North East Atlantic mackerel supply shortages

Declining North East Atlantic mackerel stocks and reduced fishing quotas are causing significant supply chain disruptions for food producers and retailers.

In Norway, Orkla Foods has begun reducing the mackerel content in its Stabbur-Makrell canned products, citing pressure on stocks, lower availability, and higher commodity prices. The company is adjusting recipes for specific products and introducing smaller varieties with lower fish percentages to maintain transparency.

In the United Kingdom, retailers and food brands are increasingly turning to cheaper substitutes like jack mackerel, herring, or sardines. Waitrose has suspended sourcing of North East Atlantic mackerel entirely, replacing it with MSC-certified herring, sardines, and trout. Other retailers, including Lidl and Princes, have also transitioned to different species.

Major suppliers like Princes and Lidl are increasingly utilizing jack mackerel in canned goods. While industry representatives note that jack mackerel is a more sustainable and cost-effective alternative—with wholesale costs reported to be roughly one-third that of Atlantic mackerel—critics argue the switch may unfairly impact the UK fishing industry and increase carbon footprints due to different sourcing regions.

These shifts have raised concerns regarding ‘skimpflation,’ as alternative fish often provide lower nutritional value. The consumer group Which? has noted that substitutes such as jack mackerel and sardines may contain roughly half the omega-3 fatty acids found in traditional mackerel, and that jack mackerel also contains significantly less vitamin B12.

The shortage is linked to overfishing and scientific recommendations for catch reductions. While fishing nations including the UK, Norway, the Faroe Islands, and Iceland agreed to a 48 per cent reduction for 2026, the quota remains higher than the 70 per cent reduction recommended by the International Council for the Exploration of the Sea.