Research shows New Zealand cherries’ strong potential in the Vietnamese market
A new study of Vietnam’s food and retail market indicates strong long-term potential for New Zealand cherries, according to NZ stone and cherry industry representative, Summerfruit New Zealand.
Raj Singh, the company’s Commercial Manager, noted that Vietnamese consumers are becoming more selective and value-oriented, with a focus on food safety, product consistency, and traceability.
Singh stated these trends are creating favorable conditions for premium imported fruit.
“Vietnam is no longer a market driven solely by novelty,” he added. “Consumers are becoming more demanding, especially when it comes to fresh food for the family, gifts, and special occasions, which aligns directly with the strengths of New Zealand cherries.”
Safety, trust, and consistency shape Vietnamese consumers’ purchases
The report noted that as incomes rise and modern retail expands, Vietnamese consumers increasingly prioritize food safety, production standards, country of origin, consistent quality, and strong recommendations or in-store presentation when purchasing fresh fruit.
Singh explained that in Vietnam, imported fruit is viewed as a distinct category, primarily associated with gifting and celebrations, rather than as a substitute for local produce.
“New Zealand’s reputation for rigorous food safety systems, traceability, and premium horticultural production strongly aligns with Vietnam’s emerging consumer expectations,” Singh adds.
The study also found that the consumer market is rapidly maturing, increasingly resembling an established middle-income economy, driven by urbanization, middle-class growth, and expanding modern retail infrastructure.
“For exporters, this is not about chasing short-term volume,” Singh said. “It’s about building presence, credibility, and partnerships in a market that is clearly moving toward higher expectations and standards.”
Premium does not necessarily mean niche
Although Vietnamese consumers remain price-sensitive, the report shows that premium products with clear value propositions continue to perform well.
The findings indicate that successful imported products balance premium quality and presentation, clear value communication, and reliable, consistent supply.
“This reinforces the importance of positioning New Zealand cherries not only as a premium product, but also as a reliable and consistent one,” Singh explains. “Uniformity across seasons, sizes, and eating quality is critical.”
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