A food once reserved for grandparents, soldiers, and doomsday survivalists suddenly has a cult following.
Driving the news: Demand for sardines has skyrocketed over the past year, driven by viral videos touting the little fishes' health benefits and low cost. Searches on Pinterest for "sardines breakfast" are up over 1,800% from last year, while on TikTok, there are almost 100,000 videos with the #sardines tag, some of which have racked up billions of views.
The sudden popularity of the tinned fish has led some producers to hike prices, drawing the ire of longtime sardine eaters who have complained online about influencers ruining their favourite snack.
Why it’s happening: The sardine craze can be traced to a few factors: everyone’s newfound obsession with protein (a tin of sardines has as much as many protein bars), the proliferation of more colourful, aesthetic packaging, and rising prices for fresh meat and fish. Viral videos also make the case that sardines — which are rich in omega-3 fatty acids — are “skincare in a can.”
Some have pointed to the tourism boom in Portugal — the de facto home of the tinned sardine — as another factor in the fish's newfound popularity in North America.
Why it matters: Whether it’s sardine-maxxing, sleep-maxxing, or gym-maxxing, Gen Z has become hyperfixated on self-improvement. As traditional milestones like buying a home or starting a family become less financially attainable, optimizing one’s health is an investment many young people can still afford to make.—LA
