Sector Trend Analysis – Fish and seafood trends in the Philippines

Market trends

With more than 7,100 islands, the Philippines is a major fishing nation and the world's second-largest archipelagic state (Food and Agriculture Organization (FAO), 2024). In 2022, the Philippines ranked 11th globally in fish production. Fish and seafood products are a staple in Filipino diets, second only to rice. Seafood makes up 42.2% of animal protein and 18.3% of total protein intake, with the highest consumption in the Zamboanga Peninsula, Western Visayas, and Caraga (MRAG Asia Pacific, 2022).

The Philippines' seafood consumption has been declining, with the poorest Filipinos consuming the least. Decreasing food security and fish consumption, particularly among low-income and rural households, is due to rising food prices, population growth, unsustainable development, natural disasters, and pandemic effects (MRAG Asia Pacific, 2022). On average, each Filipino consumes approximately 93.90 grams of fish and seafood products daily, constituting 11.68% of their total food intake. This consumption is notably higher than that of meat and meat products by 63.3% and poultry by 205.86% (Philippine Department of Agriculture Bureau of Fisheries and Aquatic Resources, 2023). In 2021, the average Filipino consumed 34.28 kilograms of fish and seafood products per year, including 23.34 kilograms of fresh fish, 2.86 kilograms of dried fish, 3.89 kilograms of processed fish, 2.88 kilograms of crustaceans and mollusks, and 1.31 kilograms of other types (The Southeast Asian Fisheries Development Center, 2022).

From 2020 to 2024, fish and seafood consumption in the Philippines increased from US$120 to US$164.1 per capita, reflecting a CAGR of 8.1%. This growth outpaced the overall rise in food consumption, which had a CAGR of 8.0%. Looking ahead, from 2024 to 2029, fish and seafood consumption is expected to continue its upward trend, growing at a CAGR of 8.0% and reaching US$241.4 per capita. This projected growth rate is slightly lower than the overall food consumption CAGR of 8.1% for the same period. These trends indicate a robust and increasing demand for fish and seafood in the Philippines, driven by rising disposable incomes and a growing preference for these products within the diet.

Filipino consumers prefer fresh fish and seafood products, leading to a predominantly fresh and chilled fish market, with some offerings available in frozen forms. Additionally, fish and seafood products are diversified into value-added forms such as dried, smoked, and canned/bottled variants. In the Philippines, milkfish and tilapia are prominent staples in the domestic market, with both species experiencing high daily sales in wet markets nationwide. Milkfish is predominantly sold in fresh chilled form, while tilapia is marketed as whole fish in live, fresh, or frozen forms, with some processed variants available. Despite being less popular, shrimps are marketed fresh or in various processed forms, primarily supplied to restaurants and food services. Tuna, another common fish, is sold fresh, as specialty cuts, and canned, with a significant portion processed. While tilapia and tuna are largely consumed locally, shrimps show a slight decrease in supply but an increasing percentage share in the domestic market (Philippine Department of Agriculture Bureau of Fisheries and Aquatic Resources, 2021).

In the Philippines' domestic and international fisheries trade, significant challenges persist. These include limited marketing networks, hindering efficient distribution from high-yield regions to areas with deficient fish supplies, exacerbated by inadequate transportation services resulting in high distribution costs. Additionally, outdated trading facilities further impede streamlined operations. The marketability of fish and seafood products faces hurdles due to limitations in variety, labeling, and packaging, while market prices fluctuate unpredictably. Cumbersome export-import procedures add to operational complexities, compounded by the struggle to meet stringent regulatory standards for food quality and safety, such as those set by Hazard Analysis Critical Control Point (HACCP), the United States, the European Union, and others (Jennifer Viron, 2020). To tackle these obstacles, the Philippines has devised its latest national fisheries development plan to transition its fisheries industry into a high-growth, sustainable, and competitive sector (Philippine Department of Agriculture Bureau of Fisheries and Aquatic Resources, 2021).

Trade overview

The Indo-Pacific region has become a key market for Canadian fish and seafood exporters, driven by its cultural emphasis on seafood and rising middle-class incomes boosting demand for high-quality products (Export Development Canada (EDC), 2024). Beyond China, key Indo-Pacific markets for Canadian fish and seafood exports include Japan, South Korea, Thailand, Hong Kong, and Vietnam, with emerging opportunities in the Philippines.

In 2024, the Philippines imported fish and seafood worth Can$1,085.3 million, making it the 11th largest importer in the Indo-Pacific region. From 2020 to 2024, Philippine imports grew at a CAGR of 12.3%, accounting for 1.3% of the region's total imports in 2024.

In 2024, global fish and seafood imports to the Philippines were valued at Can$1.1 billion, with the top suppliers being China (share 30.1%), Vietnam (18.1%), and Papua New Guinea (15.6%). Growth was at CAGR 12.3% from 2020 to 2024. The Philippines imports from Spain (share 4.6%), Chile (3.6%), and South Korea (3.0%) showed notable growth. Other key suppliers included Indonesia and Japan. Canada, although ranked 24th, saw significant growth with a CAGR of 769.7% from 2020 to 2024, reaching Can$4.0 million in 2024 (share 0.4%).

The Philippines' top 3 fish and seafood imports in 2024

The top five fish and seafood products accounted for 40.5% of the Philippines' total fish and seafood imports in 2024.

Frozen skipjack

Frozen skipjack was the Philippines' largest fish and seafood import in 2024. The Philippines' imports of the frozen skipjack experienced a CAGR of 6.0% during 2020-2024, reaching Can$255.8 million in 2024. Papua New Guinea was the largest supplier. Spain and Micronesia saw substantial growth.

Frozen mackerel

Frozen mackerel was the Philippines' 2nd largest fish and seafood import in 2024. Frozen mackerel imports showed a CAGR of 11.4%, reaching Can$91.6 million in 2024. China dominated the market at 79.4% share throughout the period, with substantial growth of 25.2% from 2020 to 2024.

Frozen anchovies

Frozen anchovies was the Philippines' 3rd largest fish and seafood import in 2024. Imports of frozen anchovies reached Can$90.3 million in 2024. Vietnam emerged as the top supplier, with substantial growth in market share. China also played a significant role in supplying this product.

Among the Philippines' top 10 fast-growing fish and seafood imports, significant growth was observed in several categories between 2020 and 2024. Frozen fillets of tuna, skipjack imports surged with a CAGR of 134.8%, led predominantly by Vietnam, which accounted for 54.5% of these imports in 2024. Frozen pacific salmon also saw a substantial increase, boasting a 105.9% CAGR, with Chile (89.6%) and South Korea (5.6%) as primary suppliers. Frozen fillets of pacific salmon, Atlantic salmon and Danube salmon imports increased at an 100.3% CAGR, with Norway being the top supplier, making up 48.0% of the market. Of particular note is the import of frozen lobsters, which expanded with a CAGR of 80%, with Canada emerging as the dominant supplier, contributing 95.2% of these imports in 2024.

Canadian performance

The Philippines was Canada's 11th largest export market for fish and seafood the Indo-Pacific region in 2024, to which Canada exported Can$4.8 million, accounting for 0.2% of Canada's fish and seafood exports in the region. Canada's fish and seafood exports to the Philippines expanded by a CAGR of 87.2% between 2020 and 2024.

Between 2020 and 2024, Canada's fish and seafood exports to the Philippines saw significant growth, with total exports increasing from Can$391.5 thousands in 2020 to Can$4.8 million, reflecting a CAGR of 87.2%. The dominant product category was frozen lobsters, which grew from Can$953.6 thousand in 2022 to Can$3.9 million in 2024, achieving a CAGR of 103.7% from 2022 to 2024 and comprising 82.3% of total fish and seafood exports to the Philippines in 2024. Live, fresh, or chilled lobsters also showed steady growth with a CAGR of 63.8% from 2020 to 2024, reaching Can$349.4 thousand and accounting for 7.3% of the total exports in 2024. Exports of lobsters, prepared or preserved emerged for the first time between 2020 to 2024, contributing Can$307.5 thousand or 6.4% of the market share in 2024.

Canada and the Philippines are currently negotiating a free trade agreement in the context of the Canada-ASEAN FTA negotiation. Since Canada is not a free trade agreement partner of the Philippines, Canadian fish and seafood products are subject to the Most Favored Nation (MFN) tariff duty. According to FAO 195 (1999) "Rules and Regulations Governing Importation of Fishery Products," retail importation of fish and seafood products is allowed only when certified necessary by the Secretary of Agriculture for food security, considering public welfare and safety (United States Department of Agriculture (USDA), 2022). The Secretary issues a Certificate of Necessity to Import (CNI) based on recommendations from the Bureau of Fisheries and Aquatic Resources, in coordination with the Food and Drug Administration Philippines, and after consulting with industry stakeholders. For more details, visit the Canadian Food Inspection Agency website.

Canada opened in February 2024 an Indo-Pacific Agriculture and Agri-Food Office (IPAAO) in Manila, Philippines, underscoring Canada's long-term commitment to the region. This office highlights the importance placed on building Canada's reputation as a stable and trusted supplier of fish and seafood products. Canadian exporters are also encouraged to leverage the following programs and services to expand their seafood business in the Philippines:

• Canada Brand
• AgriMarketing Program
• Trade Commissioner Service
• Agriculture and Food Trade Show Service
• Single Window for Agri-Food Trade Services
• Agri-food international market intelligence service
• Funding Programs (Global Affairs Canada)
• Solutions for Canadian exporters (Export Development Canada)
• Canada-Philippines relations (Government of Canada)

Market size

Between 2020 and 2024, the total retail sales value of fish and seafood in the Philippines grew from US$6.8 billion in 2020 to US$7.9 billion in 2024 (CAGR of 3.8%). Fresh fish and seafood led this growth, reaching US$6.8 billion in 2024 (CAGR of 3.2%) and are expected to grow to US$7.6 billion by 2029 (CAGR of 2.3%). Crustaceans had the highest growth rate at 5.2%, projected to slow down to 2.2% by 2029. Fish sales grew at a CAGR of 2.4% and are expected to increase to 3.9% through 2029. Molluscs and cephalopods, with a CAGR of −0.3%, are projected to slow down at −1.4%. Processed seafood categories, including shelf-stable and frozen products, also saw robust growth and are expected to continue strong growth through 2029.

In the Philippines, while fresh food is traditionally preferred, the COVID-19 pandemic has led to a growing acceptance of frozen options, especially seafood. Informative campaigns highlighting the freshness and safety of frozen seafood are essential to drive sales. Consumers are also seeking to replicate restaurant experiences at home, becoming more knowledgeable about premium foods and sustainability. Despite relaxed travel restrictions, international travel remains low, prompting consumers to seek foods reminiscent of visited destinations, such as seafood like crabs, lobsters, halibut, and salmon. Social media engagement fuels exploration of new food trends, presenting marketers with opportunities to introduce innovative products. Online, consumers often rely on Google, where seafood vendors like Foodphil, Gerald.ph, and Pacific Bay rank high in search results (USDA, 2022).

Competitive landscape

From 2020 to 2024, Century Pacific Food Inc dominated the processed seafood market in the Philippines, increasing its share from 44.0% in 2020 to 55.8% in 2024 with a CAGR of 6.6%. In contrast, New Señorito Frozen Food Co experienced a decline with a CAGR of −1.9%, reducing its share from 8.2% in 2020 to 7.6% in 2024. Maunlad Canning Corp maintained stable market shares. Private label also saw decline, with CAGRs of −2.4%. CDO Foodsphere Inc and Alsons Aquaculture Corp saw decline at −1.3% and −0.6% respectively from 2020 to 2024. Overall, the market is trending towards consolidation, with Century Pacific Food Inc strengthening its lead while smaller brands lose ground, and a few brands maintaining a steady but stagnant presence.

From 2020 to 2024, Century Pacific Food Inc maintained a strong presence in the processed fish and seafood market in the Philippines, with its brands Century, 555, and Ligo holding a total of 56.8% market shares in 2024. New Señorito from New Señorito Frozen Food Co and Young's Town from Maunlad Canning Corp experienced slight decline and maintained the same status respectively. San Marino from CDO Foodsphere Inc declined, while Sarangani Bay from Alsons Aquaculture Corp saw marginal decrease. Master from Universal Canning Inc increased its share from 3.4% in 2020 to 3.6% in 2024. Seaking from Superb Catch Inc maintained consistent shares. Private Label experienced a decline, and the "Others" category stayed stable.

Product launch analysis

Between 2020 and 2024, 409 new packaged fish and seafood products were launched in the Philippines. Most products were priced between US$0.25 and US$4.24, with fewer launches in higher price brackets. Leading claims included suitability, natural ingredients, and positioning, with suitability claims peaking at 60 in 2020. Non-imported products saw a peak of 63 launches in 2020, while imported product launches reached 14 in 2024 from 10 in 2020. Notable brands were 555 and Mega, though their presence varied yearly. Predominant launch types were new varieties/range extensions and new packaging. Unflavored/plain was the leading flavor each year. Supermarkets were the main retail outlet, consistently ahead of mass merchandise/hypermarkets (except in 2024) and online/mail orders.

Product launch examples

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Resources

• Export Development Canada 2024, Canadian seafood exporters: Casting a wider net in the Indo-Pacific
• Philippine Department of Agriculture Bureau of Fisheries and Aquatic Resources, 2021: Comprehensive National Fisheries Industry Development Plan (2021-2025)
• Philippine Department of Agriculture Bureau of Fisheries and Aquatic Resources, 2023: The Philippine Fisheries Profile
• Euromonitor International,  database 2025
• FAO 2024, Fishery and Aquaculture Country Profiles. Philippines, 2014. Country Profile Fact Sheets. Updated Nov 28, 2014
• Global Trade Tracker, 2025
• Jennifer Viron, 2020: Country Fisheries Trade: Philippines
• Government of Canada: Canada-Philippines relations
• Mintel Global New Products Database, 2025
• MRAG Asia Pacific, 2022: The State of Fish in Nutrition Systems in the Philippines. A report prepared for Oceana
• Organisation for Economic Co-operation and Development-Food and Agriculture Organization (OECD-FAO), 2023: Agricultural Outlook 2023-2032
• The Southeast Asian Fisheries Development Center, 2022: Fisheries Country Profile: Philippines
• USDA, 2022: Philippines: Fishery Product Import Regulations and Standards
• USDA, 2022: Philippines: Seafood Products Market Brief

Sector Trend Analysis – Fish and seafood trends in the Philippines
Global Analysis Report

Prepared by: Hongli Wang, Market Analyst

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