Vietnam Fruits And Vegetables Market Size & Share Analysis - Growth Trends and Forecast (2026 - 2031)

Vietnam Fruits And Vegetables Market Trends and Insights

Rising Domestic Per-Capita Intake of Fresh Produce

Urban Vietnamese households have increased their weekly spending on fresh fruits and vegetables, driven by a growing middle class that prioritizes convenience over price. This demand surge is reshaping supply chains, as supermarkets and app-based platforms require consistent quality and next-day delivery windows that traditional wet markets cannot match. Dalat Hasfarm reported that 40% of its highland vegetable output is now distributed through AEON MaxValu stores, which stock pre-washed salad mixes and portion-controlled packs tailored for two-person households. Protein intake is also rising, yet fresh produce remains the fastest-growing category in household food expenditure, suggesting that health-conscious consumers view fruits and vegetables as complements rather than substitutes to animal products.

Shift from Wet-Markets to Omnichannel Retailing

Modern retail formats, including supermarkets and e-commerce platforms, are investing in cold-chain infrastructure to sell fresh produce, a feature typically absent in wet markets. By 2025, AEON Vietnam plans to open 15 supermarkets and 45 medium-format stores, all equipped with walk-in chillers designed to maintain temperatures between 2 °C and 4 °C. This setup will reduce spoilage by 12 percentage points compared to ambient display conditions. Sumitomo has announced plans to expand Fuji Mart from 20 to 50 stores by 2028, focusing on affluent districts where consumers are willing to pay a 15% premium for traceable produce with QR codes linked to farm records. Additionally, the omnichannel model is facilitating direct-to-consumer sales. For example, cooperatives in Lam Dong Province are bypassing wholesalers and achieving 30% higher margins by selling strawberries through platforms like Shopee Fresh and Lazada.

China-Plus-One Sourcing Push by Global Buyers

Multinational retailers and food-service operators awarded Vietnamese exporters contracts worth an estimated USD 400 million in 2024 as they diversified procurement away from China, a strategy accelerated by geopolitical friction and the need for supply-chain redundancy. Nafoods Group secured a three-year agreement with a European juice processor to supply 12,000 metric tons of passion fruit annually, a volume that necessitated the company's expansion of its contract-farming network by 2,500 hectares in Gia Lai Province. Vina T&T reported that 60% of its coconut exports now serve buyers who previously sourced from Hainan, with monthly shipments reaching 500 metric tons by mid-2024 ^{[1]Source: Vietnam Investment Review, “Vertical Farming Pilot in Hanoi,” vir.com.vn}. Smaller exporters are forming consortia to meet minimum-order quantities, a tactic that allows them to compete for contracts that individual farms cannot fulfill. 

European Union-Vietnam Free Trade Agreement Tariff Phase-Outs

The European Union-Vietnam Free Trade Agreement (EVFTA) will eliminate duties on 99% of agricultural tariff lines by 2027, reducing the landed cost of Vietnamese dragon fruit in European distribution centers by 12% and enabling price parity with suppliers from Thailand and Ecuador. Vietnam's fruit exports to the European Union reached USD 320 million in 2024, a 28% increase over 2023, with pomelo and passion fruit posting the sharpest gains. The agreement also harmonizes phytosanitary standards, allowing Vietnamese pack-houses that achieve GlobalG.A.P certification to bypass additional inspections at European Union ports, a procedural change that cuts clearance time from 5 days to 36 hours. The European Union market remains sensitive to pesticide residues, and Vietnamese exporters must comply with maximum residue limits that are 40% stricter than those enforced in the Asia-Pacific region. This gap has triggered 14 border rejections since 2024.

Aging Rural Labor Force

Farmworkers over 45 years old accounted for 62% of Vietnam's agricultural labor pool in 2025, a demographic imbalance that is tightening harvest-season availability and pushing daily wages up by 8% annually^{[2]Source: General Statistics Office Vietnam, “Vietnam Household Food Expenditure Survey 2025,” gso.gov.vn}. Youth migration to manufacturing hubs in Binh Duong and Dong Nai has left cooperatives scrambling to recruit seasonal workers, with some orchards reporting unfilled positions during peak mango and dragon fruit harvests. The gap is widening productivity differentials, as industrial estates operated by Hoang Anh Gia Lai Agricultural achieve yields 30% higher than neighboring family farms through mechanized pruning and automated irrigation. Training programs launched by the Ministry of Agriculture and Rural Development in 2024 enrolled 5,000 young farmers in precision agriculture courses and retention rates remain below 40%, as graduates opt for urban jobs that pay 50% more. 

High Post-Harvest Loss

Vietnam loses 20 to 30% of its fruit and vegetable output between harvest and retail, a leakage driven by inadequate cold-chain coverage and the absence of pack-houses in remote growing areas. The Mekong Delta has only 120 cold-storage facilities with a combined capacity of 180,000 metric tons, which is insufficient to handle the region's annual fruit production of 2 million metric tons. Reefer trucks account for just 15% of the domestic transport fleet, forcing growers to ship produce in ambient containers that expose cargo to temperatures exceeding 35 degrees Celsius during summer months. Logistics costs represent a significant share of product value, which is twice the proportion observed in Thailand, where a more extensive network of cold hubs facilitates multi-stop consolidation.

Segment Analysis

By Type: Fruits Dominate but Vegetables Gain Traction in Value-Added Formats

Fruits accounted for 59% of the Vietnam fruits and vegetables market size in 2025 and are forecast to grow at a 7.2% CAGR through 2031. Berries are projected to grow at the fastest rate among all product categories, as highland growers in Lam Dong Province implement hothouse systems that extend the strawberry season from 4 to 9 months and facilitate year-round blueberry production. According to the Ministry of Agriculture and Rural Development of Vietnam, durian acreage reached 112,000 hectares nationwide by late 2024, with annual output hitting 900,000 metric tons, yet frozen durian exports to China faced logistical bottlenecks as only 40 pack-houses held the required permits, constraining shipments to 60% of potential volume ^{[3]Source: Ministry of Agriculture and Rural Development, “Regional Crop Conversion Report 2025,” mard.gov.vn} . 

The diverse climatic conditions in the country support the cultivation of a wide range of crops, including tropical fruits such as dragon fruit, mango, and litchi, as well as temperate vegetables like tomatoes and cabbage. In recent years, the harvest area for fruit and vegetable production has expanded as farmers increasingly adopt advanced agricultural techniques and technologies to enhance yield and quality. Vietnam is also investing in post-harvest infrastructure to minimize losses and improve export quality. Efforts include the development of cold chain logistics, innovative packaging solutions, and processing facilities to maintain freshness and meet international standards. With these advancements, Vietnam is well-positioned to strengthen its supply capabilities both regionally and globally.

Note: Segment shares of all individual segments available upon report purchase

Geography Analysis

The Mekong Delta held a significant market share in 2025, driven by its dominance in dragon fruit, mango, and coconut production, crops that thrive in the region's alluvial soils and year-round water access from the Mekong River's nine distributaries. The region's logistics advantage is eroding, as saltwater intrusion pushed 80 kilometers inland during the 2024 dry season, forcing farmers to invest in desalination ponds that add USD 600 per hectare to operating costs. The Mekong Delta also benefits from Cat Lai Port's reefer capacity, which expanded by 40% in 2025 to handle 180,000 twenty-foot equivalent units annually, cutting dwell time for export containers from 5 days to 48 hours. 

The Central Highlands and Central Coast are projected to post the highest regional growth, driven by coffee estates converting marginal land to avocado, passion fruit, and temperate vegetables that command premiums in urban markets. The region's elevation, ranging from 800 to 1,500 meters, creates microclimates suitable for berries and stone fruits that cannot tolerate lowland heat, a geographic advantage that is drawing interest from Japanese and South Korean buyers seeking off-season supply. The Central Coast, centered around Binh Thuan and Ninh Thuan provinces, focuses on dragon fruit production for export.  

Northern Vietnam remains a vegetable stronghold, supplying 60% of the leafy greens, tomatoes, and cucumbers consumed in Hanoi and surrounding provinces. Northern Vietnam's proximity to China offers a logistics edge for cross-border trade, with Lao Cai and Lang Son border gates processing 80,000 metric tons of fresh produce monthly, yet informal trade remains prevalent, undermining efforts to enforce phytosanitary standards.