EU – A new growth for Vietnamese shrimp amid taiff fluctuations

Some key markets in the EU bloc recorded notable growth: Germany increased by 24%, Belgium by 31% and France by nearly 20%. However, the Netherlands - a traditionally large market, experienced a slight decline of 4%. This reflects shifts in consumption patterns and segmentation within the EU market that Vietnamese businesses need to grasp.

Regarding product structure, whiteleg shrimp remained the dominant product with an export value of 206 million USD, accounting for 81,9% of total exports to the EU and growing by 17.8%. Notably, both main product categories of whiteleg shrimp showed strong growth: processed shrimp (HS16) reached 97,4 million USD, up 17%, while live/fresh/frozen shrimp (HS03) reached 108,7 million USD, up 18,6%.

Black tiger shrimp exports amounted to 25 million USD, accounting for 9,9%, but saw a slight decrease of 7,1% year-on-year. Specifically, frozen products decreased by 7,6%, while processed black tiger shrimp fell by 3,9%, indicating that demand for black tiger shrimp has not strongly recovered in the EU market.

Other types of shrimp achieved 20,7 million USD, surging by 33,2%. Notably, other processed products (HS16) rose by 50%, showing that the EU is expanding its consumption of non-traditional marine shrimp, particularly high-value-added processed products that suitable for the region’s growing demands for convenience and food safety standards.

Trend of shifting from the US to the EU: A “safe haven” amid tariff volatility

Amid former President Trump’s plans to impose countervailing tariffs on global goods imported into the US, Vietnamese shrimp is no exception in the unstable global trade environment. The EU emerges as a safe destination with lower policy risks. Exporters from Vietnam, India, and Indonesia are gradually redirecting orders to this market. Additionally, the EU’s economic recovery post-pandemic and controlled inflation have also boosted consumer demand.

According to statistics from Rabobank and Kontali, EU shrimp import demand has been steadily rising since early 2024. In the first half of 2025, shrimp imports to the EU are estimated to have increased by 25% with sales to other European countries also grew by 8%.

Per Kontali, as of week 23 (June 2 - 8, 2025), EU imports from Ecuador surged by 49% compared to the same period last year while imports from India rose by 42%.

A market with stringent quality demands

To boost shrimp exports to the EU, businesses must meet the bloc’s stringent technical requirements. Importers are increasingly focused on:

- Transparency and clear traceability

- Compliance with certifications such as ASC, Global G.AP and Organic

Moreover, the EU tends to prioritize high-quality, branded and well-packaged products, particularly peeled whiteleg shrimp, naturally farmed black tiger shrimp and eco-certified products. Madagascar is a typica example, having successfully built a national brand for its black tiger shrimp that commands high prices in the French market.

Therefore, Vietnamese businesses aiming to increase exports to the EU need very specific marketing strategies to build brand recognition for their products.

Additionally, the EU retail market offers significant future opportunities as grocery chains are becoming more price-sensitive due to rising costsas, while restaurants and foodservice businesses are increasingly price-sensitive.

Whds should be done to maintain the advantage in the EU market?

To sustain and expand market share in the EU in the second half of 2025 and beyond, Vietnamese shrimp exporters should consider:

- Repositioning competitive strategies: Shift from price competition to focusing on quality, sustainability and transparency.

- Developing premium products: Focus on organic shrimp, ASC-certified shrimp and branded black tiger shrimp that align with European retail preferences.

- Enhancing traceability: Apply technologies such as QR codes and blockchain to demonstrate clear origin.

- Penetrating green retail systems: Target chains like Lidl, Aldi and Waitrose which prioritize eco-certified and transparent products.