A consumer group has warned of "skimpflation," where supermarkets sell cheaper but less nutritious alternatives to tinned mackerel due to dwindling stocks and overfishing. Princes, a major supplier to supermarkets, switched from Atlantic mackerel to jack mackerel, which is more sustainable but costs one-third as much and contains about half the omega-3 and vitamin B12 content of traditional mackerel. This change has sparked complaints from consumers about taste and labeling clarity, with concerns raised over potential confusion and lack of transparency in product alterations.
Written by the local model on 2026-09-15,
using this article's own text rather than the other coverage of the
same event (that is the story summary below).
- Published
A growing trend of supermarkets selling a cheaper, less nutritious alternative to tinned mackerel is an example of "skimpflation", a consumer group has said.
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group → publish → skimpflation
Princes - which supplies major supermarkets - has substituted jack mackerel, an entirely different species, for mackerel, with similar tins also being sold by Lidl.
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tins → supply → Lidl
The switch has been spurred by dwindling stocks of Atlantic mackerel after years of overfishing, with its Chilean counterpart more sustainable and a third of the cost.
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counterpart → spur → cost
"It's a real concern when manufacturers quietly downgrade everyday staples like these as shoppers can end up paying the same price for a product that delivers significantly less nutritional quality," Sue Davies, head of food policy at Which?, said.
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Davies → downgrade → ?
Jack mackerel contains about half as much omega-3 and around a third as much vitamin B12 as traditional mackerel.
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mackerel → contain → mackerel
The shift has prompted complaints from some consumers over differences in taste and texture, as well as concerns about how clearly the replacement fish is being labelled.
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fish → prompt → taste
Princes announced last October, external that it was changing all of its tinned mackerel products to jack mackerel, saying the species meets the Marine Stewardship Council's sustainability standards.
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species → announce → standards
The firm said its jack mackerel products were "clearly identified" and had been introduced following extensive product and consumer testing, describing it as having a "milder flavour and meatier texture".
Lidl is selling jack mackerel under its house brand.
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Lidl → say → brand
Lidl GB said it was "committed to sourcing fish and seafood from responsibly managed fisheries".
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it → say → fisheries
Davies from Which? said: "While manufacturers face genuine supply chain pressures and sustainability challenges, they have a responsibility to shoppers to be completely upfront when they change a product's recipe."
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they → say → recipe
She added: "Skimpflation - quietly changing ingredients to cut costs - has become increasingly common, but it can feel particularly sneaky as shoppers may not realise a product has changed until they get it home and eat it."
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they → add → it
Jack mackerel belongs to the Carangidae fish family, while traditional mackerel belongs to the Scombridae family.
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mackerel → belong → family
Until December 2025, under UK law, Carangidae species could only be marketed as "jack", "scad", "trevally" or "horse mackerel".
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species → market → jack
But shortly after Princes launched its new product as "jack mackerel", the Department for Environment, Food and Rural Affairs changed its rules to permit the labelling.
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Department → launch → labelling
Industry figures reposted by seafood market intelligence platform Undercurrent suggest wholesale Chilean jack mackerel costs roughly one-third as much as Atlantic mackerel.
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mackerel → reposte → mackerel
The Scottish Pelagic Fishermen's Association said there was the potential for confusion, saying "consumers should be able to clearly understand what they are buying".
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they → say → what
CEO designate Hannah Fennell said: "If retailers move away from Northeast Atlantic mackerel, they are unfairly punishing the UK industry while instead sourcing a different, less omega-3-rich species from the other side of the world with a significantly higher carbon footprint to the UK market."
The switch follows the so-called "mackerel war", a long-running dispute between the UK, Iceland, Greenland, Norway, the Faroe Islands, the EU and Russia over shared mackerel catch quotas.
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switch → say → quotas
The countries have repeatedly failed to agree a unified system for sharing stock and setting catch limits in line with scientific advice.
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countries → fail → advice
Mackerel catches in the north-east Atlantic have exceeded the levels advised by scientists by an average of 39% over the past 15 years, according to the Marine Stewardship Council (MSC).
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catches → exceed → Council
Stocks have plummeted by roughly three-quarters over the past decade, according to the International Council for the Exploration of the Sea (Ices).
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Stocks → plummet → Sea
The intergovernmental body has advised slashing the quantity of north-east Atlantic mackerel caught in 2026 by roughly 70% to allow the stock a chance to recover.
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body → advise → chance
Last year, the Marine Conservation Society said the Atlantic mackerel population was at "breaking point".
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population → say → point
The severe depletion of mackerel numbers has led to the fish losing its MSC certification, meaning it no longer complies with many retailers' sustainability policies.
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it → lead → policies
Chilean jack mackerel, in contrast, is MSC-certified.
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mackerel → certify → contrast
In February, Waitrose said it would suspend sales of fresh, chilled and frozen mackerel due to overfishing concerns, while tinned products would be phased out as existing stock was sold.
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stock → say → concerns
The Marine Conservation Society heralded the move as "leading and decisive".
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Society → herald → move
The switch to jack mackerel is being felt beyond the UK, with supermarkets in the Netherlands no longer selling Atlantic mackerel and at least one supermarket in Sweden switching to jack mackerel.
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supermarket → feel → mackerel
The Aporia
