Thailand, which was earlier reported to have one of the lowest per capita consumption of canned tuna, has witnessed an 8% growth in this category as more Thais become health conscious, according to research by Thai Union (TU).
This is good news for TU, which is also one of the world’s leading producer of canned tuna, as homegrown consumption started to catch up with global trend.
In the first 10 months of 2025, Thailand’s canned tuna market recorded turnover of Bt 760 million (US$24.2 million), up 8% year-on-year, excluding sales at Makro and food services, while Sealect brand (owned by TU) held a market share of 57%, according to NielsenIQ (Thailand).
Natthavee Wachirataveepaat, General Manager for emerging markets at Thai Union Group, said the company’s Sealect brand aims to generate sales growth of 10% in 2026 to Bt 830 million (US$26.44 million).
To make canned tuna more delectable to Thai consumer taste, TU has partnered with famous local seasonings producers such as Mae Boon Lam, Dek Som Boon and Chua Hah Seng. In 2025, Sealect introduced nam phrik tuna with pla ra and steamed tuna with soy sauce. Sealect plans to launch nam phrik pao tuna in the 2nd quarter of 2026. According to Ms Natthavee, “Sealect wants to attract consumers of all ages by offering more delicious, RTE tuna options.”
Sealect target consumers for this new product is Gen Z, particularly university students living in dorms looking for convenient, RTE tuna options with a Thai taste.
The company has also collaborated with global icons/characters to capture the interest of families with young kids, teens and Gen . In 2025, Sealect tie-up with The Powerpuff Girls.
While traditional distribution channels through physical stores account for 97% of total sales, the brand is enhancing its omni-channel strategy by using e-commerce to connect the brand with consumers.
Sealect also builds loyalty among retail consumers with its sustainability projects and effective customer relationship management. Almost all (97%) of its tuna catch supply adheres to sustainable and responsible fishing practices.
