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) The year 2025 marked a pivotal milestone for Vietnam’s seafood industry in its restructuring process toward sustainability, transparency, and higher value creation, amid continued uncertainties in the global economic and trade environment. Prolonged inflation in major economies, the rising trend of trade protectionism, and increasingly stringent requirements related to environmental standards, traceability, and social responsibility have posed significant challenges to seafood production and exports. Nevertheless, overcoming these pressures, Vietnam’s seafood sector has gradually demonstrated its adaptability, maintained growth momentum, and laid an important foundation for the next stage of development.
(seafood.vasep.com.vn) Amid the increasingly evident impacts of drought and saltwater intrusion, the shrimp-rice production model in Ca Mau province continues to prove itself as a viable direction, contributing to higher farmer incomes, improved soil conditions and the promotion of ecological and sustainable agricultural development.
(seafood.vasep.com.vn) The management of fishing vessels, monitoring of fishing activities, and handling of violations in the fisheries sector in Lam Dong province have continued to be implemented in a synchronized and stringent manner, contributing to raising awareness of legal compliance among fishermen and aiming to end illegal, unreported and unregulated (IUU) fishing.
(seafood.vasep.com.vn) Can Tho’s fishery industry sustained steady growth in 2025 with total aquatic and marine output reaching nearly 783,000 tons, fulfilling 100% of the annual target. Aquaculture, capture fisheries and fishing fleet management were further strengthened, aiming for sustainable development in the coming years.
(seafood.vasep.com.vn) In 2025, Vietnam’s pangasius export turnover reached nearly USD 2.2 billion, up 8% year-on-year. This result indicates that pangasius exports maintained their growth momentum despite significant volatility in the global market environment. In December 2025, pangasius export value reached USD 200 million, up 10% compared to December 2024. This solid performance in the final month of the year reflects increased import demand for consumption and inventory replenishment in key markets.
(seafood.vasep.com.vn) In 2025, Vietnam’s tuna exports to Spain experienced significant fluctuations. According to Vietnam Customs, during the first 11 months of 2025, export turnover for the first 11 months of the year edged up by 0.3% year-on-year, reaching nearly $15 million.
(seafood.vasep.com.vn) Deputy Prime Minister Bui Thanh Son has signed Decision No. 16/QD-TTg, dated January 5, 2026, approving the implementation plan for the Vietnam-Israel Free Trade Agreement (VIFTA). Under the plan, in the coming period, ministries, ministerial-level agencies, government-affiliated entities and People’s Committees of provinces and centrally-run cities must institutionalize and execute tasks focused on the dissemination of information regarding VIFTA and the Israeli market; legislative and institutional development, as well as enhancing competitiveness and human resource growth...
(seafood.vasep.com.vn) Beyond achieving double-digit growth, Vietnam’s fish cake and surimi exports are showing a notable year-end "inflection point": the EU his accelerating with nearly twofold growth, China & Hong Kong are rising sharply, while the largest market, South Korea, signaled a slowdown in November. According to Vietnam Customs data, export turnover of fish cake and surimi reached $327 million in the first 11 months of 2025, up 22% year-on-year; November 2025 alone accounted for $35 million, marking a 5% increase. This serves as a critical foundation for exporters to reassess market structures and competitive intensity while finalizing order strategies for 2026.
(seafood.vasep.com.vn) Ca Mau, widely regarded as the nation’s “shrimp capital”, continued its strong performance in 2025 as shrimp output reached nearly 600,000 tons, maintaining its position as Vietnam’s leading shrimp-producing locality.
(seafood.vasep.com.vn) On December 29, 2025, at the 2025 Pangasius Industry Review Conference held in Can Tho City, the Vietnam Pangasius Association announced that fingerling prices have surged to record levels due to acute supply shortages.
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