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.
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