Exports of surimi and fish paste continue to thrive

After two years of decline, surimi and fish paste exports have recovered strongly and are expected to continue to thrive in 2026 thanks to increasing global demand, the trend towards convenient products, and improved domestic processing capacity.

Accelerating strongly in the EU market.

According to the Viet Nam Association of Seafood Processing and Export (VASEP), after two consecutive years of decline, Viet Nam's exports of fish cakes and surimi are expected to rebound in 2025.

Viet Nam's export turnover for this product group reached over 344 million USD, an increase of 15% compared to 2024 and 13% compared to 2023, but still lower than the peak of 2022.

In 2025, the global fish paste and surimi market is expected to enter a significant recovery cycle after a period of tight consumer spending. The main driving force will be the trend towards affordable, convenient food, particularly in Asia, and modern retail channels in the US and EU.

Surimi has the advantage of being an affordable source of protein, easy to prepare, and suitable for convenient dishes. In the US, the "crab stick" product line continues to spread strongly in retail/online channels thanks to its price and convenience.

In the EU, demand is recovering in favor of smaller, more convenient, and cost-effective packaged products, while some market forecasts suggest that the EU consumes a significant amount of surimi raw material.

Thanks to this trend and the efforts of businesses, 2025 was a positive year for the Vietnamese fish cake and surimi industry, with continuous growth since the beginning of the year. However, the growth rate tended to slow down towards the end of the year.

South Korea, Thailand, China, the EU, and Japan were the top five importing markets for Vietnamese fish paste and surimi last year, accounting for over 81% of total export value. Among these, the EU was the most notable market, with a "late growth spurt" but accelerating rapidly towards the end of 2025.

Exports to the EU last year reached over $35 million, a 99% increase compared to 2024. Towards the end of the year, exports to the EU grew rapidly, at times reaching triple digits. This growth is crucial because the EU typically has high requirements regarding standards, documentation, and certifications; meeting these requirements will help businesses raise their quality standards to expand into other demanding markets.

Along with the EU, exports to the remaining four markets in the top five also increased compared to 2024. Exports to China also grew continuously over the past year. Export turnover to this market reached over 54 million USD, an increase of 41%.

Meanwhile, South Korea continues to be Viet Nam's largest importer of fish paste and surimi. However, exports to the South Korean market were unstable last year, with several months experiencing declines. Export value reached only nearly $83 million, an increase of 5%.

Growth will continue in 2026.

According to Nguyen Ha, a tuna market expert from VASEP (Viet Nam Association of Seafood Exporters and Processors), the global market for fish cakes and surimi will continue to grow. Demand remains strong, especially for convenient products. However, importers will prioritize suppliers with consistent quality, reliable delivery, and proper documentation. The fish cake and surimi industry will continue to face cost pressures and quotas, as well as seasonal factors that may keep raw material prices high, particularly for whitefish surimi.

Demand for value-added products continues to grow faster than demand for raw materials, especially products such as crab sticks and flavored fish cakes.

Markets will demand increasingly stringent requirements regarding labeling, additives, allergens, traceability, factory standards, and supply chain responsibility, which will be a "decisive factor" when closing deals in major markets like the EU or the US.

Therefore, it is projected that Viet Nam's exports of fish cakes and surimi will continue their growth trajectory in 2026.

To maintain strong growth momentum, experts suggest that businesses need to shift their focus from increasing production volume to improving quality and added value; investing in advanced processing technology and diversifying products. Simultaneously, they need to proactively control the supply of whitefish raw materials, build sustainable supply chain linkages with fishermen and fishing grounds to mitigate price and seasonal risks; and adhere to international standards.

Furthermore, the industry needs to effectively utilize Free Trade Agreements (FTAs) to increase tariff advantages; promote trade, and build brands for Vietnamese surimi and fish paste products in a stable, safe, and sustainable manner.

Source: People's Deputies News