Vietnam’s fruit and vegetable sector entered 2026 with clear positive signals. According to data from the Customs Department, fruit and vegetable export turnover in January 2026 reached over USD 644 million, up 72.9% compared to the same period in 2025. This impressive growth provides strong momentum toward achieving the full-year target.

January coincided with the period preceding the Lunar New Year, when fruit consumption demand in the Chinese market as well as among overseas Vietnamese communities increased sharply, contributing to export growth. In addition to seasonal factors, the quality of Vietnamese fruit and vegetables has continued to improve, meeting stringent phytosanitary standards in demanding markets such as the United States and the EU.

China remains the number one market

In terms of market structure, China continued to be the largest trading partner for Vietnam’s fruit and vegetable exports. In January 2026, export turnover to this market reached nearly USD 376 million, up 117.6% year-on-year and accounting for 58.31% of the sector’s total export value. Key products included durian, bananas, dragon fruit, mangoes, and coconuts. The strong growth indicates that domestic enterprises have effectively leveraged traditional markets, expanded official export channels, and enhanced traceability compliance capacity.

The United States ranked second, with export turnover of approximately USD 48.54 million, up 56.1% compared to January 2025. Exports to the U.S. primarily comprised processed fruit and vegetable products and specialty fruits such as pomelo and coconut. This result reflects a rising share of higher value-added products in the export structure.

In the EU market, processed fruit and vegetable products and fruit juices continued to dominate. Although growth was not as dramatic as in China, exports to the EU maintained stable expansion, demonstrating Vietnamese enterprises’ adaptability and improved quality standards.

The year 2025 marked a significant milestone for Vietnam’s fruit and vegetable sector, with export turnover reaching USD 8.56 billion, up nearly 20% compared to 2024. Notably, processed fruit and vegetable exports exceeded USD 2 billion for the first time. Dang Phuc Nguyen, General Secretary of the Vietnam Fruit and Vegetable Association (Vinafruit), stated that the result reflects not only robust growth momentum but also positive shifts in market structure and export product categories.

China remained the largest market in 2025, with export turnover exceeding USD 5.5 billion. Vietnam also rose to second place, after Thailand, among fruit and vegetable exporters to China. Alongside consolidating traditional markets, Vietnamese products made breakthroughs in demanding markets such as the United States, South Korea, and Japan, indicating significant improvements in quality and standards.

The EU recorded an impressive growth rate of approximately 58% compared to 2024, thanks to effective utilization of tariff preferences. Potential markets such as Australia also maintained positive growth, promising higher value-added returns. These developments demonstrate that the strategy of market diversification is proving effective, gradually reducing dependence on a limited number of markets.

Strong restructuring toward the USD 10 billion milestone

In terms of product structure, 2025 witnessed a strong shift toward higher value creation. Durian retained its leading position with export turnover of USD 3.86 billion, accounting for 45% of total sector exports. Growth was driven by the expansion of certified planting areas and deeper penetration into high-value markets such as the United States and the EU.

Coconuts, both fresh and processed, emerged strongly following the signing of a protocol permitting fresh coconut exports to China, providing significant impetus to the product. Dragon fruit, despite facing intense competition, maintained its position by redirecting exports to India and the Middle East. Other fruits such as mango, pomelo, passion fruit, and longan continued steady growth. Notably, passion fruit accounted for approximately 25% of export structure to the EU, highlighting substantial growth potential in that market.

Dr. Dinh Cao Khue, Vice Chairman of the Vietnam Fruit and Vegetable Association and Chairman and CEO of Dong Giao Foodstuff Export Joint Stock Company (Doveco), noted that whereas Vietnam’s fruit and vegetable sector previously relied heavily on a few traditional markets and familiar product groups, it is now simultaneously consolidating existing markets, breaking into demanding ones, and gradually conquering higher value-added segments.

Alongside market shifts, product structure has also evolved. Industry value chains are moving away from dependence on a limited number of traditional products toward diversification in products, markets, and processing methods. According to Dr. Khue, this is not merely a short-term positive signal but a foundation for a more sustainable development cycle.

Doveco’s operations partly reflect this trend. The company currently manages over 30,000 hectares of raw material areas and operates three modern processing centers in Ninh Binh, Son La, and Gia Lai, with a total capacity of 136,000 tons per year, exporting to more than 50 countries. In parallel with expanding cultivation areas, Doveco has invested heavily in technology, automating up to 90% of its production lines with equipment imported from Japan, Germany, the United States, and other G7 countries. Notably, Sweden’s Tetra Pak and Tetra Recart technologies were introduced for the first time in Vietnam, enabling sterilization within 30 seconds instead of 30–45 minutes previously, preserving natural flavors without preservatives. This represents not only a quality upgrade but also a commitment to green production, reduced plastic emissions, and sustainable development.

Based on analysis of consumption demand in domestic and key international markets such as Europe, the United States, Japan, and South Korea, industry leaders believe significant potential remains for Vietnamese processed fruit and vegetable products and high-quality offerings, provided they meet appropriate standards and consumer preferences.

Accordingly, Dr. Khue proposed three development pillars: expanding and reorganizing raw material areas sustainably while strengthening value chain linkages; deepening investment in processing to enhance value; and proactively expanding markets and penetrating high-end segments. With synchronized implementation of these measures, the goal of raising fruit and vegetable export turnover to USD 10–20 billion in the coming years is considered achievable.

Source: VnEconomy