Consumer side: ever more differentiated
Address diversity
Satisfy specific needs
Understand and approach our customer better
Industry side: ever more competitive environment
Define target customers - segments
Find niches - overlooked by (big) competitors
Reduce competition
|
Italy |
Healthy & environmen-tally conscious |
Brand-convenience-taste |
Self-efficacious health oriented cooking artist |
Local connoisseur |
Price-wise convenience |
Self-efficacious pragmatic |
Indif-ferent |
|
Spain |
Brand/seller dependent high quality |
Self-efficacious egoistic brand buyer |
Independent “good-for-me” connoisseur |
360° health |
Cooking artist |
Indifferent |
|
|
France |
Egoistic health |
Health oriented, egoistic (not creative) cook |
Cooking artist |
Self-efficacious convenience |
Indifferent |
||
|
Germany |
Cooking artist |
Healthy & environmentally-conscious |
Convenience-brand loyal |
Health oriented cooking artist |
Cheap brand & taste |
Indifferent |
|
|
UK |
Healthy convenience |
Egoistic health & convenience |
Cooking artist |
Self-efficacious - & local ecologist |
Indifferent |
Health and environmentally conscious consumers
Convenience, brand loyal consumer
Cheap brand and taste consumer
Cooking artist
Healthy cooking artists
Indifferent
Nutritional digestive and inclusive health (360°)
Product and segment match – illustrative example 1
Product and segment match – illustrative example 2
(seafood.vasep.com.vn) Vietnam’s pangasius exports have shown encouraging signs of recovery in 2026. In the first four months of the year, total export turnover reached USD 720 million, up 17% compared to the same period last year. This result reflects improving demand across many markets, as well as the efforts of Vietnamese pangasius enterprises to maintain production, secure orders, and adapt to changing market conditions.
(seafood.vasep.com.vn) In the first four months of 2026, Vietnam’s tilapia exports reached USD 49 million, up 151% compared to the same period in 2025. This impressive growth reflects positive momentum in the tilapia sector, with Brazil emerging as a key driver of growth, while frozen tilapia fillets continued to be the industry's leading export product.
(seafood.vasep.com.vn) Vietnam’s tuna exports to the UK have shown positive signs in the first months of 2026. While the UK’s overall tuna imports from the world declined, imports from Vietnam increased strongly, indicating that there is still room for Vietnam to expand its market share. However, behind this growth, competitive pressure remains intense, especially as the UK continues to be a major market for established suppliers such as Ecuador, Mauritius, and Ghana.
(seafood.vasep.com.vn) Biofloc technology is being piloted in several rice–shrimp farming models in Ca Mau Province, showing initial positive results in controlling pond environments, improving shrimp seed quality, and supporting sustainable aquaculture development.
(seafood.vasep.com.vn) In the first four months of 2026, Mexico, Brazil, and Colombia together contributed USD 108 million to Vietnam’s pangasius exports, accounting for around 15% of the industry’s total export turnover. Amid tightening global whitefish supply and slowing demand in several traditional markets, Latin America is increasingly becoming an important expansion destination for the sector.
(seafood.vasep.com.vn) Alongside the development of high-tech shrimp farming, Ha Tinh Province is accelerating the cultivation of high-value freshwater aquatic species, with red tilapia emerging as an effective and sustainable farming model.
(vasep.com.vn) Vietnam’s tuna exports reached USD 81 million in April 2026, down 6% compared to the same period in 2025. In the first four months of the year, export turnover totaled USD 289 million, down 4.8%. Although the overall export picture has yet to brighten significantly, market trends are becoming increasingly diversified rather than moving in a single direction.
(seafood.vasep.com.vn) Vietnam’s pangasius industry is undergoing strong restructuring starting from the broodstock and fingerling segment in order to improve productivity, quality, and export competitiveness. This is considered a critical foundation for the sustainable development of the industry amid rising production costs and increasingly stringent market requirements.
(seafood.vasep.com.vn) According to Vietnam Customs data, pangasius exports in April 2026 reached USD 206 million, up 18% compared to the same period in 2025 — marking another consecutive month of double-digit growth since the beginning of the year. Cumulative pangasius export turnover in the first four months of 2026 reached USD 720 million, up 17% year-on-year, reflecting the positive growth momentum of this key export product.
(seafood.vasep.com.vn) Vietnam’s shrimp exports in the first four months of 2026 maintained positive growth momentum, reaching approximately USD 1.5 billion, up 15% compared to the same period last year. However, behind this result lies diverging trends across markets, as the global shrimp industry continues to face pressure from inflation, high inventories, price competition, and increasing trade risks.
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
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Trưởng Ban Biên tập: Bà Phùng Thị Kim Thu
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