Whiteleg shrimp consolidates its position, mackerel unexpectedly surges
According to Vietnam Association of Seafood Processing and Export (VASEP), export picture to Japan this year has several noteworthy points. Specifically, whiteleg shrimp, a strategic product of Vietnam, continues to assert its position, reaching US$324.1 million, an increase of 15.1%, accounting for more than 22% of total export value. Following closely behind is salmon with US$224 million (+9.45%), maintaining stable growth despite increasingly fierce competition.
Most notably, mackerel surged by 35.6%, rising to top group with US$116.6 million. This increase not only reflects Vietnam's supply capacity but also shows a very clear trend in Japan: consumers are tightening their spending, shifting to affordable, convenient and easy-to-prepare products.
Meanwhile, crab exports reached nearly $100 million (+24.2%), while tiger shrimp exports decreased slightly by 3.27%, marking increasing competitive pressure in this traditional segment.
Reports from MAFF and JFA indicate that Japanese seafood market is undergoing a profound "restructuring" phase. The self-sufficiency rate in seafood has fallen to 59%, a persistent low with no signs of recovery. Per capita consumption has dropped to 23.2 kg/year, continuing the downward trend of the past decade. Imports remain above $20 billion/year, becoming a pillar for Japan to ensure its supply.
“Simultaneously, weak purchasing power has led Japanese consumers to prioritize products that are reasonably priced, highly reliable and convenient for use in family meals or industrial catering. This explains rise in popularity of common seafood such as mackerel, tuna and herring. In particular, Japanese retail chains are tightening requirements for sustainability certifications (ASC, MSC) and traceability, forcing suppliers to upgrade their production and processing processes,” Vietnam Association of Seafood Processing and Export (VASEP) noted.
Opportunities for market share expansion: clear and real
Vietnam Association of Seafood Processing and Export (VASEP) believes that, given unlikely strong increase in demand in Japan, opportunities for Vietnamese businesses are emerging from shifts in market structure.
Vietnam currently possesses a significant advantage in the common seafood segment – a segment experiencing strong growth. Whiteleg shrimp continues to maintain its competitiveness thanks to stable quality and large production capacity. In particular, its ability to perform deep processing is considered a "weapon" that helps Vietnam outperform many regional competitors, especially as the Japanese market strongly prioritizes convenient products. Japanese importers value stability and long-term relationships – something Vietnamese businesses have diligently built over many years.
These factors create significant room for Vietnamese seafood to expand its market share, especially in frozen, semi-processed, and value-added product groups.
However, along with opportunities, Vietnam Association of Seafood Processing and Export (VASEP) also warns of significant challenges. Japan remains a "high-quality arena," where only businesses that maintain strict standards can survive. Competition from Thailand, Indonesia, India, and China is increasingly fierce, especially in low-priced shrimp and fish segments. Furthermore, regulations controlling residue levels are extremely strict – even a few violating shipments can lead to severe scrutiny of the entire industry.
In addition, weakening Yen makes importers more inclined to pressure prices, reducing profit margins. Japan is also shifting towards sustainable and environmentally friendly product consumption, forcing Vietnamese businesses to invest seriously in international certifications if they want to maintain their position in this market.
Despite many challenges, export results to Japan in the first 10 months show good resilience and rapid adaptation of Vietnamese businesses. As Japanese demand shifts towards convenient, affordable, and safe products, Vietnam is strategically positioned to serve this segment.
“In the coming period, businesses need to promote value-added products; differentiate products through quality and sustainable certification; expand the supply chain of common marine fish; and focus on stabilizing quality – the factor most highly valued by the Japanese market.
If this trend is well utilized, Vietnamese seafood can completely consolidate its position and expand its market share in a potentially lucrative but challenging market like Japan", Vietnam Association of Seafood Processing and Export (VASEP) advises.

Source: Vitic/ congthuong.vn