Supermarkets Substitute Jack Mackerel for Tinned Mackerel, Consumer Group Criticises Practice

British supermarkets are increasingly stocking tinned jack mackerel in place of the more commonly consumed Atlantic mackerel, prompting criticism from consumer group Which?. The practice, labelled 'skimpflation' by Which?, involves retailers offering a cheaper, less nutritious alternative while maintaining prices, effectively reducing the value consumers receive.

Jack mackerel, typically imported from the Pacific Ocean, contains significantly lower levels of Omega-3 fatty acids compared to Atlantic mackerel, a key nutritional benefit for which the fish is often purchased. Which? highlighted instances where shoppers may be unaware of the substitution, purchasing a product with diminished health advantages.

The move by supermarkets is viewed by critics as a response to inflationary pressures, allowing retailers to manage costs while potentially misleading consumers. Which? found that some major retailers were selling jack mackerel at prices comparable to, or even higher than, Atlantic mackerel sold elsewhere. This practice raises concerns about transparency and consumer choice, particularly as households grapple with persistent economic difficulties.