Chronological coverage updated 12th September 2026 19:31.
Update 1 · 12th September 2026
Supermarkets Face 'Skimpflation' Backlash as Cheap Mackerel Alternative Hits Shelves
Major UK supermarkets and food suppliers are substituting traditional Atlantic mackerel with a cheaper, different fish species known as jack mackerel. The product shift, led by brand supplier Princes and discount retailer Lidl, comes as wild Atlantic mackerel populations suffer severe depletion following years of international overfishing. Consumer advocates have raised alarms over the recipe changes, pointing to lower nutritional benefits and reduced costs for manufacturers.
Although sold in similar packaging, jack mackerel belongs to the Carangidae family, whereas Atlantic mackerel belongs to the Scombridae family. The replacement species contains approximately half the omega-3 fatty acids and one-third of the vitamin B12 found in traditional mackerel. Industry figures indicate that wholesale Chilean jack mackerel costs roughly one-third of the price of Northeast Atlantic mackerel, leading consumer groups to label the practice an instance of skimpflation.
BBC News reportedly quoted Sue Davies (head of food policy at Which?) as saying: “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”.
Regulatory changes and environmental drivers
The transition was made possible following legal changes by the Department for Environment, Food and Rural Affairs (Defra), which updated marketing rules regarding fish family classifications. Suppliers maintain that jack mackerel meets Marine Stewardship Council (MSC) sustainability credentials and underwent consumer testing prior to release, offering a milder taste and meatier texture.
Catches of Atlantic mackerel in the north-east Atlantic have exceeded scientific recommendations by an average of 39% over the past 15 years, causing regional stocks to plummet by roughly 75% in a decade..
UK fishing representatives criticized the move, arguing that sourcing replacement fish from the South Pacific penalizes domestic fisheries while dramatically increasing the carbon footprint of imported food. Environmental groups note that traditional Atlantic mackerel has lost its MSC sustainability certification due to unresolved quota disputes between European nations, prompting retailers such as Waitrose to suspend fresh mackerel sales.
BBC News reportedly quoted Hannah Fennell (CEO designate at the Scottish Pelagic Fishermen's Association) as saying: “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.”.
- Manufacturers are swapping Atlantic mackerel for cheaper Chilean jack mackerel due to stock collapses and cost pressures.
- The substitution delivers significantly lower levels of key nutrients like omega-3 and vitamin B12 to consumers.