Pilchard punches above its weight in pricing

Maintaining a position of power in the pantry

SOUTH AFRICA: According to information included in the Competition Commission’s second Cost of Living (Col) released yesterday, the humble can of pilchards is punching above its weight in an era of relentless food price inflation.

The unassuming little fish has become a quiet hero for millions of South African households and remain one of the more accessible sources of protein available to lower-income consumers. They are zero-rated for VAT, come in handy smaller pack sizes, and last longer than most other grocery items.

While they may not top the protein-per-rand leaderboard, their combination of convenience, shelf life, and nutritional value makes them a staple worth defending.

Pilchards and the price rollercoaster

Between April and June 2025, both producer and retail prices climbed, squeezing consumers already stretched thin by the broader cost-of-living crisis. A brief period of stability in producer prices offered some relief, though retail prices continued their upward drift, narrowing the spread between the two.

Things took an interesting turn between July and September 2025. Producer prices dipped from R24.04 to R23.15, but retail prices did not follow suit. Shoppers kept paying the same, while retailers quietly pocketed the difference. Not exactly the spirit of passing savings on to the consumer.

However, by the close of 2025, the story shifted again. As producer prices began climbing once more, retailers did not rush to raise their own prices in kind. Instead, margins were quietly compressed as retailers absorbed the cost pressures. For once, the pilchard-buying public caught a small but meaningful break.

Price movements at a glance

The table below summarises key price movements over the period.

None of this means the affordable pilchard is out of danger. Producer costs are creeping up, and retail margins can only compress so far before something gives. Preserving the affordability of this modest tin should be a priority, not just for the fishing industry, but for food security more broadly.

The pilchard has earned its place in the pantry. Let's make sure it can stay there.

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