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.
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(seafood.vasep.com.vn) An Giang is focusing on expanding climate-adaptive marine aquaculture models, aiming for safe and sustainable production. This approach not only enhances economic efficiency but also helps fishermen stabilize their livelihoods amid weather fluctuations.
(seafood.vasep.com.vn) In the first 10 months of 2025, Vietnam’s pangasius export value to China (including Mainland China and Hong Kong) reached $483 million, up 1% compared to the same period in 2024. October alone posted $73 million, a strong 19% increase year-on-year. The Chinese market currently accounts for nearly 27% of Vietnam’s total pangasius export value.
(seafood.vasep.com.vn) According to data from Vietnam Customs, the country’s lobster exports posted another strong month in October 2025, reaching $93 million - a 75% increase from the same month in 2024. This performance extends the sector’s impressive growth streak from earlier in the year, pushing cumulative exports for the first 10 months to $712 million, up an extraordinary 135% year-over-year. Within the product mix, green lobster remained the dominant driver, accounting for 98% of total export value, with $700 million recorded in the first 10 months - a 141% jump year-on-year. In contrast, exports of spiny lobster and other lobster varieties declined slightly by 22% and 1%, respectively, indicating that market demand is becoming increasingly concentrated on the most sought-after product line.
(seafood.vasep.com.vn) Currently, Da Nang City has no fishing vessels detained, sanctioned by foreign authorities, or criminally prosecuted for IUU fishing violations. Patrols, monitoring of marine fishing activities, and handling of violations have been prioritized by competent forces, significantly reducing nearshore fishing infringements.
(seafood.vasep.com.vn) According to statistics from Vietnam Customs, Vietnam’s tuna exports to Israel in the first nine months of 2025 reached just over USD 27 million, down as much as 49% compared to the same period in 2024. This is a steep and prolonged decline for many consecutive months, reflecting changes in import demand as well as shifts in the supply structure of this market.
(seafood.vasep.com.vn) The first 700 tons of Vietnamese tilapia ordered and imported by JBS Group will initially be distributed through supermarket chains, the Horeca network and JBS’s product showrooms in Brazil.
(seafood.vasep.com.vn) In October 2025, Vietnam’s pangasius exports hit $217 million, representing an 8% increase compared to the same month in 2024. For the first 10 months of the year, total export value has surpassed $1.8 billion, up 9% year-on-year. This growth demonstrates clear positive momentum for the pangasius industry, despite continued declines in certain markets.
In recent days, the Central provinces of Vietnam have been suffering from historic flooding, with prolonged heavy rains, landslides, flash floods, and deep inundation causing extremely serious impacts on tens of thousands of households, as well as many VASEP member exporters located in the region. With the spirit of mutual support and solidarity, and in order to promptly assist residents and member exporters in the affected areas to stabilize their lives and restore production activities, VASEP calls on all seafood exporters, organizations, and individuals to extend supports to the people and member exporters in the flood-hit areas. We urge timely and practical material and spiritual contributions to help member exporters and local communities in the severely affected provinces overcome this difficult period.
(seafood.vasep.com.vn) In the final days of October 2025, Vietnam’s domestic raw shrimp market remained generally stable, though slight adjustments were recorded in several sizes across key farming regions.
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