Tinned tuna has become a culinary sensation, with sales surging in the UK as health-conscious TikTokers embrace the affordable protein source. Supermarket giant Tesco reports an 18% increase in tinned tuna sales over the past two years, equating to an additional 2.25 million kilograms sold.
While tinned fish was a staple in 20th-century Britain, its popularity declined after refrigeration became widespread. A brief spike during lockdown due to demand for long-life foods has now evolved into a sustained trend driven by younger consumers on social media.
Lee Bannerman, Tesco’s tinned fish buyer, said: '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.' He noted that the trend, which started in America, is now popular in the UK, with TikTok influencers sharing recipes for tuna pasta bakes and salmon salads.
Robert Wiltshire, head of seafood sourcing at LDH, Tesco’s main supplier, highlighted the shift: '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.'
Tesco confirms all its tuna products are Marine Stewardship Council (MSC) certified, with 85% of its wild-caught seafood meeting sustainability standards. George Clark, MSC UK & Ireland programme director, praised the move: '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.'
