Vietnam’s shrimp exports to the EU rebound in Q1/2025: market diversification gains traction amid U.S. tariff policies

EU: a key market with segmented demand and positive growth momentum

The EU is not only a high-potential destination but also features a diverse consumer ecosystem, ranging from mass-market to premium segments. European consumers generally favor seafood, especially shrimp, due to its high nutritional value and associated health benefits. In particular, ready-to-eat, convenient, and reasonably priced products have been gaining popularity.

The average export price of whiteleg shrimp to the EU remained stable at USD 7.6/kg, while black tiger shrimp experienced a modest price increase, reaching USD 10.9/kg in March - indicating rising demand and growth potential in the premium segment.

Processed shrimp products (boiled, steamed, or supermarket-packaged) now account for approximately 42-45% of total export volume, whereas raw shrimp (live, fresh, or frozen) comprises 55-58%. This distribution reflects a clear shift in consumption trends toward higher value-added offerings.

Whiteleg shrimp remains the dominant product group

Whiteleg shrimp continues to serve as the primary export category, generating USD 87 million in revenue - equivalent to 81% of total shrimp exports to the EU - up 31% year-on-year. Of this amount, processed products under HS code 16 accounted for USD 45 million, while live/fresh/frozen shrimp under HS code 03 reached USD 42 million.

Black tiger shrimp, the second-largest product group, achieved nearly USD 10 million in export value, up 14%. Notably, Vietnam is currently the second-largest supplier of black tiger shrimp to the EU - a strategic advantage that should be fully leveraged.

The “other shrimp” category also surged, generating USD 10 million in revenue - a sharp 79% increase. This includes a 77% rise in processed products and an impressive 136% jump in live/fresh/frozen items. These figures underscore the EU’s growing appreciation for product diversity and innovation.

Key EU markets record strong growth

Most major EU markets posted robust growth in Q1/2025:

• Germany: USD 28 million (+38%)

• Belgium: USD 23 million (+59%)

• Netherlands: USD 21 million (+19%)

• France: USD 8 million (+39%), including a 113% surge in March alone

These countries not only serve as major consumption hubs but also function as important transshipment gateways to neighboring markets.

Seafood Expo Global 2025: a strategic launchpad for Vietnamese shrimp

From May 6 to 8, 2025, the 31st edition of Seafood Expo Global - the world’s largest seafood trade event - will take place at Fira de Barcelona, Spain. This presents an exceptional opportunity for Vietnamese enterprises to promote their shrimp products to the EU and global markets, especially in the context of intensifying competition from China, India, and Ecuador.

Participation in the Expo enables companies to connect directly with importers, distributors, and European supermarket chains, while also providing a platform to stay abreast of consumer trends, evolving technical standards, and modern supply chain models. Post-expo, increased order volumes from the EU and surrounding markets are anticipated in Q2/2025, which would help sustain the current growth momentum and stabilize demand during the upcoming peak season.

Strategic priorities for expanding in the EU market

To consolidate competitive advantages and expand market share in the EU, Vietnamese shrimp exporters are advised to pursue the following strategies:

1. Enhance production and processing capabilities

• Invest in advanced technology to boost the proportion of value-added processing.

• Develop ready-to-eat product lines that incorporate traditional Vietnamese flavors.

• Expand aquaculture zones certified under international standards (ASC, BAP, GlobalG.A.P.) to increase eligibility for major retail chains.

2. Build brand equity and distribution networks

• Strengthen the national branding of Vietnamese shrimp in the EU market.

• Establish bonded warehouses in key logistics centers such as Germany, France, the Netherlands, Belgium, and Italy.

• Forge direct connections with distributors and supermarkets to streamline supply chains.

3. Accelerate marketing and trade presence

• Leverage digital channels, including corporate websites, online marketing, and social media, to attract new buyers.

• Actively participate in seafood trade fairs and exhibitions across Europe.

• Open commercial representative offices in the EU - particularly in the Netherlands, a leading regional transshipment hub.

The first quarter of 2025 witnessed a vigorous resurgence of Vietnamese shrimp in the EU market, marked by steady growth in volume, price, and product segmentation. For Vietnamese enterprises equipped with comprehensive strategies, this momentum represents a valuable opportunity to diversify export markets - particularly in light of evolving U.S. tariff policies.