Israel increases imports of Vietnamese tuna: what opportunities for businesses in 2026?

Israel remains Vietnam’s largest tuna import market in the Middle East and is also among the country’s major tuna importers globally. This suggests that it is not only a market for mass products but also one with relatively diverse demand across different segments.

In 2025, Vietnam’s tuna exports to Israel reached over USD 39 million, down nearly 40% compared to 2024. This reflects a sharp drop in Israel’s import demand amid geopolitical instability, rising logistics costs, and the need for importers to restructure their supply sources. Over the past year, Israeli importers have tended to diversify suppliers, increasing purchases from Thailand, Ecuador, and the Philippines due to their advantages in pricing and more stable supply.

This is a key point Vietnamese businesses need to pay attention to. Israel is no longer a market where Vietnam can rely heavily on its existing position. Competitive pressure now mainly comes from suppliers with larger scale, more competitive pricing, and more stable delivery chains. In recent years, Thailand has consistently been the largest supplier of canned tuna to Israel, with Vietnam ranking second. However, recent trends show that Israel is expanding sourcing from multiple origins to reduce dependence on a few partners and optimize input costs.

On the demand side, Israel’s tuna import outlook may be supported by two main factors. First, the OECD notes that the cost of living in Israel remains very high, and trade barriers, import procedures, and low competition have contributed to elevated consumer prices. Recent import reforms are expected to increase competition and reduce prices. Second, from January 1, 2025, Israel began implementing a new food reform package, incorporating more than 40 European regulations and guidelines into domestic law, covering most food and beverage products. This indicates a policy trend toward greater openness, harmonized standards, and reduced technical barriers for importers.

For Vietnamese tuna exporters, this presents a notable opportunity. As Israel promotes import reforms to lower consumer prices, convenient, long-shelf-life, and high-utility food products such as canned tuna, frozen tuna, and semi-processed tuna are likely to maintain strong demand. In the short term, import demand is expected to prioritize suppliers offering reasonable prices, reliable delivery, and straightforward compliance documentation, rather than higher-priced products or those with longer lead times. Therefore, Vietnam’s opportunity lies not only in selling more, but in targeting the right segments: processed, convenient products with stable quality and cost efficiency.

A new advantage for Vietnamese products is the Vietnam–Israel Free Trade Agreement, which came into effect on November 17, 2024. According to official sources, Israel immediately eliminated tariffs on 66.3% of tariff lines, with the remainder to be reduced gradually. This provides an important foundation for Vietnamese processed food products, including tuna, to improve price competitiveness in this market during 2025–2027.

However, tariff preferences do not mean businesses can be complacent. Israel remains a market sensitive to quality, traceability, and supply consistency. Although import reforms are moving toward harmonization with European standards, exporters still need to carefully verify specific import requirements with partners and relevant authorities before shipping. At the same time, regional security tensions and disruptions to shipping routes through the Red Sea remain factors that could increase logistics costs and affect importers’ purchasing decisions.

Looking ahead, if no new geopolitical or logistics shocks occur, Israel’s tuna imports in 2026 are likely to continue improving from the low base of 2025. However, competition in this market is expected to intensify, particularly in the mid-priced segment.