The discounter says sales of basa have increased by more than 50% in the past year, making it the third-fastest-growing product in the supermarket’s core fish range.
Mackerel and yellowfin tuna are also experiencing rising demand, with sales increasing by up to 15%, as shoppers look to try alternatives to traditional favourites like cod and salmon, it said.
It comes as its volume share of fresh fish sales hit 12.9% in the latest Kantar data, an 11% increase on the previous year, making it the third largest retailer by volume of fresh fish across the major UK supermarkets.
In response Aldi is launching a new Lobster Mac & Cheese, Whole Lobster and Lobster Tails as part of its Specially Selected Christmas range.
Julie Ashfield, Chief Commercial Officer at Aldi UK, said: “Shoppers are becoming more adventurous when it comes to fish and seafood and we’re working closely with our suppliers to make sure we’re offering new flavours and premium options for shoppers to try, all at affordable prices.”
Lumina Intelligence has revealed its own data shows that the growth in fish, fresh meat and poultry hit four percentage points over the past year up to 12 October 2025, driven by health conscious shoppers.
Martina Di Rocco, Senior Insight Manager at Lumina Intelligence, said: “This increase has been primarily driven by shoppers aged 25 to 34, particularly those living with their partner and children. The main mission associated with this growth was planned top-up shopping. Notably, the uplift has come from more affluent shoppers who are highly health-conscious and willing to pay a premium for product quality.”
Di Rocco added: “This aligns with the broader trend we’ve been observing around growth in health-focused behaviours and scratch-cooking.”
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