Reason for Sudden Surge in US Canned Fish Sales... 'TikTok' Video

Nearly 10% Sales Increase Without Special Reason
Canned Goods Popular on TikTok... Strengthening Collaboration with Influencers

[Asia Economy Reporter Jeong Hyunjin] "The new star of TikTok is none other than 'canned tuna.'"

As the Chinese social networking service (SNS) TikTok even boosted canned goods sales in the United States, the Wall Street Journal (WSJ) evaluated it this way on the 17th (local time). According to market research firm Euromonitor International, last year’s sales of canned fish in the U.S. reached $2.7 billion (about 3.35 trillion KRW), a 9.7% increase from the previous year.

TikTok influencer and former chef Ali Hook's canned food video (Photo by Ali Hook, TikTok video capture)

In fact, Matthew Scaletta, CEO of Wild Fish Cannery, a canned goods manufacturer based in Alaska, U.S., said that sales surged starting in 2020 during the pandemic, and last year’s revenue doubled. He added that they are struggling to meet the soaring demand. The company is considering building a new factory in a nearby area in addition to expanding manufacturing equipment at its existing plant. Scout Canning, a canned fish producer based in Vancouver, Canada, also recorded an 82% increase in sales last year, reaching $4 million.

The industry analyzes that the sudden sales increase originated from TikTok. Videos tagged with '#tinnedfish' on TikTok have recorded over 25 million views to date. Various videos introduce canned products and show meals on tables filled with canned goods. Especially, scenes focusing on opening aesthetically pleasing canned products are being filmed.

Foreign media report that this trend started with a video posted last August by Ali Hook, a TikTok influencer and former chef. At that time, she posted a video showing herself and her husband drinking wine while taking out pretty canned goods to eat, and the video gained great popularity. Afterwards, she uploaded additional videos introducing canned products from other countries such as Denmark and France.

As the situation unfolded, canned goods manufacturers, including Bumble Bee Foods, one of the world’s top three canned tuna producers, have expanded marketing linked to SNS. Bumble Bee Foods focused on promoting premium canned products to young consumers through an advertising campaign called 'Good For You' last year, and also sold 'Protein On The Run' products that offer crackers and caramel snacks together with canned goods.

Jeremy Zaboral, Brand Marketing Director at Bumble Bee, explained the background of this marketing by saying, "Tuna can be more than just a basic tuna sandwich. One can of tuna can provide a delicious experience."

Canada’s Scout Canning collaborated with TikTok influencers for online promotion. The company plans to launch a new product kit soon and has added Mexico to its fish supply sources in the U.S. and Canada to meet the increased demand.

This content was produced with the assistance of AI translation services.