Citing Vietnam Customs data, the Vietnam Fruits and Vegetables Association (Vinafruit) reported that in the first half of 2025, Vietnam's fruit and vegetable exports to the EU reached more than US$233 million, an increase of 44.1% compared to the same period last year.
Passion fruit recorded the highest value at US$58.6 million, up 33.5%, and accounted for over 27% of total shipments to the EU. Mangoes followed with nearly US$40 million, up 28.6%, representing 17%. Pistachios increased 102% to US$34.1 million, making up nearly 15%. Other products also posted growth, including ginger (up 175%), pineapple (up 207.9%), rambutan (up 58.9%), and longan (up 128.6%).
According to Dang Phuc Nguyen, general secretary of Vinafruit, the main reason European consumers are embracing Vietnamese fruits is their unique and distinctive flavors. "Tropical fruits like passion fruit, mango, longan, and rambutan benefit from Vietnam's climate and soil, which create a rich sweetness and natural aroma that are hard to replicate elsewhere," he said. He added that Vietnamese ginger is particularly valued for its strong aroma and spiciness compared with Chinese ginger, which has long dominated the market.
Nguyen noted that these flavor characteristics appeal to European consumers while also providing opportunities for processors and chefs to develop new products.
Momentum is expected to continue at the upcoming Vietnam International Sourcing 2025 exhibition, to be held from September 4–6 in Ho Chi Minh City. The Ministry of Industry and Trade stated that the event will provide Vietnamese businesses with opportunities to connect with EU importers. Wünsche Food of Germany is seeking processed agricultural products that meet sustainability and food safety standards. Importers from Northern Europe, including East Asia Food AB, GFI Stockholm AB, and CT Food, are looking for vegetables, fruits, and processed foods. From the UK, Longdan, the largest Asian food retail chain, is expanding its sourcing from groceries and dry goods to frozen and processed foods. Italian companies such as Unitec S.p.A. and Fenco Food Machinery will present processing and sorting solutions, opening possibilities for Vietnamese products to better meet EU standards.
The EU's demand for agricultural products is forecast to reach nearly US$364 billion in 2025, up 2.6% from 2024. With growing and diverse demand for fresh fruit, organic vegetables, and processed products, the EU is becoming an increasingly important market for Vietnam's agricultural exports.
Source: The Investor