Market positioning: The key to unlocking the value of Vietnam’s seafood exports

Understanding the needs of each market segment and Vietnam’s major export destinations is essential to enhancing the competitiveness and value of Vietnamese seafood—from low-cost bulk products to high-end and value-added offerings.

Global seafood exports are generally divided into three main segments: bulk (low-cost), premium (high-end), and value-added products (VAP). Each category caters to markets with distinct requirements, making strategic positioning vital for Vietnamese exporters to maximize value.

According to Rabobank’s Global Seafood Market Trends 2024 report, bulk products account for more than 50% of global seafood exports, mainly serving markets like China, Africa, and Eastern Europe, where price is the dominant concern. In contrast, premium and value-added segments are rapidly growing in high-standard markets such as the EU, U.S., Japan, and South Korea, which demand strict traceability, certification, and sophisticated packaging.

In the EU, over 65% of imported seafood is processed and value-added—such as smoked salmon, ready-to-eat peeled shrimp, or seasoned frozen fish. To succeed in this market, Vietnamese companies must invest in advanced processing technologies, obtain sustainability certifications like ASC and MSC, and ensure transparent traceability systems.

In the U.S., there is high demand for convenient semi-processed products like frozen tilapia fillets, which currently make up 40% of seafood imports from Asia. To compete with dominant suppliers like China, Vietnam must enhance food safety standards, streamline its processing practices, and develop strong, trustworthy brands.

Meanwhile, China remains a key consumer of bulk products, especially frozen whole fish sold in large volumes. To maintain competitiveness in this price-sensitive segment, Vietnamese exporters must improve logistics and cold chain efficiency to reduce losses and lower costs.

Beyond technical compliance, experts highlight the importance of product differentiation. According to the ITC 2024 report, Vietnamese businesses can boost FOB prices through eco-friendly packaging, blockchain-based traceability, and brand strategies aligned with sustainability.

Successful examples include Norway, which elevated its salmon from bulk to premium status via global marketing campaigns and blockchain traceability, and Ecuador, which developed a national organic shrimp brand that consistently commands prices 10–15% higher than competitors.

Vietnam holds similar potential. By clearly identifying target market segments and tailoring products accordingly, the country can strengthen its global seafood presence and unlock higher export value.

Hong Ngoc