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The Belgian markets have experienced an unprecedented surge in canned sardine product consumption, with container sales increasing by over 28% within a year. This boom has been accompanied by a significant decline in the availability of various brands and heightened supply chain pressures expected to persist until 2027. The increase is largely attributed to the spread of social media videos promoting the health benefits of sardines, which led to an unexpected rise in demand. On the other hand, despite Morocco increasing its sardine exports to Europe by 66% between January and August 2026, the declining volume of caught fish and limited supply have prevented meeting the growing demand. Prices for canned sardines are expected to rise at the beginning of 2027.
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