South Africa Canned Tuna Market Overview,2030

The canned tuna market in South Africa has steadily gained popularity over the years, driven by its versatility, long shelf-life, and affordability. The increasing awareness of health benefits, particularly the high omega-3 content and protein in canned tuna, has expanded its appeal among South African consumers. Families looking for affordable, nutritious meal options have been a driving force behind the growth of canned tuna, with the product becoming an integral part of everyday meals such as sandwiches, salads, and pasta dishes. Over the past decade, there has been a notable shift in consumer behavior, with a growing emphasis on sustainability and health-conscious decisions influencing purchasing choices. Consumers are increasingly seeking tuna products with certifications like MSC (Marine Stewardship Council) and Dolphin Safe, ensuring that the tuna is sustainably sourced. South African consumers, known for their price sensitivity, are also gravitating towards brands offering both economy and premium options. In addition to being a practical meal solution, canned tuna is seen as an essential part of a balanced diet, offering a quick protein boost and promoting heart health. The multicultural population of South Africa further influences the product's appeal, with various ethnic communities incorporating canned tuna into their traditional dishes. Additionally, festive seasons such as Ramadan and Christmas have increased demand for ready-to-eat products like canned tuna, due to the convenience they offer in large gatherings and family meals. With health and sustainability becoming central factors in food selection, the canned tuna market is evolving in South Africa, catering to both convenience-seeking consumers and those looking for responsibly sourced products.

According to the research report, ""South Africa Canned Tuna Market Overview, 2030,"" published by Bonafide Research, the South Africa Canned Tuna market is anticipated to grow at more than 5.95% CAGR from 2025 to 2030. South Africa’s canned tuna market is shaped by several global and regional dynamics. Prominent international brands such as Starkist and John West have made a strong presence in the country, while local manufacturers like Sea Harvest and I&J also offer a range of canned tuna products. The country imports tuna from major fishing regions such as the Indian Ocean and the Pacific Ocean, primarily from countries like Thailand, Indonesia, and the Philippines. A growing demand for eco-friendly packaging has led to innovations in the sector, with brands introducing recyclable cans and pouches in response to environmental concerns. While traditional canned tuna remains a staple, the popularity of single-serve pouches and family-sized options has surged, especially among busy professionals and families. Premium canned tuna products, often marked with sustainability certifications, are positioned to cater to the more affluent consumer. Supply chain dynamics have been affected by the COVID-19 pandemic, leading to disruptions in raw material sourcing and processing. However, the market has shown resilience as consumers continue to prioritize affordable and convenient protein sources. South Africa’s geographical location gives it access to diverse trade flows, but political and economic instability in some exporting regions can influence tuna availability and pricing. With an eye on the future, innovations such as ready-to-eat tuna meals and home delivery bundles are gaining traction, particularly among younger, tech-savvy consumers. The rise of digital marketing and social media campaigns has further empowered brands to connect with South African consumers, creating strong brand loyalty and increasing demand for convenient, sustainable food options.


In South Africa, skipjack tuna holds a dominant position in the canned tuna market due to its widespread availability and affordability, especially for middle-income households in cities like Johannesburg, Durban, and Cape Town. Consumers typically purchase skipjack from major retail chains where it is offered in cans preserved in oil, brine, or water, making it a versatile option for local recipes such as tuna mayo sandwiches, vetkoek with tuna, or quick pasta meals. This variety appeals strongly to working-class families in provinces like Gauteng and KwaZulu-Natal, where economic considerations heavily influence purchasing choices. In contrast, yellowfin tuna, with its firmer texture and richer flavor, is becoming more popular among South Africans seeking higher quality seafood, particularly in the Western Cape where culinary standards are influenced by international tourism and gourmet dining trends. Yellowfin tuna is frequently stocked in premium outlets like Woolworths and Spar, and is often used in healthier dishes such as tuna salads, wraps, or grilled meals in coastal towns like Knysna or Port Elizabeth. These products are also promoted as part of a high-protein diet, catering to health-conscious consumers and fitness enthusiasts. Beyond these two main varieties, other types of tuna like albacore and bigeye are gaining modest traction, often introduced by imported brands or sold in niche health food stores and specialty markets such as Wellness Warehouse or Jackson’s Real Food Market. These alternatives are typically purchased by a smaller group of consumers in affluent suburbs of Pretoria or Cape Town who are exploring gourmet products and are more informed about sustainable fishing practices, ethical sourcing, and international culinary trends.

In South Africa, the business-to-consumer channel is the primary force behind canned tuna sales, driven by the country's expansive network of supermarkets and retail chains that cater to a broad spectrum of consumers. Major chains such as Pick n Pay, Checkers, Shoprite, and Spar serve as the main access points for canned tuna across urban and semi-urban areas like Johannesburg, Pretoria, Durban, and Port Elizabeth. These stores stock a variety of tuna products, including economy and premium brands, offering different pack sizes and flavors such as chili, lemon, or curry to suit the diverse tastes of the South African market. Local preferences vary by region, with more price-sensitive consumers in rural areas opting for value packs and bulk purchases, while urban shoppers are more inclined toward convenience products and flavored tuna options. Online grocery platforms are also growing in popularity, particularly in Cape Town and Johannesburg, with services like OneCart and Checkers Sixty60 allowing consumers to order canned tuna for delivery, which is especially convenient for working professionals and families. On the business-to-business side, the market includes significant distribution to schools, hospitals, mining camps, and large-scale catering companies that require tuna for institutional meal preparation. In mining provinces such as Mpumalanga and the Northern Cape, bulk canned tuna is used extensively in canteens due to its long shelf life, protein content, and ease of use in mass food preparation. Restaurants and cafes, particularly in tourist-friendly areas like Stellenbosch and the Garden Route, also procure canned tuna for menu items like tuna melts, sushi, and gourmet salads, often sourced through foodservice distributors such as Bidfood and Halaal Catering Supplies.

In the South African canned tuna market, flakes are the most widely consumed shape because they offer convenience, adaptability, and are well-suited to everyday recipes. Flaked tuna is easy to mix with mayonnaise, tomato relish, or spicy chakalaka and is used in quick meals such as sandwiches, wraps, or baked potato toppings, particularly in working families and student residences near universities in cities like Pretoria and Bloemfontein. The affordability and spreadability of flaked tuna make it a pantry essential in many lower and middle-income homes, where time-saving and cost-efficient meals are prioritized. In contrast, chunks of canned tuna appeal to consumers looking for a more textured and satisfying bite, often used in salads, casseroles, and pastas by urban dwellers in Cape Town and Johannesburg who value presentation and heartier meals. This format is common in both retail and foodservice environments, especially in canteens and cafés where visual appeal and portion size matter. Tuna fillets are a more upscale option that is growing in availability, especially in premium supermarkets like Woolworths and online health food platforms that serve affluent suburbs like Constantia and Sandton. These fillets are often packed in olive oil or seasoned with herbs, and are used in gourmet recipes such as grilled tuna steaks, open-face sandwiches, or as toppings for artisanal pizzas and flatbreads. Finally, alternative packaging and shapes, such as tuna in vacuum-sealed pouches or infused with regional spices, are emerging primarily in urban centers where convenience and innovation are driving demand. Pouch tuna is particularly popular among young professionals and gym-goers in Cape Town and Durban looking for high-protein snacks that do not require refrigeration.  

Considered in this report
• Historic Year: 2019
• Base year: 2024
• Estimated year: 2025
• Forecast year: 2030

Aspects covered in this report
• Canned Tuna Market with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Product
• Skipjack
• Yellowfin
• Others

By Distribution Channel
• B2C
• B2B

By Shape
• Flakes
• Chunks
• Fillets
• Others
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