Vietnam's fruit and vegetable industry is positioning itself for deeper global market penetration despite recent headwinds in early 2025. After achieving an impressive $7.15 billion in export turnover in 2024, up 28% year-on-year, the sector saw a 13.5% decline in the first five months of 2025, bringing in only $2.3 billion. Industry leaders attribute the slowdown to seasonal production issues, overreliance on a few key markets, and increasingly stringent import standards abroad, as reported by Baomoi.
China remains Vietnam's dominant export destination, accounting for roughly 70% of total fruit and vegetable export value. However, a shift from informal to formal trade channels and tighter food safety regulations is prompting Vietnamese producers to invest in clean farming practices and international certifications like GlobalGAP and VietGAP. Meanwhile, the U.S., South Korea, and the EU continue to offer promising opportunities, albeit with challenges including high logistics costs and demanding import requirements.
To counter current constraints, Vietnam is seeking to diversify into emerging markets such as Russia, Eastern Europe, and the Middle East. These regions show rising demand for tropical and processed fruits, especially as Vietnam benefits from 17 free trade agreements offering zero-tariff advantages.
With 1.2 million hectares under fruit cultivation and growing adoption of modern farming and post-harvest practices, the industry is looking to reduce dependence on fresh exports and move toward processed goods that can command higher value.
Source: Baomoi
