Fruit and vegetable exports recover, aiming for 8 billion USD target by 2025

Growth returns after a period of stagnation

According to preliminary data, in July 2025, fruit and vegetable exports reached 731.4 million USD, up 32.9% over the same period last year, although down slightly by 9.4% compared to the previous month. In the first 7 months, the total industry turnover is estimated at more than 3.83 billion USD, down only 2.2% over the same period, a significant improvement compared to the nearly 30% decrease at the beginning of the year.

Mr. Dang Phuc Nguyen, General Secretary of the Vietnam Fruit and Vegetable Association, assessed this as a positive signal in the context of the industry falling into a deep decline. This recovery was greatly contributed by durian, the fruit that created an export turning point in 2023. Standard supply, low cadmium residue in key growing areas such as the Central Highlands and the Southeast, along with quality control from harvesting to packaging, have helped this item return to key markets such as China and Thailand.

Coconut, mango, passion fruit accelerate, US market breaks out

Along with durian, products such as coconut, processed mango, and passion fruit also recorded impressive growth. Notably, the price of Vietnamese coconut increased sharply from 1.21 USD/kg in 2022 to 7.26 USD/kg this year, thanks to the high global demand for coconut-based food, cosmetics, and biofuel products. The United States began importing fresh coconuts from Vietnam in 2023, after China, and now Middle Eastern countries are also stepping up purchases.

In the first 6 months of 2025, the United States was the fastest growing market, with turnover increasing by 166% over the same period, accounting for 8.42% of the market share, up from 5% last year. Meanwhile, China remained the largest market, accounting for 52.62% of total turnover, although it decreased compared to 65% in the same period in 2024.

Some markets such as Japan, Taiwan, and the Netherlands also maintained impressive growth momentum from 10% to 70% compared to the same period last year. In contrast, exports to China and Thailand decreased by 24% and 29% respectively, due to pressure from technical barriers.

Harvesting durian in Cai Lay town, Tien Giang . **Photo: Hoang Nam/VnE**

Promote processing and expand markets

At the Fruit and Vegetable Export Conference on July 18 in Ho Chi Minh City, representatives of businesses and industry associations identified bananas and passion fruit as the next two key fruit groups. Vietnamese bananas are now present in demanding markets such as Japan, South Korea, the EU, the US and China. Passion fruit is also in the process of negotiating for official export to the US and has completed technical documents to send to South Korea and Thailand.

According to the Vietnam Fruit and Vegetable Association, the recovery prospect in the second half of 2025 is underpinned by four factors:

Firstly, businesses proactively adjust production processes to meet technical requirements from importing countries, especially China.

Second, the progress of granting codes for growing areas and packaging facilities has been accelerated, while many technical barriers have been removed through bilateral dialogue.

Third, stable growth in high-end markets such as the US, EU, Japan, Korea and Australia, especially with deeply processed products.

Fourth, the proportion of processed goods is increasing, helping to reduce dependence on fresh fruit, increase preservation capacity and reduce risks from market fluctuations.

Prospects for acceleration in the peak season at the end of the year

On the other hand, fruit and vegetable imports in July 2025 were estimated at 234.6 million USD, up 9.3% over the previous month and 14.1% over the same period last year. In the first 7 months, the total import turnover reached more than 1.435 billion USD, up 16.9%.

Although durian exports declined in the first half of the year, recent signs suggest that the fruit and vegetable industry could see a breakthrough in the peak season at the end of the year, when demand from China increases, especially during the Lunar New Year. According to Dang Phuc Nguyen, Chinese consumers increasingly favor processed products because of their convenience and added value. This will be a direction that needs to be focused on.

The Ministry of Agriculture and Environment also directed to focus on opening up the market for durian, an item that accounts for half of fruit and vegetable exports in 2024. Resolving phytosanitary barriers and promoting the issuance of growing area codes will be key to recovering exports to China in the coming months.

With a strong growth foundation from 2024 (reaching 7.12 billion USD), along with the current positive recovery, many experts believe that the Vietnamese fruit and vegetable industry has every opportunity to reach the target of 8 billion USD in 2025 if it maintains its growth momentum and continues to expand the market in a sustainable manner.

Source: https://baogialai.com.vn/xuat-khau-rau-qua-phuc-hoi-huong-den-muc-tieu-8-ty-usd-nam-2025-post561054.html