Consumer organisation Which? has raised concerns about the increasing availability of jack mackerel in supermarkets, describing the substitution of the cheaper species for conventional tinned mackerel as an instance of "skimpflation".
Which? said the move represents a downsizing of product quality rather than a straightforward price reduction, with jack mackerel presented as a lower-cost alternative that is also regarded as less nutritious than varieties commonly sold as tinned mackerel.
The term "skimpflation" is used to describe a wider retail trend in which manufacturers or retailers reduce the quality or quantity of goods while preserving price points, a response often linked to cost pressures in supply chains and the wider economy. Which? framed the appearance of jack mackerel on more supermarket shelves within that context.
Retailers and shoppers face choices about balancing cost and nutritional value when lower-cost substitutes enter the market. Consumer groups say such developments underline the importance of clear product information so shoppers can make informed decisions about what they buy and eat.
The development could prompt closer attention from consumer advocates and, potentially, regulators to ensure labelling and marketing accurately reflect the product on sale. For consumers, Which?'s intervention draws attention to the need to check product descriptions and composition when brands introduce alternative ingredients or species.