Vietnamese pineapples are emerging as a promising export product in the European market, including the United Kingdom. Although there are strict requirements that must be met, the potential for growth is significant, providing Vietnamese exporters with new opportunities.
Europe has long been a key export destination for Vietnam’s agricultural products. According to Nguyễn Thị Thuỷ, deputy director of the Export Promotion Centre at the Vietnam Trade Promotion Agency, the European market presents a vast potential for Vietnamese pineapples. Speaking at a recent consultation session focused on exporting pineapple products to Europe, she emphasized the opportunities provided by trade agreements like the European Union-Vietnam Free Trade Agreement (EVFTA) and the UK-Vietnam Free Trade Agreement (UKVFTA). These agreements not only open doors for Vietnamese agricultural products in high-value markets but also pose challenges that require exporters to adapt to stringent standards to achieve sustainable growth.
In the UK market, Vietnamese pineapples have a wide range of consumption options. Hoàng Lê Hằng, a representative of the Vietnam Trade Office in the UK, highlighted that the UK market consumes pineapples in various forms, including fresh fruit, juice, dried products, jam, snacks, and as ingredients in confectionery. The UK is the tenth largest pineapple importer globally and the sixth largest in Europe, following countries like the Netherlands, Spain, France, Germany, and Italy. In 2021, the UK imported 119.6 million tonnes of pineapples, worth USD 78.2 million.
The demand for pineapple products in the UK is steady, with the majority of imports coming from Costa Rica, which holds 80% of the market share, followed by Brazil, the Philippines, and Thailand. The growth rate of the fresh pineapple market in the UK is expected to be 3.2% from 2022 to 2027, while pineapple juice consumption averaged 0.43 liters per person in 2021. Hằng noted that the UK represents a lucrative market for Vietnamese pineapple exports.
However, Vietnamese exporters must be mindful of British consumer preferences, which lean towards healthy, tropical fruits like pineapples, especially organic products that meet strict food safety and hygiene standards. Ensuring that pesticide residues do not exceed allowable limits is crucial for gaining consumer trust and market access.
Vietnamese businesses have various avenues to market their pineapple products in the UK. They can work through trading firms, or sell directly to supermarkets and retail chains. Other effective strategies include participating in trade fairs, exhibitions, and leveraging digital marketing tools.
In a bid to enhance Vietnam’s presence in the UK pineapple market, the Vietnam Trade Office in the UK has been actively promoting investment opportunities. Nguyễn Cảnh Cường, trade counselor at Vietnam’s Embassy in the UK, revealed that efforts are underway to establish a pineapple processing plant in Hậu Giang Province. The factory, expected to be operational by the end of the year, could open up additional opportunities for pineapple growers in Hậu Giang and Tiền Giang provinces to supply this new facility.
As Vietnamese pineapples continue to gain traction in the European market, it is essential for businesses to stay aligned with market demands and maintain the high standards required for export. With careful planning and strategic marketing, Vietnam’s pineapple exports to Europe, particularly the UK, are poised for significant growth.
