In July 2025, Vietnam’s fruit and vegetable exports to the United States reached USD 261.6 million, up 66% year on year. The advantages of tropical fruits, combined with strict compliance with quality standards, have enabled Vietnamese products to gradually gain a foothold in this highly demanding market.
In July 2025, Vietnam’s total fruit and vegetable export turnover reached USD 731.36 million, up 32.9% year on year. The United States remained the second-largest import market, with purchases of approximately USD 261.6 million, a sharp increase of 66%. This growth reflects rising demand among U.S. consumers for Vietnamese tropical agricultural products. It also comes as preferences for green, clean, and safe products continue to expand.
With a population of more than 330 million people, the United States consumes around 19 million metric tons of fresh fruit annually but produces only about 45% domestically. The remaining supply—more than 10 million metric tons—must be imported. This creates significant opportunities for Vietnamese fruits to expand their market share, particularly during winter. During this period, domestic supply declines and creates space for exporters.
According to Do Ngoc Hung, Head of the Vietnam Trade Office in the United States, many Vietnamese fruits, including lychee, longan, dragon fruit, star apple, pomelo, mango, and coconut, have already been approved for export to the U.S. market. They are competing directly with products from Mexico, China, and Thailand. However, to pass the strict requirements of this market, Vietnamese products must comply with regulations set by the Animal and Plant Health Inspection Service (APHIS). These include growing area codes, irradiation treatment, traceability systems, pesticide residue control, and heavy metal monitoring. Exporters must also register with the U.S. Food and Drug Administration (FDA). In addition, they must apply advanced preservation technologies to maintain product quality during long-distance transportation.
Hung noted that the main consumer group for Vietnamese fruits in the United States is the Asian community. This is particularly true among Vietnamese Americans living in major cities. This advantage is reinforced by distribution networks operated by Vietnamese overseas businesses. These networks allow products to reach consumers more easily. Nevertheless, Vietnamese fruit and vegetable exports currently account for only 4–5% of the country’s total fruit and vegetable export value to the U.S. This indicates substantial room for further growth.
Solutions to expand market share and strengthen the brand
According to Dang Phuc Nguyen, General Secretary of the Vietnam Fruit and Vegetable Association, many Vietnamese enterprises have invested in pre-processing, packaging, traceability systems, and deep processing to meet the stringent requirements of the U.S. market. These efforts not only increase product value but also reduce the risk of losses during long-distance transportation.
Product diversification is also a crucial strategy. Besides fresh fruit, frozen and processed products are increasingly attracting attention from importers. For example, passion fruit was expected to complete procedures to become the ninth Vietnamese fruit officially exported to the United States in 2025. It was projected to generate annual revenue of USD 50–100 million. In particular, the first appearance of Vietnamese lychees in the Costco retail system in the United States and Canada has created opportunities for other Vietnamese fruits. They can now access major supermarket chains.
Experts recommend that businesses proactively build relationships with reputable importers, participate in international trade fairs, and strengthen brand promotion. The three key pillars for maintaining a strong position in the U.S. market are improving quality, promoting deep processing, and diversifying export markets.
Beyond the United States, Vietnamese businesses and farmers should also capitalize on opportunities in other potential markets such as the European Union, South Korea, Japan, and Australia. During the first seven months of 2025, several markets recorded strong growth. These included Japan (up 23%), the Netherlands (up 33%), Taiwan (up 18%), and Australia (up 30%). Markets outside the top 10 also increased by 34%, accounting for nearly 19% of total export turnover. This demonstrates the effectiveness of market diversification efforts.
Overall, in the first seven months of 2025, Vietnam’s fruit and vegetable sector recorded a trade surplus of more than USD 2.4 billion. It became a bright spot in agricultural exports amid challenges faced by other sectors due to price and market fluctuations. With coordinated efforts from farmers and enterprises to improve quality and comply with international standards, Vietnamese fruits have strong potential to make a major breakthrough in the U.S. market. They also have opportunities to expand in other high-value markets in the coming years.
Vietnamese source: https://thuonghieusanpham.vn/chat-luong-cao-giup-trai-cay-viet-tham-nhap-sau-thi-truong-my
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