News Editor
Supermarkets Replace Tinned Mackerel with Cheaper Alternative
In a significant shift, UK supermarkets are increasingly stocking cheaper tinned jack mackerel as a replacement for traditional Atlantic mackerel. This shift is an example of ‘skimpflation’, where a product is altered to reduce costs while consumers remain largely unaware.
Major fish suppliers, including Princes and Lidl, have turned to jack mackerel amid concerns over declining Atlantic mackerel populations due to overfishing. This replacement is deemed more sustainable but has sparked criticism for its lower nutritional value.
Consumer Concerns Over New Product
Jack mackerel contains notably less omega-3 and vitamin B12 compared to its Atlantic counterpart. This nutritional downgrade has led to dissatisfaction among consumers, some of whom have noted differences in taste and texture.
The introduction of jack mackerel has prompted a conversation about labeling transparency. Sue Davies of the consumer group Which? stresses that companies must be upfront about ingredient changes, urging them to maintain transparency despite the supply chain pressures they face. She notes that such changes can blindside consumers who may not realize their purchase has altered until they taste it.
Regulatory Changes and Industry Impacts
The transition to jack mackerel comes with regulatory updates that now allow the species to be marketed as mackerel. The change, approved in late 2025, aligned with cost considerations, as jack mackerel is significantly cheaper to source than Atlantic mackerel.
The decision arises from a broader context of ongoing “mackerel wars,” involving disputes between several countries, including the UK, over Atlantic mackerel quotas. Over the last 15 years, mackerel catches have consistently exceeded recommended levels, which has severely impacted fish stocks.
The depletion of Atlantic mackerel led to its loss of the Marine Stewardship Council (MSC) certification, which many supermarkets require to meet sustainability standards. Conversely, Chilean jack mackerel is MSC-certified, making it a viable substitute for stringent retailers like Waitrose, which has also ceased sales of most mackerel products.
A Wider European Impact
The implications of this switch are being felt beyond the UK. Some supermarkets in the Netherlands have already transitioned to jack mackerel, while at least one Swedish retailer has also made the switch.
As the mackerel industry navigates these challenges, the longstanding dependence on Atlantic mackerel is being re-evaluated to ensure a sustainable future for fish markets. This transition marks a critical juncture in how consumers, retailers, and suppliers approach seafood sustainability and transparency.
