Bringing shrimp back to the domestic market: A strategy for a sustainable future

A “gold mine” of 100 million consumers

With a population of over 100 million and per capita seafood consumption of 35–38 kg/year, Vietnam is one of the largest seafood-consuming countries in the region. The middle class is expanding, and demand for high-quality, safe, and traceable food is increasing. Consumers are willing to pay more for branded products with stories tied to farming areas and international-standard processes.

At the same time, a “modern consumption habit” is taking shape. Instead of buying only fresh shrimp from wet markets, Vietnamese consumers are shifting toward processed, ready-to-cook, and conveniently packaged products, often purchased through supermarkets, clean food stores, or e-commerce platforms. In 2023, fresh food orders on Shopee rose by 38%, with seafood among the fastest-growing categories. TikTok Shop also recorded processed foods and specialties as the second most popular livestream category after fashion. These signals confirm that the domestic market is truly a “forgotten gold mine” for Vietnamese shrimp.

Market research – the foundation for product growth

To win over domestic consumers, market research is vital. Exporters must answer fundamental questions: Who are the target customers? What do they need? Why do they buy—or refuse to buy? Where do they usually buy? Such data builds a consumer profile, enabling effective product positioning and marketing strategies.

Vietnamese consumers generally seek safety, convenience, consistent quality, and reasonable prices. However, challenges remain: a preference for cheaper products, low trust in local brands, and inconsistent distribution systems. Therefore, transparency in farming practices, traceability technology, and brand storytelling are key to winning their trust.

Companies returning to the domestic market – and succeeding

Several companies have boldly re-entered the domestic market and achieved promising results, including Minh Phu Seafood Corp, Hai Nam Co., Ltd., Camimex Corp, Stapimex, Sai Thanh Foods, Seaprimexco, Thuan Phuoc Corp, Viet Foods Co.Ltd, and Hung Hau Foods.

For example, Saigon Food: Based on consumer habit research, the company developed products tailored to different groups (young families, office workers, busy individuals). They focused on the 4Ps of marketing: product (diverse, convenient), pricing (reasonable), distribution (wide coverage), and promotion (brand storytelling). As a result, Saigon Food’s shrimp and processed seafood brands have become a familiar choice for urban consumers.

Lenger Seafoods Vietnam: Once focused solely on clam exports, the company developed domestic product lines such as fresh clams, garlic-butter clams, and canned clam meat. With nationwide distribution through supermarkets, clean food stores, and restaurants, its domestic revenue share has steadily increased. Lenger also capitalized on promotions, sampling in supermarkets, and multi-channel communication to reach consumers.

These examples show that when exporters truly understand consumer needs and invest in the domestic market, they can turn export challenges into new growth opportunities.

Lessons from India

India—the world’s leading shrimp powerhouse—once relied on exports for over 90% of production, with the US and China as main buyers. However, fierce competition from Ecuador has forced change. India’s new strategy is to expand domestic consumption and develop black tiger shrimp to increase value. With a population of over 1.4 billion and rising incomes, the domestic market is seen as a “potential oil well” for sustainable growth.

If even a shrimp giant like India views the domestic market as a strategic pillar, Vietnam—with one of the highest per capita seafood consumption rates—has even stronger reasons to take decisive action.

The road to deep domestic roots for Vietnamese shrimp

For shrimp to truly take root at home, exporters need to diversify their product portfolio: from raw shrimp to deeply processed and convenient items such as cooked shrimp, shrimp balls, and frozen shrimp hotpot packs. At the same time, they must expand multi-channel distribution: supermarkets, clean food stores, HORECA, e-commerce platforms, and social media.

On the communication front, exporters should leverage storytelling—highlighting farming regions, international certifications (ASC, BAP), and transparent traceability commitments. Government and associations also need to support with policies encouraging domestic consumption, investment in cold-chain logistics infrastructure, and campaigns like “Vietnamese Consumers Prioritize Vietnamese Shrimp.”

Bringing shrimp back to the domestic market is not a step backward—it is a strategic move. It offers both an escape from export challenges and a foundation for building a sustainable Vietnamese shrimp brand. In a volatile world, reconnecting shrimp with Vietnamese consumers is the way to nurture a long-term future for the country’s shrimp industry.