Vietnam Becomes Southeast Asia’s 2nd-Largest Importer of European Poultry

Why It Matters

The surge positions European producers, especially Poland, to secure a fast‑growing market, while signaling Vietnam’s broader dietary transition toward higher‑value protein imports.

Key Takeaways

• Vietnam imported 56,500 tonnes EU poultry in 2025.
• Poland supplied over 37,000 tonnes, dominating exports.
• EU poultry share of Vietnam meat consumption rose to 33%.
• Imports doubled since 2023, reflecting post‑pandemic recovery.
• Projected Polish shipments could hit 45,000 tonnes annually.

Pulse Analysis

Vietnam’s food‑consumption profile is undergoing a rapid transformation driven by rising incomes and accelerating urbanisation. As disposable earnings climb, consumers are substituting traditional pork and fish with leaner protein sources, pushing chicken to represent a third of total meat intake in 2024, up from less than a quarter two years earlier. This dietary shift has revived demand for high‑quality imported poultry, a segment that suffered a pandemic‑induced slump but has now more than doubled since 2023. The surge reflects growing confidence in safety standards and a willingness to pay a premium for European‑certified products.

European producers, led by Poland, are poised to capture a larger slice of Vietnam’s expanding market. Poland’s 37,300‑tonne shipment in 2025 already accounts for two‑thirds of the region’s EU imports, underscoring its logistical advantage and competitive pricing. The EU’s stringent traceability and animal‑welfare regimes resonate with Vietnamese shoppers increasingly attuned to food safety, giving European brands a distinct edge over lower‑cost suppliers from the United States or Brazil. Trade promotion campaigns such as “European Poultry – From Farm to Fork” further cement these relationships, encouraging long‑term contracts and joint‑venture opportunities.

Looking ahead, the trajectory suggests continued growth, with Polish exports projected to reach 45,000 tonnes annually. However, sustaining momentum will require navigating bio‑security risks, aligning with Vietnam’s evolving regulatory framework, and addressing domestic producers’ push for market protection. Investment in cold‑chain infrastructure and local processing facilities could mitigate supply‑chain bottlenecks while enhancing value‑addition for both parties. For EU exporters, the Vietnamese market offers a strategic foothold in Southeast Asia, promising diversified revenue streams as the region’s protein demand outpaces supply across the decade.