Industry experts explain that an influx of high-quality, affordable farmed sturgeon (a type of fish) from China has enabled lower costs of caviar
Direct-to-consumer (DTC) startup brands are democratizing the luxury caviar industry, disrupting legacy sellers by offering discounted prices for the product that is often a staple in affluent households.
Several emerging brands now sell caviar at prices well below those charged by established retailers. Quince offers a 100-gram tin for $125, while Cavi sells 125-gram tins of Osetra for $269. Loft has reduced the price of its 125-gram tins from $346 to $138.
Traditional sellers remain far more expensive. At Manhattan-based Caviar Russe, a 125-gram tin of Classic Osetra costs $495, while premium varieties can reach nearly $3,000.
Why the price drop?
Industry experts point to the growing supply of high-quality, farm-raised sturgeon from China. The increased availability of farmed fish has lowered production costs, allowing newer brands to offer caviar at more competitive prices.
Caviar consists of salted roe, or unfertilized fish eggs, harvested from sturgeon.
The DTC brands also note that most repeat customers and their target audience are Gen Zers and millennials, especially women aged 25 to 45.
KK Durante, co-founder of Boston-based Roe House, says some women are increasingly choosing caviar as a treat instead of wine.