New U.S. tariffs threaten Vietnam’s tuna exports

Vietnam faces a 20% U.S. tariff on canned tuna, the highest among major suppliers, raising concerns over its competitiveness in the world’s largest tuna market as Ecuador and others gain ground.

U.S. President Donald Trump on Thursday signed an executive order imposing reciprocal tariffs of 10% to 41% on a range of imported goods from key trading partners, including processed tuna from Vietnam (20%), Thailand (19%), Indonesia (19%), and Ecuador (15%).

The decision is expected to disrupt global tuna supply chains into the U.S., which imports more than 300,000 tonnes of processed tuna annually for domestic consumption and food manufacturing.

Vietnam had been among the top-performing suppliers in the early months of 2025, as importers rushed to frontload shipments ahead of the tariff deadline. U.S. tuna imports rose sharply in the first five months of the year, with Ecuador leading (+64%), followed by Vietnam (+25%), Thailand (+22%), and Indonesia (+11%). Mexico was the only major supplier to see a decline.

However, Vietnam’s momentum slowed in the second quarter. Despite the earlier gains, exports plateaued on a year-on-year basis, and in June alone, shipments to the U.S. fell by 41%, according to customs data.

Analysts say the imposition of a 20% tariff, the steepest among the group, could have a chilling effect on Vietnam’s exports in the coming months.

Ecuador is emerging as a more competitive supplier due to its lower tariff rate, shorter shipping routes to the U.S., and established infrastructure that meets food safety and traceability standards. These advantages make it an attractive source for U.S. buyers, particularly supermarkets and food manufacturers focused on cost stability and regulatory compliance.

“In a market where a 4-5% price difference can sway purchasing decisions, a 20% tariff could severely undermine Vietnam’s competitiveness,” said a seafood trade analyst based in Washington, D.C., who requested anonymity due to the sensitivity of ongoing trade negotiations.

Without policy interventions or diversification strategies, Vietnam risks ceding market share to lower-tariff countries, particularly in high-volume segments like canned tuna and pouches.

Source:  https://vietfishmagazine.com/