South America Canned Tuna Market, By Product Type (Skipjack, Yellowfin, Others), By Distribution Channel (Online, Offline), By Country, Competition, Forecast & Opportunities, 2020-2030F

Market Overview

South America Canned Tuna Market was valued at USD 3.24 Billion in 2024 and is expected to reach USD 3.86 Billion by 2030 with a CAGR of 2.96% during the forecast period. ​ The South America canned tuna market is experiencing steady growth, driven by rising consumer demand for convenient, protein-rich foods and increasing health awareness. Brazil and Argentina dominate the market due to well-established distribution networks, while Colombia is emerging as a fast-growing segment. Key trends include the introduction of sustainably sourced tuna, premium and flavored variants, and ready-to-eat packaging catering to busy lifestyles. Supermarkets and hypermarkets remain the primary retail channels, supported by strong promotional activities.

Market Drivers

Rising Health Awareness and Protein-Rich Diets

One of the primary drivers of the South American canned tuna market is the increasing health consciousness among consumers. In 2024, the Brazilian government reported that 24.4 million people overcame severe food insecurity, and poverty fell to its lowest level since 2012, reflecting efforts to improve access to healthier food options. With growing concerns about lifestyle-related diseases such as obesity, diabetes, and heart conditions, people are shifting toward diets rich in lean protein and omega-3 fatty acids. Canned tuna is perceived as a convenient, low-fat, and nutrient-dense protein source that supports heart health, weight management, and overall well-being. This trend is particularly strong among urban populations, where exposure to nutritional information through social media, health campaigns, and dieticians has increased. Consumers are actively seeking functional foods that offer health benefits beyond basic nutrition, and canned tuna meets this demand due to its high protein content, low saturated fat levels, and presence of essential vitamins and minerals such as vitamin D, selenium, and iodine. Furthermore, the rise in fitness culture, including gym memberships and wellness programs, has encouraged the consumption of quick-protein options, reinforcing canned tuna’s role as a convenient, healthy choice for on-the-go meals, sandwiches, salads, and snacks.

Convenience and Ready-to-Eat Product Trends

The South American market is witnessing a strong shift toward convenience foods, driven by the fast-paced urban lifestyle and rising numbers of working professionals and young consumers. According to the Ministry of Health, fish and seafood are rich in essential minerals (like calcium and iodine), vitamins (A, D, B-complex), and high-value protein; notably, 100 g of most fish provides about one-third of daily recommended protein intake, with omega-3s supporting cardiovascular health. Canned tuna fits seamlessly into this trend, offering a ready-to-eat, shelf-stable product that requires minimal preparation. Busy urban households, students, and office-goers increasingly prefer foods that are portable, require no cooking, and can be incorporated into quick meals. The convenience factor has encouraged manufacturers to diversify offerings, including single-serve cans, easy-open pull-tab lids, and pre-flavored options like lemon, chili, or herb-infused tuna. Retailers and foodservice providers are also responding to demand by incorporating canned tuna into ready-to-eat salads, sandwiches, and snack packs, making it accessible across multiple consumption occasions. Moreover, the product’s long shelf life appeals to both households and retailers, reducing waste and enabling bulk stocking. This convenience-oriented consumption pattern has been further accelerated by e-commerce and home delivery services, which allow consumers to purchase canned tuna in bulk or as part of ready-to-eat meal kits, increasing its penetration across different South American demographics.

Sustainability and Traceability Concerns

Environmental consciousness and sustainable sourcing have emerged as significant drivers in the canned tuna market. Consumers in South America are increasingly aware of overfishing, bycatch issues, and the environmental impact of fishing practices. This awareness has driven demand for responsibly sourced tuna certified by organizations such as the Marine Stewardship Council (MSC) and other eco-labels that guarantee sustainable harvesting methods. Manufacturers are responding by providing traceable products, promoting pole-and-line or FAD-free (Fish Aggregating Device-free) tuna, and highlighting ethical practices in packaging and marketing campaigns. The emphasis on sustainability also extends to packaging innovations, including recyclable cans and reduced-carbon-footprint production processes. Retailers are actively promoting eco-certified products, while governments and NGOs have launched campaigns to educate consumers on sustainable seafood choices. This focus on traceability not only enhances brand credibility but also encourages premiumization, as consumers are willing to pay higher prices for environmentally responsible options. Consequently, sustainability has become both a market differentiator and a growth driver, shaping purchasing decisions and influencing brand loyalty across South American markets.

Expanding Retail Infrastructure and Market Penetration

The growth of modern retail channels and improving distribution networks in South America is a critical factor driving the canned tuna market. Supermarkets, hypermarkets, and convenience stores are increasingly expanding in urban and semi-urban regions, offering greater accessibility and product visibility. Retailers are using strategic promotions, product placements, and loyalty programs to encourage repeated purchases of canned tuna, while smaller grocery stores continue to serve as critical access points in rural and semi-urban areas. Additionally, the rise of e-commerce platforms and grocery delivery services has broadened market reach, enabling consumers to buy premium and imported canned tuna brands from the comfort of their homes. Market penetration is further supported by the increasing presence of international players alongside strong local brands, leading to competitive pricing, diversified product portfolios, and innovative packaging formats. Distribution enhancements also allow for rapid response to seasonal demand fluctuations, such as during summer months or holiday seasons, ensuring product availability. Overall, the expanding retail and distribution infrastructure is enabling the canned tuna market to reach a wider audience, improving both consumption frequency and brand visibility in the South American region.

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Key Market Challenges

Fluctuating Raw Material Prices

One of the major challenges facing the South American canned tuna market is the volatility in raw material costs, particularly the price of fresh tuna. Tuna prices are influenced by global supply-demand dynamics, oceanic conditions, fishing quotas, and international trade policies. Adverse weather events, overfishing in key regions, or geopolitical tensions affecting major tuna-exporting countries can lead to sudden spikes in raw material costs. These fluctuations increase production costs for manufacturers, which may either reduce profit margins or result in higher retail prices. Price-sensitive consumers, especially in emerging South American economies, may respond by switching to alternative protein sources, affecting overall market demand. Additionally, smaller local manufacturers with limited financial flexibility are particularly vulnerable to cost volatility, making it challenging to maintain consistent supply, competitive pricing, and profitability.

Sustainability and Regulatory Pressures

Increasing scrutiny over sustainable fishing practices and stricter government regulations pose significant challenges to the market. Many South American consumers now demand responsibly sourced tuna, creating pressure on manufacturers to comply with eco-certifications and sustainable harvesting methods. Meeting these standards often requires additional investments in traceability systems, sustainable fishing partnerships, and eco-friendly packaging. Non-compliance can lead to reputational damage, legal penalties, and reduced shelf space in leading retail chains. Moreover, varying regulatory frameworks across countries—such as import restrictions, labeling requirements, and environmental policies—add complexity for manufacturers operating regionally. For companies sourcing tuna from multiple global locations, aligning operations with diverse environmental and trade regulations can increase operational costs, slow down supply chains, and complicate market expansion efforts.

Intense Competition and Market Saturation

The South American canned tuna market is highly competitive, with both local and international brands vying for market share. Established players often dominate key retail channels, while new entrants struggle to differentiate themselves, especially in price-sensitive segments. Brand loyalty and limited product differentiation—such as flavor, packaging, or portion sizes—further intensify competition. Additionally, alternative protein products, such as canned chicken, legumes, and plant-based seafood substitutes, are gaining traction, posing a threat to tuna consumption. Market saturation in urban centers, coupled with fragmented distribution in rural areas, makes it difficult for brands to expand consistently across the region. Marketing and promotional expenditures also rise as companies compete for visibility, putting pressure on margins. As a result, smaller manufacturers or niche brands may face challenges sustaining growth and achieving profitability amidst fierce competition and evolving consumer preferences.

Key Market Trends

Premiumization and Value-Added Products

A major trend in the South American canned tuna market is the shift toward premiumization and value-added offerings. Consumers are increasingly seeking higher-quality tuna products that offer unique flavors, better nutrition, and sustainable sourcing. Brands are responding by introducing gourmet and flavored variants such as lemon, chili, herb-infused, and olive-oil packed tuna, which appeal to urban consumers and food enthusiasts willing to pay a premium. Value-added packaging, including single-serve portions, easy-open cans, and resealable containers, enhances convenience and supports on-the-go consumption. Additionally, eco-conscious packaging and certifications such as MSC (Marine Stewardship Council) provide added credibility to premium products. This trend reflects changing consumer lifestyles, with an emphasis on taste, convenience, and health, driving brand differentiation and higher margins in a competitive market.

E-Commerce and Digital Retail Expansion

The rapid growth of e-commerce and digital retail platforms is transforming the canned tuna market in South America. In 2023, Brazilian e-commerce reached USD 36.19 billion, growing 4% from 2022. Online grocery platforms, mobile apps, and home delivery services have expanded product accessibility, allowing consumers to purchase a variety of canned tuna brands from local and international sources. This trend is particularly prominent among urban and tech-savvy consumers who prioritize convenience and time-saving solutions. E-commerce also enables brands to introduce subscription-based offerings and bundle deals, increasing repeat purchases and customer loyalty. Moreover, online channels facilitate targeted digital marketing campaigns, product reviews, and social media promotions, enhancing brand visibility and consumer engagement. As more South Americans gain access to reliable internet and online payment methods, digital retail is becoming a crucial growth driver and a key platform for market expansion.

Health and Functional Food Orientation

Health-focused consumption continues to shape market trends, with consumers seeking canned tuna not only for its convenience but also for its nutritional benefits. High in protein and omega-3 fatty acids, canned tuna aligns with functional food trends that emphasize wellness, weight management, and heart health. Brands are increasingly marketing tuna as part of balanced diets, highlighting its low-fat content and essential micronutrients such as vitamin D, selenium, and iodine. In addition, there is a growing preference for products with clean labels, free from artificial additives, preservatives, or high sodium content. This health orientation drives innovation in product formulations and packaging, as manufacturers aim to cater to both fitness-conscious individuals and families seeking nutritious, ready-to-eat meal solutions. The trend also complements the rise of lifestyle-focused diets, such as high-protein or low-carb plans, strengthening canned tuna’s position in modern South American diets.

Sustainability and Traceable Sourcing

Sustainability and ethical sourcing have become increasingly important in the South American canned tuna market, reflecting global environmental awareness. Consumers are more informed about overfishing, bycatch issues, and the ecological impact of conventional fishing practices, leading to a preference for responsibly sourced tuna. Companies are responding with certified products, including MSC-labeled tuna and FAD-free (Fish Aggregating Device-free) sourcing, while promoting traceability from catch to can. Sustainable packaging solutions, such as recyclable or eco-friendly cans, further enhance brand appeal. Retailers are actively supporting sustainable options through dedicated shelf space, promotions, and awareness campaigns. This trend not only addresses environmental concerns but also drives premiumization, as consumers are willing to pay extra for certified and responsibly sourced tuna, influencing purchasing decisions and fostering brand loyalty.

Segmental Insights

Product Type Insights

In the South American canned tuna market, Skipjack tuna was the dominating segment due to its widespread availability, affordability, and suitability for mass production. Its mild flavor, firm texture, and versatility make it ideal for a variety of canned products, from traditional brine and oil-packed options to flavored and ready-to-eat variants. Skipjack’s lower cost compared to premium species like Yellowfin allows it to cater to price-sensitive consumers while maintaining consistent quality. Supermarkets and hypermarkets prominently stock Skipjack-based products, further reinforcing its market dominance. As a result, Skipjack remains the preferred choice for everyday consumption across Brazil, Argentina, and Colombia.

Distribution Channel Insights

In the South American canned tuna market, the online retail segment is the fastest-growing channel, driven by increasing internet penetration, smartphone usage, and the convenience of e-commerce platforms. Consumers, particularly in urban areas, prefer purchasing canned tuna online due to home delivery options, subscription services, and the ability to compare brands and prices easily. E-commerce also allows access to premium, imported, and sustainably sourced tuna products that may not be widely available in traditional retail stores. Digital promotions, targeted marketing, and easy payment solutions further accelerate growth. Consequently, online retail is rapidly expanding its share, reshaping consumer buying behavior across Brazil, Argentina, and Colombia.

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Country Insights

In the South American canned tuna market, Brazil was the dominating country due to its large population, rising disposable incomes, and well-established retail infrastructure. The country’s strong supermarket and hypermarket networks, combined with expanding modern trade channels, ensure widespread availability of canned tuna products. Growing health awareness and the demand for convenient, protein-rich foods further drive consumption, while urbanization and busy lifestyles encourage ready-to-eat and value-added tuna variants. Additionally, Brazil benefits from both local production and imports, providing consumers with a diverse range of options. These factors collectively make Brazil the leading market for canned tuna in the region.

Recent Developments

• ​In 2024, a Brazilian processor signed an exclusive licensing deal to launch Popeye-branded canned seafood in the U.S., expanding the brand's reach and introducing new products to the market.
• BELA, a Brazilian seafood brand, introduced premium canned seafood products in 2024, focusing on high-quality ingredients and sustainable sourcing to cater to health-conscious consumers.
• In 2024, Argentina's largest seafood producer secured a partnership to expand sales in the Middle East, indicating plans to introduce new canned seafood products to international markets.

Key Market Players

• Bumble Bee Seafoods
• JEALSA
• Harco del Noroeste
• Ocean Brands
• American Tuna
• Grupo Calvo
• Wild Planet Foods
• ITOCHU Corp
• Tri Marine
• La Doria
• Icicle Seafood

Report Scope:

In this report, the South America Canned Tuna Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

·          South America Canned Tuna Market, By Product Type:

o   Skipjack

o   Yellowfin

o   Others

·         South America Canned Tuna Market, By Distribution Channel:

o   Online

o   Offline

·         South America Canned Tuna Market, By Country:

o   Brazil

o   Argentina

o   Colombia

o   Rest of South America

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the South America Canned Tuna Market.

Available Customizations:

The South America Canned Tuna Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

·         Detailed analysis and profiling of additional market players (up to five).