Fierce competition in the EU: Vietnamese shrimp retains edge in high-value segment

Germany led with USD 96 million (+23%), followed by Belgium (USD 79 million, +20%) and the Netherlands (USD 74 million, +3%). France recovered with USD 23 million (+14%), while Denmark rose to USD 25 million (+9%). The data reflect diverging trends: Germany, Belgium, France, and Denmark are expanding retail channels, while the Netherlands focuses more on re-exports.

EU shrimp demand heading toward record levels
Eurostat data show the EU imported 342,509 tons of shrimp from Asia, Latin America, and Africa in the first 7 months of 2025, up 15% year-on-year, worth EUR 2.28 billion (+19%). Frozen raw shrimp remained dominant (217,700 tons, +21%), while value-added products also grew (31,602 tons, +21%), driven by both foodservice and retail demand. Full-year imports are forecast to approach 400,000 tons, the highest in years, creating major opportunities for suppliers including Vietnam. France is expected to import 111,000 tons in 2025, nearly matching Spain (120,000 tons), opening prospects in Southern Europe’s retail and restaurant sectors.

Ecuador and India: Vietnam’s main rivals
Ecuador continued to dominate with 140,055 tons (+38%) shipped to the EU in 7 months, while India ranked second with 50,860 tons (+25%). Vietnam followed with 30,715 tons (+19%), equivalent to EUR 240 million (+22%). Ecuador’s surge in both volume and value-added products is intensifying competition in Vietnam’s core segments. Meanwhile, India has pivoted toward the EU after the US imposed high duties in late August 2025, but faces strict EU antibiotic regulations effective September 2026—a potential “window of opportunity” for Vietnam.

Outlook for late 2025
With 17% growth through August and positive demand prospects, Vietnam’s shrimp exports to the EU are expected to rise 12–15% year-on-year in the remaining months, lifting full-year value 15–18% above 2024. Germany, Belgium, and France will continue to drive growth, while the Netherlands maintains a stable transit role. Key product groups include peeled vannamei, convenient processed shrimp, and certified sustainable black tiger shrimp—segments less exposed to direct competition from Ecuador and India.

Strategic directions for Vietnamese exporters
To sustain and expand market share, Vietnamese exporters need to compete on quality, transparency, and sustainability rather than price. Certifications such as ASC, organic, and carbon-smart are becoming essential for EU retail access. Targeting Germany, Belgium, France, and Denmark will help optimize resources in high-value markets, while diversifying value-added products (cooked-peeled, rings, marinated, ready-to-eat) will enhance competitiveness.

At the same time, exporters should proactively strengthen antibiotic controls, exceeding EU requirements ahead of 2026, to reinforce European buyers’ trust. Flexible export contracts with price-adjustment mechanisms, rational delivery schedules, and partnerships with green retail chains will also improve resilience. Digital traceability can further enhance positioning.

As EU demand surges, Vietnam has opportunities to consolidate its presence. Yet, fierce competition from Ecuador and India and stricter sustainability standards demand agile strategies. Vietnam’s strength lies not in low prices but in quality, product storytelling, and compliance beyond standards—the keys to defending and expanding its share in this demanding yet promising market.

Source:  https://seafood.vasep.com.vn/