Preserves

World Tuna Day, sales of certified sustainable tuna increase

In a scenario of slight recovery for canned goods, there has been a 50% increase in sales with the Msc label over the past year

by Davide Madeddu

2 May 2026

2' min read

Translated by AI

Versione italiana

2' min read

Translated by AI

Versione italiana

Demand for certified and sustainable tuna is growing. The global trend also concerns Italia, where there is an increase in consumption and purchases. Outlining the scenario, on World Tuna Day, 2 May, is the report on sustainable tuna, by Msc, (Marine Stewardship Council) the international non-profit organisation that "works to have oceans full of life today, tomorrow and for future generations". The organisation, with its labelling and certification programme, 'recognises and rewards sustainable fishing practices with the aim of creating a market for sustainable seafood products'.

According to the report, in Italia, from March 2025 to April 2026, more than 21 thousand tonnes (+50% compared to fiscal year 2024/2025) of Msc-certified tuna were sold, 94% of which were canned products.

"Tuna is one of the key species in the Italia seafood market, both for domestic consumption and for the canning industry, which represents the main driver in terms of value and volume," emphasise the organisation. "It is a mature but evolving category: according to the Report Gdo 2026 it is growing moderately (+1.1% in value and +1.8% in volume), in an increasingly competitive context, characterised by strong promotional pressure (46.4% of sales) and growing polarisation between segments.

Within the sector, canned tuna in oil remains central (over 50% of value and about 60% of volume). "The more elaborate references are shrinking, reflecting a change in consumer preferences," the organisation emphasises. In this scenario, sustainability is confirmed as a competitive lever. After the slowdown in 2024 linked to inflation and rising production costs, certified tuna is growing again".

In the global scenario, "the volume of tuna sold under the Msc blue label exceeded 400 thousand metric tonnes, growing by 39% compared to last year". Not only that, "3.1 million metric tonnes of tuna from Msc-certified fisheries were landed in 2025, representing more than half of the global tuna catch, considering the main commercial species". The report points out that 182 tuna fisheries are involved in the Msc programme worldwide. Furthermore, volumes "increased by +1.8%, a sign of a stable and real demand; the average price remains substantially firm (-0.7% €/kg)". Canned tuna in oil accounts for over 54% of the value and almost 60% of the volumes.

In this context, sustainability becomes strategic, 'not only for the big brands, but also for private labels, which are growing to account for 27% of Msc certified tuna volumes (from 15% in the previous fiscal year)'. This is not all. "This growth is supported by an increased availability of certified raw material," the report continues, "Today, 67% of the world's tuna catch comes from Msc-certified operations, amounting to more than 3.46 million tonnes, with further prospects thanks to operations involved in improvement programmes. Growth also concerns the involvement of activities in the sector. "Since the beginning of 2026, four new activities have been certified in the Atlantic and Indian Oceans," the document concludes. "In particular, yellowfin tuna in the Indian Ocean, after almost a decade of management and joint efforts, has been recognised as no longer being overfished or subject to overfishing, allowing certification to be extended to this species as well, thus increasing available volumes.