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The French canned fish market continues to adapt to economic pressures and evolving consumer demands, with affordability health benefits
Sardines Sizzle as Mackerel Stabilizes in French Canned Fish Market
FRANCE
Friday, July 04, 2025, 00:10 (GMT + 9)
Consumer demand for affordable, healthy protein fuels sardine's surge, while mackerel stabilizes amidst evolving market and supply pressures
Paris – The French market for canned seafood is witnessing a notable divergence in fortunes, with sardines experiencing a significant resurgence while mackerel strives for stability after years of decline. Affordability, nutritional benefits, and evolving consumer preferences are key drivers shaping these trends.
 "Sardines are truly a wonderful story!" remarked Mélanie Seurat, Group Manager for Parmentier sardines and mackerel, rillettes, and salads at Petit Navire (Thai Union group), as reported by Marielle Marie from Produit de la Mer (PDM). Once a humble pantry staple, sardines have undergone a transformation, becoming increasingly trendy among French households.
Parmentier, now leading the national brand segment with a 22.6% volume market share, attributes much of this success to a promotional strategy initiated over three years ago. "With a face value of 2 euros, we offer a good product that is very accessible during a period of inflation," Seurat explained to PDM, emphasizing the enduring appeal to "sardine aficionados." Overall, 46% of French households now consume canned sardines.
Data from the Nielsen Total France panel for the rolling annual cumulative period ending March 2025 reveals a robust 3.5% volume growth in the canned sardine segment, reaching 19,927 tonnes. This positions sardines as the second-largest canned product in France, trailing only tuna, and marks a return to consumption levels last seen during the Covid-19 pandemic-induced surge in 2020. The segment also saw improved valuation, with a 3.5% increase to 268 million euros compared to the previous year.
While private labels command the largest share by volume (39.6%), they have experienced a sales decline of 3.8 percentage points. Behind Parmentier, Connétable holds 21.3% of volumes. Interestingly, numerous smaller, independent producers have collectively captured a significant 13% of the market share (+3 points), benefiting from an artisanal or "holiday" image. Beyond their affordability, "sardine protein, with its outstanding nutritional qualities – particularly Omega-3 – enjoys a level of consumer appeal and low price comparable to that of eggs," Seurat added.
Mackerel Seeks Stability Amid Resource Tensions
In contrast to the dynamism of sardines, the canned mackerel segment is showing signs of stabilization after experiencing a sharp erosion in the French market, with a 10% decline since 2017. However, recent months indicate a positive shift, with volume growing 4.9% to 17,692 tonnes in the rolling annual cumulative value ending March 2025. Valuation also improved over the same period, rising 1.9% to 178 million euros.
The penetration rate of canned mackerel in French households currently stands at 39%, a decrease of 6 points compared to 2017 figures. Private labels continue to dominate the mackerel market with a 53.2% volume share, largely stable over the last year. Among national brands, Saupiquet maintains a 27.5% market share (stable year-on-year), while Petit Navire has seen a 0.5 percentage point increase to 15.5% volume market share, following strategic repositioning in stores with promotions and new recipes.
The impact of the Saupiquet factory closure in Quimper in December 2024 is yet to be fully measured. However, it is anticipated that this event will influence the supply balance and may have contributed to increased media attention and in-store sales towards the end of last year and in the first quarter of this year.
Canned mackerel largely benefits from its perception as a low-cost protein option, particularly appealing during inflationary periods. While the industry currently holds strategic stocks, long-term concerns persist regarding the mackerel resource. Ongoing tensions over stock availability and the unresolved quota agreements among key fishing nations – including Nordic countries, Great Britain, Iceland, the Faroe Islands, and Russia (and by extension, the European Union) – could impact future supply. If these tensions were to translate into higher prices, consumer behavior would need close monitoring, as French consumers show reluctance to pay more than €2 per can for the product.
Overall, the French canned fish market continues to adapt to economic pressures and evolving consumer demands, with affordability, health benefits, and sustainability emerging as key determinants of category performance.
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