Study overview
Evolution of fish consumption in the past 3 years
Overall, 40% of the respondents increased fish consumption in the past 3 years, 16% decreased fish consumption in the same period, and 44% maintained the same level.
Choice probabilities across Europe
Salmon is the fish with highest choice probability except Italy (sea bream, sea bass)
Pangasius is preferred in Germany and also in Spain and Italy.
Fish choice motives expressed by the participants - Relative importance of different aspects in fish selection
Consumer demand and choice behaviour for fresh fish – Willingness to pay for specific fish attributes
Willingness to pay - results
WTP estimates
Summary of the German market
Summary of the Spanish market
Pangasius results
Low base price for Germany, Italy & Spain
All markets prefer “Ready to cook” for pangasius
Sustainability label appreciated in all markets for pangasius except for UK
Health and nutritional claims gives premium price in all markets except in France.
Final remarks
Wild-caught is the most important attribute in Italy, France and the UK; nutritional & health claim in Spain; ready-to-cook format in Germany
Fillets preferred more than ready-to-cook fish; Ready-to-cook preferred more than whole fish (except round-cut salmon)
‘Sustainable label’ and ‘Nutritional & health claim’ preferences varied among species and countries
For producers: identify a socio-demographic profile of “green fish” consumers or “health conscious” consumers; how to reach them?
For policy makers: awareness and use of fish quality schemes; how to improve consumers’ beliefs/trust?
“Knowledge about specific health and nutritional benefits of fish consumption does not appear to be very strong” (Carlucci et al. 2015)
(seafood.vasep.com.vn) Da Nang City has fully implemented all recommendations from the European Commission (EC) regarding the fight against illegal, unreported and unregulated (IUU) fishing, creating an important foundation for the removal of the “yellow card” in the near future.
(seafood.vasep.com.vn) In Hoa Vang district (Da Nang City), red tilapia farming is demonstrating clear economic efficiency, becoming a promising livelihood that helps many households increase their income. A notable example is the model of Mr. Huynh Ngoc Nam, who operates two red tilapia ponds covering more than 4 hectares, generating stable annual income.
(seafood.vasep.com.vn) In Gia Vien district, tilapia farming—particularly the “duong nghiep” strain—is expanding rapidly and gradually becoming an efficient production model for local farmers. Hatcheries in the area are supplying high-quality, uniform, and disease-free fingerlings, meeting the growing demand for commercial farming.
(seafood.vasep.com.vn) On the afternoon of March 19, Vice Chairman of the Ca Mau Provincial People’s Committee, Le Van Su, chaired a meeting to address bottlenecks and propose solutions to expand the super-intensive whiteleg shrimp farming model using low water exchange and high biosecurity standards (RAS-IMTA).
(seafood.vasep.com.vn) On March 10, 2026, the Ho Chi Minh City People’s Committee issued Decision No. 1377/QD-UBND approving the Aquatic Animal Disease Prevention and Control Plan for the 2026–2030 period. The decision takes effect from the date of signing and replaces previous plans for the 2021–2030 period that had been issued prior to the administrative merger in Ba Ria – Vung Tau, Binh Duong, and Ho Chi Minh City.
(vasep.com.vn) In 2025, Chile imported more than USD 156 million worth of tuna, up 8.1% compared to the previous year and the highest level in the past five years. As the supply structure in this market is rapidly shifting, Vietnamese tuna is facing both opportunities to expand market share and increasing competitive pressure from Thailand, Colombia, and China.
(seafood.vasep.com.vn) Vinh Long Province is stepping up efforts to develop brackish water shrimp farming in a sustainable direction, identifying it as a key sector in its agricultural structure. In 2026, the province aims to reach around 71,300 hectares of shrimp farming, with an output of over 314,000 tons.
(seafood.vasep.com.vn) Ha Tinh Province is strengthening control over shrimp seed quality to minimize risks for the 2026 spring–summer farming season.
(seafood.vasep.com.vn) In February 2026, Vietnam’s pangasius exports reached USD 119 million, down slightly 5% year-on-year. However, thanks to strong performance in January, cumulative exports in the first two months of the year still reached USD 331 million, up 28% compared to the same period in 2025. Export activity slowed somewhat in February due to seasonal factors, particularly the Lunar New Year holiday, which disrupted production and shipments at many seafood processing enterprises.
(seafood.vasep.com.vn) Da Nang is accelerating the development of high-tech shrimp farming toward intensive production, disease control, and improved efficiency. Many shrimp farms have invested in automated environmental monitoring systems, continuously tracking indicators such as pH, dissolved oxygen, temperature, and salinity, enabling farmers to promptly adjust pond conditions and reduce disease risks.
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