From a fruit commonly associated with sidewalk drink stalls, Vietnamese coconuts have mounted a spectacular surge, overtaking mangoes and dragon fruit to lead fruit export turnover to the United States market.

Nguyen Van Muoi, Deputy Secretary-General of the Vietnam Fruit and Vegetable Association (VINAFRUIT), stated that in the first eight months of 2026, Vietnam’s fruit and vegetable exports to the US topped USD 427.9 million, up nearly 18% year-on-year and accounting for almost 7% of the nation’s total produce export earnings.

Coconuts, mangoes, dragon fruit, pistachios, and passion fruit lead the ranking of Vietnamese produce exported to the US, with durian positioned in sixth place.

Among these commodities, coconuts have achieved a standout leap in the US market. Over the first seven months of the year alone, fresh and processed coconut turnover reached nearly USD 105.3 million, up 28.3% compared to the same period in 2025 and capturing over 29% of Vietnam’s total produce export value to the US.

This represents the highest-earning commodity group, eclipsing traditional fruit lines such as dragon fruit and mangoes that have spent years cultivating the American market.

To date, Vietnamese coconuts are no longer consumed exclusively within overseas Vietnamese or Asian-origin communities. The product has begun reaching mainstream American consumers through modern retail grocery chains, demonstrating how a fruit once familiar to Vietnamese street stalls is steadily transforming into a high-value export commodity.

Why are Vietnamese coconuts favored in the US?

Nguyen Dinh Tung, General Director of Vina T&T Group, noted that Vietnamese coconuts had been exported to the US prior to 2019, but shipments were subsequently interrupted due to technical protocols and market reopening procedures.

According to Tung, several coconut varieties previously selected for export yielded large fruit sizes, but their flavor profiles did not fully align with American consumer preferences. Meanwhile, consumer palates in the market have evolved, shifting toward varieties with a cleaner, lighter juice flavor.

This shift prompted the enterprise to focus on establishing specialized green Siam coconut growing belts in Ben Tre starting in 2017. Tung explained that this variety features a refreshing, delicate sweetness well-suited to emerging tastes in the United States.

However, securing high-performing cultivars resolves only part of the operational equation. For a fruit with high water content, moving coconuts across tens of thousands of kilometers while preserving peak freshness represents a substantial technical hurdle.

Preservation technology has therefore emerged as the decisive factor. According to Tung, the enterprise has extended the shelf life of fresh coconuts to roughly 70–80 days. Packaging formats have also been re-engineered, notably featuring pull-plug trimmed coconuts that allow consumers to open and drink directly without specialized husking tools.

These seemingly straightforward adjustments have made Vietnamese coconuts far more compatible with modern American retail chains, where consumer convenience, shelf life, and long-haul transport durability carry significant weight.

Currently, Vietnamese coconuts retail in the US at approximately USD 1.99 per fruit, or USD 16.99–17 for a 9-fruit carton. Notably, buyers now encompass not only Vietnamese and Asian demographics, but also native-born American shoppers.

Tung considers this a clear indicator that the fresh coconut market in the US still holds substantial growth headroom. In his assessment, demand could expand by over 20% annually in the coming years, while processed coconut categories, such as canned coconut products, have reached relative market saturation.

According to Nguyen Van Muoi, the official authorization by the US to import husked and semi-husked coconuts from late 2023 unlocked critical expansion headroom for Vietnam’s coconut industry. This policy shift served as a primary catalyst driving the rapid rebalancing of produce export baskets destined for the US.

Muoi also highlighted that Vietnamese coconuts, especially Ben Tre Siam coconuts, feature high natural brix levels and appealing visual presentation, competing vigorously against Thai coconuts across US retail shelves.

Furthermore, Vietnam's elongated tropical climate enables year-round harvesting and steady supply fulfillment. This geographic advantage allows Vietnamese exporters to lock in long-term contracts without seasonal supply gaps that affect certain South American competitors.

The ascent of coconuts in the US is not simply a byproduct of opened market access. It reflects structural upgrades across raw material sourcing, cultivar selection, post-harvest preservation, processing, and distribution logistics.

Nguyen Thi Kim Thanh, Chairwoman of the Vietnam Coconut Association, noted that in 2025 the country maintained more than 200,000 hectares of coconut plantations spanning 18 provinces, from Thanh Hoa to Ca Mau.

The broader industry comprises roughly 600 entities active across cultivation, procurement, and processing, including over 80 enterprises invested in industrial production and processing of value-added coconut goods.

Coconuts are no longer exported merely as fresh fruit; they are deep-processed into diverse commercial lines, including coconut water, coconut milk, desiccated coconut flesh, coconut cream, virgin coconut oil, nata de coco, coconut shell charcoal, and coir fiber.

In the US specifically, rising consumer uptake of deep-processed foods and individually quick-frozen (IQF) fruit has expanded commercial opportunities for Vietnamese enterprises. However, according to the Vietnam Coconut Association, the sector continues to navigate notable systemic bottlenecks.

Key challenges include unsynchronized raw material zoning, supply interruptions induced by drought and saltwater intrusion, elevated ocean freight costs, and tightening requirements regarding growing area codes, production standards, and supply chain transparency.

Consequently, Thanh stressed that the coconut industry must continue standardizing cultivation zones, selecting resilient cultivars, digitizing farming workflows, and deepening linkages between farmers, cooperatives, and commercial processors. Building brand equity for Vietnamese coconuts also demands strategic focus as the commodity penetrates deeper into tier-one consumer markets like the US.

Where does Vietnamese fruit stand in the US market?

Statistical data from the International Trade Centre (ITC) indicates that during the first seven months of 2026, the US imported nearly USD 35 billion worth of vegetables, flowers, roots, fruits, and processed produce classified under HS chapters 06, 07, 08, and 20.

This represented a 5.4% contraction year-on-year. Amid contracting aggregate import volumes, Vietnam maintained its ranking as the 12th largest foreign supplier, commanding a 1.25% import market share.

Vietnam’s produce basket shipped to the US consists predominantly of tropical fruits such as coconuts, dragon fruit, pomelos, mangoes, longans, and rambutans, alongside an array of processed and frozen products.

Compared to direct regional competitors in the US market—such as Mexico, Peru, Colombia, Thailand, and the Philippines—Vietnamese produce is recognized for distinct competitive advantages, including extensive varietal diversity and distinctive tropical flavor profiles.

Vietnam is currently pursuing bilateral negotiations to secure official fresh market access in the US for additional high-potential fruits, notably passion fruit, avocados, pulasan, and fresh longans.

Source: Bao dien tu Dan Tri