Currently, Vietnamese tropical fruits such as pomegranates, passion fruits, lychees, cape gooseberries, as well as dragon fruits, rambutans, and jackfruits are highly sought after in the EU market. At international fruit fairs, Vietnamese fruits are often sold out even before the event concludes.
According to the Vietnam Trade Office in Belgium and the EU, consumers in these countries are increasingly interested in tropical fruits due to their health benefits and fresh, vibrant flavors.
From culinary experts to restaurants, tropical fruits are prioritized for dish presentation and desserts. Retailers are also diversifying their tropical fruit offerings to meet growing consumer demand.
The demand for Vietnamese fruits in the EU is steadily increasing.
According to statistics on the import value of tropical fruits over the past five years, fresh lychees, passion fruits, starfruits, and dragon fruits experienced a 40% increase (2015–2019), reaching €142 million in 2019.
In addition, tropical fruits such as pomegranates, dragon fruits, and rambutans are considered specialties in this market. This presents a significant opportunity for Vietnamese cooperatives and fruit-exporting businesses to conquer a large market like the EU.
Although tropical fruits are widely embraced in the EU market, preferences differ from country to country. For instance, Germany has the largest consumption of imported fruits, particularly pomegranates and cape gooseberries. Meanwhile, France and Belgium show high demand for seasonal fruits such as lychees and pomegranates.
Although consumer preferences vary, representatives from the Vietnam Trade Office in Belgium and the EU emphasize that fruits delivered to consumers must be fresh, delicious, and of high quality. Specifically, the products should be clean, sustainable, and free from pesticides.
The European market is considered a significant opportunity for Vietnamese tropical fruits. However, it is also highly competitive.
Therefore, fruit-exporting businesses must focus on improving fruit quality, providing premium products at specific times of the year, and identifying reliable buyers familiar with market characteristics and segmentation.
Additionally, businesses must comply with general requirements for fresh fruits and vegetables, including:
“Major retailers in certain member countries like Germany, the Netherlands, and Austria enforce stricter Maximum Residue Levels (MRLs) than those outlined in European laws.”
Agricultural pest control should involve sustainable farming practices and chemical management.
“Exporters must strictly adhere to phytosanitary regulations. Exported fruits must have phytosanitary certificates before entering the EU,” emphasized the trade office representative.
It’s crucial to ensure safe and intact preservation during transportation and handling to keep the fruits in optimal condition for export markets.
For small tropical fruits like lychees, rambutans, and passion fruits, they should be packed in cardboard boxes weighing between 1.5 to 2.5 kg.
When packaging fruits, businesses should also take note.
To reduce costs, shipping companies often prioritize sea freight, which allows businesses to offer competitive prices to average consumers while meeting their consumption needs. Passion fruit is particularly well-suited for sea transport, thanks to advancements in protective packaging and precise temperature control.
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