'Skimpflation' warning as tinned mackerel alternative hits more supermarket shelves
Consumer group Which? has called the sale of jack mackerel, a cheaper, less nutritious species of fish, an example of "skimpflation".
Supermarket chains are increasingly offering a cheaper alternative to tinned mackerel, a practice known as "skimpflation," according to a consumer group. The substitution is primarily due to declining stocks of Atlantic mackerel, often replaced with jack mackerel, a different species that is more sustainable and significantly cheaper.
Sue Davies, head of food policy at Which?, expressed concern over the nutritional quality loss, noting that jack mackerel contains half the omega-3 and a third of the vitamin B12 found in traditional mackerel. Complaints have arisen from customers regarding taste and labeling transparency. Princes, a major supplier to supermarkets, announced the switch in October, stating that the new fish meets sustainability standards.
Lidl has also adopted the change, marketing jack mackerel under its house brand. While manufacturers face supply chain and sustainability challenges, Davies emphasized that consumers deserve full disclosure when products undergo ingredient changes. The "mackerel war" between various countries has exacerbated the mackerel crisis, with catches surpassing recommended limits by 39% over the past 15 years.
The Atlantic mackerel population is now at breaking point, losing its MSC certification and facing a 70% catch reduction for 2026.
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