We examined growth rates and reproductive characteristics of Sardinella aurita off Senegal and other coastal areas over a 20 year period (1995–2014) to determine how they relate to variations in environmental characteristics of coastal waters. Based on fish length‐frequency data and a coastal upwelling index, we found that S. aurita recruitment tends to occur during the periods of most intensive upwelling (March–April off Senegal). Peak reproduction corresponds to periods of low sea‐surface temperature (in February or March). The sex ratio was remarkably consistent during the 30 year study period and so was not affected by environmental changes. We hypothesise that S. aurita takes advantage of the higher zooplankton productivity that occurs in coastal waters when upwelling brings nutrient‐rich water to the surface (i.e., it increases its growth rate and accumulates energy reserves for spawning). Growth performance appears to be strongly dependent on environmental conditions. The timing of spawning seems to occur when food (zooplankton) is most available for supplying the energy requirements needed by adults for spawning and early development of larvae. Environmental changes seem to have a significant effect on S. aurita growth and reproduction, which endorses their high phenotypic plasticity.