The dining landscape of Americans is changing. Instead of lavish brunches or steaks, affordable canned goods are frequently taking center stage.
In particular, the popularity of canned fish like sardines and mackerel, which were previously overlooked, is noteworthy. American media have analyzed this as a typical sign of 'recessionary consumption' arising during times of high prices and interest rates, as well as a warning of a potential upcoming economic downturn.
CNN reported on the 27th (local time) that 'affordable and long-lasting canned goods are taking over American tables,' adding that 'the surge in canned sardine consumption is likely to be interpreted as an economic warning sign.'
In past economic crises, the consumption trends of certain products like lipsticks or nail polishes were used as indicators of economic conditions. This time, canned goods are serving that role.
Consumer sentiment in the United States is scraping bottom. The preliminary consumer sentiment index from the University of Michigan recorded 67.4 in May, significantly below both the previous month's 77.2 and the market expectation of 76.0. This is the lowest figure in six months.
Concerns about a recession are also clearly reflected in search volumes. According to Google Trends, the search volume for the term 'tinned fish' has been on the rise since the end of last year.
Especially in the past 90 days, the search volume for Portuguese sardine cans surged by 2,750%. The search volume for Brunswick sardine cans, imported from New Brunswick, a well-known seafood hub in Canada, also jumped by 4,000%. Experts noted that this is 'evidence that consumers are consciously looking for affordable and nutritious foods.'
Traditionally, the American canned goods market has been dominated by tuna cans. Tuna sandwiches or salads are familiar meal replacements for Americans during their busy lives. Canned fish is widely recognized as a healthy and sustainable alternative protein source to red meat.
In contrast, the recent canned goods craze is primarily influenced by consumers prioritizing satisfaction relative to price rather than everyday preferences.
Colorful and sophisticated canned sardines, mackerel, and mussels from places like Portugal and Spain have emerged as popular shopping items among young consumers, providing a way to achieve satisfaction through small luxuries.
On social media platforms like TikTok and Instagram, posts featuring the idea of enjoying a gourmet trip with Spanish sardine cans instead of embarking on a luxurious summer vacation to Mallorca, Spain, or creatively cooking canned goods and beautifully decorating them have gained popularity. This trend reflects a consumer mentality that seeks fresh alternative products even amidst difficult economic circumstances.
The surge in canned goods consumption resembles several recession indicators that emerged during past economic downturns.
In 2001, during the dot-com bubble collapse, former Estée Lauder chairman Leonard Lauder advocated the Lipstick Index, stating that 'the tougher the economy, the more women indulge in relatively inexpensive luxury items like lipsticks instead of high-end luxury bags or clothing to gain psychological comfort.'
Former Federal Reserve chairman Alan Greenspan focused on the Men's Underwear Index. The theory suggests that when men feel economic pressure, they first reduce purchases of less visible items like underwear. Greenspan interpreted this as a sign that the economy is difficult enough to even cut back on essential items that are not on display.
The increase in canned goods consumption is also causing subtle changes in the food supply chain in the United States. In particular, CNN reported that some small canned goods processing factories that had closed down long ago are preparing to resume operations.
With tariff issues regarding imported goods and rising labor costs highlighting supply chain instability, there is a growing perception among producers that 'it's better to make it ourselves.' Movements seeking new investment opportunities are also being detected.