Full Breakdown
Supermarkets Replace Atlantic Mackerel with Cheaper Jack Mackerel, Raising Skimpflation Concerns
By Drooid · · How we work
Core Change and Consumer Impact
Princes, a major supplier to UK supermarkets, has begun replacing traditional Atlantic mackerel in its tinned products with jack mackerel, a distinct species also stocked by Lidl under its own brand. The switch, announced last October, follows a decline in Atlantic mackerel stocks caused by years of over-fishing. Jack mackerel is roughly one-third the price of its Atlantic counterpart, allowing retailers to keep shelf prices unchanged while offering a less nutritious product. Consumers have reported differences in taste and texture and have raised questions about how transparently the substitution is labelled.
Background and Sustainability Context
Atlantic mackerel populations have been pressured by sustained over-exploitation, prompting suppliers to seek alternatives. Chilean-sourced jack mackerel is considered more sustainable and meets the Marine Stewardship Council’s (MSC) certification standards, a point highlighted by Princes in its product rollout. Both Princes and Lidl cite responsible sourcing as a guiding principle for the change.
Data & Nutrition Comparison
Nutritionally, jack mackerel provides about 50 % of the omega-3 fatty acids and roughly 33 % of the vitamin B12 found in traditional Atlantic mackerel. The lower cost of jack mackerel translates to a price reduction of about two-thirds for manufacturers, while retail prices remain stable.
Official Statements & Responses
Princes stated that the new jack mackerel products are “clearly identified” and were introduced after extensive product and consumer testing, describing the fish as having a “milder flavour and meatier texture.” Sue Davies, head of food policy at the consumer group Which?, warned that manufacturers face genuine supply-chain pressures but must be transparent when altering product recipes.
Verbatim Quotes
- “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