CultureHow the supermarkets cheapest fish became Gen Zs latest obsessionThe secret to looks-maxxing and saving money? Sardines.by Kyndall CunninghamJan 30, 2026, 1:00 PM UTCShareGiftSardines are experiencing the sort of cultural moment millennials had with bacon in 2010s. Marcel MochetAFP via Getty ImagesKyndall Cunningham is a culture writer who explains the figures and social trends that influence how we think about gender, image, relationships, wellness, and consumption. Previously, she wrote for the Daily Beast and contributed to several publications, including Vulture, W Magazine, and Bitch Media.If it feels like your algorithm is being hijacked by tiny, silver fish, youre not just seeing things; 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 cant stop extolling the benefits of the formerly slept-on, salty snack.Its a bit like millennials experiencing bacon-mania in the 2010s or Gen Zs more recent obsession with olives and pickles. The hype around sardines has gotten so big that some store owners are hiking up prices, citing increased demand and steep tariffs. Longtime sardine consumers have taken to social media to complain about the budget-friendly meal becoming more expensive and naming one culprit, in particular. Sardines and canned fish in general being randomly expensive now we hate you, TikTok, wrote one X user last week.The
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