Vietnamese tuna regains growth momentum in

Orders to Germany recover, but growth remains fragile

According to statistics from Vietnam Customs, Vietnam’s tuna exports to Germany reached more than USD 8 million in the first three months of 2026, up 8% compared to the same period last year. This increase partly indicates that the market has improved after a relatively subdued 2025. However, a closer look at monthly performance shows that the recovery has not yet been stable. Exports surged 39% in January, rose 10% in February, but declined 22% in March.

This suggests that tuna exports to Germany are recovering, but not yet in a steady or sustainable upward trend. The market has improved, but orders still fluctuate considerably month by month. Compared to Q1/2024, when export turnover reached nearly USD 7.9 million, or Q1/2025 at USD 7.79 million, the results of the first quarter this year represent progress, though not enough to conclude that the market has entered a strong growth phase.

Germany prioritizes convenient and reasonably priced tuna products

Germany remains one of the notable markets for Vietnamese tuna within the EU. As Europe’s largest economy, Germany has a modern distribution system and relatively high seafood demand. However, in recent years, the consumer environment has become less favorable. German consumers are increasingly cautious with spending, especially on non-essential food products. In the seafood segment, the general trend is shifting toward convenient, affordable, and easy-to-store products rather than premium or dine-in-oriented items.

As a result, the German market is currently more suitable for processed tuna products, semi-processed items, and convenient products for retail chains and the food industry. This trend is also becoming increasingly evident across the EU, where processed, preserved tuna and frozen tuna loins for further processing continue to account for a large share of imports. In other words, demand has not disappeared, but is shifting toward more practical and price-sensitive consumption patterns.

Competition in Germany increasingly revolves around price

For Vietnamese enterprises, this presents both opportunities and challenges. The opportunity lies in the fact that Vietnamese tuna still holds a certain position in segments that match German market demand. On the other hand, competition is becoming increasingly intense. Germany is not only a market for Vietnam, but also a battleground for strong suppliers such as Ecuador, China, the Philippines, Papua New Guinea, and Mauritius. Ecuador, in particular, has expanded rapidly thanks to its abundant raw material supply, competitive pricing, and ability to boost processed tuna exports to the EU. China has also strengthened its presence in preserved tuna products with relatively flexible pricing.

This is why, despite export growth to Germany in Q1/2026, Vietnamese businesses cannot afford to be complacent. In this market, even slight differences in input costs or logistics expenses can quickly alter competitive advantages. As German importers continue to prioritize pricing and supply chain efficiency, Vietnamese products must compete on multiple fronts simultaneously: reasonable pricing, stable quality, on-time delivery, and full compliance documentation.

EVFTA creates additional opportunities, but not an absolute advantage

One positive factor is that Vietnam still benefits from the EU-Vietnam Free Trade Agreement (EVFTA). This agreement provides an important foundation for Vietnamese seafood products, including tuna, to improve market access and reduce tariff pressure on certain product lines. However, these advantages are not automatic. For many tuna products, especially processed items, exporters must strictly comply with rules of origin while closely monitoring quotas and conditions for preferential tariffs. Without proper management of these requirements, the benefits from the agreement could be significantly reduced.

In the coming months, Germany’s tuna imports are expected to remain stable or post slight growth, particularly for processed products, semi-processed items, and convenience foods. However, the likelihood of strong growth remains limited, as German consumer demand has yet to recover significantly. The market will likely continue favoring suppliers that offer competitive prices, reliable delivery, and strong compliance with technical standards.

For Vietnamese tuna, opportunities in Germany remain available, but growth will not come easily. This is a market that requires persistence rather than expectations of short-term breakthroughs. Businesses seeking long-term success should focus on the right product segments, especially processed tuna and frozen loins, while maintaining tight control over costs, origin compliance, and supply chain quality. If these conditions are met, Germany will continue to be a valuable market with further growth potential for Vietnamese tuna in 2026.