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Millennials: Now Ruining the Tuna Industry

m. blog marlo marketing. Millennials Are Now killing the Tuna Industry

Millennials: Now Ruining the Tuna Industry

Image Source: RTE

In a recent Wall Street Journal article, StarKist’s Vice President of Marketing and Innovation Andy Mecs specifically cited young people’s supposed distaste for a household device as one of the many reasons the tuna market is struggling. “A lot of millennials don’t even own can openers,” he told the paper. While he didn’t give any solid evidence on millennials owning can openers, the article did provide information from the Department of Agriculture: per capita consumption of canned tuna has dropped 42% in the three decades through 2016.

The problem: Canned tuna is struggling to connect with younger generations who favor fresher, less-processed options.

Image Source: gfycat

Century-old tuna companies like StarKist Co., Bumble Bee Foods LLC and Chicken of the Sea International are trying to reboot demand for tuna fish, selling it in cans, pouches and meal kits with trendy flavors or as a healthy snack, like Hot Buffalo Style, Sriracha and Spicy Korean Style with Gochujang. These brands have also launched their own premium brands in recent years, promising higher quality fish.

The solution: apparently, tuna sold in pouches is what’s keeping the industry afloat, with sales going up 20% in the past few years. However, the ease of not having to use a can opener is not enough. Tuna’s potent smell is a turn off for most people (including myself), and consumers have trouble finding diversity to make it a dish worth preparing.

Maybe it would help if one of the Kardashians shared it on the ‘Gram (don’t forget, Kylie Jenner’s recipe for Ramen noodles was revolutionary).

Posted by Cat