Triple growth in 4 years
According to data from Customs Department, in 2025, Vietnam's fruit and vegetable exports to European Union (EU) reached over $477 million, tripling compared to 2021. During a period of 2021–2025, export turnover to this market increased by an additional $322.7 million, corresponding to a 208% increase, with an average compound annual growth rate of approximately 43%. Specifically, in 2025 compared to 2024, export value increased by 52.75%, showing that EU continues to be a fast-growing and stable destination.
Notably, growth is no longer concentrated on a few traditional items but has clearly diversified. Among key product groups, passion fruit continues to lead with export value increasing from US$41.6 million in 2021 to US$112.8 million in 2025, a 171% increase. However, its share in total export value decreased slightly from 27% to 24%, reflecting increased contribution of other product groups.
Pistachios became a highlight, with export value increasing from US$5.3 million to US$82.7 million, more than 15 times in 4 years. Share of this product increased from 3.4% to 17.3%, becoming one of the fastest-growing groups in EU market.
Mangoes also recorded an impressive increase, from $23 million to $72.8 million (a 216% increase), maintaining a share of around 15%. Coconut and coconut products group increased from 164% to 249% depending on product line, showing a strong consumption trend for tropical products in Europe.
Conversely, some items like dragon fruit remained almost unchanged in value compared to 2021, causing their share to decrease from 12.1% to 3.7%. Lemons and corn continued to increase in absolute value, but their market share in overall structure narrowed.
Overall, fruit and vegetable export to EU not only increased in volume but also shifted towards diversification, gradually reducing dependence on a few single products – a crucial factor for maintaining sustainable growth.
Better meeting strict standards
In an interview with Industry and Trade Newspaper, Mr. Dang Phuc Nguyen, General Secretary of Vietnam Fruit and Vegetable Association, stated that growth momentum in recent years stems from businesses improving quality and better meeting strict standards of EU market regarding food safety, traceability and sustainability.
Along with that, increasing demand for tropical fruits in EU, driven by consumers' preference for health-beneficial products, has contributed to boosting import turnover from Vietnam.
A notable shift is strong movement in export structure towards deeply processed goods. Currently, about two-thirds of Vietnam's fruit and vegetable exports to EU and Japan are frozen, dried, juiced or deeply processed products, instead of primarily fresh goods as before. This direction helps extend shelf life, reduce risks from technical barriers, and optimize logistics costs.
Data shows that in 2025, export turnover of processed fruits and vegetables nationwide reached over US$2.06 billion, an increase of 42.1% compared to 2024, raising proportion of this group to 24% of entire industry (compared to 20% the previous year). Of this, pistachios reached US$446 million, an increase of over 72%. Processed almond exports reached US$215 million, an increase of over 62%.
According to fruit and vegetable export businesses, fruit and vegetable exports in 2025 was notable for both consolidating traditional markets and making breakthroughs in high-end markets, with the EU being a clear example. Significantly, consumer trends in EU are shifting strongly towards convenient products suitable for online shopping. As consumers prioritize ready-to-eat, time-saving processed foods, Vietnamese processed fruits and vegetables have a clear advantage over fresh products.
Alongside this shift in product structure, capacity to comply with SPS (sanitary and phytosanitary) standards has also significantly improved. In 2025, number of EU warnings regarding Vietnamese agricultural products and food decreased from 114 to 60, a reduction of 48%. This is a positive sign in a market known for its strict regulations on maximum residue limits (MRLs), traceability and additive control.
Speaking with a reporter from Industry and Trade Newspaper, Dr. Ngo Xuan Nam, Deputy Director of SPS Vietnam Office, stated that this result reflects a change in approach, whereby businesses and localities proactively comply from production stage instead of only responding after receiving warnings.
In reality, EU continuously updates its technical regulations. Even a slight delay in adjusting production processes can immediately lead to warning risks. Therefore, building an early warning system, compiling guidance manuals for each market and organizing conferences to update on new regulations are crucial steps in reducing risks.
With a market size of nearly $480 million by 2025, EU continues to be one of the fastest-growing markets for Vietnamese fruits and vegetables. However, it is also a highly competitive region, where major exporting countries such as Thailand, Peru, Ecuador and Philippines are all increasing their presence.
To maintain growth momentum, experts believe fruit and vegetable industry needs to continue reorganizing raw material areas towards sustainability, establishing strong supply chain linkages, attracting businesses to invest in processing and brand building in local market.
In 2025, entire fruit and vegetable industry is expected to achieve a "double record" with a turnover of US$8.56 billion and, for the first time, export of processed products exceeding US$2 billion. The US$10 billion target for this year is considered achievable if growth trend in EU and high-end markets continues.
From improving quality and diversifying products to enhancing compliance with standards, fruit and vegetable exports to the EU are demonstrating a growth model shifting from quantity to value and sustainability. This presents significant potential for Vietnam's fruit and vegetable industry to advance further in global supply chain.

Source: Vitic/ congthuong.vn