The research was developed with support from the organization and New Zealand Trade and Enterprise (NZTE), and conducted by Cimigo, an independent market research firm specializing in Asia.
According to Raj Singh, Commercial Manager of Summerfruit New Zealand, the results demonstrate significant changes in the behavior of Vietnamese consumers.
“Consumers in Vietnam are becoming increasingly selective and value-oriented in their food purchasing decisions, with a greater emphasis on food safety, product consistency, and trust in its origin,” Singh explained.
In his view, these changes are creating favorable conditions for premium imported fruit that can clearly demonstrate quality and reliability.
“Vietnam is no longer a market driven solely by novelty. Consumers are more demanding, especially when it comes to fresh food for the family, gifts, and special occasions. This aligns perfectly with the strengths of New Zealand cherries,” he added.
Security, trust, and consistency shape purchasing decisions
The Cimigo study highlights that, as incomes rise and modern retail expands, Vietnamese consumers are increasingly prioritizing certain key attributes when buying fresh fruit: trust in food safety and production standards; clarity regarding the country of origin; consistent quality; and recommendations and presentation at the point of sale.
Furthermore, imported fruit is often perceived not as a substitute for local production, but as a distinct consumption category, primarily associated with gifts, family health, and celebratory occasions.
“New Zealand’s reputation for rigorous food safety systems, traceability, and premium horticultural production strongly aligns with these emerging consumer expectations,” Singh noted.
The study also suggests that Vietnam’s consumer market is maturing rapidly and beginning to behave more like that of a consolidated middle-income economy than an emerging market.
While there is some caution in consumption in the short term, the long-term fundamentals remain strong, driven by urbanization, the growth of the middle class, and the expansion of modern retail infrastructure.
“For exporters, this isn’t about seeking short-term volume,” Singh explained. “It’s about building presence, credibility, and partnerships in a market that is clearly moving toward higher expectations and standards.”
Premium doesn’t necessarily mean niche
Although Vietnamese consumers remain price-sensitive, research shows that premium products that clearly justify their value continue to perform well, particularly in major urban centers and through modern retail channels.
According to Cimigo’s findings, successful imported products typically balance premium quality and presentation; clear communication of the product’s value; and reliable and 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,” said Singh. “Consistency across seasons, sizes, and eating quality is critical.”
In this context, Summerfruit New Zealand considers Vietnam a strategically important market for cherries, especially during New Zealand’s export window, when local supply is limited and demand for premium imported fruit increases.
“The results of this research validate the direction many of our exporters are already taking,” Singh concluded. “Vietnam rewards those who invest in quality, business relationships and long-term market development, and New Zealand cherries are well positioned to do so.”
Source: Portal Frutícola
