoked oysters, coupled with extended shelf life, budget-friendly prices, and appealing packaging, it’s evident why this category is gaining momentum

  • Tinned Fish Grazing Trend: The rise of sharing-style presentations on social media (think charcuterie-esque boards), has elevated tinned fish to a trendy and Instagrammable experience.

📚  SUB-CATEGORIES

  • Mackerel
  • Salmon
  • Sardines
  • Tuna

📊  THE NUMBERS

 

  • Canned Fish Forecasted Growth / CAGR
  •  

⌛️ CATEGORY LANDSCAPE

  • Tinned Triumph: Covid-19 triggered a boom in canned fish sales, riding on the wave of home cooking, long shelf life, and perceived health benefits. 

 

  • Social Media Stardom: ‘Cool’, ‘hot girl food’, ‘viral TikTok trend’ – no, these aren’t descriptions of a new chic, exotic delicacy. Surprisingly they are all about canned fish! From Time magazine to Vogue, everyone has been commenting on the tinned fish craze that swept across social media in 2022, triggering unprecedented growth…and supply shortages!  The TikTok phenomenon, #tinnedfishdatenight, played a pivotal role in reshaping the perception of tinned fish, turning it into a trendy, budget-friendly luxury.

 

  • Health and Sustainability: Tinned fish has proven to be a healthy, sustainable option with almost no waste, long shelf life, and convenient preparation, appealing to both traditional and Millennial audiences.  
    • Canned fish is a great source of Omega-3 fatty acids associated with a range of benefits such as anti-inflammatory, lowered blood pressure, and reduced risk of strokes and heart disease.   

 

  • Innovation: You might not associate canned fish with innovation, however following the boost to growth seen following Covid, product innovation is becoming a key trend.
    • John West in the UK launched a category first in 2021 with nutrient-rich tuna.  Recognizing the link people are making between their food and their health and the natural synergy tinned fish has with functional health benefits they launched 3 variant’s; Energy, Heart and Immunity.

💡 WHAT’S IN STORE FOR CANNED FISH?

  • Health and Sustainability Momentum: A surge in health concerns, such as heart conditions and diabetes, will fuel the demand for healthier, sustainable options. Promising quick, nutritious meals and shareable, social media-friendly experiences canned fish is well placed to capitalize.

 

  • Market Challenges Ahead: The driving forces have been pretty unique (a pandemic and a viral trend) and poses the question of sustainability. When the dust settles, there will be many more competitors – but how many repeat purchasers?  Expect competition to be fierce.

🏁  SOME CATEGORY PLAYERS

UK – Rockfish, Delicius, Fish4ever

USA – Fishwife, Safe Catch

Canada – Ekone

EuropeLa Curiosa (Spain), Cap Ocean (France) Güeyu Mar (Spain), De la Cueva (Spain)

🔮  3 PREDICTIONS

  1. Rise in Functional Health Benefits: Expect to see a rise in products highlighting functional health benefits, making the connection between nutrition, well-being and consumer choices more explicit.

  2. Sustainable Sourcing Prevails: Sustainability and traceability will become more important. Consumers increasingly favour quality tinned fish from smaller artisan producers with sustainable sourcing and creative packaging. 

  3. Local Love: Brands like Rockfish, focusing on British-caught seafood, will continue to gain traction as consumers prioritise local, quality products.

🌈  3 OPPORTUNITIES

  1. Packaging Formats: Convenience is a big driver of canned fish, however canned fish has its limitations in this department – it isn’t a category you might consider for out of home consumption. By being creative with formats, convenience can be leveraged. We have already seen John West launch on the go pots in the UK. 

  2. Engaging Visuals: The aesthetic appeal of tinned fish packaging plays a crucial role in purchasing decision. Brands should leverage pack designs to attract consumers seeking aesthetically pleasing food experiences. 

  3. Exploring Local Options: Retailers can explore partnerships with local producers, bringing in regional varieties and promoting a sense of community and even fresh-ness, enhancing the overall shopping experience.

All data is correct at time of writing. 

BRAND BREAKDOWNS

Check out some of our Brand Breakdowns in the Canned Fish Category!

SAFE CATCH

DE LA CUEVA

Sign up for our SKU-News

Stay ahead of the curve with SKU-news, your source for the latest updates on the most exciting global food and beverage brands.