Vietnam's imported fruit sales rose sharply in 2025 on the back of increasing consumer demand for high-end, health-oriented products, states Vietnamese magazine HuangSoc. US apples, Australian cherries, and Korean grapes are now heavily taking over supermarket counters, convenience stores, and online platforms.
Vietnam's fruit and vegetable imports grew by 23.7% year-on-year to reach $2.42 billion in 2024, exceeding the $2.4 billion level for the first time. Five major markets supplied 80% of the total, the General Department of Customs reported. Chinese markets supplied the largest amount at $993 million (+25%), followed by those from the U.S. at $543 million (+64%).
American fruit shipments to Vietnam have increased strongly, supported by reliable quality and conformity with consumer demands for food safety and nutrition. Apples, blueberries, and cherries are particularly favoured. Despite this, extremely high import tariffs, up to 20% on some products, pose a major obstacle. Official negotiations are ongoing to open up more access for additional U.S. fruit types, such as lemons and plums.
Other major suppliers are Australia ($151M), Myanmar ($138M), and South Korea ($56.2M), supplying items like seedless grapes, green apples, and red pears. Import from Thailand also recorded a high increase of (+33.5%), with Cambodian and Laotian shipments decreasing.
The Vietnamese middle class and the youth are leading the change towards imported fruits due to their quality, origin traceability, and foreign certifications. E-commerce has led to the acceleration of the trend as it allows quick delivery and wider reach across urban markets.
In the future, analysts are predicting sustained growth in Vietnam's imported fruit industry until 2030, driven by streamlined import procedures and trade liberalisation under FTAs. Although this is good news for consumers, it also highlights the necessity of domestic farmers to innovate by investing in quality, technology, and branding to keep up with the competition.
Source: HuangSoc Vietnamese Magazine