The global tuna market is entering a critical phase of transformation, according to a recent report by the Vietnam Association of Seafood Exporters and Producers (VASEP). Projections for 2025 place global tuna imports between 1.75 and 1.8 million tons, with a market value surpassing $9 billion, reflecting a modest rise from 2024.
While prices for raw tuna remain high, demand from key markets such as the United States, the European Union, and Japan remains stable. These regions, specifically the US, Spain, Italy, France, the UK, and Japan, currently represent more than 55% of global processed tuna imports.
Meanwhile, consumption is expanding in emerging markets like Egypt, Lebanon, Lithuania, Romania, and Libya. This growth is driven by increasing demand for ready-to-eat seafood products and cost-effective offerings.
A defining trend in 2025 is the transition from importing raw materials to ordering deep-processed tuna products. Countries such as Vietnam, Thailand, the Philippines, and Indonesia have become vital players in the global supply chain, increasingly delivering value-added tuna products that meet evolving global tastes and requirements.
Asia remains a major hub for tuna production and processing. Suppliers are now facing growing expectations to enhance quality, guarantee full traceability, and obtain international sustainability certifications such as the Marine Stewardship Council (MSC), Dolphin Safe, and meet strict EU and U.S. regulations.
The market is also turning toward premium offerings. Products like frozen tuna loins, sashimi-grade cuts, vacuum-packed items, and ready-to-eat meals are gaining popularity, especially among major retail chains in the U.S., EU, and Japan. This reflects a wider consumer trend toward healthier and more convenient food options.
Exporters are also grappling with external challenges, including geopolitical tensions in the Middle East and evolving trade policies. Notably, higher U.S. import taxes on certain tuna products are raising operational costs and forcing industry players to adjust strategies swiftly.
Traceability has emerged as a central requirement across the industry. Many exporters are adopting advanced tracking tools such as QR codes, blockchain technology, and real-time monitoring systems to ensure transparency from sea to shelf.
According to VASEP, while 2025 may not bring a major boost in production, it represents a structural turning point. Competitiveness will hinge not on pricing but on sustainability, traceability, and the ability to offer diverse, high-quality product lines. “Tuna is still a strategic commodity worth billions of dollars, but only for those who dare to change and stay ahead of the trend,” the report stated.
In Vietnam, tuna exports witnessed the steepest decline among all seafood categories in June 2025, falling over 31% year-on-year. The dip is primarily attributed to tariff-related hurdles in the U.S., a traditionally strong market for Vietnamese tuna.
For the first half of 2025, Vietnam’s total tuna exports slipped nearly 2% year-on-year. In response, exporters are actively broadening their reach to non-traditional markets. Egypt, in particular, has emerged as a key growth destination, with tuna exports reaching $4 million in just four months, a 72% jump from the same period in 2024.
Lithuania is also proving a strategic gateway to Central and Eastern Europe. Vietnam’s tuna export turnover to Lithuania has surged from $229,000 in 2021 to nearly $16 million in 2024. In the first five months of 2025 alone, export value doubled year-on-year to over $8 million.
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