I’ve mentioned a few times before in this space that Sister Erin has a secret food crush: Sardines. Not so secret, now, I guess… Nevertheless, I am pleased to report she was way ahead of her time. Gen Xs are only now thronging to Sardines!
Who’d have thought?
Not me. That’s for sure. In fact, I would probably be the last person to reach for a can of sardines if they were the only animal protein left on earth!
But I can’t begrudge Erin her treat. And she doesn’t bring the little round-cornered cans home all that often…
Nevertheless…
It is reliably reported that the Gen Xs have ‘discovered’ sardines. And they’ve been flooding the social media channels with posts, pix and videos about the oily little devils.
Vox food writer Kyndall Cunningham observes: “Sardines are experiencing a cultural moment right now. From influencers showing off snack plates and skin care tips to fitness experts raving about its high protein content, the internet can’t stop extolling the benefits of the formerly slept-on, salty snack.”
Cunningham says it not a new type of phenomenon. She likens it to the millennial fad for bacon in the 2010s or Gen Z’s current obsession with pickles. Sardines have become such a ‘hot thing’ that some stores are jacking up prices, citing increased demand and steep tariffs.
That’s got ‘legacy’ sardine fans such as Erin pretty riled up. Many of them have also taken to social media to complain about higher prices and occasional shortages triggered by the Gen X craze…
“Sardines and canned fish in general being randomly expensive now — we hate you, TikTok,” X user @satoraurgojo wrote last week.
A ligitimate health food
Sardines are a legitimate ‘health food’. In fact, they’re one of the most nutrient-packed fruits of the sea there are:
- Calories: 125
- Fat: 7g
- Sodium: 184mg
- Carbohydrates: 0g
- Fiber: 0g
- Sugars: 0g
- Protein: 14.8g
- Calcium: 45.8mg
- Selenium: 6.3mcg
- Vitamin B12: 1.1mcg
- Vitamin D: 0.6mcg
Just one drawback…
A majority of American adults polled – 52 percent – told a July 2025 YouGov survey, they either dislike or hate sardines, placing them among the top three most disliked foods in the United States.
The reason is overwhelming the flavour. Though the texture and ‘whole fish’ look of classic sardines also rank among haters’ reasons.
My take
“What was once a resource for famished soldiers during both world wars and foreign-born workers in the early 20th century has gotten a surprisingly glamorous makeover, thanks to its place in young people’s skin care regimes and sophisticated meals,” Cunningham notes.
Many brands are actually starting to newstalgise their products to appeal more to the younger set which now idolizes them. “There are even more-expensive brands, like Fishwife, which sell ‘premium’ sardines in artful tins with preserved ingredients that have helped boost the image of sardines as luxury.”
I predict the Sardine Craze will be more a fad, waning and fading over the coming year. But I have to give it to pickles and bacon. They seem to have staying power with foodies like I’d never have pre-dicted! We’ll see…
~ Maggie J.