Modest Growth, but an Unstable Trend
According to Vietnam Customs data, Vietnam’s tuna exports to Sweden reached more than US$3 million in the first five months of 2026, up around 5% year-on-year. In the same period of 2025, exports had already increased by nearly 29% compared to 2024. Looking at the two-year trend, Sweden still offers a certain amount of room for Vietnamese tuna products.
However, this year’s growth has clearly slowed. This suggests that after a period of relatively rapid expansion last year, the market is entering a phase of adjustment. For a destination such as Sweden, this development is not entirely unexpected. The market is relatively small, with stable but selective demand, meaning growth tends to come in cycles linked to import schedules rather than through prolonged surges.
A Cautious Buying Pattern
The most noteworthy aspect is not the cumulative export value but the monthly fluctuations. Exports surged by 160% in January 2026, then fell by 37% in February, 47% in March, and 62% in April, before rebounding sharply by 382% in May.
Such volatility suggests that Swedish buyers are purchasing according to specific procurement cycles, closely linked to distributor plans and retail inventory levels, rather than maintaining consistent buying patterns throughout the year. Sweden is not a market where demand is declining, but neither is it one showing sustained and predictable growth.
A Small Market That Should Not Be Overlooked
Sweden is not among the largest destinations for Vietnamese tuna. Nevertheless, it remains an important market because it is part of the Nordic region, where buyers typically place high demands on quality, traceability, reliable supply, and compatibility with modern retail systems.
Maintaining a presence in this market is significant not only because of the export value itself but also because it demonstrates that Vietnamese products can gain a foothold in highly selective markets. This is an advantage that should not be underestimated, particularly as competition in the EU increasingly favors suppliers capable of delivering consistent quality and reliable supply.
Competition in Sweden Reflects Competition Across the EU
Vietnamese exporters are not only competing with suppliers selling directly into Sweden. In reality, Sweden is part of the EU’s broader import and distribution network. This means that competition in Sweden also involves competing with suppliers that have already established positions throughout the bloc.
As Nordic buyers become increasingly selective, price is no longer the only determining factor. Supply reliability, consistent quality, the ability to meet specifications, and on-time delivery have become increasingly important. Companies with unstable supply chains or overly diversified product portfolios may therefore find it difficult to maintain their position in this market.
Slow but Steady
For Sweden, the most realistic objective may not be rapid growth but maintaining a steady presence. The market is better suited to well-standardized products with consistent quality that cater to retail and at-home consumption.
If Vietnamese exporters can maintain product quality, align with import cycles, and target the right segments, Sweden can remain an important link in their strategy to strengthen their presence in the Nordic region.
Looking at the first five months of 2026, Vietnamese tuna has not achieved strong growth momentum in Sweden. Yet, in an increasingly selective market, maintaining positive growth is already an encouraging sign. The challenge now is how to turn that presence into a more sustainable market position, rather than relying solely on occasional spikes in demand.
(seafood.vasep.com.vn) Following strong growth in 2025, Vietnam’s tuna exports to Sweden continued to edge higher during the first five months of 2026. However, the picture is far from straightforward. Orders have fluctuated significantly from month to month, indicating that this market remains cautious, with purchasing decisions closely tied to actual demand and the import cycles of Nordic distributors rather than to a steady upward trend.
(seafood.vasep.com.vn) China’s shrimp imports in the first five months of 2026 continued to surpass the same period in 2025, indicating that demand in the world’s largest seafood-consuming market remains strong. However, behind the growth figures lies an increasingly competitive landscape: Ecuador dominates the competitively priced whiteleg shrimp segment, India remains the second-largest supplier, while Vietnam stands out in the lobster segment but still needs to strengthen its advantages through quality, traceability, and reliable supply.
(seafood.vasep.com.vn) Lobster exports to China continued to surge in the first half of this year, putting the lobster industry on the verge of reaching an export value exceeding $1 billion.
(seafood.vasep.com.vn) More than five years after the UK-Vietnam Free Trade Agreement (UKVFTA) took effect, Vietnamese seafood is steadily expanding its market share in the United Kingdom, one of Europe’s major seafood import markets with stable and diverse consumer demand.
(seafood.vasep.com.vn) At Van Hung Commune, Khanh Hoa Province, the Khanh Hoa Agricultural Extension Center, in collaboration with the Northern Aquaculture Research Center and the Van Hung Public Service Center, organized a technical training course on the industrial-scale production of disease-free golden pompano (Trachinotus falcatus) seed for local marine fish farmers.
(seafood.vasep.com.vn) Vietnam’s squid and octopus exports maintained a strong recovery in the first five months of 2026, reaching more than USD 302 million, up 17% compared to the same period in 2025. Growth was primarily driven by Asian markets, including South Korea, Japan, Thailand, and China, while exports to the United States and the European Union continued to face headwinds from cautious consumer demand and increasingly stringent compliance requirements.
Vietnamese seafood giant Minh Phu Group has inaugurated a VND1.5 trillion (US$57.4 million) seafood processing plant in Ca Mau Province.
(vasep.com.vn) From 19–21 August 2026, the Vietnam International Seafood Exhibition (Vietfish 2026) will take place at the Saigon Exhibition and Convention Center (SECC) in Ho Chi Minh City. Under the theme "Innovation – Sustainability", Vietfish 2026 continues to serve as Vietnam's flagship annual seafood event, bringing together seafood producers, exporters, importers, buyers, industry experts, government agencies, and stakeholders from across the domestic and global seafood value chain.
(seafood.vasep.com.vn) Vietnam’s tilapia exports maintained strong growth momentum in May 2026, reaching USD 14 million, up 18% compared with the same month last year. Cumulative export value for the first five months of 2026 totaled USD 62 million, representing a remarkable 101% increase over the same period in 2025, highlighting the sector’s strong recovery in international markets.
(seafood.vasep.com.vn) Vietnam’s tuna exports reached USD 367 million in the first five months of 2026, down 7% compared to the same period in 2025. While the decline is not yet severe, the more concerning issue is that pressure is mounting in key markets such as the United States and the European Union, just as ocean freight rates are rising sharply on long-haul routes. The current situation is therefore not merely about slower orders, but rather a clear restructuring phase for Vietnam’s tuna industry.
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