You've likely seen in the news, or on Instagram or TikTok, that much of the tinned mackerel in our supermarkets is, in fact, not mackerel. We've had a flurry of questions asking what's going on, what our take is, and what people should buy instead.
What's going on with tinned mackerel right now?
Multiple news outlets have recently picked up on an issue that's come as a major surprise to many UK consumers: the mackerel in their mackerel tins often isn't mackerel at all. The Financial Times broke the story with UK canned 'mackerel' now contains no mackerel, and it's since been covered by the Guardian (Extra fishy: your tinned mackerel may not be what you think it is) and the BBC ('Skimpflation' warning as tinned mackerel alternative hits more supermarket shelves).
Why is there a shortage of mackerel?
This may come as a surprise, but the underlying issues have been building for years. Mackerel, like many of our favourite fish, naturally have fluctuating populations, meaning they'll always have good years and bad years. In this case, it's been a long time since North East Atlantic mackerel have had a good year, driven by persistent overfishing.
North East Atlantic mackerel, which are true mackerel (Scomber scombrus), are a single stock fished by numerous coastal states, including the UK, Norway, Iceland, the Faroe Islands and the EU. In simple terms, there's broad agreement on what the total quota should be to stay sustainable, but for years the coastal states haven't agreed on how to split that quota. Each has essentially set its own share, leading to dramatic overfishing and a collapse in mackerel populations. The issue is so severe that the Marine Conservation Society (MCS) - the UK ocean charity behind the Good Fish Guide, not to be confused with the Marine Stewardship Council (MSC) - has warned that stocks are nearing "breaking point."
To put numbers behind this: ICES (the International Council for the Exploration of the Sea), which provides the scientific advice used to set sustainable catch limits, says that since 2010 actual catches have exceeded scientific advice by an average of 39% a year. For 2026, ICES has recommended a total allowable catch (TAC) of 174,357 tonnes - around 70% below its advice for 2025 (576,958 tonnes), and about 77% below the 755,000 tonnes actually landed in 2025.
Unfortunately, the warning signs are being largely ignored. The UK, Norway, Iceland and the Faroe Islands agreed a reference catch limit of 299,010 tonnes for 2026 - still well above ICES's recommendation, even after real cuts from 2025 levels.
What are supermarkets doing?
In response to the collapse in mackerel populations, supermarkets have mostly made quiet changes to what they stock.
The majority have switched from true mackerel to a fish with a similar name - jack mackerel (also called scad or horse mackerel) - despite it being a completely different species, from the genus Trachurus in the Carangidae family. Jack mackerel has a different flavour, texture and nutritional value. In fact, jack mackerel has only half as much omega-3 and a third as much vitamin B12. And when it comes to taste, it's each to their own, but Tinned Fish Reviews didn’t enjoy the switch. In our opinion, jack mackerel has its place and can be absolutely delicious when prepared correctly, as is so common in Portugal, but we don’t see it as a like-for-like replacement of atlantic mackerel.
While tins have been relabelled to say "jack mackerel," the packaging has often stayed similar, without making it obvious to shoppers what's changed or why.
Jack mackerel is a more sustainable fish and meets the MSC’s sustainability standards, but it’s also being sourced from Chile and many see it as a play by supermarkets to increase their margins as the fish costs about a third that of true mackerel.
It's worth highlighting that some supermarkets have taken a different approach. Waitrose became the first UK supermarket to pause sourcing mackerel altogether, citing sustainability concerns, and has said it won't bring the fish back until it can be sourced sustainability again.
What's Tin & Brine's take on this?
In our opinion, there are two separate issues.
The first is the management of mackerel stocks and the impact of overfishing. We love mackerel - we've grown up with it, both fresh from the Hastings coast and tinned in sandwiches - but we can't support its ongoing sale while stocks are in this state. We want people to enjoy fish, tinned or fresh, but as consumers we need to make careful choices about what we eat, and be open to other delicious, sustainable options.
So while we do have mackerel in stock, on reflection we realise stocking it was a mistake and we’ve made the decision to sell what we have left, but will then purchase no more until we’re confident in the sustainability of the fish.
The second issue is changing a product under the radar and hoping consumers don’t notice, rather than inform customers about the issues and explain the reason for the changes. In this regard, we are of the opinion that it’s always better to be transparent and open with your customers. That’s certainly what we’re striving for, and we promise to be honest and clear about what we’re doing and why.
What can I eat instead of mackerel?
There’s loads of great fish and seafood out there. We absolutely love our sardines, and whilst there are some major issues with those from North African Fisheries who supply most supermarkets or cheap sardine brands, Cornish Sardines are super sustainable right now and absolutely delicious.
You can also opt for lesser known and eaten fish, like monkfish, or switch out the fish for mussels - one of the most sustainable seafood options out there.
FAQ
Is tinned mackerel still mackerel?
Not always. Several UK brands and supermarket own-labels - including Princes, which supplies chains like Tesco, Sainsbury's and Lidl - have switched from Atlantic "true" mackerel to jack mackerel, a different species. Check the label: it should say "jack mackerel" rather than "mackerel" or "Atlantic mackerel."
What's the difference between mackerel and jack mackerel?
True (Atlantic) mackerel belongs to the Scombridae family. Jack mackerel belongs to a different family, Carangidae. It is less oily and often drier, and can have a metallic taste. However, when prepared correctly it can still be absolutely delicious, just don’t expect it to be the same as Atlantic mackerel. The Portuguese eat it all the time and it’s a staple in their cuisine.
Why did supermarkets stop selling real mackerel?
North East Atlantic mackerel stocks have collapsed after years of coastal states setting catch quotas well above scientific advice. For 2026, ICES has recommended cutting the total catch to around 70% below its 2025 advice.
Is jack mackerel a healthy substitute?
It's still a source of protein and omega-3, but with noticeably less omega-3 and vitamin B12 than true mackerel. It's a reasonable pantry staple, but not a nutritionally equivalent swap.
Which supermarkets still sell real mackerel?
This is changing regularly as stocks run out and policies shift, so it's worth checking with individual retailers directly. Waitrose has said it will pause stocking mackerel altogether until sustainability improves.
What's a sustainable alternative to tinned mackerel?
Cornish sardines, mussels and monkfish are all currently considered more sustainable choices.