The Numbers Don’t Lie: Market Explosion
The tinned fish market size was USD 14.45 billion in 2024 and is projected to rise to USD 18.65 billion by 2032. These aren’t just modest increases either. According to Circana, tinned fish sales increased here from $2.3 billion in 2018 to more than $2.7 billion this year.
The growth trajectory is remarkable across different regions. Rising disposable incomes, rapid urbanization, and strong e-commerce uptake push Asia-Pacific to a 7.83% CAGR through 2030. Meanwhile, online channels grow at 7.55% CAGR by offering direct-to-consumer access, detailed product storytelling, and subscription models that foster loyalty.
The premium segment is particularly interesting. By price, the mass segment accounted for 85.11% of the tinned fish market size in 2024; premium items are advancing at an 8.51% CAGR. This suggests consumers are willing to pay more for quality, which completely flips the old perception of tinned fish as budget food.
TikTok’s Seacuterie Revolution
Social media has completely reframed how we think about canned fish. TikTok’s #tinnedfishdatenight (28.3 million views) and #seacuterie boards have repositioned tinned fish as a luxury experience. The hashtag #tinnedfish has over 91 million views, with influencers showcasing gourmet “seacuterie” boards (e.g., sardines paired with labne, pickles, and sourdough).
TikToker Ali Hooke (@alihooke) has single-handedly made the case for the tinned fish date night – posting tinned fish spreads worth recreating every single week. These aren’t your grandfather’s sardine sandwiches. Seacuterie boards: Charcuterie-inspired spreads that feature premium tinned fish, crackers and gourmet cheeses.
The visual appeal matters enormously. Social media users are proudly posting a mosaic of gourmet ocean-dwellers plucked from waters off the coasts of countries like Spain and Italy, with vibrant packaging that evokes a Mediterranean seaside vacation. It’s about creating an experience, not just eating a meal.
Economic Anxiety Meets Affordable Luxury
There’s something deeper driving this trend than just social media virality. Consumers are looking for “affordable escapism,” Ross Steinman, a consumer psychologist and professor at Widener University, told CNN. So instead of booking that trip to Mallorca, they’re sampling tinned fish imported from Spain in colorful Mediterranean-blue packaging.
Economic anxiety has accelerated demand for affordable, shelf-stable proteins, with searches for budget-friendly options like Nuri’s Portuguese sardines rising 2,750%. This isn’t about cutting corners though. “The cool part is that it’s an affordable luxury. If you want to try out a few things, you can do so at an affordable price.”
The psychological aspect is fascinating. People want to feel sophisticated without breaking the bank. While many brands offer cans for approximately US$ 2, some enthusiasts are willing to spend over US$ 20 per tin. It’s creating this beautiful spectrum where everyone can participate at their comfort level.
Sustainability Strikes a Chord
Environmental consciousness is driving much of this resurgence. Mark Driscoll, founder and director of Tasting the Future, a sustainable foods system consultancy, sees tinned fish hitting a sweet spot in terms of being convenient, sustainable and providing the nutrients and dietary elements that people want. “Consumers are increasingly moving to what I’d call healthy and sustainable dietary patterns.”
Brands like Fishwife and Tiny Fish Co. prioritize MSC/ASC-certified sourcing and eco-friendly packaging to align with consumer values. Over 70% of U.S. consumers prefer brands with transparent sourcing practices. This isn’t greenwashing either; consumers are genuinely researching their purchases.
Many tinned fish options come from responsibly managed fisheries, making them an eco-friendly protein source. The smaller fish typically used in canning often have lower environmental impact than larger predatory fish. It’s a win-win situation where doing good feels good too.
The Health Halo Effect
Nutritionally, tinned fish is having a major moment among health-conscious consumers. One of the biggest health benefits of tinned fish is that it makes it easier to help us get our quota of fish and seafood. Because of the beneficial fatty acids, the 2020-2025 Dietary Guidelines for Americans suggest adults aim for two 4-ounce servings of fish or seafood per week, a goal that a mere 20% of adults meet.
These small, sustainable fish are rich in omega-3s, calcium (thanks to the edible bones), vitamin D and protein. They’re also low in mercury and big on flavour. Sardines provide 2 grams of heart-healthy omega-3s per 3 ounce serving, which is one of the highest levels of omega-3 and the lowest levels of mercury of any fish.
The convenience factor can’t be overstated for busy lifestyles. Tinned or canned fish are an accessible, affordable way to help meet your recommended fish and seafood consumption levels of at least two 4-ounce servings per week. These budget-friendly pantry staples deliver a solid dose of protein, omega-3 fats, and several important micronutrients for runners. Plus, they’re versatile to use in recipes and last for years.
Premium Packaging Drives Desire
The aesthetic revolution in tinned fish packaging deserves its own spotlight. Premium packaging: Vibrant, artful designs not only make tinned fish Instagram-ready, but appeal to the growing sector of the food market searching for nostalgic noshes. “The fun thing about tinned fish is that it has this interesting collectible pursuit to it, almost like trading cards,” says, Rosoff. Indeed, the modern options on the market offer a tapestry of art and design that are conversation starters all on their own.
Some brands have completely transformed the category’s image. Anthropologie storefronts in Manhattan last month were adorned with human-sized decorations that looked like fish tins, and the retailer recently dropped a new collection that features sardines on glassware, towels and even candles. We’ve moved far beyond basic aluminum cans.
The collectible aspect is real. People are curating their pantries like art galleries, displaying beautiful tins as decoration before consumption. It’s turned grocery shopping into treasure hunting, where discovering a new brand feels like finding a rare vintage.
Restaurant Integration and Wine Pairings
Tinned fish has graduated from home kitchens to restaurant menus with impressive speed. Wine pairings: Some restaurants and bars are offering happy hour tinned fish pairings. Riccardo Guerrieri, cofounder and president of VinSanto, a wine bar and bistro that recently opened in Memorial, is a longtime fan of tinned fish. “Tinned fish is perfect,” says Italian-born Guerrieri, who likes to pair his canned seafood with orange wines of the natural variety.
The presentation has evolved dramatically. Guerrieri chooses to arrange his tinned fish on plates alongside pickles, bread, extra virgin olive oil, and other accoutrements instead of serving it in its can. This elevation from can to plate removes any stigma about “canned food” being less sophisticated.
Tinned fish is being popped open everywhere these days, from the chef’s counter at fine dining restaurants to tin-fluencers on TikTok’s FYP. Professional chefs are embracing the quality and convenience, which gives home cooks permission to do the same.
The Tuna Dominance and Diversification
While innovation flourishes, traditional favorites maintain their stronghold. By product type, tuna led with 52.02% of the tinned fish market share in 2024; mackerel is projected to expand at a 6.80% CAGR to 2030. Tuna remains the gateway fish for many consumers, but the market is diversifying rapidly.
Tuna accounts for roughly 37% of social media posts about tinned and canned fish. However, adventurous consumers are exploring beyond the familiar. In the past 90 days, searches for Nuri’s Portuguese sardines in spiced olive oil skyrocketed 2,750% and Brunswick sardines in olive oil jumped 4,000%.
The variety available now is staggering. From octopus to mussels to specialty preparations, the tinned fish aisle has become an adventure rather than a mundane necessity. Each type offers different nutritional profiles and culinary possibilities, keeping the category fresh and exciting.
Regional Growth Patterns Tell a Story
Different regions are embracing tinned fish for different reasons. In recent years, Europe has seen a staggering increase in the consumption of tinned fish, particularly after COVID-19. In 2019, Europe imported about 775 thousand tons of tinned fish and exported around 104 thousand tons.
The market in the country has grown at a CAGR of 2.2% from 2019 to 2024 and is expected to grow at a CAGR of 4.6% from 2025 to 2032. In 2019, the United States became the second most prominent seafood consumer with a total consumption of 6.3 billion pounds. Around 81% of the total fish caught are consumed by Americans.
Asia presents fascinating opportunities. Salmon and Tuna are the preferable types of fish in Japan. In 2020, it was recorded that the consumption of seafood was around 23 kilograms per person in the country. The production of tinned tuna was more than 22 thousand tons in 2020. Cultural acceptance varies dramatically by region, creating unique market dynamics.
The American Late Adoption Phenomenon
Americans are notoriously late to global food trends, and tinned fish is no exception. Patkunas, the tinned fish reviewer, said Americans are late to the party, only now viewing tinned fish as a way to try another country’s delicacy. As to whether or not a trend, she thinks that’s because the United States is such a big country, and is a relatively untapped market, that any bump is going to make a difference. “As soon as we sign onto something, then it becomes a global phenomenon. We didn’t invent it.”
The shift in perception has been dramatic. Tinned fish in America no longer means a sad, forgotten can of tuna collecting dust in the pantry. And Americans looking to save money in the face of economic headwinds are fueling their soaring popularity.
It wasn’t until late 2024 that her friends began viewing tinned fish as a new delicacy, and this year, she finally feels like “it’s something that I don’t feel weird bringing up.” Social acceptance is crucial for food trends, and we’re seeing that tipping point happen in real-time.
Supply Chain and Brand Innovation
The industry is responding to demand with impressive innovation. 2024: Newlat Food, an Italian food company, acquired Princes for GBP 700 million (USD 892 million). The acquisition adds Princes’ canned fish products and Napolina sauce brands to Newlat’s portfolio. Major acquisitions signal serious long-term confidence in the category.
August 2024: Wild Planet introduced a limited edition Wild Tuna Snack Pack through a collaboration with Simple Mills and Chosen Foods. The product features sustainably caught Skipjack Wild Tinned Tuna with diced dill pickle, lemon juice, and sea salt. These collaborations show brands thinking beyond traditional boundaries.
Tinned fish brands like Scout have experienced increased sales following exposure on TikTok, expanding their presence to 6,000 stores across the United States and Canada from 1,500. Social media validation directly translates to retail expansion and mainstream acceptance.
The Convenience Culture Connection
Modern lifestyles perfectly align with what tinned fish offers. In addition, the expanding trend of consuming convenience foods due to busy lifestyles is influencing consumer inclination towards processed food, such as tinned fish. Further, the improved distribution infrastructure and fish processing methods are driving the growth of the tinned fish market across the globe.
Today’s consumers are looking for portable foods they can enjoy on the go, with Tastewise reporting that 24% of tinned fish consumers are specifically prioritizing convenience. Tinned fish is easy to store, transport and prepare, making it an ideal choice for foodies with packed schedules.
The pandemic accelerated many food trends, but tinned fish has staying power beyond crisis shopping. Originally attributed to the need for shelf-stable foods during the 2020 pandemic, millennials are now looking for more sustainable protein and popular TikTok videos are making tinned seafood a trend worth following. It meets multiple needs simultaneously, which is rare for food products.
The tinned fish revival represents more than just a food trend. It’s a perfect storm of economics, health consciousness, sustainability concerns, social media influence, and changing lifestyles. By 2030, tinned fish will transition from a niche trend to a mainstream protein source, supported by health trends and circular economy initiatives.
What makes this particularly compelling is how it bridges traditional preservation methods with modern values. We’re not just eating fish from a can; we’re participating in a cultural moment that celebrates quality, sustainability, and creativity. The fact that something so humble can become so aspirational says a lot about where food culture is heading.
What do you think about it? Have you joined the tinned fish revolution yet?
