The Tinned Fish Trend: Canned Seafood is Making Major Waves in 2025

Have you hopped on the tin fish bandwagon in 2025? What once served as a quick and casual snack is rapidly taking center stage on menus, dinner tables, and social media posts as an elevated twist on a humble staple.

What is tinned fish?

Tinned fish, also known as canned fish, is exactly what the name suggests: Seafood preserved in metal tins or cans. Traditional varieties like tuna, sardines, anchovies, and mackerel have long been a part of the casual snacking scene, but more recently the tinned fish trend has expanded to include premium and gourmet offerings like octopus, mussels, salmo,n and more. While tinned fish originally appealed to consumers due to its convenience and long shelf life, more and more foodies are embracing this pantry staple as an exciting addition to a variety of meals.  

What is the tinned fish trend?

The latest tinned fish trend marks the revival of canned seafood, with the pre-packaged delicacies showing up in more and more culinary settings. This trending food offers curious consumers the ideal balance of convenience and elevation while also delivering on sustainability. Between viral “seacuterie boards,” tinned fish tastings and boutique tinned fish retail stores, this longstanding snack is getting a new lease on life in 2025. 

Why is canned fish trending?

There are a number of larger food trends likely driving the public’s renewed interest in canned fish. Here are a few of the forces fueling the tinned fish renaissance: 

Convenience

Today’s consumers are looking for portable foods they can enjoy on the go, with Tastewise reporting that 24% of tinned fish consumers are specifically prioritizing convenience. Tinned fish is easy to store, transport and prepare, making it an ideal choice for foodies with packed schedules.

Sustainability

Recent research suggests that consumers are willing to spend up to 10% more on products they believe to be sustainable. In addition to their sustainable, recyclable packaging, many tinned fish products market themselves as having been sustainably sourced, making them an attractive option for eco-conscious consumers. 

Premiumization 

Today’s consumers are increasingly seeking premium and luxury culinary experiences. Upscale packaging and gourmet flavors are helping rebrand tinned fish as a luxury snack rather than a survival staple.

Protein push 

Protein is king in today’s crowded food and beverage market, and tinned fish packs quite a protein punch. With a single can of tuna delivering up to 40 grams of protein, it’s easy to see why so many macro-focused consumers are reaching for tinned fish for a quick protein boost.  

Tinned fish trends swimming upstream in 2025

While tinned fish in and of itself has steadily gained momentum, a number of micro-trends have further solidified the resurgence of canned seafood. Here’s a quick list of some of the mini seafood trends we have seen so far in 2025: 

• Seacuterie boards: Charcuterie-inspired spreads that feature premium tinned fish, crackers and gourmet cheeses.
• Wine pairings: Some restaurants and bars are offering happy hour tinned fish pairings. Some are even taking advantage of canned wine trends by pairing canned seafood with elevated canned wine. 
• Premium packaging: Vibrant, artful designs not only make tinned fish Instagram-ready, but appeal to the growing sector of the food market searching for nostalgic noshes. 
• Health-conscious options: Low-sodium and varieties rich in Omega-3s are making major headway with wellness-driven seafood fans.
• Culinary crossover: While tinned fish has historically served as a quick and easy snack, viral videos and restaurant menus alike are more heavily centering tinned fish in entrees like pastas, rice bowls and even brunch bites. 
• Retail experiences: Novelty stores like New York City’s “The Fantastic World of the Portuguese Sardine” are providing consumers with hands-on tinned fish shopping experiences that deliver on both customer service and aesthetic appeal. 

All of these trends highlight the fact that tinned fish has seemingly crossed over from a casual snack to a high-end, Instagrammable indulgence. In light of other trending food and fish trends, it makes sense that consumers are going back to basics and putting new twists on an old classic. 

Stats and facts: The tinned fish trend by the numbers 

The tinned fish trend is turning heads and doing numbers. Here’s a quick snapshot of some must-know stats and facts about the state of the tinned fish market: 

• The U.S. canned seafood market generated over $5 billion of profit in 2023 and is expected to pull in over $7.9 billion by 2030. 
• Tuna accounts for roughly 37% of social media posts about tinned and canned fish
• Tastewise is reporting a YoY growth of roughly 2.5% in social media posts about tinned fish. 
• The total sales volume of tinned fish in the U.S. alone amounted to over $2.7 billion in 2024.  
• Canned fish is increasingly showing up on social media in dishes like salad, pasta and rice 
• Canned seafood like tuna and sardines have shelf lives of up to 5 years when unopened 

The numbers make clear what retailers already know: tinned fish is making a big splash in the United States and around the world, and the momentum isn’t expected to stop any time soon. Businesses looking to take advantage of the tinned fish trend should keep a close eye on the latest consumer intelligence data in order to stay one step ahead of all the latest twists on canned seafood. 

Challenges in the tinned fish market 

Despite its rising popularity, the tinned fish trend faces hurdles. First, some outlets report that younger consumers are less likely to consume tinned fish due to misconceptions about its nutritional value. In reality, tinned fish can come in a number of health-conscious varieties and offer a macro-friendly, protein-packed alternative to other popular snack foods. Brands can counteract public perception challenges by leaning into the high-protein nature of canned seafood in their marketing and branding initiatives. 

Additionally, some premium canned seafood products come at a high price point, which may be inaccessible to some consumers.Mid-range offerings present an ideal opportunity for brands to reach new audiences without alienating consumers who are specifically searching for an elevated take on canned seafood. 

Finally, the seafood industry is notoriously plagued by issues related to sustainability. Many foods that are labeled as ethically or sustainably sourced may not actually live up to consumer expectations. Transparency is key to winning over skeptical consumers who are more likely to shell out a little extra money for a product that is aligned with their values. 

What comes next?

Looking ahead, the tinned fish trend shows promise for continued growth and development. In the future, we can expect to see globally-inspired variations on the tinned fish trend. We also expect to see expanded distribution in mainstream grocery chains, with stores offering a broad assortment of canned seafood products that appeal to consumers of diverse tastes and budgets.

We can also count on brands leveling up their sustainability marketing, with many companies placing a renewed emphasis on sustainability certifications in order to more reliably appeal to eco-conscious buyers. By the same token, we can expect to see leveled up marketing tactics across the board, with brands at all price points embracing bold and nostalgic aesthetics in order to stay competitive in a content-focused culture. 

Final thoughts

2025 is all about putting fresh new spins on old classics, and the tinned fish trend is no exception. For consumers, canned seafood offers an opportunity to enjoy affordable and convenient luxury without compromising on their health goals or eco-consciousness. For brands, tinned fish provides the perfect vehicle for embracing a variety of food trends and breathing new life into old classics. Thanks to its versatility, nostalgic spirit and limitless possibilities, the tinned fish trend is the perfect addition to the 2025 food landscape.