Exports to the U.S. Remain Flat, EU Drops Significantly
In the 2025 market structure, the U.S. continued to serve as the largest pillar, with export value slightly higher than in 2024, reaching over USD 190 million. In contrast, exports to the EU fell sharply by 22%, to around USD 57 million. Several European markets recorded notable declines, such as Germany (-27%), Finland (-3%), and Romania (-36%), reflecting competitive pressure and uneven recovery in consumer demand.
High living costs, a growing trend of “trading down” to cheaper options, and competition from traditional canned tuna suppliers may have contributed to the slower-than-expected recovery in the EU.
Notably, exports to several Middle East–North Africa markets surged, including Libya (+70%), Egypt (+127%), and the UAE (+302%), along with strong growth in some smaller-scale markets. This signals that Vietnamese enterprises are making efforts to expand distribution channels, diversify customers, and reduce reliance on traditional markets amid intensifying competition.
Global Demand Remains Stable but Sensitive to Raw Material Prices
Globally, canned tuna continues to enjoy relatively stable demand thanks to its convenience and suitability for retail channels. However, 2025 saw significant fluctuations in skipjack tuna prices—an essential raw material that directly impacts production costs and profit margins for canners.
Given the highly competitive nature of canned products, volatile raw material prices force companies to constantly balance between maintaining market share and protecting profit margins, particularly for private-label orders and long-term contracts.
2026 Outlook: Market Expansion Opportunities Amid Rising Policy Risks
Entering 2026, Vietnam’s canned tuna export prospects are seen as having room for recovery, but outcomes will depend heavily on policy variables and compliance costs. The domestic raw material bottleneck has been eased, reducing pressure on processing plants—especially for products with steady input demand such as canned tuna. However, Vietnamese tuna continues to face policy-related risks in key markets.
Exports to the U.S. are expected to encounter greater challenges and may slow down in 2026. Starting January 1, 2026, the Fisheries Service under the U.S. National Oceanic and Atmospheric Administration (NOAA) requires a Certificate of Admissibility (COA) for seafood products exported to the U.S. The certificate must demonstrate that the species composition, harvesting method, and fishing location of products are not subject to import restrictions under the Marine Mammal Protection Act (MMPA) Import Provisions. This requirement could increase the risk of customs delays or order disruptions if documentation and verification processes are not fully aligned.
Additionally, the high reciprocal tariffs imposed by the U.S. on Vietnamese goods are making Vietnamese tuna products less competitive compared to rivals such as Thailand, Ecuador, and Indonesia.
Nevertheless, the global canned tuna market is forecast to grow in the medium term, creating opportunities for Vietnamese enterprises to expand exports. In particular, strong growth momentum in the Middle East–North Africa region—especially in the UAE and neighboring markets—indicates substantial untapped potential.
(seafood.vasep.com.vn) Vietnamese seafood exports recorded impressive growth, generating nearly 6 billion USD in revenue during the first six months of the year, up 13% compared with the same period last year.
(seafood.vasep.com.vn) Fishermen in Ha Tinh are gradually overcoming difficulties to maintain the efficiency of seafood exploitation. In the first six months of 2026, the entire province achieved a production of more than 23,000 tons of seafood, worth more than 1,200 billion VND.
(seafood.vasep.com.vn) June 2026 brought encouraging signs for Vietnam's tuna exports, with export value rising 20% year-on-year to nearly USD 72 million. However, this increase has yet to offset the prolonged slowdown seen in key markets such as the European Union (EU), where import demand remains weak. The outlook for the second half of the year is expected to become more challenging as freight rates continue to climb.
(vasep.com.vn) As part of the Vietnam Fisheries International Exhibition (Vietfish 2026), the Vietnam Association of Seafood Exporters and Producers (VASEP), in collaboration with the Agency for Domestic Market Management and Development under the Ministry of Industry and Trade, will organize the Domestic Seafood Supply–Demand Matching Program on the morning of August 20, 2026, at the Saigon Exhibition and Convention Center (SECC), Ho Chi Minh City. The program aims to foster direct business connections between Vietnamese seafood producers and processors and domestic distributors, retailers, and foodservice channels.
(seafood.vasep.com.vn) The Cooking Show will be one of the most engaging experiential highlights of Vietfish 2026. Taking place over three days, from August 19–21, 2026, at Hall B1, SECC, Ho Chi Minh City, the event will offer visitors a vibrant culinary space where Vietnamese seafood is showcased through its flavors, stories, and real-life culinary applications.
(seafood.vasep.com.vn) Vietnam's pangasius exports reached USD 205 million in June 2026, up 5% compared with the same month in 2025. Cumulative export value for the first six months of the year totaled USD 1.1 billion, an increase of 12% year-on-year. Growth was primarily driven by strong demand from China and CPTPP markets, while exports to the United States and Brazil continued to decline.
(seafood.vasep.com.vn) In the first six months of 2026, Ha Tinh province continued to implement comprehensive solutions to combat IUU fishing; strictly manage the fishing fleet, control fishing vessels entering and leaving ports, operate vessel tracking devices, trace the origin of seafood, and severely punish violations.
(seafood.vasep.com.vn) Vietnam's tilapia exports reached USD 7 million in June 2026, down 32% compared with the same month in 2025. Nevertheless, thanks to strong growth in the first five months of the year, cumulative tilapia exports in the first half of 2026 totaled USD 69 million, up 67% year on year.
(seafood.vasep.com.vn) Sa Giang Import-Export Joint Stock Company, a member of the Vietnam Association of Seafood Exporters and Producers (VASEP), has been honored with the "Famous Brand - Competitive Vietnamese Brand 2026" certification at an award ceremony organized by the Vietnam Intellectual Property Association (VIPA).
(seafood.vasep.com.vn) China imported nearly $1.4 billion worth of Vietnamese seafood in the first half of the year, a 40% increase compared to the same period last year, surpassing the US to become the largest export market for the industry.
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