The growing trend toward healthy consumption is opening up a golden opportunity for Vietnam’s processed fruit and vegetable industry. From dried mango slices and crispy dragon fruit to fragrant dried longan, Vietnamese agricultural products are establishing a new position on store shelves worldwide, helping to elevate the value of the nation’s agriculture.
If in the past most of Vietnam’s fruit and vegetable exports were fresh products, heavily dependent on seasonality and the Chinese market, the picture has now changed. According to the Vietnam Fruit and Vegetable Association (Vinafruit), in the first nine months of 2025, the country’s total fruit and vegetable export turnover exceeded USD 6.1 billion, up 8.3% compared to the same period in 2024. Notably, while fresh produce exports slowed, processed fruits and vegetables recorded an impressive growth of 37%, reaching more than USD 1.2 billion.
The latest survey by Amazon’s e-commerce platform in the United States shows that 74% of Americans snack every day, with 56% regularly replacing main meals with snacks. Notably, 47% of consumers choose fruit and 38% choose vegetables, indicating a strong rise in demand for “green” foods that are low in sugar and free from preservatives.
Seizing this trend, many Vietnamese enterprises have proactively shifted their production strategies, bringing naturally dried fruit products onto global e-commerce platforms.
Between 2021 and 2024 alone, sales of Vietnamese fruit snack products on Amazon increased by more than 550%, while dried fruit products grew by over 250%.
Mr. Hoàng Mạnh Cường, Sales Director of Vinaxo Co., Ltd. (Dong Thap), shared: “International customers, especially Americans, are willing to pay a premium for products that meet natural dried fruit standards, with no added sugar and no preservatives. This forces businesses to carefully select raw materials and invest in modern technology to preserve the fruit’s natural flavor.”
The Import and Export Department of the Ministry of Industry and Trade, citing a report by Future Market Insights, noted that the global dried fruit and vegetable market is expected to grow from USD 88.2 billion in 2025 to USD 192.2 billion by 2035, with an average annual growth rate of 8.1%. This is a positive signal for Vietnamese enterprises to penetrate deeper into the global market.
Mr. Nguyễn Văn Mười, Deputy Secretary General of Vinafruit, commented: “The strong growth of processed fruits and vegetables is an important step forward, helping Vietnamese agricultural products increase their value and reduce dependence on weather conditions and traditional markets.”
However, he also noted that some businesses are facing difficulties due to a 20% retaliatory tariff imposed in the U.S. market, which has narrowed profit margins. Therefore, the business community hopes that the Government will continue negotiations to ease tariff barriers, while also supporting trade promotion to expand export markets.
A representative of Amazon recommended that Vietnamese enterprises pay close attention to product strategies tailored to local consumer habits. In the U.S., consumers favor small, convenient packaging with clearly labeled nutritional information and quality certifications. “A good product alone is not enough; packaging and brand storytelling are equally important,” the representative emphasized.
Many domestic companies are also exploring “on-the-spot exports” through the tourism market. Mr. Võ Thanh Lộc, Commercial Director of the Farmers Market retail chain, said that the company is developing freeze-dried fruit products, as well as dried mango sticky rice and dried durian sticky rice, to serve international tourists.
According to Mr. Lộc, “A pack of dried fruit is not just a snack, but also a way for tourists to take home a piece of Vietnam’s flavor.”
However, Mr. Lộc also noted that the segment of natural products with no artificial coloring and no preservatives comes at a higher cost, which has limited its consumer base. Even so, this remains a sustainable path that creates long-term value for Vietnamese agricultural products.
When processing companies require standardized raw materials, farmers are compelled to change their cultivation practices, adopt clean production processes, and implement traceability systems—thereby forming a closed agricultural value chain and improving profitability.
Amid this positive outlook, China remains a key pillar market. According to the General Department of Customs, in September 2025 alone, fruit and vegetable export turnover reached USD 1.313 billion—the highest level ever recorded.
Overall, in the first nine months of 2025, total exports of the sector amounted to USD 6.131 billion, of which China accounted for 63% of the total, or USD 3.857 billion, up 1.8% compared to the same period in 2024, mainly driven by durian exports.
The fact that durian has been approved by China for official import channels and expanded into deeply processed products such as dried durian, durian juice, and durian jam highlights significant potential if Vietnam continues to promote technological innovation and brand building.
Vietnamese source: https://thuehaiquan.tapchikinhtetaichinh.vn/rau-qua-che-bien-viet-but-pha-tren-thi-truong-toan-cau-93883.html