Analyze Consumer and Export Market Demands for Vietnamese Agricultural Businesses

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This analysis examines:

• Changing domestic and international consumer preferences
• Evolving quality requirements and certification standards
• Rising demand for organic and sustainable products
• Key export market trends affecting Vietnam’s agricultural sector

1. Changing Consumer Preferences

• Health and Safety Focus:

• 80% of Vietnamese consumers purchased organic vegetables and fruits in 2023, reflecting a strong shift toward healthy, chemical-free produce. (Rakuten Insight survey of 4,649 respondents)
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• 45% of consumers are willing to pay up to 25% more for organic products; 6% have no spending limit, underscoring premiumisation trends.
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• Post-Pandemic and Environmental Awareness:

• Growing environmental consciousness and COVID-19 health concerns have accelerated demand for safe, sustainable foods.
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• Modern Retail and E-Commerce Channels:

• Organic products are primarily sold through supermarkets (Co.opmart, WinMart, Lotte Mart, MM Mega Market) and speciality stores targeting urban, middle- to high-income consumers.
• Online platforms (Shopee, Lazada, Tiki, retailer websites) have expanded accessibility, reaching consumers in smaller cities and rural areas.
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2. Quality Requirements

• Traceability and Certification:

• Domestic consumers and key export markets (EU, US, Japan) demand international certifications and compliance with organic, GAP, and sustainability standards.
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• Government and Industry Initiatives:

• Vietnamese government policies promote low-emission practices, smart farming, and value-chain traceability to meet global quality benchmarks.
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3. Organic and Sustainable Product Demand

• Domestic Market Growth:

• Vietnam’s organic food market reached USD 100 million in 2023, a 20% increase from 2020, driven by higher incomes and green consumption trends.
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• Organic farmland expanded from 53,350 ha in 2016 to ~240,000 ha in 2020; >17,000 producers and 555 processors now serve domestic and export needs.
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• Fertilizer Market Shift:

• Organic fertilizers account for 25% of Vietnam’s fertilizer market; adoption is rising at a 6.7% CAGR (2025–2030) due to soil health and environmental concerns.
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4. Key Export Market Trends

• Export Value and Destinations:

• Vietnam’s agricultural exports reached USD 62.4 billion in 2024, led by rice, coffee, rubber, seafood, and high-value fruits/vegetables.
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• Major markets: U.S., China, EU; exports to these regions grew 18.5% in 2024, with organic products (US & EU) accounting for 90% of organic export volumes.
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• Sustainability as a Competitive Edge:

• Global buyers increasingly prefer sustainably produced goods; Vietnam’s diverse climate and efficient production, combined with proximity to shipping routes, enhance competitiveness.
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• Trade Agreements and Market Access:

• CPTPP and EVFTA have reduced tariffs, expanded market access, and spurred export growth for certified products.
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Conclusion

Vietnam’s agricultural businesses must adapt to dynamic consumer demands—prioritizing health, sustainability, and premium quality—while leveraging trade agreements and green practices to strengthen export performance. Continued investment in certification, traceability, and organic value chains will be critical to meeting both domestic and international market requirements.