Major markets remain sluggish
According to Vietnam Customs data, the United States continued to be Vietnam’s largest tuna import market in the first four months of 2026, with export turnover reaching USD 109 million, accounting for 38% of total exports. However, this figure was still down 10% year-on-year. The EU also remained weak, with imports reaching nearly USD 62 million, down 14%. These two key markets alone illustrate the considerable pressure still facing Vietnam’s tuna industry.
This development reflects a familiar reality: demand in major markets has not recovered evenly, while buyers are becoming increasingly cautious regarding prices, inventories, and delivery schedules. For exporters, these remain indispensable markets, but it is clear that maintaining growth momentum is no longer as easy as before.
Emerging growth markets gain traction
Looking more broadly, the tuna export story is not entirely gloomy. Russia has emerged strongly, with exports reaching USD 19 million in the first four months of the year, up 55% year-on-year. Japan imported USD 13 million worth of Vietnamese tuna, up 8%. Exports to Israel increased by 20%, the Philippines by 17%, and Egypt by as much as 69%. Regionally, exports to the Middle East rose 18%, while CPTPP markets increased 10%.
These figures indicate a more pronounced market divergence. While traditional markets are growing slowly, several other destinations are creating new opportunities, particularly for companies that move faster in developing new customers, diversifying products, and exploring niche markets.
Frozen and canned tuna remain the core products
In terms of product structure, fresh, frozen, and dried tuna products under HS03 remained the main export category, reaching USD 169 million, accounting for 59% of total export turnover and posting a slight 1% increase compared to the same period in 2025. Meanwhile, processed tuna products under HS16 reached USD 120 million, down 12%. However, canned tuna still recorded a 1% increase, showing that convenient, standardized, and easy-to-consume products are maintaining stronger momentum than many other processed categories.
This is an important signal for exporters. In a context where buyers prioritize stability and cost control, familiar and convenient products suitable for mass consumption continue to demonstrate stronger resilience.
Global demand remains stable, but competition intensifies
According to ITC data, global tuna imports in 2025 increased by 8% compared to 2024. This suggests that global tuna demand is not shrinking and may even be showing signs of recovery.
However, growing markets do not necessarily mean all exporters will benefit equally. As total global imports increase, competition among suppliers becomes fiercer. Growth opportunities will increasingly favor companies offering competitive pricing, stable supply, reliable delivery schedules, and stronger compliance with traceability, quality, and certification requirements.
In other words, the key issue is no longer simply whether there is market demand, but whether companies are targeting the right market segments. Within the same market, suitable products can still secure a position, while less competitive products can easily be replaced.
In the short term, the US and EU will remain essential markets to monitor closely, though strong growth is unlikely in the near future. Meanwhile, Russia, the Middle East, Japan, North Africa, and several CPTPP markets may continue to provide additional growth opportunities for Vietnam’s tuna exports.
Vietnam’s tuna exports in the coming months are therefore unlikely to follow a uniform growth trajectory. The US and EU may remain sluggish, while growth markets such as the Middle East, Russia, Japan, and niche destinations are expected to play a key role in sustaining export momentum. For businesses, the most important challenge now may not simply be selling more products, but choosing the right markets, the right products, and the right timing to maintain competitiveness.
(vasep.com.vn) The global tilapia market continues to grow, creating significant opportunities for countries with strengths in aquaculture, processing, and exports. Against this backdrop, Vietnam’s tilapia industry is gradually developing toward higher quality, greater product diversification, and broader market reach. At Vietfish 2026, the Vietnam Association of Seafood Exporters and Producers (VASEP), together with the VASEP Tilapia Producers and Exporters Club, will host a joint booth to promote the image and potential of Vietnamese tilapia to domestic and international buyers.
(seafood.vasep.com.vn) Vietnam’s seafood exports are heading towards $12 billion this year, potentially the highest level on record. Yet one of the country’s export strengths is facing a growing list of challenges.
(seafood.vasep.com.vn) The first six months of 2026 indicate that Vietnam’s tilapia industry is entering a new phase of development, with strong export growth but also greater demands for production scale, quality and international competitiveness.
(seafood.vasep.com.vn) Vietfish 2026, the Vietnam International Seafood Exhibition, will officially take place from 19–21 August 2026 in Ho Chi Minh City. As Vietnam’s largest annual seafood trade event, organized by the Vietnam Association of Seafood Exporters and Producers (VASEP), Vietfish 2026 will once again bring together leading seafood companies, industry experts, and international partners from across the global seafood value chain.
(seafood.vasep.com.vn) Vietnam’s seafood exports reached USD 1.1 billion in July 2026, up 4.8% compared to the same period in 2025. Cumulative exports in the first seven months of the year totaled nearly USD 6.86 billion, an increase of 11.5% year-on-year. Exceeding the USD 1 billion mark in July further reinforces the prospect that Vietnam’s seafood exports could surpass USD 12 billion in 2026. However, the July figures also send a clear signal that the most favorable growth period may have passed: overall export growth slowed to just 4.8%, pangasius exports fell 6.1%, tuna exports were virtually flat, while exports to the EU, South Korea, and the Middle East all recorded double-digit declines.
(vasep.com.vn) As part of the Vietnam Fisheries International Exhibition (Vietfish 2026), the seminar "Global Seafood Market and the Future Workforce: Trends, Opportunities, and Sustainable Development Pathways for Vietnam's Seafood Industry" will take place from 2:00 p.m. to 4:15 p.m. on August 19, 2026, at Convention Room B, Level 2, SECC, Ho Chi Minh City. This is the first of five specialized seminars at Vietfish 2026, focusing on key issues that are shaping the long-term development of Vietnam's seafood industry.
(seafood.vasep.com.vn) Vietnamese seafood exports recorded impressive growth, generating nearly 6 billion USD in revenue during the first six months of the year, up 13% compared with the same period last year.
(seafood.vasep.com.vn) Fishermen in Ha Tinh are gradually overcoming difficulties to maintain the efficiency of seafood exploitation. In the first six months of 2026, the entire province achieved a production of more than 23,000 tons of seafood, worth more than 1,200 billion VND.
(seafood.vasep.com.vn) June 2026 brought encouraging signs for Vietnam's tuna exports, with export value rising 20% year-on-year to nearly USD 72 million. However, this increase has yet to offset the prolonged slowdown seen in key markets such as the European Union (EU), where import demand remains weak. The outlook for the second half of the year is expected to become more challenging as freight rates continue to climb.
(vasep.com.vn) As part of the Vietnam Fisheries International Exhibition (Vietfish 2026), the Vietnam Association of Seafood Exporters and Producers (VASEP), in collaboration with the Agency for Domestic Market Management and Development under the Ministry of Industry and Trade, will organize the Domestic Seafood Supply–Demand Matching Program on the morning of August 20, 2026, at the Saigon Exhibition and Convention Center (SECC), Ho Chi Minh City. The program aims to foster direct business connections between Vietnamese seafood producers and processors and domestic distributors, retailers, and foodservice channels.
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