“Fresh foods carry the health halo with them, versus processed foods. It doesn’t matter what country you go to: fresh foods will always have those attributes,” Steve Lutz, Nielsen Perishables Group executive VP of told SeafoodSource.
In the Asia-Pacific region, fresh foods make up 60 percent of shoppers’ grocery shopping budgets and in Europe, fresh foods account for 53 percent of shoppers’ budgets, according to the Nielsen Global Survey of Fresh Foods report. In the U.S. and Latin America, fresh foods account for much less of shoppers’ baskets: 30 percent and 25 percent, respectively.
“In the U.S., consumers shop less frequently [than in Asia and Europe]. Because they are willing to drive further and make fewer shopping trips, those things work against fresh,” Lutz said. At the same time, fresh seafood sales are on the rise in the U.S. While beef, poultry, and pork volume all fell in 2012, fresh seafood volume rose 2.5 percent, according to Nielsen.
According to the study, when buying fresh seafood, North American shoppers look for a good value first, followed by fresh selection and convenience.
Even though overall fresh seafood prices remained fairly stable in the past year, North American shoppers perceived that seafood was a better value, particularly compared to the rising costs of beef and poultry, according to Lutz.
“It is really about the value they [shoppers] placed on a specific product. For example, lobster is still a very expensive seafood product, but sales were driven down because of supply this year. Even if lobster is USD 10 a pound, that is perceived as a value, compared to its regular price,” Lutz said.
While North American shoppers are seeking value, shoppers in the Middle East/ Africa region and in Latin America said fresh selection is most important to them, according to the survey. Europeans say that a good value is the most important attribute when buying fresh seafood, followed by fresh selection and convenience.
Even though fresh seafood sales rose in the U.S. last year, fresh seafood accounts for only five percent of stores’ total sales, according to Nielsen. Lutz believes that fresh seafood purchases lag behind other proteins because shoppers require much more customer service than other protein categories.
“Self-serve just does not touch the consumer…in the same way that beef and chicken does because consumers know the cuts and the selection in those departments. The input from the behind-the-counter person in a supermarket or the person running the fish shop is not only important for capturing sales, but for building consumer confidence and repeat purchases,” Lutz said.
(vasep.com.vn) Vietnam has strengthened its position in China’s massive seafood market, becoming the largest lobster supplier while maintaining a dominant share of the country’s imported pangasius.
(vasep.com.vn) Vietfish 2026 was more than just a larger exhibition space. Through B2B meetings, booth discussions, production-chain visits and post-show feedback, businesses and buyers found something more concrete: suitable suppliers, processing capabilities, technology solutions, new markets and a foundation for building long-term trust and partnerships.
(vasep.com.vn) Vietnam’s tilapia exports to the United States declined significantly in the first seven months of 2026. Cumulative export value reached US$18 million, down 42% from the same period in 2025. In July alone, exports amounted to just US$2 million, plunging 70%, indicating a clear slowdown in import demand from the US market.
(vasep.com.vn) At the seminar “Global Seafood Markets and the Future Workforce: Trends, Opportunities and Directions for the Sustainable Development of Vietnam’s Fisheries Sector,” held as part of VIETFISH 2026, Ms. Shirlene Maria Anthonysamy, Fisheries Officer (Markets) and GLOBEFISH Coordinator at the Food and Agriculture Organization of the United Nations (FAO), presented initiatives aimed at promoting youth participation in fisheries and aquaculture.
(vasep.com.vn) In the first seven months of 2026, Vietnam’s pangasius exports to the United States reached US$189 million, down 8% year-on-year. In July alone, export value reached US$22 million, down 28%. This trend indicates that U.S. demand for pangasius imports has remained relatively cautious this year, as importers tend to maintain moderate inventory levels and limit stockpiling.
(vasep.com.vn) After three days at the Saigon Exhibition and Convention Center (SECC) in Ho Chi Minh City, the Vietnam International Fisheries Exhibition – VIETFISH 2026 – has successfully concluded, leaving a strong impression in terms of scale, visitor numbers, the quality of business connections, and innovative activities. With more than 14,000 m² of exhibition space, 335 companies, 568 booths, participation from representatives of 17 countries and territories, and nearly 15,000 visitors, VIETFISH 2026 has once again affirmed its role as an important meeting point for Vietnam’s and the global seafood industry.
(seafood.vasep.com.vn) Held as part of Vietfish 2026 from August 19–21 at SECC in Ho Chi Minh City, a series of five specialized seminars provided the seafood business community with updates on markets, technology, standards, human resources and cooperation opportunities. With the participation of experts, international organizations, government agencies and businesses from Vietnam and abroad, the seminars created an additional platform for professional exchange alongside the exhibition’s product showcases and business networking activities.
(seafood.vasep.com.vn) On the morning of August 19, 2026, the Vietnam International Seafood Exhibition – VIETFISH 2026 officially opened at the Saigon Exhibition and Convention Center (SECC) in Ho Chi Minh City. With 568 booths representing 335 companies, alongside the presence of senior government officials, local authorities, diplomatic missions and international partners, VIETFISH 2026 kicks off three days of business networking, technology exchange and market engagement under the overarching theme “Innovation and Sustainability.”
The Vietnam Association of Seafood Exporters and Producers (VASEP) officially announces that the Vietnam International Seafood Exhibition (Vietfish 2026) will take place from August 19–21, 2026, at the Saigon Exhibition and Convention Center (SECC), Ho Chi Minh City.
(seafood.vasep.com.vn) Vietnam’s seafood exports recorded strong growth in the first half of 2026, but the performance was increasingly uneven across products, markets and enterprises. VASEP’s newly released premium report provides the detailed data and analysis needed to understand what lies behind the headline figures and prepare for the more challenging months ahead.
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