In 2025, Vietnam aims to export fruits and vegetables worth 8 billion USD, an increase of nearly 900 million USD compared to the record 7.12 billion USD in 2024. However, fluctuations in the import market along with the consumer trend focusing on processed goods and organic products are significant obstacles for this industry on the journey to conquer the set goal.
Preliminary statistics from the General Department of Customs show that in January 2025, Vietnam's fruit and vegetable exports reached 416.528 million USD, down 11.3% compared to December 2024 and down 5.2% compared to the same period in 2024; trade surplus of about 131.998 million USD.
Fluctuating consumer trends
According to the Import-Export Department (Ministry of Industry and Trade), consumers in most fruit and vegetable import markets today are increasingly interested in the health benefits of organic and deeply processed fruits and vegetables, so the market size for this product line is increasing strongly.
The organic fruit and vegetable market is expected to grow to USD 11.92 billion by 2029, with a compound annual growth rate (CAGR) of 5.9% (2025-2029). This is due to the expansion of sustainable agricultural practices with innovation in the application of science and technology in production; transparency of the supply chain and diversity of organic products.
According to the Organic Industry Survey released by the Organic Trade Association in the US, organic food sales in the US in 2022 increased by 4.3% compared to 2021 thanks to the beneficial impact on the health of producers and consumers. Meanwhile, according to the UK Office for National Statistics, in 2022, the increase in the number of restaurants and service establishments using organic food has boosted the organic vegetable farming market.
For processed fruits and vegetables, the global market size for dried fruits alone is estimated to reach US$16.55 billion by 2030, growing at a CAGR of 5.6% during 2025-2030. The emergence of innovative products coupled with increasing purchasing power has fueled the demand for dried fruits worldwide. The Asia-Pacific region is projected to have the fastest CAGR during 2025-2030.
Demand for these products is also growing in populous countries such as China and India. Europe is currently leading the global dried fruit industry with a revenue share of 29.5% by 2024. Increasing consumer preference for on-the-go snacks in countries such as Germany, the UK and France will continue to positively impact the growth of the dried fruit segment.
According to the General Secretary of the Vietnam Fruit and Vegetable Association Dang Phuc Nguyen, currently in Vietnam, the output of processed fresh fruits and vegetables is still low while the annual harvest output is very large. This is one of the main reasons why Vietnam's fruit and vegetable export turnover does not account for a high proportion in markets and market areas with high demand for processed products such as Europe, the US, Korea, etc. Of the total turnover of 7.12 billion USD in 2024 of the entire industry, the turnover of processed products only accounts for more than 1 billion USD. Therefore, Vietnamese fruit and vegetable enterprises need to focus on deep processing to both increase added value and limit seasonal risks such as fresh exports.
Monitor raw material areas and increase processing investment
Mr. Nguyen Phong Phu - Technical Director of Vina T&T Group Company said: Vietnam is a country with a large fruit output, ensuring stable supply for markets. Currently, Vina T&T Group has exported fruit to many major markets such as the US, EU, Australia, Canada... To meet the needs of world consumers, businesses need to strengthen quality control from the input stage: There must be a standard raw material area and a variety of processed products, while expanding the consumption market. Specifically, with coconut products, after the Protocol on phytosanitary requirements for fresh coconuts exported from Vietnam to China, this is a fruit with many export advantages, but businesses also need to pay attention to developing new markets to reduce over-reliance on China to prevent risks if this market suddenly changes its policies. In addition, it is necessary to diversify coconut products, for example, high value-added products such as coconut milk, coconut candy and coconut cosmetics.
On the other hand, the authorities need to have solutions to avoid the situation of buying and selling growing area codes and packing facility codes for exported agricultural products because in the past, some businesses or individuals have committed fraudulent acts such as selling or leasing growing area codes; fraudulently falsifying product origin information; some growing areas do not maintain production according to registered standards, leading to shipments being found to violate plant quarantine or food safety, affecting the trust of international partners, making market expansion negotiations more difficult.
As for durian, there have been cases of some subjects taking advantage of and fraudulently using growing area codes and packaging codes through forms of authorization contracts to use codes with fake seals and signatures... to commit fraud in order to profit and clear customs for export to the Chinese market.
Regarding this issue, the Vietnam Fruit and Vegetable Association has sent a document requesting the authorities to strengthen inspection, supervision, and close review of durian packaging and exporting facilities, strictly handle violations that have been reported or not; complete the database of growing area codes and packaging facility codes to facilitate management and traceability of products; and strengthen cooperation with the authorities of importing countries to jointly combat trade fraud.
Source
Comment (0)