Europeans have taste for Vietnamese passion fruit, mango: association

Citing Vietnam Customs data, 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 $233 million, up 44.1% from the same period last year.

Passion fruit led the pack with $58.6 million in exports (up 33.5%), accounting for over 27% of total fruit and vegetable shipments to the EU.

Mangoes followed with nearly $40 million (up 28.6%), making up 17%. Pistachios surged 102% to $34.1 million, accounting for nearly 15%.

Other products posted remarkable 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.

Vietnamese ginger, in particular, is prized for its strong aroma and spiciness - more pronounced than Chinese ginger, which has long dominated this market.

He added that these flavor differences not only satisfy everyday consumption but also inspire European food processors and chefs to develop new products.

Momentum is expected to continue at the upcoming Vietnam International Sourcing 2025, an international supply chain exhibition to be held from September 4-6 in Ho Chi Minh City.

The Ministry of Industry and Trade noted that the event will give Vietnamese businesses opportunities to secure deals with a wide range of EU importers. For instance, Wünsche Food of Germany is sourcing 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 seeking vegetables, fruits, and processed foods. From the UK, Longdan, the largest Asian food retail chain, is expanding its portfolio from groceries and dry goods to frozen and processed foods.

Italian companies such as Unitec S.p.A. and Fenco Food Machinery will also showcase advanced processing and sorting solutions, opening new opportunities for Vietnamese products to meet EU standards.

The EU’s demand for agricultural products is forecast to reach nearly $364 billion in 2025, up 2.6% from 2024. With strong and diverse import needs - from fresh fruit and organic vegetables to processed products - the EU is becoming an increasingly promising market for Vietnam’s agricultural sector, particularly for products that have already recorded impressive growth this year.