In this article, we will discuss the market size of scallop consumed in Vietnam, the market size of each segment within the scallop industry, the search trends based on keywords related to scallop in Google search, and three companies that appear to be actively engaged in marketing scallop online. We will also present the findings from our research on each company’s web communication strategy. The research was conducted in December 2024.

Vietnam’s Scallop Market Overview 

There is currently no specific data available on the scallop 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 Scallop in Vietnam

In this section, we analyze the search trends for the following keywords

Keyword

Sò điệp: Scallop
Cồi sò điệp: Scallop meat

Sò điệp nhật: Japanese scallop

Keyword explanation

Sò điệp: This keyword is a type of shellfish known for its delicate flavor and tender texture, commonly used in dishes like soups, stir-fries, and sushi.
Cồi sò điệp: This keyword refers to an edible part of the scallop, prized for its sweet taste and versatility in cooking. 

Sò điệp nhật: This keyword refers to the high-quality scallops from Japan, renowned for their large size, sweetness, and tender yet firm texture, often used in sashimi or grilled dishes.

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
sò điệp	12,100
sò dương	9,900
cồi sò điệp	2,400
coồi sò điệp	2,400
còi sò điệp	2,400
sò điệp nhật	1,000
sò điệp nuong mỡ hành	1,000
con sò điệp	720
sò biển	720
sò dương bi	720
so diep	590
cồi sò điệp nhật	480
sò méo	480
các loại sò biển	390
sò diệp	390
con điềm điệp	320
cồi sò mai	320
giá sò điệp	320
quán ốc điệp	320
sò điệp đỏ	320
còi sò điệp khô	260
còi sò điệp xào bơ tỏi	260
giá sò dương	260
sò dương xanh	260
sò điệp khô	260
điềm điệp	260
con sò biển	210
cách chế biến cồi sò điệp đông lạnh	210
còi sò	210
cồi sò	210
con sò dương	170
cồi điệp	170
sò duong	170
sò điệp hokkaido	170
các loại sò dương	140
cồi sò điệp xào	140
sò cồi	140
sò điệp kim cương	140
sò điệp láng	140
sò điệp mỡ hành	140
sò điệp nhật bản	140
ốc điệp	140
con điệp điệp	110
sò 2 còi	110
sò điệp giấy	110
sò điệp nhật đông lạnh	110
sò điệp surimi	110
sò điệp xào	110
sò điệp xào bơ tỏi	110
sò điệp đông lạnh	110

Overall keyword trends, including related keywords

The keywords being searched are categorized as follows:

1. Scallop product types: Keywords that include specific types or varieties of scallops or seafood, such as “sò dương” (ark clam) and “sò điệp đỏ” (red scallop). 
2. Scallop recipes: Keywords that are related to cooking methods, recipes, and dishes using scallops, such as “sò điệp nướng mỡ hành” (grilled scallop with scallion oil), “cồi sò điệp xào bơ tỏi” (stir-fried scallop meat with garlic butter), and “sò điệp áp chảo” (pan-seared scallops).  
3. Price/Cost: Keywords that include “giá” (price). 
4. Scallop origins: Keywords that refer to specific origin of scallops, such as “sò điệp nhật” (Japanese scallops), “sò điệp hokkaido” (hokkaido scallops), and “cồi sò điệp mỹ” (American scallops). 

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
Scallop product types	23	sò điệp (12,100); sò dương (9,900); cồi sò điệp (2,400)	30,740
Scallop recipes	35	sò điệp nướng mỡ hành (1,000); còi sò điệp xào bơ tỏi (260); cách chế biến cồi sò điệp đông lạnh (210)	3,550
Price/Cost	16	giá sò điệp (320); giá sò dương (260); giá sò điệp nhật (70)	1,240
Scallop origins	10	sò điệp nhật (1,00); cồi sò điệp nhật (480); sò điệp đỏ (320)	2,320

Key points:

• With 23 keywords generating a total of 30,740 searches per month, the “Scallop product types” category significantly outweighs other categories in both number of searches and relevance. This suggests a strong consumer interest in understanding various types of scallops, such as sò điệp and sò dương, possibly driven by curiosity or purchase intentions.
• The “Scallop recipes” category accounts for 35 keywords but generates a lower total search volume of 3,550 monthly searches. This indicates a specific but less widespread interest in culinary uses of scallops, with a focus on particular dishes like sò điệp nướng mỡ hành (1,000 searches). It suggests that while fewer consumers may search for recipes, those who do are likely seeking actionable ways to use scallops in cooking.
• The “Scallop origins” and “Price/Cost” categories, with 2,320 and 1,240 total monthly searches, respectively, reflect specialized consumer needs. Interest in origins, such as sò điệp nhật (1,000 searches), reveals a demand for premium or region-specific products, while pricing-related searches suggest consumers are researching affordability and cost considerations before purchase.

Brands with high brand awareness through search keywords

No specific brand name is associated with scallop searches. This suggests that users are more interested in the product type and recipes rather than specific brands when searching for these items.

Digital communication strategies of major web players

In the scallop market, we will analyze the digital communication strategy of the 3 most prominent brands on the market.

Definition and target of major web players

The major web players are those who use advertising and drive traffic to their website effectively on Google.

The 3 brands including: Đảo Hải Sản, Hải Sản Hoàng Gia và Hải Sản Nước Lạnh.

Đảo Hải Sản’s digital communication strategy

What is Đảo Hải Sản?

Đảo Hải Sản is a leading seafood brand in Vietnam, offering a wide range of fresh and frozen seafood products. They provide high-quality items like sashimi, sushi, and seafood combos, catering to both retail and wholesale customers. The company collaborates with major retailers like Aeon, Lotte, and Winmart, ensuring broad product availability.

Đảo Hải Sản is dedicated to freshness, quality, and excellent customer service, making it a trusted choice for both individual consumers and businesses in the food industry

Pages where Đảo Hải Sản uses advertising

First view

Key message: Đảo Hải Sản use of seasonal key message “Vui Noel, Đón năm mới 2025,” effectively ties its offerings to festive occasions, creating an emotional connection with customers. Associating products or services with holidays generates excitement and aligns with customer sentiments during these periods. This approach leverages the festive mood to encourage impulse purchases and planned shopping for celebrations.

Key visual: The tone and mood of the message banner, featuring festive colors, effectively reinforce the seasonal atmosphere and create an emotional connection with the audience. The product page uses clean, blue tones that emphasize the premium quality and freshness of the seafood. The simple design keeps the focus on the product, ensuring it stands out without unnecessary visual distractions.

Global menu

The pull-out navigation bar on the page is well-organized, with clear category divisions and interactive, animated icons that appear on hover. This design makes it easy for customers to navigate and quickly find the desired product categories. The visual elements, like dynamic icons, enhance usability by providing clear visual cues, helping users effortlessly browse and select products.

Product introduction

The product page provides detailed information, including origin, weight, and price. A blog with additional product details can help customers learn more about the product and support SEO/SEM campaigns by offering valuable content for search visibility. Furthermore, a “Why Choose Đảo Hải Sản” section, highlighting the brand’s expertise, quality assurance, and customer trust, would boost credibility and customer confidence, ultimately driving higher conversion rates.

Web user’s goal

Đảo Hải Sản includes these CTAs to drive conversions and enhance the customer experience by simplifying and streamlining the purchasing process. The “Mua ngay” pop-up creates a sense of urgency, encouraging customers to make quick decisions, particularly during limited-time offers or holiday seasons. The “Thêm vào giỏ hàng” CTA allows customers to save products for later, helping them track their preferences while maintaining the option to make prompt purchases. Including Zalo and Messenger buttons ensures easy access to customer support, boosting trust in the brand, especially for those who may have questions or require assistance before completing a purchase.

Simplified UX diagram from the relevant page on the Đảo Hải Sản site

The UX design provides a clear pathway for online purchases, guiding users seamlessly from the main page to the cart and checkout pages while offering detailed product information, including pricing and images, to ensure informed decisions. It integrates offline and online options by including store addresses on the main page, catering to both traditional and digital shoppers. Dual contact channels via hotlines, Zalo, and Messenger build trust by addressing customer concerns promptly. The streamlined checkout process, with organized fields for delivery and payment, minimizes friction, while CTAs like “Add to Cart” and a visible cart summary encourage immediate action, enhancing the overall user experience.

Hải Sản Hoàng Gia’s digital communication strategy

What is Hải Sản Hoàng Gia?

Hải Sản Hoàng Gia is a premium seafood brand specializing in providing high-quality, fresh, and sustainably sourced seafood products. The brand emphasizes transparency, authenticity, and a commitment to freshness, sourcing its products directly from trusted suppliers. Hải Sản Hoàng Gia is particularly known for offering luxury seafood items, such as Hokkaido scallops, king crabs, lobsters, and other premium options, catering to both individual consumers and businesses such as restaurants and hotels.

The landing page used by Hải Sản Hoàng Gia for advertising

First view

Key message: “Tươi ngon từ nguồn” (“Fresh and Delicious from Source”) effectively conveys the brand’s commitment to offering high-quality, fresh seafood sourced directly from trusted origins. It emphasizes the focus on delivering fresh, premium seafood from reliable sources, reinforcing the brand’s reputation for authenticity and transparency—especially important for premium products like Hokkaido scallops. This is a strong key message that builds trust and highlights the brand’s commitment to quality

Key visual: The key visual of the page uses a sophisticated blue and gold color scheme, which aligns well with the brand’s identity. The combination of these elegant tones enhances the sense of luxury and premium quality, reflecting the brand’s commitment to offering high-quality seafood.

Global menu

Hải Sản Hoàng Gia uses a pull-out navigation bar that is well-designed, contributing to a smooth and engaging user experience. The navigation bar is organized into distinct categories, making it easy for customers to quickly find specific products. Each category is logically grouped, ensuring a seamless browsing experience. The use of animated or illustrated icons for each category adds a visually engaging element, making navigation more interactive and appealing.

Product introduction

The product information on the page is complete and detailed, offering comprehensive product descriptions, including specifications such as weight, origin, and key features like freshness and quality, which help customers make informed purchasing decisions. Additionally, clear contact details and store location are provided, enhancing convenience for those who prefer in-person visits or need further support. The inclusion of detailed product information and store address also builds trust for customers

Web user’s goal

The “Mua ngay” (Buy Now) and “Thêm vào giỏ hàng” (Add to Cart) CTAs are strategically placed next to the product, ensuring easy access for customers to make quick purchasing decisions. The inclusion of contact options such as a phone number and Messenger button provides customers with direct access to support from staff. Hải Sản Hoàng Gia also features related products with CTA “Thêm vào giỏ hàng,” helping to increase the number of items sold by encouraging customers to add multiple products to their carts.

Simplified UX diagram from the relevant page of the Hải Sản Hoàng Gia site

The UX diagram outlines a seamless shopping process with clear online and offline options. The pathway from the main page to the cart and checkout pages is intuitive, with detailed product information aiding decision-making. Offline shoppers benefit from visible store locations and maps, while dual contact channels (hotline, Zalo, Messenger) ensure accessible support.

Hải Sản Nước Lạnh’s digital communication strategy

What is Hải Sản Nước Lạnh?

Hải Sản Nước Lạnh is a pioneering Vietnamese importer and distributor of premium cold-water seafood. They source high-quality products from renowned regions worldwide, including Greenland, Denmark (notably Arctic shrimp), Chile (green mussels), and Japan (octopus and scallops). Their offerings also include meticulously selected domestic seafood from Vietnam.

Emphasizing stringent food safety standards, they prioritize imports from countries recognized for exemplary hygiene practices, particularly those in Northern Europe, the USA, Canada, and Japan. Their product range is tailored to suit Vietnamese tastes, ensuring both safety and culinary appeal.

The landing page used by Hải Sản Nước Lạnh for advertising

First view

Key message: Hải Sản Nước Lạnh emphasizes the freshness, cleanliness, and premium quality of the product, instilling confidence in its quality and food safety. The key message “clean, pre-cut, easy to cook” not only highlights convenience but also reinforces trust in the product’s origin from Hokkaido. This helps build consumer confidence, especially among those who prioritize quality and convenience.

Key visual: The use of blue tones reflects the connection to the ocean and seafood, enhancing the product’s freshness and natural appeal. The clean and simple visual style keeps the focus on the product itself, avoiding distractions and ensuring key product details stand out. The blue sea-tone visual effectively reinforces the connection between the product and its seafood origin, creating a clean and trustworthy impression.

Global menu

The pull-out navigation bar on this page follows a design similar to that of other brands. It maintains a clean, cohesive layout with icons and well-structured categories, making it easy for customers to quickly find specific products. The pull-out navigation bar also provides a seamless and user-friendly experience, enhancing overall navigation efficiency.

Product introduction

The description effectively highlights key attributes such as the product’s origin (Hokkaido), cleanliness, and readiness for cooking, emphasizing freshness and convenience—essential qualities for seafood products. By mentioning that the scallops are pre-cleaned and pre-cut, it appeals to busy customers seeking hassle-free preparation. Additionally, the text reinforces the product’s premium nature through its focus on origin and meticulous preparation, aligning with customer expectations for high-quality seafood.

Web user’s goal

The “Add to Cart” button is prominently positioned next to the product, allowing customers to add items to their cart with a single click, ensuring a smooth and convenient shopping experience. Its simple and intuitive design avoids unnecessary distractions or clutter. Additionally, the Recommended Products section, featuring an “Add to Cart” button, similar to Hải Sản Hoàng Gia, enhances upselling opportunities and encourages customers to explore more options, especially if they are undecided or looking for complementary items.

Simplified UX diagram from the relevant page of the Hải Sản Nước Lạnh site

The UX flow from the main page to the cart page and then the check-out process is straightforward and user-friendly, with a clear step-by-step progression that minimizes confusion. Separating delivery and payment information helps reduce cognitive load, while accessible support options like a hotline, Zalo, and Messenger ensure customers can get assistance when needed. Additionally, the flexibility for users to select preferred delivery and payment methods enhances convenience and accommodates diverse preferences.

Summary of digital communication strategies of major web players

Similarities and differences between 3 brands

All three brands share a commitment to delivering premium seafood products, underscoring quality, freshness, and safety as their foundational values. This emphasis builds trust with consumers, especially for high-value products like seafood. Each brand ensures that customers are well-informed through comprehensive product details, such as origin, weight, and unique features, fostering transparency and confidence in their offerings. By prioritizing these elements, the brands position themselves as reliable sources of high-quality seafood in the competitive market.

The brands prioritize user-friendly digital experiences, employing intuitive website designs with clear navigation menus, prominent CTAs like “Mua ngay” and “Add to Cart,” and streamlined checkout processes. These features simplify the customer journey, reducing friction and enhancing satisfaction. Additionally, all brands offer multiple customer support channels, including hotlines, Zalo, and Messenger, ensuring accessibility and quick assistance. To strengthen credibility, they use digital platforms to provide detailed product descriptions, blogs, or visual storytelling, reinforcing their expertise and dedication to customer care.

There are many key different points among these 3 brands. 

Đảo Hải Sản targets a broad customer base, catering to both retail and wholesale clients, making seafood accessible to a wide range of consumers, from individual customers to businesses like restaurants and retailers. The brand offers a diverse selection of seafood products, including sashimi, sushi, and seafood combos, with a strong emphasis on freshness and convenience. Their product range is designed to meet both everyday needs and special occasion purchases. The tone of Đảo Hải Sản’s communication is festive and upbeat, aligning with seasonal events such as holiday campaigns like “Vui Noel, Đón năm mới 2025” to drive impulse buying and engage customers during peak seasons. Positioned as affordable yet high-quality, the brand emphasizes convenience and accessibility, appealing to a wide audience looking for both quality and ease in their seafood shopping experience.

Hải Sản Hoàng Gia targets premium customers, including high-income individuals and businesses such as upscale restaurants and hotels. The brand positions itself in the luxury segment, catering to those seeking exclusive, high-end seafood products. Specializing in luxury items like Hokkaido scallops, king crabs, and lobsters, Hải Sản Hoàng Gia emphasizes the quality, authenticity, and transparency of its sourcing process, particularly for its premium offerings. The brand identity is reinforced through sophisticated design elements, such as blue and gold color schemes, which convey a sense of luxury and exclusivity. The messaging is centered around trust, transparency, and sustainability, building credibility and attracting customers who are willing to invest in top-quality seafood. Overall, Hải Sản Hoàng Gia’s communication strategy strengthens its reputation as a high-end, reliable source of premium seafood.

Hải Sản Nước Lạnh targets consumers who prioritize food safety and high-quality products, appealing to both individual customers and businesses that require premium cold-water seafood for their menus. The brand focuses on customers who value convenience alongside high standards in their seafood products. It offers premium cold-water seafood sourced from trusted regions such as Greenland, Denmark, and Japan, with an emphasis on products like pre-cleaned and pre-cut seafood, designed for easy preparation and consumption, making it especially appealing to busy consumers. The brand identity emphasizes cleanliness, freshness, and premium quality, key attributes that resonate with customers concerned about food safety. The clean, simple design of the website reinforces the idea of purity and reliability, while the focus on food safety builds consumer trust. Hải Sản Nước Lạnh’s communication highlights convenience through ready-to-cook products, all while ensuring a focus on the high quality and premium sourcing of its seafood.

Each brand’s communication strategy is tailored to its specific target audience, with Đảo Hải Sản focusing on accessibility, Hải Sản Hoàng Gia on luxury and trust, and Hải Sản Nước Lạnh on premium quality and convenience.

The positioning of digital marketing as seen through the differences among 3 brands

Digital marketing has the potential to revolutionize the scallop market by increasing consumer awareness, expanding its reach, and building long-term trust among both individual customers and businesses. The seafood industry, including scallops, is highly competitive and driven by consumer preferences for quality, sustainability, and convenience. By leveraging digital platforms effectively, scallop producers and sellers can differentiate themselves, attract new markets, and strengthen their position within the industry.

Digital marketing effectively raises awareness about scallops as a premium seafood option while addressing concerns like sustainability and ethical sourcing. Social media campaigns on platforms like Instagram and TikTok showcase scallop versatility, health benefits, and sustainable harvesting methods, such as diver-caught or eco-friendly farming. Visually appealing content, combined with collaborations with food bloggers and chefs, positions scallops as essential for gourmet and home-cooked meals. Highlighting scallops as a lean, protein-rich, and nutrient-dense choice further appeals to health-conscious and eco-aware consumers, making digital marketing a powerful tool for promotion.

The shift to online shopping has opened up opportunities for the scallop market to expand beyond traditional retail. Digital marketing allows producers to tap into e-commerce platforms, making scallops accessible in regions with limited seafood options. Optimized websites with user-friendly features, SEO, and targeted ads drive traffic and attract buyers. International markets become accessible through multilingual content, localized campaigns, and shipping options, helping producers reach global customers.

Digital marketing is effective for B2B markets like restaurants, hotels, and seafood distributors. LinkedIn helps showcase scallop brands, while email marketing keeps clients informed about availability, discounts, and new products. Personalized emails strengthen relationships and foster long-term partnerships.

Digital marketing is not just a tool for driving immediate sales—it’s a long-term investment in the growth and sustainability of the scallop market. By building a strong online presence, scallop producers and sellers can establish themselves as trusted leaders in the industry, capable of adapting to changing consumer preferences and market trends.

Through consistent and innovative use of digital marketing strategies, the scallop market can effectively reach a global audience, increase demand, and maintain a focus on sustainability and transparency. This comprehensive approach ensures that scallops remain a sought-after seafood choice for both individual consumers and businesses alike.