VTV.vn – The value and export turnover of Vietnam’s fresh fruits to the European market remain very low compared to Vietnam’s export potential as well as the EU’s demand.
The European Union (EU) is the world’s largest fruit importer, with import value last year reaching over USD 70 billion. However, the market share of Vietnamese businesses is very small—only around 1%.
This means that the value and export turnover of Vietnam’s fresh fruits to this market are still far below both Vietnam’s export potential and the EU’s needs.
At the Grand Frais supermarket chain in France, which specializes in offering a wide range of imported fresh products—including Vietnamese fruits—there are over 50 types of imported fruit on display. However, Vietnamese fruits make up less than 10%, with only four varieties: passion fruit, dragon fruit, longan, and papaya.
Mr. Samir Igoulmimene, Fruit and Vegetable Department Manager at Grand Frais supermarket in France, said: “Vietnam’s golden passion fruit has only recently been introduced here and is still quite unfamiliar, so consumers are sometimes hesitant. They don’t know what the flavor is like or what it’s used for, so it’s hard for them to spend money on it. Vietnamese fruits are very delicious, but unfortunately, buyers don’t have many options and the products are not supplied regularly for sale.
For fresh and semi-processed fruits, the EU is a market with high and stable demand. However, EU importers are very demanding and have established long-term supply relationships with traditional partners such as South America and Africa.
South American countries hold advantages over Asia in terms of geographical proximity, trade history, production costs, and competitive pricing. Meanwhile, Vietnam’s production scale remains fragmented, so the number of farms meeting EU standards is still limited.
According to experts, to secure a strong foothold on the shelves of major EU supermarkets, Vietnamese fruits should focus on brand building, improving product quality, and enhancing preservation to withstand long-distance transportation.
Economic difficulties, along with heatwaves, drought, and salinity, are significantly affecting the supply and quality of fruits. Therefore, achieving the export target of USD 6–6.5 billion for fruits and vegetables will not be easy. Businesses need to address existing challenges for Vietnamese fruits to reach farther markets.
