Tuna demand leaps as Tik Tok trendies put it back in vogue
Demand for it has soared because it is considered a relatively cheap, versatile, convenient and tasty source of protein.
In the last two years, demand has rocketed by nearly 18 per cent at Tesco, equivalent to an additional 2.25 million kilograms.
And while demand for tuna continues to increase, Tesco has also been playing its part by meeting a longstanding aim to source 100 per cent MSC-certified own brand tuna.
Now all tuna products, including tinned tuna, at Tesco and its wholesale business, Booker, carry the blue MSC ecolabel, meaning they’ve been sustainably sourced.
Currently, 85 per cent of Tesco’s wild-caught seafood is MSC-certified, an achievement recognised by MSC, who awarded Tesco with ‘Supermarket of the Year - Gold Award’ in 2025.
The trend has been great news for Ipswich-based canned food specialists, LDH (La Doria) who are one of the UK’s biggest suppliers of tinned fish.
Tuna and other tinned fish were one of the most popular UK kitchen staples for much of the 20th century but its mass popularity began to slowly decline as a result of the advent of refrigeration after the Second World War.
Sales remained robust for decades until lockdown when demand for food with a long shelf-life briefly rocketed.
Tinned fish is at the height of culinary fashion and is being driven by youngers shoppers who have tuned into the fact that it is a cheap and convenient way of boosting their protein intake.
“The trend started in America a few years ago but is now really popular in the UK. The social media site, Tik Tok, is awash with influencers posting their tinned fish meal creations and offering tips on how to jazz up simple, easy to make meals such as tuna pasta bakes or salmon salads.
“You’d probably need to go back nearly 100 years to find the last time that tinned fish was such an exciting commodity.
Tesco tinned fish buyer, Lee Bannerman
LDH (La Doria), which owns the tinned fish brand Glenryck, supplies Tesco with most of its own brand tinned fish.
Tinned fish and especially tuna has always been popular but with a more defined and more mature audience.
“We saw a brief, artificial spike in sales during lockdown because fresh food became harder to buy and shoppers were stocking up on tinned foods that would keep for longer.
“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.
Robert Wiltshire, LDH Head of Seafood Sourcing and Sustainability
It's fantastic to see this ambitious commitment from Tesco to only sell MSC certified sustainable tuna confirmed. We know that for the younger UK consumer particularly, sustainability is really important. Making more sustainable tuna available to the Tik Tok generation shows how Tesco is both meeting expectations of its customers and supporting sustainable tuna fisheries worldwide.
George Clark, MSC UK & Ireland Programme Director
The NHS recommends that a healthy, balanced diet should include at least two portions of fish a week, including one portion of oily fish.
Fish and shellfish are good sources of a range of vitamins and minerals. Oily fish – such as salmon and sardines – are particularly high in long‑chain omega‑3 fatty acids, which support heart health.
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