Vietnam is emerging as a new bright spot in the fruit production and consumption industry in Southeast Asia. With a population of over 100 million people, of which 60% are under 35 years old, the economy recorded an impressive GDP growth rate of 7.09% in 2024, among the fastest in the region. By 2025, the size of Vietnam's fruit and vegetable market is estimated to reach 19.08 billion USD and could increase to 24.84 billion USD by 2030, with an average growth rate of 5.42%/year. Rapid urbanization and increasing income levels have boosted demand for quality food, especially imported fruits. In big cities like Hanoi, Ho Chi Minh City or Da Nang, supermarkets dedicate 20% to 30% of their fresh produce area to imported fruit products.

Vietnamese consumers are increasingly demanding, prioritizing products with clear origins, fresh quality, safety certification and sustainable production. These are mandatory criteria for fruit brands wanting to penetrate the market. In particular, transparency of origin, meeting green consumption trends, high nutritional value and stable quality play a key role in purchasing decisions.

The Vietnamese market is clearly differentiated by customer group. Gen Z and Millennials (under 40 years old) are tech-savvy, love international brands, care about health and the environment, and often shop through platforms such as TikTok Shop, Shopee and Lazada. Gen X (40–60 years old) values ​​prestige, brand trust and long-term value. Meanwhile, the Boomers (over 60 years old) mostly value tradition and price, and are often bought by the younger generation.

Opportunities for fruit exporters to Vietnam are wide open thanks to the rapidly growing middle class and willingness to pay for premium products, the explosion of e-commerce and social commerce, especially TikTok Shop - accounting for 26.9% of Vietnam's e-commerce market share in 2025, a growth of 99% compared to the previous year. In addition, the trend of giving premium fruit gifts during Tet, festivals and family events also creates a "golden season" of sales for the industry. However, this market also poses many challenges, from fierce competition from cheap domestic products, strict requirements on safety standards and traceability, to the need to invest heavily in marketing to justify the premium price.

How to penetrate the market easily?

To conquer the Vietnamese market, brands need a comprehensive approach strategy. Cooperating with reputable importers and distributors helps ensure coverage, while linking with international industry associations will enhance reputation. Businesses should combine offline sales channels such as supermarkets, fruit stores, traditional markets with online channels including Shopee, Lazada and TikTok Shop. Livestream e-commerce is proving effective in increasing interaction and conversion, while influencer marketing continues to be a strong lever when 77% of Vietnamese consumers have made purchases based on suggestions from KOLs/KOCs.

Building a brand through stories is also an important factor. Telling about the farm, production process, people and community associated with the product helps create emotional connections with customers, especially when the story is associated with health, family, sustainability and innovation values.

Outstanding trends in 2025

Livestream fruit sales are leading the trend, attracting a diverse audience. High-end fruit gifts become the "golden season" for sales during the Tet holiday. Co-branding between international brands and local partners helps increase trust and recognition.

As a trade promotion unit, 2D&ONE plays the role of a bridge between international partners and the Vietnamese market. We not only support connections, but also advise on strategic positioning, implement multi-channel marketing and accompany the building of agricultural product brands - from the introduction stage to when the product affirms its sustainable position. Contact us for advice!

Contact information:
Ms. Huynh Thi Thu Hanh (Marketing Director)
Tel: +84 948 240 446
Email: info@2done.com.vn - info.2done@gmail.com
Website: www.2done.com.vn