A continued major worry for the Big Three, who do not seem to have found a way to turn the trend yet. The U.S. sold about 1.5 billion cans of tuna during the 12-month period ending March 2012, a decrease of 3.6% - or about 58 million cans less - from year-end 2010. These figures are based off equivalization factor, where case volume has been equivalized to a case of 48 five-ounce cans. “The decline in volume for both albacore and lightmeat tuna is the direct result of increased retail prices - everyday and promotional price points. The leading brands took pricing action due to escalating fish costs,” says Dave Melbourne, senior vice president of marketing at U.S. tuna processor Bumble Bee Foods.
Tight supply of tuna raw materials is not only causing higher retail prices, but it’s also led to the closure of one tuna cannery. In May, Bumble Bee announced it could no longer sustain its packing plant in Puerto Rico due to the reduced production.
With the rising costs, U.S. consumer demand for canned tuna also continues to wane. Since 2000, about 11% of American families have stopped eating tuna. Light tuna, which represents about two-thirds of the country’s tuna consumption, could now especially lose its budget-friendly appeal to those households with lower incomes.
Young consumers – 35 years of age and under – are also less inclined to buy tuna due to the high prices, availability of alternative lunch options and an overall less favorable perception.
But, while the retail prices of canned and pouch tuna have increased, the positive news is that they have not increased in the same proportion as many other U.S. consumer staples, says Melbourne.
Since 2003, the average price of lean ground beef per pound has sharply climbed 49.2%. Meanwhile, the price of a 5-ounce can of “solid white” albacore tuna has increased by 16.7% and a can of “chunk light” tuna has risen by 41.7%.
With the problem of obesity in the spotlight and the new U.S. Dietary Guidelines last year urging consumers to eat more seafood, Melbourne says tuna couldn't be better positioned as a "go to" food.
“Canned and pouch tuna is one of the healthiest food options available in the U.S. market. It is convenient, versatile, and affordable.”
The leading U.S brands – Bumble Bee, StarKist, and Chicken of the Sea – are expected to step up their marketing efforts to educate and engage consumers.
(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.
(seafood.vasep.com.vn) As part of Vietfish 2026, the International Seafood Hosted Buyer Program has been designed as a dedicated B2B matchmaking initiative for selected international buyers. The program provides opportunities to meet directly with Vietnamese seafood companies, gain market insights, and experience Vietnam's seafood supply chain firsthand.
(seafood.vasep.com.vn) A Story from Cà Mau’s Coast It’s 5 AM in Cà Mau. Minh, a third-generation fisherman, is ready to set sail. But unlike his father and grandfather, his boat no longer runs on an old diesel engine that burns fuel and clouds the sky with smoke. Instead, it’s powered by a hybrid engine that saves 40% fuel—funded by an ESG program from a major seafood exporter.
(seafood.vasep.com.vn) Vietnam's pangasius industry is shifting its focus from increasing production volume to enhancing value-added products in order to meet the increasingly stringent requirements of export markets. In An Giang Province—the country's leading hub for pangasius farming and processing—businesses and farmers are prioritizing product quality, traceability, food safety, and sustainable development rather than expanding output.
(seafood.vasep.com.vn) Following strong growth in 2025, Vietnam’s tuna exports to Sweden continued to edge higher during the first five months of 2026. However, the picture is far from straightforward. Orders have fluctuated significantly from month to month, indicating that this market remains cautious, with purchasing decisions closely tied to actual demand and the import cycles of Nordic distributors rather than to a steady upward trend.
(seafood.vasep.com.vn) China’s shrimp imports in the first five months of 2026 continued to surpass the same period in 2025, indicating that demand in the world’s largest seafood-consuming market remains strong. However, behind the growth figures lies an increasingly competitive landscape: Ecuador dominates the competitively priced whiteleg shrimp segment, India remains the second-largest supplier, while Vietnam stands out in the lobster segment but still needs to strengthen its advantages through quality, traceability, and reliable supply.
(seafood.vasep.com.vn) Lobster exports to China continued to surge in the first half of this year, putting the lobster industry on the verge of reaching an export value exceeding $1 billion.
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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