In the first quarter of 2026 alone, passion fruit exports to the European Union (EU) reached 30.5 million USD, a 73% increase over the same period, accounting for more than 25% of total value.

According to the Vietnam Fruit and Vegetable Association, Vietnam's fruit and vegetable exports to the EU in the first quarter of 2026 reached approximately 121 million USD, up 33% compared to the same period in 2025, showing that demand in this market continues to improve.

By specific category, passion fruit was the largest export item with a turnover of nearly 30.5 million USD, increasing by 73% year-on-year and accounting for more than 25% of the total export value.

Ranking second were pistachios at 26.5 million USD, surging by 137% and raising their proportion to nearly 22%.

Notably, several items saw explosive growth despite their small scale. The strongest increase was recorded in strawberries, reaching 2.21 million USD—a 736-fold increase over the same period last year; macadamia reached 2.25 million USD, an increase of over 7 times.

Durian, the "king of fruits" which contributes significantly to the overall value of the fruit and vegetable industry, had quite modest export turnover to the EU at only 404,000 USD, despite growing 50% compared to the first quarter of 2025; it accounted for a share of approximately 0.33%.

Speaking with Nguoi Lao Dong Newspaper, Mr. Dang Phuc Nguyen, General Secretary of the Vietnam Fruit and Vegetable Association, stated that as Europe is a distant market, the exports consist mainly of processed fruits and vegetables, accounting for about two-thirds of the volume; fresh goods are transported by air.

According to Mr. Nguyen, passion fruit is currently one of the most prominent products in the EU, not only due to its large scale but also because it aligns with the consumption trends of this market. It is an essential raw material in the food processing industry—ranging from soft drinks and cocktails to pastries.

Strawberries are considered an "emerging star," with a very high growth rate thanks to systematic investment in Lam Dong and Northern mountainous regions.

However, unlike passion fruit, strawberries are primarily exported fresh and must be transported by air, resulting in high costs and a still-limited scale. Nevertheless, the potential for expansion is clear if GlobalGAP standards and logistics are well-met.

Regarding durian, it remains a "niche" product in the EU as it primarily serves the Asian community.

Mr. Nguyen further informed that the EU requires products to be grown according to GlobalGAP standards, typically within greenhouse systems or high-tech agricultural zones. Exporting enterprises must organize production systematically according to the specific needs and orders of partner clients to meet both market regulations and consumer demands.

Source: Bao Nguoi Lao Dong