Which? Calls Jack Mackerel Sale Skimpflation

Consumer watchdog Which? has warned that the growing popularity of jack mackerel in supermarkets is a clear case of “skimpflation,” a term used to describe the substitution of lower‑quality, cheaper products for more expensive ones. The group argues that jack mackerel, which is less nutrient‑dense than traditional salmon or cod, is being marketed as a budget alternative while still carrying a premium price tag.

The campaign notes that jack mackerel contains lower levels of omega‑3 fatty acids and protein compared with its pricier counterparts, yet retailers often price it similarly to higher‑grade fish. Which? cites data showing a steady rise in the sale of this species over the past year, coinciding with broader food‑price inflation. The organization calls on consumers to be aware of the nutritional trade‑off and urges retailers to provide clearer labeling.

Which? concludes that the shift toward jack mackerel reflects a broader trend of cost‑cutting in the food industry, where companies replace higher‑quality ingredients with cheaper substitutes. The group urges both shoppers and suppliers to consider the long‑term health implications of such substitutions while monitoring price changes in the seafood market.