Vietnamese workers processing catfish.
According to Vietnam Customs, pangasius exports reached over USD 1.1 billion by July 15, up 11 per cent from the same period in 2024. Shipments surged to several key markets, with Brazil up 73 per cent, Malaysia 33 per cent, Thailand 32 per cent and the United States 12 per cent.
Despite its global success, domestic consumption accounts for only 5 to 7 per cent of total output. The Vietnam Association of Seafood Exporters and Producers (VASEP) attributed this to the industry’s export-driven production, limited product variety, plain packaging and lack of branding for local buyers.
Domestic pangasius is sold 30 to 40 per cent cheaper than exports, discouraging firms from expanding distribution channels. Meanwhile, Vietnamese consumers continue to prefer wild-caught fish over farmed pangasius.
With nearly 100 million people, rising incomes and growing demand for convenient, healthy food, Vietnam has significant potential to turn pangasius into a staple protein. Some firms are testing new products such as fish cakes, fish balls and packaged noodle soup with pangasius to appeal to younger consumers, students and workers.
VASEP suggested policies to boost domestic demand, including adding pangasius to school meals, introducing stimulus packages for seafood consumption and launching a national campaign to change consumer perception. Businesses, it said, should focus on branding, packaging and deep-processed products.
“It is time for Vietnam to place greater emphasis on the domestic market as exports face increasing volatility,” VASEP said.
