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) The “Moringa Noodles Salad” product by Sa Giang Import-Export Corporation was honored as one of the “Top 10 Winning Products” at the THAIFEX – Anuga taste Innovation Show 2026, held as part of THAIFEX – Anuga Asia 2026 in Bangkok.
(seafood.vasep.com.vn) After a fairly strong upward trend in 2025, Vietnam’s clam exports entered 2026 with a mixed picture: strong growth at the beginning of the year, followed by a slowdown from March onward. According to Vietnam Customs data, Vietnam’s clam export turnover in the first four months of 2026 reached more than USD 38 million, up 2% compared to the same period in 2025.
(seafood.vasep.com.vn) Vietnam’s pangasius industry is facing new opportunities to expand its development space as many localities and businesses begin promoting marine farming models aimed at diversifying farming areas and adapting to climate change. However, for pangasius to truly “go offshore” and develop into a large-scale industry segment, significant challenges related to technology, broodstock, and markets still need to be addressed.
(seafood.vasep.com.vn) Vietnam’s tilapia exports in April 2026 reached USD 11 million, up 92% compared to the same period in 2025. This strong growth indicates that Vietnamese tilapia products are continuing to penetrate and expand rapidly in international markets. Cumulative export turnover in the first four months of 2026 reached USD 49 million, up 151% year-on-year.
(seafood.vasep.com) At VietShrimp Asia 2026, disease management trends in shrimp farming are shifting strongly from treatment-based approaches toward proactive prevention through environmental and pond ecosystem control.
(vasep.com.vn) After a period of strong growth, with export turnover reaching USD 38 million in Q1/2026 — up 174% year-on-year — the sector’s rapid expansion clearly reflects growing market opportunities.
(vasep.com.vn) In the first quarter of 2026, Vietnam’s pangasius exports to the ASEAN bloc reached USD 44 million, up 7% compared to the same period in 2025. After falling to the lowest level of the quarter at USD 9 million in February — reflecting the seasonal slowdown in orders after the festive period — exports recovered strongly to USD 18 million in March, the highest monthly value of the quarter. This development shows that import demand for pangasius in ASEAN remains relatively stable despite short-term fluctuations.
(seafood.vasep.com.vn) On May 11, 2026, the US National Oceanic and Atmospheric Administration (NOAA) announced a positive comparability finding for Vietnam’s swimming crab fisheries, along with those of Indonesia and Sri Lanka, under the Marine Mammal Protection Act (MMPA). With this decision, seafood and seafood products harvested from Vietnam’s swimming crab fisheries will continue to be eligible for import into the US market.
(seafood.vasep.com.vn) After a slowdown in 2025, Vietnam’s tuna exports to Germany showed more positive signs in the first quarter of 2026. However, the recovery remains uncertain as consumer demand in Germany is still cautious, while market competition is increasingly driven by pricing and supply stability.
(seafood.vasep.com.vn) After a sharp decline in 2025, Vietnam’s tuna exports to Israel are showing positive signs of recovery in the early months of 2026. According to Vietnam Customs data, export turnover to this market grew steadily month by month in Q1/2026, reaching nearly USD 10 million, up 33% compared to the same period in 2025. However, compared to Q1/2024, this level remains significantly lower, indicating that the recovery is still in its early stage following last year’s strong adjustment.
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