The consumer group Which? has issued a warning regarding a trend they term 'skimpflation,' specifically highlighting the increased presence of jack mackerel in tinned fish products. According to the group, supermarkets and manufacturers are increasingly swapping traditional mackerel for jack mackerel, a distinct species that is generally less expensive to source.

Which? contends that this practice is problematic for consumers because jack mackerel is lower in nutritional value compared to the standard mackerel typically sold in tins. The term 'skimpflation' is used by the group to describe instances where businesses reduce the quality of their products or ingredients while maintaining or increasing prices, effectively cutting costs at the expense of the consumer experience. While the report focuses on the nutritional disparity and the potential for consumer deception, it notes that these products are appearing on more supermarket shelves across the UK. The report serves as a broader caution to shoppers to remain vigilant about ingredient labels, as manufacturers may be adjusting product compositions to combat rising operational costs without explicitly highlighting these changes to the public.