TikTok Trend Drives Sardine Sales and Price Increases in Israel

Sardine sales in Israel have surged by 38% to 72% over the past year, fueled by TikTok videos and influencers promoting sardines as a rich source of protein, calcium, omega-3, and skin benefits. This trend has gained traction among fitness enthusiasts and beauty influencers alike, who claim sardines improve skin glow. The popularity centers mainly on canned sardines, despite their high sodium content, but fresh sardines have also seen increased demand.

Retail chains reported significant sales growth compared to June-July last year, with one chain calling sardines a "sleepy product" that has become a hit, though it still trails tuna in sales. Doron Kimelov, CEO of Tomer, an importer of Moroccan sardines, noted a surprising rise in sales of sardines packed in water, paralleling a similar trend in tuna sales. He attributed this to new recommendations for athletes to consume sardines for their omega-3 and protein content, shifting demand from tuna to sardines. Despite a slight price increase due to ongoing fish shortages, sardines remain an affordable protein source.

Daniel Naaman from Dagi Givatayim fish market confirmed a clear rise in fresh sardine sales, especially among young, protein-conscious consumers. Fresh sardines, sourced mainly from Greece, are praised for their superior flavor and nutritional value. Prices for fresh sardines are around 80 shekels per kilogram, considerably higher than canned sardines, which range from 4 to 12 shekels per can depending on size and brand.

Price increases have been noted across various sardine brands over the past two years, with some cans rising by up to 43%. For example, Wilipod’s 110-gram canned sardines in vegetable oil increased by up to 29%, and Tamman’s 125-gram sardines in canola oil rose by 43.48% in some stores. Other brands like Poseidon, Robert, and Tomer also reported price hikes ranging from 2% to over 20%. These increases reflect broader food sector trends and supply constraints in the fishing industry.