Photo: Embrapa

Brazilian Tilapia Aims for Expansion in US and European Markets

BRAZIL
Wednesday, October 08, 2025, 00:10 (GMT + 9)

Embrapa Study Identifies Frozen Product Opportunity in the United States and the Challenge of Boosting Fresh Demand in Europe, Despite Tariffs and White Meat Competition.

A study conducted by the Brazilian Agricultural Research Corporation (Embrapa) has mapped the tilapia market in Europe and the United States, pointing out both growth opportunities and challenges facing Brazilian exporters. Tilapia is the primary fish produced and exported by Brazil and is the engine of the national aquaculture sector.

The scenarios in the two regions are markedly different:

• United States: Per capita consumption is high, reaching 460 grams per person annually. Tilapia has expanded beyond ethnic niches (Asian and Latin) to become one of the most widely consumed white fish.

• Europe: Consumption is very low, averaging just 39 grams per person annually. Consumption is primarily niche-based, focused on ethnic groups of Latin American, Arab, Asian, and African origin.

Manoel Pedroza, a researcher at Embrapa Fisheries and Aquaculture (TO), details this contrast: "In the case of the United States, the great popularity of tilapia among consumers nationwide is noteworthy, which has led to growth in the consumption of various tilapia products, both fresh and frozen. Tilapia has broken through the Asian and Latin market niches and is now a widely consumed product. Conversely, in Europe we see much more limited tilapia consumption, focused on ethnic market niches and lower-priced frozen products."

Impact of Tariffs and Key Opportunities

The recent tariff increase (the so-called "tarifaço") imposed by the Donald Trump administration affected Brazilian exports to the US. The result for August of this year (the first month of its enforcement) showed a 32% drop in tonnes, which was less than expected by sector specialists.

Pedroza identifies two major opportunities:

1. Frozen Market in the US: Brazil must increase its export of frozen tilapia, a segment with a much higher volume of demand than the current predominance of fresh fillet.

2. Fresh Product in Europe: Once market reopening hurdles are overcome, Brazil could benefit from the good reputation of its fresh tilapia fillet. Air transport would facilitate this strategy, though a "robust promotional effort" is required to boost the currently low demand for fresh tilapia in Europe.

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Challenges to Competitiveness

The research highlights several challenges for Brazilian tilapia:

The research, funded by parliamentary amendments and supported by the Brazilian Fish Farming Association (Peixe BR), was coordinated by Embrapa Fisheries and Aquaculture.

Source: Embrapa Fisheries and Aquaculture Press Office.

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