Promoting domestic seafood consumption to balance development

(Chinhphu.vn) - The strategy of "returning home" in the seafood sector with a market of more than 100 million people is becoming an urgent and sustainable direction to both maintain growth and strengthen the Vietnamese seafood brand.

In modern distribution channels, domestic seafood accounts for only 60-70% - Illustrative photo

Aquaculture has long been considered a key economic sector of Vietnam, contributing about 4-5% of GDP and creating jobs for more than 4 million workers nationwide. In 2024, seafood export turnover will reach 10 billion USD, a slight increase of 3% compared to 2023, but still lower than the record of 11 billion USD in 2022. This reflects fierce competitive pressure and unpredictable fluctuations in the international market.

Despite being among the world’s leading seafood exporters, most Vietnamese enterprises are still only at the primary processing or outsourcing stage, with low added value. Important stages such as research and development (R&D), brand building or direct participation in the international distribution chain are still left open.

Mr. Nguyen Thanh Loc, Chairman of the Ho Chi Minh City Seafood Association, said that more than 90% of frozen and dried processed seafood exported from Ba Ria - Vung Tau must carry the importer's brand. This reality makes Vietnamese enterprises heavily dependent on foreign markets, making it difficult to proactively develop long-term strategies.

Over the past 5 years, exports to the EU have decreased by 70-80% in both output and value, mainly due to strict regulations on exploitation management and delays in resolving difficulties. "Businesses are almost immobile in the EU market, only trying to switch to other markets without a long-term strategy," Mr. Loc shared.

However, there are still bright spots. According to Ms. To Thi Tuong Lan - Deputy Secretary General of VASEP, in July 2025, seafood exports reached 971 million USD, up 6.1% over the same period in 2024. Accumulated in 7 months, the value reached 6.22 billion USD, up 17.2%. In particular, pangasius stood out with a turnover of more than 1.2 billion USD, up 11.1%.

Notably, in the POR20 review, 8 Vietnamese pangasius enterprises (including Vinh Hoan) were granted 0% anti-dumping tax when exporting to the US, helping to restore confidence in this market. However, VASEP also warned that the upcoming PORs (POR22, POR23) are at risk of increasing taxes due to the situation of many small enterprises exporting at low prices, causing risks to the entire industry.

Current status of domestic consumption: Great potential but still untapped

Currently, the domestic seafood consumption market accounts for only about 1 billion USD, equivalent to 10% of export value. Average consumption per capita is about 40 kg/year - much lower than the level of 60-70 kg in countries in the region.

Notably, pangasius – the main export product – has a rather modest domestic market, accounting for only 5-7% of total output. Consumers mainly access whole pangasius products or pre-processed fillets, packaging and branding are still monotonous and have not received adequate investment.

Meanwhile, countries in the region offer many lessons worth learning. In Thailand, 60% of tilapia is consumed domestically thanks to a policy of including fish in school, hospital and military rations. In India, freshwater fish has become the main source of protein for its 1.4 billion people, ensuring stable output even when exports stagnate.

In Vietnam, in modern distribution channels, domestic seafood only accounts for 60-70%, while imported goods still account for 30-40%. This shows that there is still a lot of room for domestic market development, if there is a methodical strategy.

Vietnam's seafood industry is facing major fluctuations in the international market, but at the same time, it possesses a "golden card" of great potential in the domestic market. Promoting domestic consumption not only helps reduce dependence on exports, but also creates added value, enhances brands, increases employment and strengthens sustainable development.

If we know how to effectively exploit the "home market" of more than 100 million people, Vietnamese seafood will not only be strong in the export market, but also successfully conquer domestic consumers, becoming a solid economic pillar of the country.

Do Huong

Source: https://baochinhphu.vn/thuc-day-tieu-thu-thuy-san-noi-dia-de-can-bang-phat-trien-10225082116275436.htm