Vietnam’s shrimp exports to the EU: opportunities remain as the market shifts

EU imports decelerate following robust growth in 2025 According to Shrimp Insights, imports of the shrimp categories reached 455,776 tonnes in 2025, up 21% year-on-year with a corresponding value of €2.869 billion, up 22%. However, in the first seven months of 2026, import volume fell 7% to 232,966 tonnes, while total value amounted to €1.418 billion, an 11% contraction. The dataset covers frozen raw Penaeus shrimp (HS03061792) and value-added shrimp (HS160521, HS160529) imported from Latin America, Asia and Africa, excluding other shrimp categories across all EU trade flows.  The sharper decline in value than volume indicates pressure on average import values and product mix. Monthly trajectories also displayed volatility: in May alone, import volume plunged by 27% year-over-year; by July, total volume was still down 8%. This suggests that importers have become more cautious following strong growth in 2025, while purchasing demand and inventory levels among member states.  By region, Southern Europe remained the largest importing area with 139,100 tonnes over the seven-month period, down 10%. Northwestern Europe accounted for 84,055 tons (down 6%), while Eastern Europe reached 9,811 tonnes, up 35%. In July specifically, imports in Southern Europe increased 6% year on year, while Northwestern Europe and Eastern Europe declined by 29% and 10%, respectively. Therefore, the overall decline in EU imports does not fully reflect conditions in individual regions: Southern Europe continues to dominate import volumes despite a cumulative downturn, while Eastern Europe is growing from a smaller base. Product categories also showed divergent trends. In the first seven months, frozen raw Penaeus shrimp reached 199,284 tonnes, dropping by 9%, while value-added shrimp increased 6% to 33,683 tonnes. Among suppliers, Ecuador exported 127,444 tons (down 9%); India reached 34,453 tons (up 10%) and Vietnam supplied 30,742 tons, a marginal 1% increase. Vietnam remained among the three largest suppliers within the product categories tracked by Shrimp Insights, maintaining relatively stable shipment volumes amidst a broader contraction in total imports.  Consumers become more cautious, demand for convenience persists 

Seafood consumption trends in the EU are being increasingly influenced by pricing dynamics and household purchasing power. According to the European Commission’s EU Fish Market 2025 report, EU household expenditure on fishery and aquaculture products reached €62.8 billion in 2024, up 4% year-on-year. However, the increase was mainly driven by higher prices rather than higher consumption volumes with household consumption of fresh fish declining 5% in 2024. Earlier, per capita seafood consumption in the EU stood at 22.89 kg in 2023, down 3% from 2022 and the lowest level in a decade. A Eurobarometer survey published in 2025 corroborated that price has emerged as the most critical determinant in European consumers’ seafood purchasing decisions: 55% of respondents cited cost as a primary factor, surpassing the 52% who prioritized product appearance. Only around one-third of respondents said they ate seafood at home at least once a week. Alongside price considerations, demand is increasingly shifting toward portioned, pre-packed, easy-to-prepare and ready-to-use products. Formats such as portioned, prepacked, ready-to-cook and ready-to-eat products are garnering heightened interest, while origin, convenience and sustainability also play an increasingly important role in purchasing decisions. For shrimp specifically, the EU remains highly dependent on imports with most shrimp imported in frozen form for processing closer to end-consumption markets. Notably, more cautious consumer spending does not necessarily mean that buyers are seeking only the lowest-priced products. As imports of frozen raw shrimp declined while value-added shrimp increased in the first seven months of the year, trade data indicate that processed products have performed relatively better. This dynamic aligns with the growing demand for convenience, although it remains premature to definitively conclude that the import growth in this category is entirely driven by shifts in consumer behavior.  Businesses need a market and segment-specific approach to the EU For Vietnamese exporters, the first priority is to avoid treating the EU as a monolithic market. Southern Europe remains the largest importing region in the dataset tracked, yet its import volumes contracted by 10% over the seven-month period; Northwestern Europe declined by 6%, whereas Eastern Europe surged by 35% from a lower baseline. Market, importer and distribution-channel selection should therefore be based on actual order trends rather than a single strategy applied across the EU. In terms of products, whiteleg shrimp remains the cornerstone of Vietnam’s shrimp exports to the EU. However, first-quarter results indicated a remarkable 43.5% surge in black tiger shrimp exports, while processed shrimp maintained a substantial footprint within the broader whiteleg shrimp structure. Businesses could further develop peeled, portioned, marinated and other easy-to-prepare products that closely align with the stringent requirements of the retail and food service sectors. Conversely, for the raw frozen shrimp segment, pricing strategies and supply chain stability must be meticulously calculated amidst intensifying competition from Ecuador and India.  The EU remains a major shrimp import market, but the strong growth recorded in 2025 has not been repeated in the first seven months of 2026. For Vietnamese exporters, maintaining market presence will depend on selecting the right segments, adjusting product specifications to the needs of individual channels, and balancing competitive pricing with value-added offerings. In an environment characterized by heightened buyer caution, products that seamlessly meet end-use demands and boast reliable supply chains will serve as critical leverage points during order negotiations.