Nutritional Trends Pave the Way for Vietnamese Dried Fruits to Go Global

With advantages in convenience, shelf stability, and nutritional density, dried fruits are increasingly favored, not only for cooking or as additives in cereals, salads, and trail mixes but also as a popular healthy snack choice in international markets.

According to GlobalData, consumers are increasingly prioritizing foods rich in protein, fiber, and nutrients. This trend is influenced by shifts in preferences related to GLP-1 weight-loss medications, leading consumers to favor smaller portions and healthier snacks. A Q4 2025 survey showed that 67% of consumers prioritize health when purchasing food.

Dried fruit is becoming increasingly popular due to its long shelf life, which helps minimize food waste and support budget-conscious shopping. GlobalData analyst Jessica Butler recommends that brands focus on affordability, versatile packaging formats, and maintaining 'clean label' transparency to meet consumer expectations.

At the end of 2025, Amazon Global Selling Vietnam published a guidebook on tapping into the food sector's potential, highlighting that the 'healthy snacking' trend in the US presents a significant opportunity for Vietnamese exporters. Data shows 74% of Americans snack daily, with 47% preferring fruits and 38% choosing vegetables.

Sales of packaged fruit snacks from Vietnam on Amazon surged by over 550%, while dried fruit sales increased by more than 250% between 2021 and 2024. Mango, dragon fruit, and longan segments are identified as having the strongest growth potential.

Mr. Hoang Manh Cuong, Director of Vinaxo Co., Ltd. (Dong Thap), shared that US customers particularly favor 'natural dried fruit' products with no added sugar or preservatives. 'This requires companies to select raw materials carefully and invest in modern technology to ensure crispness and natural color,' he emphasized.

Beyond the US, the global dried fruit and vegetable market is projected to grow from 88.2 billion USD in 2025 to 192.2 billion USD by 2035, according to the Agency of Foreign Trade (Ministry of Industry and Trade) and Future Market Insights. This growth is driven by lifestyles oriented toward health and sustainability.

Businesses like Farmers Market are developing creative freeze-dried products to serve international tourists. At events like THAIFEX - Anuga Asia 2026, Vietnamese dried fruit products received positive feedback from global customers, offering fresh insights into real market demands.

Mr. Nguyen Van Muoi, Deputy Secretary General of Vinafruit, views this as a positive signal of a strategic shift from raw material exports to deep processing. To sustain growth, businesses must focus on packaging design tailored to global consumer habits and ensure transparency in nutritional information and allergen warnings.

Formats such as fruit bars, freeze-dried options, and whole dried fruits are becoming strategic choices. With the advantages of a tropical climate and competitive agricultural infrastructure, dried fruit is considered a 'blue ocean' of potential for Vietnamese businesses in the international export landscape.