In Belgium, supermarkets are struggling to keep up with the surging demand for canned sardines, a trend that has resulted in stock shortages across several retail chains. Notably, the Moroccan fishing industry, a major supplier to the European market, is experiencing a remarkable rebound in its sardine catches, projecting a significant increase in 2026.
Retail giant Colruyt has reported that certain brands of sardines have vanished from its shelves, with the company acknowledging shortages in various private label products. Similarly, Intermarché has warned that supply chain difficulties could extend well into 2027, further complicating the availability of these popular products.
This scarcity coincides with an unprecedented surge in demand. A survey conducted by the Belgian newspaper Le Soir revealed that Carrefour has recorded a staggering 30% increase in its sardine sales, with private label brands witnessing a remarkable 60% growth. Delhaize has also reported a notable 16.4% increase in volume.
On a national scale, the sales of canned sardines have skyrocketed by over 28% in terms of the number of cans sold year-on-year, as indicated by NielsenIQ data cited by Imperial, a leading manufacturer. The Portuguese brand Cocagne has already achieved its annual sales volume for 2025 by the end of September.
Social media platforms such as TikTok and Instagram have played a significant role in fueling this craze, as sardines have gained popularity among younger consumers who are drawn to their nutritional benefits.
Morocco's Sardine Catch Increases Amid Processing Plant Pressures
Morocco occupies a pivotal role in this supply crisis, remaining the primary supplier of sardines to the European Union from outside the community market, as reported by the European Market Observatory for Fisheries and Aquaculture Products. The situation is paradoxical; after enduring several challenging years, Moroccan landings have surged by 66% from January to August 2026, reaching 394,200 tons compared to 237,800 tons the previous year, according to official figures.
However, the canning factories are not fully benefiting from this recovery. According to the National Union of Fish Processing Industries, the supply to factories has decreased by 32%. A growing proportion of the captured sardines are reportedly too small for canning. European manufacturers are increasingly turning to Portugal, where stocks have improved, yet the volume remains insufficient to offset the Moroccan supply challenges.
A new consequence looms for Belgian consumers. Raf de Smet, a fish specialist at the Charlier-Brabo Group importer, anticipates another price increase in canned sardines by January 2027, following the price hikes already observed this year.
As reported by bladi.net.
