Last year, the total import volume of canned tuna crashed down to 20.7 million cartons, down 25% from 27.5 million in 2011 and 30% less than three years ago. The majority of the top 10 tuna producers who ship to the US market – including Thailand, Philippines, and Vietnam – were forced to significantly reduce their exports in 2012.
Thailand, the dominant US tuna supplier, saw its exports fall by 29% from 2011 to hit 10.6 million cartons. Philippines and Vietnam, in a distant second and third with an export volume of less than three million cartons each, also reduced their shipments by 22% and 11% respectively from 2011.
US canneries also bought less pre-cooked frozen tuna loins last year – down 14% to total about 53,900 tons from 2011 – so any illusion of increased domestic tuna production to offset the reduced canned tuna imports is misguided. The US canned tuna market is truly in a severe crisis.
The country’s tuna brands, to start, had to deal with dramatically higher import FOB prices last year, which on average, jumped by 33% from 2011 to USD 42.17 per case of 48x 5oz. The prices of raw skipjack – light meat tuna were to blame here, peaking near USD 2,300 per ton in September 2012 and causing supply problems for processors. Besides the higher canned tuna import costs, the Big Three US tuna brands faced fierce competition from each other and also private labels over market shares, forcing them to keep the selling price competitive but leaving hardly space for any profit.
But, industry efforts to retain consumers do not appear to be working. In the last year market data shows that Americans decreased their tuna intake by 12% and the shrinking demand could be the result of a number of other factors, besides rising retail prices. The product quality itself seems to be a continuing problem, with one Boston newspaper recently reviewing seven American tuna brands and reporting largely dissatisfied results. Culinary students from the local university were the judges and their comments ranged from “disturbingly moist, soggy, and uncomfortably soft in the mouth” to “looks like mushy wet cardboard. Sadly, it tastes like it too.” The excessive use of hydro proteins and vegetable broths in an effort to get the highest retention rates has completely back fired.
One leading US brand has even taken steps to fix the “mess” – last spring, Chicken of the Sea launched a line of “no drain” canned tuna products to promote a cleaner, more pleasant eating experience. The company, owned by the world’s largest canned tuna producer Thai Union, has since reported that the products have become a sales hit, with consumers specifically requesting it in stores.
Tuna’s popularity in the US is also certainly harmed by the country’s media who continue to unleash mercury scares on the public. The alleged health risks from eating tuna are often plastered across headlines, when the “new” research doesn’t actually study the real effects of mercury in tuna or the final negative and possible positive health effects on consumers. The articles commonly ignore the critical fact that selenium, another element found in tuna, works as a natural defense against mercury and it induces healthy brain development.
The fact remains that the once booming American tuna market is now in decay. As US tuna companies try to rebuild with new strategies – the industry’s move to smaller, 5-ounce cans clearly did not work - it will be interesting to see how and if they can reverse the downward trends.
This dramatic drop in the demand for tuna in the United States represents approximately 100.000 M/T less of whole round frozen skipjack, which is the raw material for US light meat. Considering that global catches are around 4 million M/T , the volume lost in the USA is equivalent to only 2,3% in world uptake.
(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.
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