VOL. 19, NO. 1 / WINTER 2024 / URNER BARRY'S REPORTER • 11
The seafood industry's innovative marketing strategies represent a significant shift in how
seafood is perceived and consumed. The adoption of visually appealing skin packs, the
resurgence of tinned seafood with modern packaging, and the strategic use of influencer
marketing campaigns are collectively broadening the appeal of seafood products. These
efforts are not only enhancing the industry's reach but are also changing consumer habits
and perceptions. Partnerships with prominent figures like celebrity chefs and professional
athletes further amplify the message, connecting the health benefits of seafood with
wider lifestyle and wellness trends. As these marketing strategies continue to evolve,
they pave the way for seafood to become a more integral part of the modern consumer's
diet, blending tradition with innovation to create a dynamic and promising future for the
industry. This transformation, driven by both aesthetic appeal and practical benefits,
positions seafood as a versatile, nutritious, and appealing choice for a diverse and
growing consumer base.
Article contributed by Lorin Castiglione | lcastiglione@urnerbarry.com
RESURGENCE OF TINNED SEAFOOD
Tinned seafood is undergoing a modern transformation. Brands are embracing fun,
contemporary packaging designs and marketing strategies, shifting the perception of
tinned seafood from a basic pantry item to a trendy, accessible form of luxury where people
are increasingly incorporating tinned fish into their meals, notably on charcuterie boards.
Driven by social media platforms like TikTok, this shift is particularly appealing to younger
consumers who value both convenience and aesthetics where videos showcase colorful
cans of fish, leading consumers to explore and share their experiences with various tinned
fish products.
The appeal of tinned fish lies in its affordability, convenience, and unique flavors including
vegan alternatives and subscription services, with restaurants and specialty stores
embracing the trend. The decorative designs on the tins add to the appeal, making them
popular as souvenirs.
©Ilia Nesolenyi / Shutterstock.com
in retail environments. This aesthetic appeal is crucial in the seafood industry, where
freshness is paramount. The clear packaging allows consumers to view the product in its
entirety, assuring them of its quality.
Beyond aesthetics, skin pack packaging offers practical benefits. It ensures food safety
by reducing exposure to air and contaminants, thus extending the product's shelf life.
Additionally, this method results in less waste, both in terms of product spoilage and
packaging materials. Less waste is not only beneficial for the environment but also for
retailers and consumers, as it contributes to more efficient distribution and variety in
seafood availability.