Forget durian - Europe is hooked on this Vietnamese fruit

(NLDO) - In the first quarter of 2026 alone, Vietnam’s passion fruit exports to the European Union (EU) reached US$30.5 million, up 73% year-on-year

According to the Vietnam Fruit and Vegetable Association, total fruit and vegetable exports to the EU hit around US$121 million in the first quater of 2026, a 33% increase compared to the same period in 2025, reflecting improving demand in the market.

By product category, passion fruit ranked first with nearly US$30.5 million in export value, surging 73% and making up over a quarter of total exports.

It was followed by pistachios at US$26.5 million, up 137% and accounting for nearly 22%. Notably, some smaller categories saw explosive growth: strawberry exports reached US$2.21 million—an increase of 736 times year-on-year—while macadamia exports rose more than sevenfold to US$2.25 million.

Meanwhile, durian—often dubbed the “king of fruits”—posted relatively modest export turnover to the EU, at just US$404,000, despite a 50% increase from the same period in 2025, representing only about 0.33% of total exports.

Speaking to Nguoi Lao Dong Newspaper, Mr. Dang Phuc Nguyen, General Secretary of the Vietnam Fruit and Vegetable Association, said Europe is a distant market, so around two-thirds of exports are processed products, while fresh produce is typically shipped by air.

He noted that passion fruit has emerged as one of the most prominent products in the EU—not only because of its large export volume but also due to its alignment with consumer trends. It is widely used in food processing, from beverages and cocktails to desserts.

Strawberries are considered a “rising star,” with rapid growth driven by structured investments in Lam Dong and northern mountainous regions. However, unlike passion fruit, strawberries are mostly exported fresh and require air transport, leading to higher costs and smaller volumes. Still, their expansion potential remains strong if GlobalGAP standards and logistics requirements are met.

As for durian, it remains a niche product in the EU, primarily serving Asian communities.

Nguyen added that EU markets require strict compliance with GlobalGAP standards, often involving greenhouse cultivation or high-tech farming systems. Exporters must organize production in a systematic, demand-driven manner to meet both regulatory requirements and consumer expectations.