Following China, the United States ranked as the second-largest market, with a turnover of approximately $48.54 million, up 56.1% compared to January 2025.

Vietnam’s fruit and vegetable industry has entered 2026 with
a remarkably positive outlook. According to data from Vietnam Customs,
export turnover for fruits and vegetables in January 2026 reached over $644
million, a staggering 72.9% increase compared to the same period in 2025. 

In terms of market structure, China continues to be the
largest partner for Vietnamese produce. Specifically, in January 2026, export
turnover to this market reached nearly $376 million, up 117.6% year-on-year,
accounting for 58.31% of the industry’s total export value. Key export items
include durian, bananas, dragon fruit, mangoes, and coconuts. 

Following China, the United States ranked as the
second-largest market, with a turnover of approximately $48.54 million, up
56.1% compared to January 2025. Exports to the US primarily consist of
processed fruit and vegetable products and specialty fruits such as pomelo and
coconut. This result reflects a growing trend in the export structure toward
high-value-added products.

In the EU market, processed vegetables and fruit juices
continue to hold a dominant position. Although growth was not as explosive as
in the Chinese market, exports to the EU maintained a stable upward trend. This
demonstrates the ability of Vietnamese enterprises to adapt and upgrade their
quality standards to meet stringent international requirements.

According to Mr. Dang Phuc Nguyen, General Secretary of the
Vietnam Fruit and Vegetable Association (VINAFRUIT), “With the current
growth momentum and active support from the Government in promoting
double-digit economic growth, Vietnam’s fruit and vegetable industry is
expected to reach an export turnover of $9.5 to $10 billion in 2026.”

Dr. Dinh Cao Khue, Vice Chairman of VINAFRUIT and Chairman
of Dong Giao Food Export Joint Stock Company (Doveco), noted that while the
industry previously relied on a few traditional markets and familiar products,
it is now simultaneously consolidating old markets, breaking into demanding
markets, and gradually conquering high-value-added segments.

This market shift is accompanied by a change in product
structure. Supply chains are moving away from dependence on a few traditional
items toward diversifying products, markets, and processing methods. According
to Dr. Khue, this is not just a short-term positive signal but the foundation
for a more sustainable development cycle for the industry.

Based on consumption trends in domestic and key
international markets including Europe, the US, Japan, and South Korea, Dr.
Khue believes there is still immense potential for Vietnam’s processed
vegetables and high-quality products if they meet the right standards and
consumer tastes.

To achieve this, Dr. Khue proposed three developmental
pillars: expanding and reorganizing raw material zones toward sustainability
and strengthening supply chain links; investing heavily in deep processing to
increase value; and proactively expanding markets and penetrating high-end
segments. With the synchronized implementation of these solutions, the goal of
pushing fruit and vegetable export turnover to 10–10–20 billion in the
coming years is considered entirely feasible.

Vneconomy-Chu Khôi