Canned fish, ample room for premium products and certifications

In canned fish, consumers are rewarding glass formats and certified products, with a close eye on sustainability and practicality.

Over the last year, ending on 22 February 2026, the category recorded contained growth in value and a good recovery in volume: value grew by 1,2%, reaching 1,88 billion euros, while volume rose by 2,4%, reaching 129,9 million kilograms, in a context of a slight decline in the average price per kg (-1,1%) after the increase recorded the previous year. Promotional activity is recovering and the average assortment per outlet is expanding slightly, from 47 to 47,6 products (NIQ data, total Italy, Hypermarkets+Supermarkets+Free-service stores+Discount stores).

Performance by geographical area and distribution channel

“The geographical analysis – observes Alessia Follo of NIQ – shows an Italy that is broadly consistent in its direction, with Area 4 representing the centre of the acceleration: +2,7% in value and +4,9% in volume, also thanks to a more accommodating and more sharply declining average price. Area 1 and Area 3 recovered in volume after last year's decline, by +2,8% and +1,3%, respectively. Area 2 appears more cautious, virtually flat in volume and slightly negative in value (-0,3%).” On the distribution front, hypermarkets are in good health (+2,2% in value and +3,4% in volume), supported by a slight contraction in the average price; supermarkets likewise recorded +1,9% in value and +2,5% in volume, confirming their role as the backbone of the category. Free-service stores are going through a more complex phase, with declines in value (‐2,8%) and volume (‐2,9%), while discount stores remain essentially stable in value (+0,4%) and are growing in volume (+2,9%).

Segment performance

“Looking at the segments – continues Alessia Follo – tuna in oil remains the beating heart of the category, both in terms of weight and contribution to growth. The overall component recorded value growth of around 1,9% and volume growth of 3,8%, with a declining average price. Within this scope, the entire glass-jar offering recorded significant growth, confirming a positioning that meets needs for convenience and perceived quality. The glass-jar fillets sub-segment emerged as a premium value driver, with double-digit volume growth (+12,8%) and an increase in value (+9,8%).” Growth also continued for tuna in oil in glass jars which, after the 23,4% increase recorded the previous year, rose by a further 4,3% in volume over the last 52 weeks. Tuna in brine is also going through a lively phase: the segment recorded a value increase of 4%, accompanied by a volume increase of 2,4%. Once again, glass-jar fillets are driving growth: the expansion of the offering in this product type meets usage occasions associated with naturalness. “Conversely – concludes the NIQ analyst – the performance of prepared tuna/with side dish is moving in the opposite direction, losing ground both in value (-11%) and in volume (‐9%). Finally, the other canned fish category is virtually flat overall in value and slightly down in volume, a heterogeneous group in which divergent signals coexist: anchovies show slight growth (+1,8 in value and volume), together with clams (+0,4% in value and +2,9% in volume), while mackerel remains essentially stable and salmon is declining; finally, sardines make a positive contribution in terms of turnover due to price increases (+3,4%), but are down 4,9% in volume.”

Read more about DM Magazine April 2026

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.