Vietnam’s fruit market is expanding rapidly, driven by strong domestic consumption, growing export demand, and rising imports that complement local production. 

While the country has natural advantages in tropical fruits such as dragon fruit, lychee, mango, and longan, imports of apples, grapes, pears, and citrus from markets like the US, Australia, and Thailand have grown steadily to meet consumer demand for year-round availability and greater variety.

Exports remain a major growth engine, with China as the dominant buyer, alongside increasing access to the US, EU, Japan, and South Korea. 

Compliance with international quality and safety standards has helped Vietnamese fruit gain wider recognition, while free trade agreements have lowered tariff barriers and boosted competitiveness. 

This has positioned Vietnam as both a supplier of tropical produce and an emerging player in the global fruit trade.

At the same time, rising domestic incomes and shifting consumption habits are fuelling higher fruit demand at home. 

Urban consumers are more willing to pay for premium and imported products, while processed fruit is becoming a key growth segment. 

The combination of strong export markets, expanding imports, and robust local consumption underscores the fruit sector’s growing importance in Vietnam’s agricultural and retail economy.

Fruit in Vietnam in numbers

These data points provide a broad overview of the size of Vietnam’s fruit market and its trajectory.

Vietnam’s fruit market size

Market size estimates for fruit in Vietnam vary significantly. 

These are some commonly referenced estimates. 

As a point of reference, the gross domestic product of Vietnam’s entire agricultural sector in nominal terms, in 2024, was US$38.84 billion.

Statista

Vietnam’s fresh fruit market is valued at US$8.26 billion in 2025 and is projected to grow at a compound annual rate of 6.7 percent through 2030, according to data collated by Statista.

Per capita revenue is estimated at US$81.26, with average consumption at 32 kilograms per person in 2025. 

Market volume is forecast to reach 3.9 billion kilograms by 2030, with a 5 percent increase expected in 2026, Statista goes on to say.

IMARC

Vietnam’s fruits and vegetables market was valued at US$926.1 million in 2024 and is projected to reach US$1.48 billion by 2033, growing at a CAGR of 5.32 percent from 2025 to 2033, according to a report from IMARC Group. 

Growth is being driven by rising consumer demand for organic products rich in vitamins, minerals, and antioxidants, alongside advances in cultivation and preservation techniques, the report says.

Mordor Intelligence

Vietnam’s fruits and vegetables market is valued at US$19.08 billion in 2025 and is projected to reach US$24.84 billion by 2030, with a CAGR of 5.42 percent, according to a report from Mordor Intelligence. 

Growth is supported by government initiatives and private investment, along with the country’s diverse climatic conditions that enable the cultivation of both tropical fruits such as dragon fruit, mango, and litchi, and temperate vegetables like tomatoes and cabbage, the report says.

Vietnam fruit imports, US$000s

Source: Trade Map, accessed August 31, 2025; *uses partner data

Vietnam fruit exports, US$000s

Source: Trade Map, accessed August 31, 2025; *uses partner data

Fruit prices in Vietnam

Fruit prices in Vietnam can vary widely depending on the type of fruit, the season, and where it comes from. 

With this in mind, these tables provide a very general guide.

Local fruit prices

Imported fruit prices

Challenges facing Vietnam’s fruit market

There are a number of challenges doing business in Vietnam’s fruit market. These include:

Market entry barriers

Foreign fruit exporters face strict licensing and regulatory procedures in Vietnam. 

Import approvals often require extensive documentation and compliance with food safety and phytosanitary standards, creating delays and raising costs.

Distribution and retail constraints

Vietnam’s distribution system is still fragmented, with traditional wet markets accounting for a large share of fruit sales. 

For foreign producers, penetrating modern retail channels such as supermarkets and convenience stores requires strong partnerships and significant marketing investment.

Price sensitivity and competition

Vietnamese consumers remain highly price-sensitive, favouring affordable local fruits over more expensive imports. 

Imported fruit must compete with a growing variety of domestic produce, while also facing tariff and logistics costs that squeeze margins for foreign producers.

Opportunities in Vietnam’s fruit market

There are a number of emerging opportunities in Vietnam’s fruit market. These include:

Expanding import demand

Vietnam’s growing middle class and urban consumers are increasingly purchasing imported fruits such as apples, grapes, cherries, and pears. 

This shift towards premium, health-oriented products creates space for foreign producers to supply high-quality, branded fruits that complement local varieties.

Modern retail growth

The rapid expansion of supermarkets, convenience stores, and e-commerce platforms provides foreign producers with more structured distribution channels. 

These outlets are better suited for imported products requiring cold storage, traceability, and marketing support, making it easier to reach Vietnam’s urban consumers.

Partnerships and processing investment

Vietnam’s expanding fruit processing industry offers opportunities for foreign producers to partner with local firms. 

Supplying raw materials for juices, dried fruits, and other processed goods, or co-investing in processing and logistics infrastructure, can strengthen market entry and improve value chain integration.

Key fruit processing firms in Vietnam

There are a number of key players in fruit processing in Vietnam.

These include:

Nafoods Group

A leading fruit processor and exporter specialising in passion fruit, pineapple, lychee, and juice concentrates.

Uses advanced freeze-drying and juice processing technologies and exports to over 70 countries.

Lavifood

Expert in frozen and dried fruit products including mango, dragon fruit, and durian. 

Operates modern facilities, emphasises sustainability, and holds BRC, ISO, and HACCP certifications.

Doveco

Vietnam’s largest pineapple processor, producing canned, frozen, and dried fruit. 

Known for rigorous quality control and major exports to Europe, Asia, and the Middle East.

Vina T&T Group

Handles both fresh and frozen fruit exports such as mango, pomelo, and rambutan. 

Recognised for supply chain management and certified to GlobalG.A.P and ISO standards.

Vegetigi (Tien Giang Vegetables & Fruits JSC)

Focuses on canned and frozen tropical fruits including mango, pineapple, and jackfruit. 

Exports to North America and Asia.

The Fruit Republic

Specialises in premium and organic fruits such as mango, dragon fruit, and longan. 

Operates through a contract-farming model with certified processing for year-round supply to Europe.

Annie’s Farm

Produces canned fruits and vegetables such as pineapple, lychee, and gherkins. 

Fully controls the supply chain from cultivation to processing and ships globally.

Mekong International Co., Ltd

Noted dried fruit exporter producing mango, pineapple, banana, and jackfruit. 

Offers organic options and custom packaging with international certifications.

WTP Agri

Processes aloe vera, coconut jelly, concentrated juices, canned fruit, and dried fruit. 

Provides OEM/ODM services and holds multiple global certifications.

Popular fruits and fruit products in Vietnam

There are a range of popular fruit products available in Vietnam.

These include:

Fresh fruits

Vietnam is known for its wide variety of tropical fruits. 

Dragon fruit is the country’s most iconic export, largely produced in Binh Thuan, Long An, and Tien Giang. 

Mangoes, lychees, longan, rambutans, durian, jackfruit, and pomelo are also widely consumed and exported. 

Bananas and citrus fruits such as oranges and mandarins are staples in local diets.

Processed fruit products

The market for processed fruit is expanding, with frozen durian, canned pineapple, dried mango, dried jackfruit, and freeze-dried passion fruit gaining traction both domestically and abroad. 

Fruit juices, concentrates, and purees are produced at scale, supplying export markets and domestic beverage companies.

Premium and imported fruits

Imported fruits have become increasingly popular among urban consumers. 

Apples, grapes, pears, cherries, and blueberries from the US, Australia, New Zealand, and Thailand are in high demand, particularly in supermarkets and modern retail outlets. 

This segment caters to rising disposable incomes and growing preference for year-round access to premium fruit.

Regional comparison

Fruit markets around Southeast Asia vary significantly. 

Here is a brief overview of fruit markets among Vietnam’s regional peers.

Indonesia

Indonesia is a major producer of tropical fruits including bananas, mangosteen, mangoes, and durian. 

Domestic consumption is high, but exports remain limited due to logistical and quality control challenges. 

Imports, particularly of temperate fruits like apples, pears, and grapes, help meet demand in urban markets such as Jakarta and Surabaya.

Malaysia

Malaysia’s fruit sector is dominated by durian.

Other key fruits include papaya, pineapple, and rambutan. 

Domestic production is significant, but imports of apples, grapes, and citrus remain important for consumer choice in urban areas.

Cambodia

Cambodia’s fruit market is smaller but growing, with notable exports of mango and banana. 

Imports of Thai and Vietnamese fruits fill much of the domestic demand, especially in cities like Phnom Penh.

Thailand

Thailand is a powerhouse in tropical fruit production, exporting large volumes of durian, mangosteen, longan, and pineapple. 

Its fruit industry is more advanced in terms of branding, processing, and global distribution, with a strong presence in China and other Asian markets. 

Laos

Laos has a smaller fruit industry focused on bananas, watermelon, and mangoes. 

Domestic consumption remains limited, and the market is still underdeveloped compared to regional peers, with imports of temperate fruits slowly increasing in urban areas.

FAQ: Fruit in Vietnam

These are some of the most common questions about fruit in Vietnam.

How big is fruit in Vietnam?

Vietnam’s fruit market is large and growing, with strong domestic demand and rising imports and exports.

Who are the major players in Vietnam’s fruit industry?

Major players include Nafoods, Lavifood, Doveco, Vina T&T, and The Fruit Republic, along with many regional cooperatives and farming groups.

Where does Vietnam import its fruit from?

Vietnam imports fruits mainly from the US, Australia, New Zealand, Thailand, and China, focusing on apples, grapes, cherries, pears, and blueberries.

What fruit products are most popular in Vietnam?

Popular products include dragon fruit, mango, lychee, longan, durian, jackfruit, pomelo, bananas, and processed items such as dried mango, canned pineapple, frozen durian, and fruit juices.

What are the challenges and opportunities in Vietnam’s fruit market?

Challenges include post-harvest losses, quality compliance, and reliance on China, while opportunities lie in premium exports, domestic demand for imported fruits, and growth in processing and value-added products.

Outlook for Vietnam’s fruit market

Vietnam’s fruit market is set for steady growth, driven by strong export demand, rising domestic consumption, and expanding processing capacity. 

Free trade agreements and modern retail channels will open new opportunities, while premium and imported fruits gain traction among urban consumers. 

Key challenges remain in quality compliance, logistics, and over-reliance on China, but investment in technology and diversification is likely to strengthen the sector’s long-term outlook.

That said, Vietnam’s business environment and food and beverage industry are dynamic and can change quickly. 

With this in mind, to keep up with the latest developments in Vietnam’s fruit sector make sure to subscribe to Vieter.