Supermarkets Replace Atlantic Mackerel With Jack Mackerel Amid Skimpflation Warnings

Tinned mackerel on UK supermarket shelves is increasingly being swapped for Chilean jack mackerel due to severe Atlantic overfishing.

Supermarket shoppers buying tinned fish are facing a quiet recipe substitution as retailers and manufacturers move away from traditional Atlantic species. Princes, a major supplier to leading supermarkets, has replaced Atlantic mackerel with jack mackerel, an entirely similar-looking product also sold under private labels at discounters like Lidl.

The Biological Divide Between Atlantic and Jack Mackerel

Despite the shared name, the fish inside these tins belong to entirely different biological families. Traditional Atlantic mackerel originates from the Scombridae family, whereas jack mackerel belongs to the Carangidae family.

Regulatory rules in the United Kingdom previously restricted how these alternative species could be marketed. Until December 2025, Carangidae species could only be marketed as "jack", "scad", "trevally" or "horse mackerel". However, shortly after Princes introduced its product, the Department for Environment, Food and Rural Affairs adjusted its regulations to permit the broader labeling designation.

Overfishing, Quotas, and the Collapse of Northeast Atlantic Stocks

The widespread shift away from Atlantic catch is driven by deep ecological strain across northern fisheries. Over the past decade, Northeast Atlantic stocks have plummeted by roughly three-quarters, according to assessments from the International Council for the Exploration of the Sea.

This biological decline stems from a long-running international dispute known as the "mackerel war," involving the UK, Iceland, Greenland, Norway, the Faroe Islands, the European Union, and Russia. Participating nations have consistently failed to establish a unified management system or align catch limits with scientific recommendations.

Data from the Marine Stewardship Council indicates that mackerel catches in the region have exceeded scientific thresholds by an average of 39% over the past 15 years. Consequently, intergovernmental advisors recommended slashing 2026 catch quotas by roughly 70% to give the depleted population a chance to recover. Last year, the Marine Conservation Society warned that the Atlantic mackerel population had reached a breaking point.

Sustainability Certifications and International Market Shifts

The depletion of northern stocks stripped Atlantic mackerel of its Marine Stewardship Council certification, making it non-compliant with the responsible sourcing policies of many major retailers. In contrast, Chilean jack mackerel holds an active MSC certification.

The European retail sector is adjusting rapidly. In February, Waitrose announced it would suspend sales of fresh, chilled, and frozen mackerel due to sustainability concerns, planning to phase out tinned alternatives as existing stock clears. The Marine Conservation Society praised the move as leading and decisive. Similar adjustments are occurring internationally, with supermarkets in the Netherlands dropping Atlantic mackerel entirely and at least one major Swedish retailer transitioning to jack varieties.

Cost Pressures, Carbon Footprints, and Industry Concerns

Economic factors heavily influence the transition. Seafood market intelligence data via Undercurrent shows that wholesale Chilean jack mackerel costs roughly one-third as much as its Atlantic counterpart, offering manufacturers substantial relief against rising inflation.

Fresh mackerel laid out on a wooden top — Photo: bbc.co.uk

Domestic fishing representatives argue that replacing local supply with imports creates new environmental and economic complications. Hannah Fennell, CEO designate of the Scottish Pelagic Fishermen’s Association, warned about the broader impact of the trend. 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, Fennell said.

The association also emphasized that shoppers face potential confusion in supermarket aisles, asserting that consumers deserve absolute clarity regarding the species they purchase and consume.

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