November 20, 2023 — The country’s canned seafood industry is moving well beyond tuna sandwiches, a pandemic-era trend that began with Americans in lockdown demanding more of their cupboard staples.
Since then, the U.S. market has only expanded, fueled by social media influencers touting the benefits of the high-powered protein food in brightly colored metal containers. On the TikTok channel Tinned — Fishionado, Kris Wilson posts recipes for quick meals, including one mixing leftover rice, soy sauce, avocado and a runny egg with a tin of smoked mussels from the Danish company Fangst.
Tinned fish, as it’s called in Europe, is now a regular offering on menus at wine bars from San Francisco to Houston to New York, where patrons scoop the contents straight out of the can. There are even tinned fish clubs that mimic wine clubs by sending members monthly shipments of various seafood packed in various combinations of spices, oils and sauces. Videos on tinned fish, from tastings to how-to tips on cleaning the fishy smell from cans, have generated more than 30 million views on TikTok.
U.S. canned seafood industry sales have grown from $2.3 billion in 2018 to more than $2.7 billion so far this year, according to market research firm Circana.