In this article, we will discuss the market size of frozen shrimp consumed in Vietnam, the market size of each segment within the frozen shrimp industry, the search trends based on keywords related to frozen shrimp in Google search, and three companies that appear to be actively engaged in marketing frozen shrimp online. We will also present the findings from our research on each company’s web communication strategy. The research was conducted in October 2024.
Vietnam’s Frozen Shrimp Market Overview
There is currently no specific data available on the frozen shrimp consumer market in Vietnam. However, the overall fish & seafood consumption data for Vietnam is provided below.
Overview of the Fish & Seafood Market in Vietnam
Vietnam’s fish and seafood market has demonstrated remarkable growth, showcasing its pivotal role in the national food industry. Revenue grew from $7.97 billion in 2018 to $11.11 billion in 2023, with projections reaching $13.84 billion by 2026. This sustained growth is fueled by increasing local consumption, driven by a rising population and growing preference for protein-rich diets, alongside expanding global demand for Vietnamese seafood exports. The market’s resilience, even during economic fluctuations, highlights its potential for continued development. These trends signal substantial opportunities for stakeholders, including producers, exporters, and investors, to capitalize on Vietnam’s dynamic and evolving seafood sector.
| Year | Annual market size by revenue (billion USD) |
|---|---|
| 2026 (Forecast) | 13.84 |
| 2025 (Forecast) | 12.98 |
| 2024 | 12.09 |
| 2023 | 11.11 |
| 2022 | 10.34 |
| 2021 | 9.73 |
| 2020 | 9.22 |
| 2019 | 8.55 |
| 2018 | 7.97 |
| 2017 | Data not available |
| 2016 | |
| 2015 |
Vietnam’s Fish & Seafood Market Segments
Vietnam’s Fish & Seafood segmentation by Fish & Seafood Types
The segmentation of Vietnam’s fish and seafood market by type reveals steady growth across all categories. Fresh fish leads the market, projected to grow from $5.39 billion in 2018 to $8.70 billion in 2026, reflecting strong consumer demand for natural fish. Processed fish and seafood follows, exhibiting notable growth and increasing from $1.58 billion in 2018 to a forecasted $3.09 billion by 2026, driven by convenience trends and export opportunities. Fresh seafood, while smaller, rises from $1.00 billion in 2018 to $2.05 billion in 2026, signaling a balanced demand for quality seafood options.
Segmentation by Fish & Seafood Types market data
Unit: billion USD
| Year | Fresh fish | Processed fish & seafood | Fresh seafood |
|---|---|---|---|
| 2026 (forecast) | 8.70 | 3.09 | 2.05 |
| 2025 (forecast) | 8.23 | 2.86 | 1.89 |
| 2024 | 7.73 | 2.63 | 1.73 |
| 2023 | 7.17 | 2.38 | 1.56 |
| 2022 | 6.71 | 2.19 | 1.44 |
| 2021 | 6.37 | 2.05 | 1.31 |
| 2020 | 6.10 | 1.90 | 1.22 |
| 2019 | 5.72 | 1.73 | 1.10 |
| 2018 | 5.39 | 1.58 | 1.00 |
| 2017 | Data not available | ||
| 2016 | |||
| 2015 | |||
Vietnam’s Fish & Seafood segmentation by Sales Channels
In the Vietnam fish & seafood market, online sales refer to transactions made through e-commerce platforms, company websites, and social media channels, allowing consumers to purchase meat from the comfort of their homes. Meanwhile, offline sales occur in traditional brick-and-mortar stores or markets.
The segmentation of Vietnam’s fish and seafood market by sales channels highlights the dominance of offline channels, which significantly outweigh online sales. Offline channels are projected to grow from $7.93 billion in 2018 to $13.47 billion by 2026, reflecting traditional consumer preferences for purchasing fish and seafood from physical markets and stores. Online channels, while smaller, show steady growth, rising from $0.04 billion in 2018 to a forecasted $0.37 billion by 2026. This gradual increase indicates an emerging trend of digital adoption, driven by convenience and expanding e-commerce platforms. Despite online growth, offline channels remain the primary revenue source.
Segmentation by Sales channels market data
| Year | Online channels (billion USD) | Offline channels (billion USD) |
|---|---|---|
| 2026 (forecast) | 0.37 | 13.47 |
| 2025 (forecast) | 0.31 | 12.67 |
| 2024 | 0.24 | 11.85 |
| 2023 | 0.20 | 10.91 |
| 2022 | 0.17 | 10.17 |
| 2021 | 0.15 | 9.58 |
| 2020 | 0.09 | 9.13 |
| 2019 | 0.05 | 8.50 |
| 2018 | 0.04 | 7.93 |
| 2017 | Data not available | |
| 2016 | ||
| 2015 | ||
Search Trends for Frozen Shrimp in Vietnam
In this section, we analyze the search trends for the following keywords
Keyword
Tôm đông lạnh: frozen shrimp
Tôm nõn đông lạnh: frozen paw shrimp
Keyword explanation
Tôm đông lạnh: This term refers to shrimp preserved through freezing to maintain freshness, quality, and extend shelf life.
Tôm nõn đông lạnh: This term refers to shrimp that have been peeled, retaining only the body (the “paw” or meat portion), and then frozen.
Top 50 monthly keywords searched
Based on the keywords above, this list also includes keywords that Google has determined to be related.
| Keyword | Monthly search volume |
|---|---|
| tôm đông lạnh | 720 |
| tôm nõn đông lạnh | 210 |
| tôm hùm đông lạnh | 170 |
| tôm sú đông lạnh | 170 |
| tôm sú đông lạnh | 170 |
| tôm giòn đông lạnh | 110 |
| tôm thẻ đông lạnh | 110 |
| tôm đông lạnh xuất khẩu | 110 |
| tôm đông lạnh xuất khẩu | 110 |
| tôm đông lạnh giá sỉ | 90 |
| tôm đông lạnh giá sỉ | 90 |
| tôm hùm đất đông lạnh | 70 |
| tôm lột vỏ đông lạnh | 70 |
| giá tôm nõn đông lạnh | 50 |
| tôm alaska đông lạnh | 50 |
| tôm đông lạnh vinmart | 50 |
| tôm alaska đông lạnh | 50 |
| giá tôm đông lạnh | 40 |
| tôm càng xanh đông lạnh | 40 |
| tôm hùm alaska đông lạnh | 40 |
| tôm hấp đông lạnh | 40 |
| tôm đông lạnh bóc vỏ | 40 |
| tôm đông lạnh có tốt không | 40 |
| tôm hùm alaska đông lạnh | 40 |
| công ty xuất khẩu tôm đông lạnh | 30 |
| tom dong lanh | 30 |
| tôm bóc vỏ đông lạnh | 30 |
| tôm hùm đông lạnh giá sỉ | 30 |
| tôm khay đông lạnh | 30 |
| tôm tít đông lạnh | 30 |
| công ty xuất khẩu tôm đông lạnh | 30 |
| tôm hùm đông lạnh giá sỉ | 30 |
| tôm sú cấp đông | 30 |
| tôm sú cấp đông | 30 |
| giá tôm càng xanh đông lạnh | 20 |
| giá tôm hùm đông lạnh | 20 |
| các loại tôm đông lạnh | 20 |
| tôm bóc nõn đông lạnh | 20 |
| tôm hùm bông đông lạnh | 20 |
| tôm hộp đông lạnh | 20 |
| tôm lột đông lạnh | 20 |
| tôm mũ ni đông lạnh | 20 |
| tôm sú đông lạnh bóc vỏ | 20 |
| tôm sú đông lạnh xuất khẩu | 20 |
| tôm tích đông lạnh | 20 |
| tôm xuất khẩu đông lạnh | 20 |
| tôm đông lạnh giá rẻ | 20 |
| tôm đông lạnh iqf | 20 |
| tôm sú đông lạnh xuất khẩu | 20 |
| tôm sú đông lạnh bóc vỏ | 20 |
| tôm xuất khẩu đông lạnh | 20 |
Overall keyword trends, including related keywords
The keywords being searched are categorized as follows:
- Types of shrimp: Keywords that include specific types of shrimp, such as “tôm sú” (black tiger shrimp), “tôm hùm” (lobster), and “tôm thẻ” (whiteleg shrimp).
- Frozen shrimp price: Keywords that include “giá” (price).
- Sources of shrimp: Keywords that describe the sources of shrimp, such as “xuất khẩu” (export), “nhà phân phối” (distributor), and “nhập khẩu” (import).
- Benefits of shrimp: Keywords that include “có tốt không” (is it goods), “có nên không” (should we?), and “có ngon không” (is it delicious?)
Each keyword category’s number of keywords, total monthly search, top 3 most searched keywords in each category and their monthly search volume are as follows:
| Keyword category | Number of keywords | Top 3 searched keywords | Total monthly searches |
|---|---|---|---|
| Types of shrimp | 73 | tôm nõn đông lạnh (210); tôm hùm đông lạnh (170); tôm sú đông lạnh (170) | 2,280 |
| Frozen shrimp price | 22 | tôm đông lạnh giá sỉ (90); giá tôm nõn đông lạnh (50); giá tôm đông lạnh (40) | 510 |
| Sources of shrimp | 20 | tôm đông lạnh xuất khẩu (110); công ty xuất khẩu tôm đông lạnh (30); tôm sú đông lạnh xuất khẩu (20) | 420 |
| Benefits of shrimp | 6 | tôm đông lạnh có tốt không (40); có nên mua tôm hùm đông lạnh (10); có nên ăn tôm hùm đông lạnh (10) | 100 |
Key points:
- The “Types of Shrimp” category dominates in both the number of keywords (73) and total monthly searches (2,280). This indicates a strong consumer focus on exploring different shrimp varieties, particularly popular ones like “tôm nõn đông lạnh” (210 searches) and “tôm hùm đông lạnh” (170 searches). Businesses should prioritize supplying and showcasing diverse shrimp products to meet this demand.
- With 510 total monthly searches across 22 keywords, the “Frozen Shrimp Price” category highlights that pricing is a key factor for consumers. Popular searches like “tôm đông lạnh giá sỉ” (90 searches) suggest that both affordability and bulk pricing are critical considerations for buyers.
- Although smaller in total searches (100), the “Benefits of Shrimp” category indicates a growing consumer interest in quality and health-related concerns. Keywords like “tôm đông lạnh có tốt không” (40 searches) suggest that businesses could benefit from emphasizing the quality, health benefits, and sustainability of their shrimp products in marketing efforts.
Brands with high brand awareness through search keywords
Below is the searched brand name, the number of related keywords, and the total monthly search volume. Vinmart is the only brand searched for frozen shrimp. This indicates a strong presence of Vinmart in the Vietnamese market and Vinmart is a well-known supplier for frozen shrimp in Vietnam, potentially influencing consumer choices.
| Brand name | Total monthly searches | Number of related keywords |
|---|---|---|
| Vinmart | 50 | 1 |
About Vinmart
VinMart is one of Vietnam’s largest retail chains, offering a wide range of products including groceries, household goods, and fresh food. Owned by VinGroup, VinMart has established itself as a trusted name in the retail sector, serving millions of customers through its extensive network of supermarkets and convenience stores. Known for its high-quality products and customer service, VinMart focuses on providing convenience and accessibility, catering to the diverse needs of urban and suburban consumers. The brand also supports local producers by promoting Vietnamese-made goods, while its loyalty programs and modern shopping experience continue to strengthen its market position.
Digital communication strategies of major web players
We will analyze three companies that are considered to be actively marketing on the web, and their digital communications (UX: user experience and web marketing goals).
Definition and targeting of major web players
Here, major web players are defined as companies that deliver advertising through Google and actively direct users to their own websites.
The following 3 companies are included:
- Vietseafoods
- Ship Hai San
- Good Price Vn
Vietseafoods’s Digital Communication Strategy
What is Vietseafoods?
Vietseafoods is a leading supplier of frozen seafood products, specializing in the wholesale distribution of premium seafood like shrimp, fish, and other aquatic products. They primarily focus on B2B markets, catering to large-scale distributors, importers, and food service businesses. With a commitment to quality and sustainability, Vietseafoods ensures that their products meet international standards, making them a reliable partner for businesses looking to source high-quality seafood.
Page used for advertising by Vietseafoods
The landing page that Vietseafoods used for advertising is as follows:
Type: Ad Landing Page
Keyword: tôm đông lạnh xuất khẩu (frozen shrimp export)
First View
First view of the page used for Vietseafoods’s ad
The key visual on the VietSeafoods landing page focuses on clean, professional imagery that highlights the product’s quality and freshness. The layout is straightforward, emphasizing product information such as pricing, discounts, and categories, which helps customers easily find the product they are looking for. There is also a visual hierarchy, with the most crucial details like product name and price placed prominently at the top, and high-quality images of the shrimp, reinforcing the focus on quality seafood.
Global Menu
The menu layout is simple, minimal and easy to navigate, with clear categories such as “Trang chủ” (Home), “Giới thiệu” (About), “Cửa hàng” (Store), “Tin tức” (News), and “Liên hệ” (Contact). The dropdown under “Danh Mục Sản Phẩm” (Product Categories) adds functionality for users to find specific products. The blue highlighting of “Danh Mục Sản Phẩm” (Product type) clearly indicates the current active selection, helping users understand where they are in the menu structure. This is a useful feature for guiding navigation and reducing confusion.
Product Page
Vietseafoods’s product page
The page emphasizes the quality of the prawns, such as how they are frozen to preserve freshness and nutrition. This conveys that the prawns are processed in a way that retains their natural flavors and quality, which would be important to consumers looking for high-quality seafood.
It also contain details on sourcing and processing, highlighting the brand’s focus on high-quality products and rigorous standards for freezing and preservation, which can attract health-conscious or quality-focused.
Details about the packaging (such as size, weight, and freezing method) helps consumers make informed purchasing decisions.
The page includes info on how the prawns are packaged to ensure they arrive frozen and in good condition.There suggestions for use (cooking methods like grilling, frying, etc.) helping the consumer imagine how they can use the product.
Web User Goals
They don’t have a prominent ‘Add to Cart’ or ‘Buy Now’ on this page. There is information on how to order in bulk by contacting the factory, how long is delivery time since the customer signed the contract and payments are mostly cash or transfer. Buyers need to contact via phone to make bulk purchases.
Simplified UX diagram from the relevant page on Vietseafoods site
Users can go through the product introduction page, product lineup page, and product search to find their contact number or make an inquiry.
Ship Hai San’s Digital Communication Strategy
What is Ship Hai San?
Ship Hải Sản is a Vietnam-based distributor that focuses on providing a wide range of seafood products, including frozen shrimp and fish, to both wholesale and retail markets. Known for their transparent pricing and strong customer service, the company is dedicated to ensuring fast and reliable delivery of seafood across regions. Their B2B services make them a trusted source for restaurants, seafood markets, and other food service providers looking to purchase in bulk.
Page used for advertising by Ship Hai San
The landing page that Ship Hai San used for advertising is as follows:
Type: Product page
Keyword: tôm đông lạnh giá sỉ (wholesale frozen shrimp)
The page features a clean, functional design with a white background, making it easy to focus on the content. The primary product images—frozen shrimp—are prominently displayed.
The images are clear and high-quality, showcasing the shrimp in packaging to highlight its freshness. However, the visuals are somewhat basic and lack premium presentation, which may not strongly appeal to high-end buyers but are effective for practical, wholesale buyers.
The imagery sets a utilitarian tone, clearly targeting B2B buyers looking for reliable, bulk seafood purchases rather than individual consumers or luxury markets.
Global Menu
The main navigation menu under the search bar includes essential sections such as: Home (Trang chủ), Introduction (Giới thiệu), Distributor Lists (Danh Sách Đại Lý Miền Bắc / Miền Nam): Splitting the distribution list by region is beneficial for guiding users directly to their local suppliers, News (Tin tức), Recruitment (Tuyển dụng).
The layout is straightforward, informative and practical for distributor to navigate.
Product Introduction
The page provides specific information about the frozen shrimp being sold, including the type (black tiger shrimp), the size range (in grams per piece), and packaging options. This detailed description is essential for B2B buyers, as it allows them to assess the quality and suitability for their needs.
The information emphasizes freshness, which is crucial for seafood products, especially when targeting wholesale buyers or distributors who need assurance of product quality over time.
The wholesale pricing is clearly displayed, with emphasis on bulk purchase benefits. The table format makes it easy for businesses to compare price ranges based on quantities purchased.
Web User Goals
CTAs like “Liên hệ để biết thêm thông tin” (Contact for more information) are subtle and drive users to contact the supplier, reinforcing that this page is meant for larger business negotiations rather than direct online checkout.
Simplified UX diagram from the relevant page on Ship Hai San site
To allow users to get a quote, they leave their phone number at the end of the product introduction.
It is thought that the focus will be on B2B transactions, and that the intention is to quickly expand communication between responsible parties.
Good Price’s Digital Communication Strategy
What is a Good Price?
Good Price VN is a comprehensive e-commerce platform that offers a diverse range of products, including high-quality frozen seafood like shrimp. Catering to both B2B and B2C customers, Good Price VN provides competitive pricing and easy navigation for customers looking to make bulk purchases. Their focus on convenience and accessibility makes them a go-to source for businesses and individual consumers seeking reliable seafood products in the Vietnamese market.
Page used for advertising by Good Price
The landing page that Hadosa used for advertising is as follows:
The design avoids unnecessary clutter and focuses on the product itself. This simplicity ensures the page is not distracting and allows potential buyers to concentrate on the product details and image.
The brand’s logo and business information are visible but understated, ensuring the focus remains on the product while subtly building brand trust. The overall color palette is clean and neutral, using white and soft tones, which also reflects a professional and industry-standard look.
Global Menu
The left section “Menu Sản Phẩm” (Product Menu) suggests that the primary navigation is product-centric, helping users quickly browse through different categories.
To the right of the product menu, there are tabs for different branches of the Good Price brand: Goodprice Media, GOCE – B2C (likely focused on direct business-to-consumer transactions), GOCE Coffee, GOCE Group.
Product Introduction
The visual is dominated by a high-quality image of the frozen shrimp, showing its appearance and freshness. This is critical for the seafood industry, where visual confirmation of the product quality is a key selling point. The shrimp is displayed in an appealing manner, emphasizing freshness and premium quality.
The page includes clear product information, such as pricing and product specifications, making it easy for the user to access key details quickly. This aligns with B2B buyer expectations, who are generally looking for straightforward information.
Web User Goals
The CTA is clear, encouraging users to inquire further or call to purchase. The direct access to product details combined with contact options or request a quote form included supports smooth user navigation.
Simplified UX diagram from the relevant page on Good Price site
On the page used in the advertisement, users can select the products that they want, check the product details, and then contact the person in charge or send a request for a quote.
Summary of Vietseafoods, Ship Hai San, and Good Price VN Based on Landing Page Analysis:
1. Vietseafoods:
Vietseafoods focuses on providing frozen seafood products, catering mainly to businesses looking for wholesale or export options. The brand’s landing page often highlights clear product descriptions and pricing but relies heavily on customer inquiries for detailed product specifics or ordering processes. The overall design emphasizes wholesale bulk orders rather than individual sales, targeting distributors or large-scale buyers in the B2B seafood market.
The landing page encourages interaction through inquiry forms rather than direct purchase.
The key CTA (Call-to-Action) leads to a contact form for further information or wholesale negotiation, reflecting a B2B-focused model.
This approach prioritizes lead generation over instant transactions, aiming to build relationships with businesses rather than one-time customers.
2. Ship Hải Sản:
Ship Hải Sản is a seafood distributor known for providing detailed pricing information for frozen seafood, like shrimp, on their landing pages. The landing page emphasizes multiple contact points with phone numbers displayed prominently for quick access to sales agents. It directs to an phone contact instead of a checkout page, maintaining a focus on B2B interactions rather than direct consumer.
The landing page is cluttered with multiple contact details but lacks a smooth purchasing flow for users who want instant transactions.
The design and information prioritize business clients who seek detailed pricing, leading to a more consultative selling approach.
3. Good Price VN:
Good Price VN presents itself as a comprehensive provider of various frozen seafood products, such as shrimp. The site’s global menu offers easy navigation between product categories like frozen seafood and general B2C product lines. The pricing model here is designed for both businesses and individual consumers, though there’s still a focus on bulk orders for B2B clients. The visuals on the landing page are clean, but the key CTA still tends to lead to inquiry forms rather than immediate e-commerce checkout.
Good Price VN has a cleaner layout compared to the other two, with better navigation tools and product organization.
The site maintains a balance between serving both business and retail customers, but the pathway to complete a purchase is still complex, favoring lead generation over direct sales.
The visuals are professional with product descriptions details, contact form and hotline for clients to contact the company easier.
This report was compiled using various information sources. All sources are cited within the report. However, the reliability of the information is not guaranteed. For websites displaying advertisements, the destination URLs of the ads were visually confirmed using mouse-hover, and access was gained by directly inputting the link. No ad clicks that would generate costs for the advertiser were performed. This research was conducted using data from November 2024.