U.S. whitefish imports decline
According to ITC data, total U.S. whitefish imports in the first two months of 2026 reached USD 264 million, down 31% year-on-year. Frozen cod fillets remained the largest item at USD 71 million, but also declined by 25%. Overall, most imported whitefish products showed a downward trend.
Another factor affecting imports is the cautious sentiment among U.S. importers. On February 24, 2026, the U.S. imposed a temporary 10% import surcharge under Section 122 of the Trade Act of 1974 for 150 days, with the possibility of increasing it to 15%. Under such uncertainty, importers tend to purchase only as needed, shorten contract cycles, and avoid long-term inventory buildup.
Tilapia rises while pangasius faces challenges
On the other hand, tightening supply of traditional whitefish is creating more room for alternative species, notably tilapia and pangasius. In early 2026 data, frozen tilapia fillets ranked as the second-largest imported whitefish product in the U.S., reaching USD 54 million and accounting for 21% of total imports. Frozen pangasius fillets ranked third with USD 44 million, accounting for 17%. This indicates that U.S. buyers continue to show strong interest in more price-competitive alternatives to cod.
Within this landscape, Vietnamese pangasius in the U.S. is both facing opportunities and mounting pressure. According to available data, pangasius exports to the U.S. reached USD 67 million in the first three months of 2026, down 3% year-on-year. Notably, the decline mainly came from value-added processed products, which fell sharply by 83% to just USD 761,000, accounting for only about 1% of exports. In contrast, frozen pangasius fillets remained relatively stable at USD 65 million, up 3% and making up 97% of total exports. This suggests that U.S. demand for pangasius is still heavily concentrated in basic, affordable products that are easy to distribute through retail and foodservice channels.
Improving quality and branding to enhance competitiveness
Overall, Vietnamese pangasius in the U.S. is not only under pressure from tariffs and policy uncertainty but also faces intensifying competition in a market that is both contracting and evolving in consumer behavior. As tilapia continues to gain ground, pangasius’ price advantage is likely to narrow.
To maintain and expand its position in the U.S., Vietnamese exporters can no longer rely solely on a “competitive price” strategy. Instead, they need to shift toward competing on consistent quality, international certifications, sustainability, traceability, and brand building. In the short term, frozen fillets will remain the core product; however, in the long run, only companies that can meet higher standards and build internationally recognized brands will be able to secure a more sustainable foothold in the U.S. market.
(vasep.com.vn) In the first nine months of 2026, Vietnam’s pangasius exports to the EU reached approximately $148 million, up 12% compared to the same period in 2025. In September 2026 alone, export turnover to this market hit $18 million, a 27% year-on-year increase. Despite diverging demand across member states, the EU remains a market with growth potential for Vietnamese pangasius, particularly as supplies of several traditional whitefish species face mounting pressure.
(seafood.vasep.com.vn) Vietnam’s tuna exports to the US are showing a clear recovery after a difficult start to the year. However, the rebound is taking place against a backdrop of declining US tuna imports and a shifting supply structure, posing new challenges for Vietnamese businesses.
(vasep.com.vn) In the first nine months of 2026, Vietnam’s shrimp exports to Japan reached US$440.9 million, up 6.4% year on year. This result is noteworthy as Japan’s total shrimp imports continued to decline slightly and competition among suppliers intensified. Demand for convenience foods and processed products continues to create opportunities for Vietnamese exporters, but capitalizing on these opportunities requires stronger competitiveness and the ability to meet increasingly specific market requirements.
(vasep.com.vn) After slowing in the first months of the year, Vietnam’s tuna exports have shown a clear improvement since June 2026. However, behind September’s double-digit growth lies a notable reality: export value is recovering, but pressures from markets, trade policies, and competition among suppliers remain.
(vasep.com.vn) Vietnam’s pangasius export value reached US$1.7 billion in the first nine months of 2026, up 11% year on year. In September alone, exports totaled US$210 million, an increase of 16%. China, the United States, and Brazil were the three largest markets, accounting for 49% of total export value. While China and Brazil maintained their growth momentum, exports to the US remained below the level recorded in the same period last year.
(vasep.com.vn) On November 11, 2026, in Can Tho, the Vietnam Association of Seafood Exporters and Producers (VASEP) will organize the Vietnam Seafood Summit 2026 (VSS 2026) under the theme “Seafood Market Outlook 2027–2029: Opportunities and Headroom for Double-Digit Export Growth.”
(seafood.vasep.com.vn) Business leader Do Ngoc Tai, General Director of Tai Kim Anh Seafood Processing Joint Stock Company, was honored by the Vietnam Chamber of Commerce and Industry (VCCI) with the title “Outstanding Vietnamese Entrepreneur – Thanh Giong Cup 2026” at a ceremony celebrating Vietnam Entrepreneurs’ Day (October 13). The event took place on the evening of October 11, 2026, at the National Convention Center in Hanoi.
(vasep.com.vn) The global tilapia market is becoming increasingly segmented, not only among producing countries but also by product type and destination market. Supply is divided into groups with distinct competitive advantages: large volumes of whole fish and frozen fillets from Asia, high-value fresh fillets from Latin America, and substantial domestic consumption in several major producing countries.
(vasep.com.vn) Vietnam’s tuna exports to the UK grew in the first eight months of 2026, despite signs of slowing import demand in the market. However, sharp fluctuations in orders, competition from major suppliers, and new traceability requirements are creating challenges for Vietnamese exporters.
(seafood.vasep.com.vn) Vietnam is stepping up efforts to combat illegal fishing, protect marine ecosystems, expand digital monitoring, and develop science-based management to ensure the sea can support communities and the economy for generations to come.
VASEP - HIỆP HỘI CHẾ BIẾN VÀ XUẤT KHẨU THỦY SẢN VIỆT NAM
Chịu trách nhiệm: Ông Nguyễn Hoài Nam - Phó Tổng thư ký Hiệp hội
Đơn vị vận hành trang tin điện tử: Trung tâm VASEP.PRO
Trưởng Ban Biên tập: Bà Phùng Thị Kim Thu
Giấy phép hoạt động Trang thông tin điện tử tổng hợp số 138/GP-TTĐT, ngày 01/10/2013 của Bộ Thông tin và Truyền thông
Tel: (+84 24) 3.7715055 – (ext.203); email: kimthu@vasep.com.vn
Trụ sở: Số 7 đường Nguyễn Quý Cảnh, Phường An Phú, Quận 2, Tp.Hồ Chí Minh
Tel: (+84) 28.628.10430 - Fax: (+84) 28.628.10437 - Email: vasephcm@vasep.com.vn
VPĐD: số 10, Nguyễn Công Hoan, Ngọc Khánh, Ba Đình, Hà Nội
Tel: (+84 24) 3.7715055 - Fax: (+84 24) 37715084 - Email: vasephn@vasep.com.vn
