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) Although Germany’s tuna imports have declined, Vietnam’s tuna exports to the market continue to show positive signs. Notably, export value recovered strongly in Q3/2026, and German import data also show Vietnamese products strengthening their position amid competition among suppliers.
(seafood.vasep.com.vn) Seafood exports are holding double-digit growth, but the opportunities are not spread evenly across product groups and markets. As businesses draw up their plans for 2027, Vietnam Seafood Summit 2026 (VSS2026) offers a chance to look ahead together: what to sell, where to sell it, and how to prepare for growth in the coming years.
(seafood.vasep.com.vn) With less than two weeks to go, the Vietnam Seafood Summit 2026 (VSS 2026) will officially take place in Can Tho. Under the theme “Seafood Market Outlook 2027–2029 – Opportunities and Potential for Double-Digit Export Growth,” the Summit is organized by VASEP at a time when seafood businesses are facing rapid market shifts, changing buyer demand, trade policy changes and growing competitive pressure all at once.
(seafood.vasep.com.vn) On October 28, 2026, the China Fisheries & Seafood Expo opened in Qingdao, China. The expo takes place over three days from October 28 to 30, 2026. This is a prestigious specialized seafood exhibition organized annually by Sea Fare Exposition Inc.
(vasep.com.vn) In the first nine months of 2026, Vietnam’s tilapia exports to the CPTPP bloc reached $7 million, marking a 51% year-on-year increase. The bloc rstands as the fourth-largest market for Vietnamese tilapia, trailing Brazil, the US, and Saudi Arabia.
(vasep.com.vn) VASEP has officially announced the program for Vietnam Seafood Summit 2026 (VSS 2026), featuring five in-depth sessions covering industry outlooks, trade barriers, buyer demand, the domestic market, and solutions to improve productivity and reduce costs across the seafood value chain.
(vasep.com.vn) Vietnam’s shrimp exports reached US$3.7 billion in the first nine months of 2026, up 11% year on year. Although growth has been supported by China and several markets within the CPTPP, momentum is slowing as exports to the United States and the European Union decline. Tariff pressures, international competition, and raw material challenges are creating significant hurdles for exporters in the final months of the year.
(vasep.com.vn) Markets are changing faster, buyer requirements are becoming more demanding, and trade barriers are growing increasingly complex. In this environment, seafood businesses need more than an understanding of current market conditions. They need a longer-term perspective to answer a critical question: Where will growth opportunities come from in 2027–2029, and what should businesses do now to prepare? This is one of the key reasons why VASEP is organizing Vietnam Seafood Summit 2026.
(vasep.com.vn) In the first eight months of 2026, Vietnam’s pangasius exports to the Middle East reached US$113 million, up 7% year on year from the same period in 2025. Growth has become more pronounced in recent months. In August alone, exports to the region totaled US$20 million, an increase of 24%. This indicates that demand for Vietnamese pangasius in the Middle East is gradually recovering after a slowdown in March, although the pace of recovery varies across markets.
(vasep.com.vn) China’s shrimp imports continued to grow strongly in 2026, while Vietnam’s shrimp exports to the market also recorded notable growth. However, behind these positive figures lie two distinct trends: Chinese consumption is growing more slowly than imports, and lobster accounts for a substantial share of Vietnam’s shrimp exports to China, making its product mix significantly different from those of Ecuador and India. Exporters therefore need to assess each segment carefully to understand the opportunities and 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
Đơn vị vận hành trang tin điện tử: Trung tâm VASEP.PRO
Trưởng Ban Biên tập: Bà Phùng Thị Kim Thu
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