Tesco has announced a significant surge in tinned tuna sales, attributing the boost to TikTok influencers who have elevated the humble pantry staple to the "height of culinary fashion." Sales have risen by nearly 18% over the past two years, equivalent to an additional 2.25 million kilograms of tuna sold.
A comeback story
Tinned tuna and other preserved fish were once ubiquitous in UK kitchens throughout much of the 20th century. However, their popularity waned with the widespread adoption of refrigeration after the Second World War. Despite this, sales remained steady for decades, even spiking during lockdowns when consumers sought long-shelf-life foods. Now, a new generation of shoppers is rediscovering tinned fish, thanks to social media.
Lee Bannerman, Tesco's tinned fish buyer, stated: "Tinned tuna is at the height of culinary fashion and is being driven by younger shoppers who have tuned into the fact that it is a cheap and convenient way of boosting their protein intake. The trend started in America a few years ago but is now really popular in the UK. The social media site TikTok is awash with influencers posting their tinned fish meal creations and offering tips on how to jazz up simple, easy-to-make meals such as tuna pasta bakes or salmon salads. You’d probably need to go back nearly 100 years to find the last time that tinned fish was such an exciting commodity."
Supplier insights
Tesco sources most of its own-brand tinned fish from Ipswich-based LDH (La Doria). Robert Wiltshire, LDH's head of seafood sourcing and sustainability, commented: "Tinned fish and especially tuna has always been popular but with a more defined and more mature audience. We saw a brief, artificial spike in sales during lockdown because fresh food became harder to buy and shoppers were stocking up on tinned foods that would keep for longer. But now the younger generation are picking up on just how versatile tuna is and even high-end restaurants are adding it to their menus – something that no one would have imagined even five years ago."
Sustainability commitment
Tesco has emphasised that all its tuna products, including tinned tuna, carry the Marine Stewardship Council (MSC) blue tick, ensuring they are sustainably sourced. Currently, 85% of the supermarket’s wild-caught seafood is MSC-certified, an achievement recognised by MSC, which named Tesco MSC retailer of the year in 2025.
George Clark, MSC UK & Ireland programme director, said: "It’s fantastic to see this ambitious commitment from Tesco to only sell MSC-certified sustainable tuna confirmed. We know that for the younger UK consumer particularly, sustainability is really important. Making more sustainable tuna available to the TikTok generation shows how Tesco is both meeting expectations of its customers and supporting sustainable tuna fisheries worldwide."
