In 2025, the global fish cake and surimi market entered a clear recovery cycle following a period of tightened consumer spending. The main drivers came from the rising demand for convenient, affordable foods, particularly in Asia and through modern retail channels in the US and the EU.

Surimi benefits from being a reasonably priced protein source that is easy to process and suitable for ready-to-eat and convenience products. In the US, “imitation crab sticks” continued to gain strong traction in retail and online channels thanks to their competitive pricing and convenience.

In the EU, demand recovered with a preference for smaller-packaged, convenience-oriented products that help optimize household spending. Some market forecasts also indicate that the EU consumes a significant volume of surimi raw materials.

Vietnam accelerates exports, with strong growth in the EU

Thanks to these trends and the efforts of enterprises, 2025 was a positive year for Vietnam’s fish cake and surimi industry, with continuous growth recorded from the beginning of the year, although the growth rate showed signs of slowing toward year-end.

South Korea, Thailand, China, the EU and Japan were the five largest importers of Vietnam’s fish cake and surimi in 2025, accounting for over 81% of total export value. Among them, the EU stood out as the most notable market, with “late but rapid growth” accelerating strongly toward the end of the year.

Exports to the EU reached over USD 35 million, up 99% compared with 2024. Growth gained momentum in the final months of the year, at times reaching triple-digit rates. This performance is particularly significant as the EU imposes strict requirements on standards, documentation and traceability; meeting these requirements helps Vietnamese exporters raise overall quality benchmarks and expand into other demanding markets.

Alongside the EU, exports to the other four top markets also increased compared with 2024. Exports to China grew steadily throughout the year, reaching over USD 54 million, up 41%.

Meanwhile, South Korea remained the largest importer of Vietnam’s fish cake and surimi. However, exports to this market were relatively unstable, with declines recorded in several months. Total export value reached nearly USD 83 million, up only 5%.

Outlook for 2026

The global fish cake and surimi market is expected to continue growing in 2026, with demand remaining strong, especially in the convenience food segment. However, importers are likely to prioritize suppliers that ensure consistent quality, on-time delivery and complete, compliant documentation. The industry will continue to face cost pressures, while quota and seasonal factors may keep raw material prices high, particularly for whitefish surimi.

Demand for value-added products is expected to grow faster than for raw materials, especially items such as imitation crab sticks and seasoned fish cakes.

Market requirements related to labeling, additives, allergen information, traceability, factory standards and supply chain responsibility will become increasingly stringent, serving as decisive factors in securing orders in major markets such as the EU and the US.

Against this backdrop, Vietnam’s fish cake and surimi exports are projected to maintain their growth momentum in 2026.
Source: Vasep