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whY now?

The seacuterie wave is sweeping the nation...
but tinned fish is more than just a passing fad.

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Tinned fish is
having a moment.

Market demand is higher than ever: the category grew 9.7% YoY from 2021 to 2022 alone. Taking over TikTok
in 2022, the “seacuterie” craze has proven that there
is broad interest in tinned fish and awareness is continually growing.

This moment is
becoming a movement.

The global canned seafood market is expected to reach $50.47B by 2030 at a CAGR of 5.9%. With first-movers already in-market and the vision of Fellowship & Co., the US isn’t passively riding the wave: the domestic canned fish market is projected to grow to $6B by 2027.

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The movement is bolstered
by sustainability efforts.

Consumer beliefs surrounding sustainability are changing purchase behavior: According to the MSC (Marine Stewardship Council), 65% believe that in order to protect the ocean, we must consume fish and shellfish only from sustainable sources, and 56% of seafood consumers globally are willing to pay more for seafood from a certified sustainable fishery. 

This is not your
grandma's tinned fish.

North American innovators like Fishwife, Tiny Fish Co., Scout Canning and Patagonia Provisions prove appetite for category premiumization and provide options beyond Bumblebee or Chicken of the Sea.

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73%

daily
snackers

People are snacking more than ever.

73% of consumers report snacking at least once a day, an increase from the 58% who said the same in 2021.

16%

trying clean eating trend

Consumers want fewer ingredients.

Clean eating is the most popular new dietary practice or eating habit, with 16% having tried it in the last year.

41%

reducing meat consumption

People are swapping out red meat for seafood.

For various reasons – from carbon footprint to heart health – consumers are looking to eat less red meat. According to an NIH 2015 study, 41% of respondents stated they had reduced their red meat consumption in the previous three years, with 37% stating they had increased poultry or seafood consumption in exchange.

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