Rising tuna demand and a growing shift toward sustainable consumption in the Netherlands are creating substantial opportunities for Vietnamese exporters.

Frozen tuna and tuna loin dominate the market According to the Vietnam Association of Seafood Exporters and Producers (VASEP), the Dutch market has recorded a clear upward trend in tuna imports over the past three years, reflecting a strong recovery in seafood consumption in a country considered a key gateway to Europe. Data from the International Trade Centre (ITC) shows that the Netherlands’ tuna imports in the first eight months of 2025 increased by 24% year-on-year, indicating continued expansion in import demand.

Notably, the volume of MSC-certified sustainable tuna consumed in the Netherlands has risen sharply, reaching more than 10,900 tons in the 2023/2024 period, mainly comprising skipjack products. This demonstrates a major shift among European consumers toward sustainably sourced seafood with clear traceability and strict environmental compliance.

In this context, Vietnam—one of Asia’s major tuna suppliers—continues to maintain a presence in the Dutch market, particularly in frozen tuna and tuna loins. Many Vietnamese companies have exported steadily to the Netherlands in recent years, helping reinforce Vietnam’s position on the EU tuna supply map.

However, Vietnam’s tuna exports to the Netherlands have not yet achieved the expected growth. In recent years, despite the tariff advantages of the EVFTA, export value and volume have at times declined, with canned tuna being the most affected due to rising transportation costs. As freight rates surged, European importers reduced shipments through Dutch ports and shifted toward lower-cost sources.

Moreover, growing competition from Ecuador, the Philippines, and Mauritius—countries with competitive advantages or better tariff positions in the processed and canned tuna segment—has further narrowed Vietnam’s market share. Meanwhile, new European requirements on sustainability certifications, transparent production processes, traceability, and strict food safety standards are placing additional pressure on Vietnamese exporters.

“Nevertheless, opportunities for Vietnam remain significant. Demand for frozen tuna loins, yellowfin tuna, and fillet products is rising in the Netherlands. These are segments where Vietnam has long-standing strengths, particularly in deep processing, stable quality, and the ability to fulfill large orders. If Vietnamese companies shift quickly toward sustainable production, adopt certifications such as MSC, upgrade cold-chain technology, and optimize logistics costs, their competitive edge in the Netherlands could improve substantially,” VASEP noted.

Strong prospects from the Dutch market VASEP also assessed that Dutch tuna imports are likely to continue increasing next year, as consumers increasingly prefer convenient, ready-to-cook, and eco-certified products. Demand from retail chains, restaurants, and processed-food manufacturers in the Netherlands is growing and is expected to expand further over the next one to two years.

This means Vietnam has strong potential to increase market share if supported by the right strategy—especially in the frozen tuna segment, where Vietnamese exporters hold a relatively solid position.

If Vietnam maintains outdated practices and lacks proactive sourcing of domestic raw materials, it will be difficult to compete in the EU’s tuna supply chain. But if enterprises accelerate technological upgrades, expand value-added processing, leverage EVFTA advantages, and strengthen sustainability standards, the potential to regain and expand market share in the Netherlands remains very promising.

“In a Dutch market increasingly restructuring toward transparency, quality, and sustainability, Vietnamese businesses must seize this ‘new tailwind’ early to avoid being left behind. For the tuna industry—which contributes hundreds of millions of dollars in annual export value—the Netherlands is not only a consumption market but also a gateway for deeper penetration into the EU,” VASEP emphasized.

In 2024, Vietnam’s tuna export value reached nearly USD 1 billion, up 17% from 2023. The United States was the largest importer (USD 388 million), followed by the EU (USD 197 million), Israel (USD 65 million), Russia (USD 45 million), and Canada (USD 39 million).

Source: Bao Cong Thuong