According to the Ministry of Agriculture and Environment, in the first 11 months of 2025, Vietnam's fruit and vegetable export turnover is estimated to reach US$7.8 billion, an 18% increase compared to the same period last year; the projected figure for the whole year is approximately US$8.5 billion. Many key products such as durian, dragon fruit, pomelo, mango, passion fruit, etc., continue to expand their markets in the United States, the EU, Japan, South Korea, and the Middle East, affirming the position of fruits and vegetables in the group of key export sectors of Vietnamese agriculture.
In this overall picture, China remains the largest traditional export market for the fruit and vegetable industry. However, in the first months of 2025, the country's tightening control of cadmium and yellow dye, especially for durian, has caused a sharp decline in export turnover to the market of over 1.4 billion people.
Statistics from the Customs Department show that fruit and vegetable exports to the Chinese market recorded five consecutive months of negative growth compared to the same period in 2024. In the first five months of the year, the export value reached only US$1.1 billion, a decrease of 35.3%, causing the Chinese market's share of total fruit and vegetable exports to fall to 47.8%.
In reality, many businesses had to temporarily suspend exports to review and adjust their production processes to meet the stricter quality control requirements from China. However, since June, with the removal of many technical barriers, fruit and vegetable exports to this market have begun to recover. In particular, the signing of protocols for bananas, coconuts, passion fruit, etc., has created further room for growth.
The real turning point came in September 2025, when fruit and vegetable exports to China reached nearly $1.07 billion, creating a "comeback" for the entire industry, turning negative growth into positive growth of 1.6%. This upward trend continued in October and November, with growth rates doubling and nearly 93% respectively compared to the same period.
Overall, in the first 11 months, fruit and vegetable exports to China reached $4.98 billion, surpassing the record of $4.63 billion for the whole of 2024 and making a significant contribution to the industry's historic achievement of $7.8 billion. It is projected that fruit and vegetable exports to China could reach approximately $5.5 billion in 2025.
Notably, despite the impact of tariff policies, fruit and vegetable exports to the US market still achieved very high growth of 56% in the first 11 months, reaching $500 million.
Besides the US market, fruit and vegetable exports to the EU in 2025 are also expected to see impressive growth of approximately 50%, with estimated export value reaching US$350-400 million. The Netherlands and Germany continue to play a key role as the two main gateways for Vietnamese fruits and vegetables into the EU market, with export values exceeding US$100 million.
This growth is driven by the tariff preferences from the EVFTA agreement, which are proving effective in enhancing the price competitiveness of Vietnamese fruits and vegetables compared to many competitors. Furthermore, product quality has significantly improved, evidenced by a 50% reduction in the number of shipments flagged by the EU for violating food safety regulations (SPS) compared to the same period.
Along with the US, the EU is becoming the most prominent bright spot in the fruit and vegetable export picture in 2025, playing a crucial role in helping the industry gradually reduce its dependence on a few traditional markets.
Improving Packaging, Increasing Value, and Expanding Markets
In an interview with the Industry and Trade Newspaper, Mr. Dang Phuc Nguyen, General Secretary of the Vietnam Fruit and Vegetable Association, stated that China remains a market with great potential thanks to its geographical advantages and convenient logistics connections via road, rail, and sea.
In addition, the signing of many official export protocols is opening up opportunities to increase market share for Vietnamese businesses. If these opportunities are well utilized, Vietnam's fruit and vegetable export turnover to China could aim for 8-10 billion USD in the coming years. However, this market is increasingly demanding in terms of traceability, quality, and especially packaging and design, forcing Vietnamese businesses to constantly improve if they want to maintain their position.
According to experts, for sustainable growth in fruit and vegetable exports, especially to distant and demanding markets, improving packaging is no longer an option but a mandatory requirement. Packaging not only helps reduce post-harvest losses but also meets standards for food safety, sustainability, and information transparency.
At the "Improving Packaging and Packing for Export Fruits" workshop, held on December 12th, Mr. Peter Johnson, an international expert on the tropical fruit value chain (GQSP Vietnam – UNIDO), stated that Vietnamese fruit packaging currently has many limitations: low carton durability, designs unsuitable for cold storage, cooling, and long-distance transportation, while the mindset in packaging selection still heavily focuses on cost savings without fully considering potential losses.
From a sustainable development perspective, Ms. Le Thi Thanh Thao, Country Representative of UNIDO in Vietnam, emphasized that packaging is not just an "outer covering material" but a technological solution. Inappropriate packaging can lead to greater emissions and increased food waste.
In reality, advanced packaging technologies such as MAP (Modified Atmosphere Packaging), coatings from natural compounds, and cold chain management are helping to extend shelf life, maintain sensory quality, and reduce losses during long-distance transportation. Many tests have shown that lychees exported to the US can be preserved for up to 35 days; passion fruit treated with MAP and coatings retains its freshness for over a month.
According to the Vietnam Packaging Association (VINPAS), the application of smart packaging, optimized carton design for cold storage, and the development of sustainable, recyclable packaging that meets EPR and new import market regulations will be a significant competitive advantage for Vietnamese fruits.
Many believe that standardizing packaging for exported agricultural products is a strategic step. As Ms. Nguyen Mai Minh Thu, Director of Mai Thu Packaging Joint Stock Company, stated: “Standardizing packaging is also standardizing the world's trust in Vietnamese agricultural products.”
In the context of a strong recovery in fruit and vegetable exports, especially to the Chinese market, systematic investment in packaging, design, and preservation technology will be a crucial "lever," not only helping to increase export value but also bringing Vietnamese fruits deeper into the global value chain.

Source: Vitic/ congthuong.vn